The automotive industry has long been one of the most disruptive sectors. The human desire to explore and travel both efficiently and safely has prompted constant evolutions in the technology available on the market. Today’s cars are smarter, more connected, and more eco-friendly.
However, it’s not just the models available in the automotive landscape changing at a record pace. The way customers interact with vendors and manufacturers is evolving too. More than ever, consumers are expecting omnichannel, intelligent interactions with companies aligned both in the offline and online worlds.
To stay ahead of the curve, automotive brands need to focus more heavily on putting customer experience first. Here’s how you can build a business case for CX in the automotive space.
Step 1: Focus on Competitive Differentiation
In a world of mass-produced vehicles, it’s virtually impossible for any company to outshine the competition with a focus on price and technology. When clients can access the same vehicles from a range of other vendors, customer experience is the only way to come out on top.
In the past, the process of purchasing a vehicle has been notoriously complex. Consumers have found everything from researching cars to connecting with vendors to be time-consuming and difficult. The best way to set yourself apart from the competition, is to make life easier for your customers. Remember, McKinsey notes that 50% of customers believe a better service experience is more important than anything else in their buying decision.
Evaluate the customer journey and look for ways you can streamline service and support for your audience. AI chat bots and similar tools could answer common questions about models and provide insightful information to customers who don’t want to wait to talk to a sales professional. Video conferencing solutions can provide companies with a way to show their customers around a car when they’re shopping remotely, reducing the need for in-person contact.
Step 2: Reassess the Customer Journey
The customer journey in the automotive space has changed drastically over the last for years. To stay competitive in this new landscape, automotive companies need to support and engage their customers across a range of environments. This means building a comprehensive omnichannel CX strategy, which follows consumers both online and offline.
Currently, about 60% of car buyers under the age of 45 are planning on buying their next vehicle online, and the number continues to increase. Prompted by the pandemic, people are searching for more convenient contactless experiences, so they don’t need to interact with brands as often in-person. Allowing customers to interact with sales agents through digital methods with a CCaaS system supporting video, messaging, and email is crucial.
It's also worth looking for ways to digitize some of the most exhausting and time-consuming processes in the purchasing journey. For instance, 74% of customers say they’re more satisfied with a purchase from dealership when they can complete paperwork digitally. CRM tools with built-in solutions for e-signatures and document management can help with this.
Brands could even use SMS solutions and chatbots to remind customers of upcoming test-drives and appointments with vendors in-person.
Step 3: Look at Optimising Team Performance
Increasingly, research shows companies in all environments need to think more carefully about the concept of “Total Experience”. To outshine the competition, impress your audience and boost profits, you need to ensure your employees are as productive and efficient as possible. Fortunately, the right CX solutions can help with this.