埃森哲：重启客户体验（EN）_31页_2mb

A Customer Experience Reboot: Pivoting Toward the Automotive Industry's Future Success

Core Content

The automotive industry is undergoing a significant transformation in how it approaches customer experience (CX). Traditional models are no longer sufficient as customer expectations evolve toward more connected, virtual, and responsible experiences. OEMs and dealers must work together more closely to create a seamless, data-driven CX that meets the modern consumer's needs.

Main Viewpoints

• Customer Experience is Key to Loyalty and Sales: A strong CX is essential for building customer loyalty and driving sales. OEMs need to focus on the entire customer journey, not just the product itself.
• Shift in Customer Priorities: Over the past three years, customer expectations have expanded from vehicle features (performance, design, price) to include connected vehicle services, data privacy, staff expertise, and sustainability.
• Data-Driven Approach is Critical: OEMs must move from a purely financial KPI mindset to one that includes customer experience KPIs such as customer engagement index, brand abandonment, and conversion rates.
• OEMs and Dealers Must Collaborate: The relationship between OEMs and dealers is often siloed and fragmented. OEMs need to build more collaborative and transparent relationships with dealers to improve CX and align with customer needs.
• Agility and Flexibility are Needed: OEMs must adopt agile processes that allow for modular, flexible, and customer-centric solutions. This includes rethinking how data is collected, analyzed, and used to inform CX strategies.
• Digital Transformation is a Priority: Dealers are increasingly using digital tools to enhance CX, but many lack the infrastructure and support from OEMs to do so effectively. OEMs should provide flexible, scalable platforms and API strategies to enable integration and data sharing.

Key Information

• Customer Expectations:
  • 70%+ of customers accept key factors driving CX.
  • The number of key factors has doubled from 4 to 9 over the past three years.
  • Connected vehicle services are expected to grow from 55% to 74% in importance over the next three years.
  • Sustainability and responsibility are expected to rise from 61% to 76%.
• Customer Satisfaction:
  • Satisfaction is often lower than perceived importance.
  • In the post-purchase stage, satisfaction is particularly low, especially with upselling and loyalty programs.
  • 71% of consumers are willing to increase their annual spend on aftersales if the experience improves.
• Dealers' Role:
  • Dealers contribute up to two-thirds of the customer lifecycle experience.
  • 81% of dealers consider CX crucial to their growth, with 92% in China viewing it as extremely important.
  • Many dealers lack the tools, infrastructure, and support from OEMs to fully leverage digital CX initiatives.
• Challenges:
  • Data silos prevent OEMs from gaining a full picture of customer needs.
  • Lack of strategy and organizational processes hinders effective CX transformation.
  • OEMs are not business-oriented enough, leading to a misalignment with customer priorities.
• Opportunities:
  • A 360-degree customer view is necessary for delivering personalized and relevant experiences.
  • API strategies and cloud-based platforms can help integrate data across OEMs and dealers.
  • Agile approaches and modular solutions allow for greater flexibility and customer-centricity.
  • Partnerships with technology and other industry players can help OEMs create an open data strategy and enhance CX.

Future Trends

• The customer experience is no longer just about the vehicle but also about mobility, wellness, entertainment, and sustainability.
• Autonomous driving will shift the role of the driver to a passenger, opening up new opportunities for in-vehicle experiences.
• Digital-first experiences are expected to become the norm, combining virtual interaction with personal consultancy.

Case Study Highlights

• Nissan has implemented a new set of KPIs to measure the value of customer experience, including journey success metrics and revenue allocation based on experience quality.
• Holoride is leveraging real-time vehicle data and XR (extended reality) to create engaging in-vehicle experiences during downtime.

Conclusion

To succeed in the evolving automotive landscape, OEMs must rethink their data strategy, redefine KPIs, and rebuild relationships with dealers. A customer-centric, agile, and collaborative approach is essential to meet the new expectations of consumers and drive long-term loyalty and growth.