At Nissan, listening to customers isn't a one-off exercise: it's a necessity imposed by the very nature of the automotive buying journey. "The automotive buying journey is particularly complex," sums up Pierre Machoel, Digital Performance & Content Manager for Nissan AMIEO. "It involves many touchpoints: you start by discovering the vehicle, then move through a test drive, a configurator, a dealership, an ownership phase." A challenge, but also an opportunity: to place the voice of the customer at the center of every stage of this journey, whatever the touchpoint or moment in the buying cycle.
The Nissan story, on video
The real challenge: moving from reporting to action
Before working with Screeb, Nissan wasn't starting from scratch: the company had already been collecting customer feedback on its website for four years. But the setup remained limited in scale, and above all not geared enough toward action. "Our goal was to move from reporting to more action," explains Pierre Machoel. "Having the ability and the capacity to analyze faster, make decisions, have the right tools, the right capabilities and the right speed to turn all customer feedback into concrete measures."
This challenge took on a particular dimension in the automotive sector, where the buying journey is among the most complex there is. Between discovering the vehicle, the test drive, the configurator, the dealership visit and the ownership phase, every touchpoint generates different expectations. Without a system able to follow the customer at every stage, part of the signal stayed confined to reports, without translating into concrete action.
A rollout across 20 markets
With Screeb, Nissan was able to significantly accelerate the scale of its Voice of the Customer program.
In practice, visitors can rate their experience directly on the site and leave a comment. This volume of ratings and feedback is analyzed every week by the teams, to identify strengths, friction points, and translate them into action. Teams rely on this feedback daily: "Our teams use the satisfaction rating and customer feedback almost every day," notes Pierre Machoel.
Screeb also allowed Nissan to roll out new features, such as recorded sessions. "The user goes to the site, leaves a comment, and thanks to the recorded session, we can now understand their journey, the friction points, what worked well, what we need to improve," explains Pierre Machoel.
The results, in practice
The most telling example is probably the redesign of the car configurator — a step in the journey as central as it is complex. "Having the voice of the customer, having the feedback, was for us a way to prioritize and better understand customer expectations," says Pierre Machoel. Finding the price, simulating an offer, understanding the vehicle's features, being able to visualize it and interact with it: all expectations raised by visitors, which directly fed the redesign of the configurator experience, built around customers' real needs.
To track the impact of this program, Nissan relies on three main indicators: the satisfaction rating (below 4 out of 5 stars, the customer is considered dissatisfied), the volume of feedback collected — necessary for the data to be statistically significant — and finally the comments and friction points raised, which qualify the rating and guide the actions to take.
Another strong signal: Voice of the Customer is now tracked as a performance indicator by Nissan's leadership — a cultural shift that took hold quickly.
Speed, new capabilities, closeness: the levers of acceleration
Several factors tipped the balance in Nissan's favor. First, the ability to accelerate: thanks to Screeb, the company was able to extend its program to more markets and pages, now covering 20 markets and several hundred pages. The scale and speed of the rollout were decisive. Second, the ability to launch new initiatives and new types of surveys, like the recorded sessions mentioned above. Finally, collaboration with the Screeb teams: a closeness that allows testing new experiences together, and turning them into concrete action.
The question of data sovereignty and localization also weighed in the balance. In a global automotive sector where compliance and data protection are critical issues, working with a European partner was a reassuring factor for Nissan. "Working with a European company was a reassuring factor for us," highlights Pierre Machoel.
"Screeb helped us accelerate — to roll out our program faster, launch new initiatives, and keep putting the voice of the customer at the heart of our actions."
— Pierre Machoel, Digital Performance & Content Manager, Nissan AMIEO
This momentum continues: the recognition earned at the CX Awards acts as a further encouragement to keep accelerating this movement, across a scope of markets and use cases set to expand even further.
Making Voice of the Customer a driver of decisions and performance: a distinction at the 2026 CX Awards
This collective work was publicly recognized. In 2026, Nissan Motor Corporation received Bronze at the CX Awards, organized by Relation Client Mag, in the Feedback Management category — a distinction honoring an initiative carried out alongside Screeb and Razorfish France, aimed at turning user feedback into actionable insights to help teams better understand customer expectations, identify friction points, and make better decisions to continuously improve the digital experience.
"This award was first and foremost recognition of a collective effort at Nissan, working as a team with Nissan, Screeb and Razorfish. It's also an encouragement to accelerate and keep putting the voice of the customer at the center of our actions."
— Pierre Machoel, Digital Performance & Content Manager, Nissan AMIEO
Frequently asked questions
Why does the automotive sector pose a particular challenge for Voice of the Customer?
Because the automotive buying journey is one of the most complex there is: vehicle discovery, test drive, configurator, dealership, then the ownership phase. Every touchpoint generates different expectations, which need to be heard at every stage.
How many markets is Screeb deployed in at Nissan?
The program is deployed across 20 markets and covers hundreds of pages on the Nissan website.
What is a recorded session, and what is it used for at Nissan?
A recorded session lets the team review the journey of a visitor who left a comment, to understand their path, the friction points encountered, and what worked well.
How does Nissan measure the impact of its feedback program?
Through three indicators: the satisfaction rating (below 4 out of 5 stars, the customer is dissatisfied), the volume of feedback collected, and the comments and friction points that qualify the rating.
Why did data sovereignty matter in the choice of Screeb?
Because compliance and data protection are critical issues for a global automaker. Working with a European partner was a trust factor for Nissan.
Conclusion
By moving from a reporting-focused setup to an action-oriented Voice of the Customer program, deployed across 20 markets, Nissan transformed the way it listens to its customers throughout one of the most complex buying journeys there is. The result: a configurator redesign driven by customers' real needs, Voice of the Customer now tracked as a performance indicator by leadership, and collective recognition at the 2026 CX Awards, honoring an initiative that turned customer feedback into actionable insights.
Want to give your teams the same ability to turn feedback into action?