Automotive Customer Experience: Achieving Next Level Customer Service by Managing Customer Experiences Across All Touchpoints
The automotive industry is shifting from being product-focused to customer-focused, with customer treatment becoming the key differentiator for the future. As customer journeys become increasingly diverse, automotive players must focus on systematically bringing customer care to the next level. Customer Experience (CEX) is the new differentiator, with customers identifying three main elements: the vehicle, the brand, and the experience during the buying process and ownership. The relevance of these elements is not stable over time, with a shift in attention away from the product and towards the experience resulting from interaction with the manufacturer or its retail organization. To achieve next level customer service, automotive OEMs must manage customer experiences across all touchpoints.
