Accenture-What-Digital-Drivers-Want-Aftersales-Research_8页_689kb

Summary of "WHY AUTOMOTIVE NEEDS TO RE-HAUL AFTERSALES. NOW."

Core Content

The document highlights the urgent need for the automotive industry to overhaul its aftersales experience to meet the evolving expectations of digital-savvy consumers. It emphasizes that the future of automotive lies in creating a seamless, invisible service experience that aligns with the convenience and speed consumers expect from digital platforms like Amazon, Apple, and Spotify.

Main Points

• Consumer Expectations: Modern drivers, especially younger generations, expect aftersales services to be as convenient and frictionless as their digital experiences. They prefer services that can be accessed through apps or vehicles, eliminating the need to visit physical workshops.
• Economic Impact: Aftersales contributes significantly to OEM revenue and profits (20% of revenue, 50% of profits). Optimizing this area is crucial for competitive advantage.
• Invisible Service Model: This model allows customers to receive notifications about service needs, choose pickup and drop-off locations, and have their cars serviced without direct interaction with the workshop. It reduces inconvenience, anxiety, and uncertainty around service.
• Technology Readiness: The necessary technology exists to enable invisible service, including real-time data sharing, online booking, and remote access to vehicles.
• Data Privacy: Despite concerns, 92% of respondents are willing to share vehicle data with workshops, with many even offering it for free or in exchange for incentives.
• Global Disparity: China is leading in adopting invisible aftersales services, while traditional markets like the US and Germany lag behind. OEMs must adapt to global competition.

Key Information

Customer Preferences

• 45% of drivers prefer to have their cars serviced at a convenient location or from home/work.
• 72% are open to paying a monthly flat fee for service and maintenance.
• Over half are willing to pay around $45 per visit to avoid workshop hassle.
• 60% are willing to pay for convenience services like overnight servicing or home pickup.

Invisible Service Process

• Customers receive a notification about service needs.
• They select a pickup and drop-off location via a smartphone app.
• Vehicles are picked up and returned without direct interaction.
• Workshops can be located out of town, operating more like factories than retail outlets.

Strategic Recommendations

For OEMs

• Create a customer data strategy that integrates across departments.
• Provide real-time vehicle health data through apps.
• Align the digital customer journey with new dealer concepts.
• Develop localized invisible service concepts.
• Co-fund flat fee offers to secure customer retention.
• Leverage digital channels for cross- and up-selling.

For Workshops

• Charge additional fees for invisible services.
• Develop flat fee subscription models.
• Be present on online comparison portals to generate leads.
• Partner with logistics providers for seamless vehicle handling.
• Offer overnight servicing to increase convenience.
• Improve digital channels for search and booking.

Conclusion

Invisible service in aftersales is not only a growing trend but also a profitable one. OEMs and workshops that embrace this model can enhance customer loyalty, increase revenue, and gain a competitive edge. The shift toward digital-first aftersales is essential, and those who fail to adapt risk becoming obsolete.

Sources

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Contributors

• Axel Schmidt: Managing Director and Global Automotive Lead, Accenture
• Alexander Huber: Managing Director, Accenture Consulting
• Alberto Sernia: Managing Director, Accenture
• Matthias Wahrendorff: Global IIoT and Industrial Research Lead, Accenture Research
• Christina Raab: Managing Director, Accenture Consulting
• Martin Wider: Business Design Associate Director, dgrou

About Accenture

Accenture is a leading global professional services company, offering services in strategy, consulting, digital, technology, and operations. It helps clients improve performance and create sustainable value through innovation at the intersection of business and technology.