InFocus – Consumer Relations

Helen Ainsworth, who is responsible for Consumer Relations for Michelin Lifestyle, talks to us about how MLL and its Licensees manage the consumer relations process:

With part of MLL’s mission being to strengthen the relationship of the brand with consumers, I imagine that Consumer Relations is a high priority for MLL?

Absolutely, consumer satisfaction is at the heart of Michelin Lifestyle’s approach. Our licensees consider consumer satisfaction at all times, whether it’s dealing with an individual consumer query through to finding improvements by regularly analysing all of the user queries they get and any other feedback that they collect.

And why is reporting of Helpline contacts so important to MLL?

Our licensees are answering consumer queries via a Helpline in such diverse places as Florida to Rio, Birmingham to Shanghai. The time differences across our many territories inevitably means that consumers are being spoken to about MLL products around the clock!

Every one of these conversations is an opportunity for the licensee to collect information which they can then use to improve the product or the way they support it.

This is why we ask our licensees to provide regular reporting of their contact with consumers.

What should a Michelin employee do if they are contacted by a consumer about an MLL product?

There are actually two answers to this question! It depends if a consumer wants to purchase a product, or has already purchased it.

If a consumer asks “where can I purchase a product from?”, then they should be directed to MLL’s consumer website (www.michelin-lifestyle.com) where they can find product availability in their country and also a retailer from where it can be purchased.

If a consumer has already purchased a product, then in-keeping with the traditional licensing model, the first point of contact for the consumer should be the retailer or the licensees own helpline.

Tell us about calls taken by Michelin employees?

It is true that the local Michelin consumer contact centre will occasionally receive calls about MLL products, so we work with these teams to keep them aware of key contacts to handle the queries.

consumer satisfaction is at the heart of Michelin Lifestyle’s approach

I’d just like to take this opportunity to say we in MLL are very grateful for the support that those in the Michelin Group have shown to our consumers over the years.

If you are in any doubt as to how to deal with an MLL call, or simply want consumer service back up for an MLL product, please do not hesitate to contact us. You can contact us directly by email via the MLL consumer relations email account: lifestyle@uk.michelin.com.