未开发的价值：重新思考客户汽车行业的服务（英文版）_22页-1mb

Summary of "Untapped Value – Rethinking Customer Service in the Automotive Industry" by Capgemini Consulting

Core Content

This report, Untapped Value – Rethinking Customer Service in the Automotive Industry, highlights the evolving nature of customer service in the automotive sector. It emphasizes that customer service is no longer just a reactive function but must become an active, intelligent, and personalized dialogue management system. The study, based on a survey of 838 customers in the USA, China, and Germany, along with interviews with industry executives, provides insights into customer expectations and the strategic importance of customer service in driving loyalty and profitability.

Main Findings

• Customer Expectations: Customers expect fast, high-quality, and personalized service. They value the ability to communicate through their preferred channels and appreciate being contacted proactively when it is relevant and timely.
• Market Differences: While core expectations are similar across markets, there are notable regional variations. For example:
  • In the USA, customers highly value talking to a real person and tracking the status of their requests.
  • In China, customers show strong acceptance of proactive communication and a high willingness to share personal data.
  • In Germany, customers prefer email for urgent issues and are more cautious about data privacy.
• Data Sharing: Customers are willing to share their data if they receive tangible benefits, such as price reductions or maintenance alerts. However, transparency about how their data is used is crucial. Over 80% of respondents consider transparency important or very important.
• Omnichannel vs. Opti-channel: The difference between omnichannel and opti-channel lies in the right mix of channels tailored to the specific customer service needs. It's not just about having multiple channels, but about choosing the optimal ones for each request type.

Key Implications

• Strategic Asset: Customer service should be viewed as a strategic asset, not just a cost center. It plays a vital role in shaping customer experience and can significantly impact sales and profitability.
• Dialogue Management: The report proposes a shift from traditional customer service to a more dynamic and integrated dialogue management approach. This involves a three-way dialogue between OEMs, dealers, and customers.
• Technology & Data: Technology and data are essential enablers for improving customer service. They allow for personalized, proactive communication and support the development of a consistent and meaningful customer experience.
• Governance Model: Companies need to adopt a customer-centric governance model, moving away from product-centric approaches. This requires collaboration between OEMs, dealers, and third-party service providers to create a seamless customer journey.

Capgemini Customer Service Diamond Framework

Capgemini recommends incorporating the following five elements into a customer service strategy:

1. Proactiveness & Relevance: Proactive communication is important but must be relevant and timely.
2. Speed & Automation: Customers expect fast responses and efficient service delivery.
3. Quality & Personalization: High-quality, personalized service is crucial for customer satisfaction.
4. Usability & Convenience: The customer experience must be user-friendly and accessible through preferred channels.
5. Technology & Data: Leveraging data and technology is key to enabling the other four elements and delivering a consistent customer experience.

Conclusion

The automotive industry must adapt to the changing expectations of customers by rethinking customer service as an active and personalized dialogue management process. This transformation requires a strategic focus on customer experience, integration of data across the organization, and the adoption of a customer-centric governance model. By doing so, OEMs and dealers can enhance customer loyalty, drive profitability, and stay competitive in an increasingly digital marketplace.