Competition investigation: TomTom Telematics

Face-to-face in-depth interviews

A total of 25 face-to-face in-depth interviews were conducted with various stakeholders at TomTom Telematics. Discussions were held with account managers (5 interviews), recent customers (5), long-standing customers (5), prospects (5), and lost prospects (5).

The research was conducted in layers. This means that we first spoke with five TomTom account managers to get an idea of TomTom Telematics, what the organization stands for, what the product looks like, what developments account managers see, etc. This information was then used to refine the interview script with customers, which focused on customer satisfaction, the customer journey, the overall search process for a fleet management partner, comparisons between the various providers (TomTom and their competitors), etc.

Finally, this input was used again for discussions with (lost) prospects. An additional but important advantage of this method is that it reveals potential gaps between the internal image and the image that customers/prospects have of TomTom Telematics.

“In order to serve existing and future customers optimally, it is important for us to understand the market, the orientation and specific needs, not just in broad terms. Markteffect proven its ability to uncover these valuable details through its strategic insight and practical implementation.”
René de Jong, Sales Director Benelux

Insights from the research

TomTom Telematics has refined the proposition used to approach customers. It is now more aware of the various aspects of customer satisfaction among existing customers. In addition, TomTom Telematics has been able to establish contact with two large, previously unknown prospects from the world of transport and logistics.

The research has therefore been valuable to several departments at TomTom Telematics and has provided insight into how a strategic competitive advantage can be achieved and expanded.