Capgemini-2018年汽车网络趋势调查报告（英文）-2018.4-22页-1mb

Summary of Capgemini Consulting's "Untapped value – rethinking customer service in the automotive industry"

Core Content

This report from Capgemini Consulting, based on the Cars Online Trend Study (April 2018), analyzes the evolving landscape of customer service in the automotive industry. It emphasizes the need for automotive OEMs and dealers to transition from reactive service models to proactive, personalized, and intelligent customer dialogue management.

Main Findings

• Customer Expectations are Rising: Customers now expect faster, higher quality, and more personalized service. They also appreciate proactive communication, but only when it is relevant and timely.
• Multichannel Access is Key: Customers want to engage with automotive companies through a variety of channels. However, the difference between omnichannel and opti-channel lies in the right mix of channels for specific customer needs.
• Data Sharing is Accepted but Requires Transparency: Customers are willing to share their personal data in exchange for better service, but they demand transparency on how their data is used.
• Market Differences Exist: Expectations and preferences vary significantly across the USA, China, and Germany. For example, Chinese customers are more open to proactive communication and data sharing, while German customers prioritize privacy and transparency.
• Customer Experience Influences Loyalty and Profitability: Strong customer service can enhance customer loyalty and directly impact profitability. It is not just a cost center but a strategic asset that should be treated as important as product quality.

Key Insights

Customer Service is a Strategic Asset

• Customer service should be seen as a driver for customer satisfaction and loyalty, not just as a cost center.
• OEMs and dealers need to focus on creating a seamless and consistent customer journey across all touchpoints.

Dialogue Management is the Future

• The shift from traditional customer service to dialogue management involves personalized, proactive, and multichannel communication.
• This requires a deep understanding of individual customer needs and a collaborative approach between OEMs, dealers, and third-party partners.

Personalization and Proactiveness

• Customers value personalized and proactive communication, especially for vehicle maintenance, service contracts, and usage-related issues.
• Marketing-related proactive communication is generally less accepted, with Chinese customers showing more openness to it.

Data and Transparency

• Customers are willing to share personal data if they receive relevant benefits (e.g., maintenance alerts, price reductions).
• Transparency about data usage is crucial, with over 80% of customers considering it important or very important.
• In the USA and Germany, only around a third of customers feel well-informed about how their data is used, whereas in China, about 60% do.

Recommendations

• Establish a Central Strategic Unit: OEMs should create a dedicated unit to manage customer dialogue and ensure alignment with global and local customer needs.
• Adopt a Customer-Centric Approach: Shift from product-centric models to customer-centric strategies that prioritize the customer experience.
• Implement Opti-Channel Models: Choose the right mix of channels for different customer service needs, ensuring efficiency and relevance.
• Enhance Data Integration and Transparency: Share customer data across organizational silos to enable personalization and improve service quality, while maintaining clear communication about data usage.
• Train and Equip Staff: Ensure customer service agents are knowledgeable about the customer’s history, vehicle, and preferences to deliver a more personalized service.

Capgemini Customer Service Diamond Framework

Capgemini proposes a framework consisting of five elements to guide the transformation of customer service:

1. Technology & Data: The backbone of modern customer service, enabling personalization and efficient communication.
2. Proactiveness: Anticipating customer needs and delivering relevant messages at the right time.
3. Personalization: Tailoring service to individual customer preferences and history.
4. Multichannel Accessibility: Providing service through preferred channels, with a focus on the right mix for different issues.
5. Transparency: Ensuring customers understand how their data is used and what benefits they receive in return.

This framework aims to help automotive companies meet the growing expectations of customers and create a competitive customer experience.

Conclusion

The automotive industry must evolve its customer service approach to meet the demands of a digital age. By embracing proactive, personalized, and transparent dialogue management, OEMs and dealers can strengthen customer relationships, drive loyalty, and ultimately enhance profitability.