2025年值得关注的汽车趋势：人工智能实现的高触控支持

Executive Summary There is great promise when it comes to improving customer experiences in the automotivespace. An ever-expanding web of connectivity and rapid advancements in technology hold But there’s also a sense that we shouldn’t get ahead of ourselves. The reality is that an ideal stateof customer engagement remains elusive for a changing automotive industry. In the real world,where the speed of change seems to be accelerating, a clear and effective digital CX strategy— Considering what will be critical throughout 2025 and beyond, TrendzOwl proposes three keythemes in the automotive sector: Connectivity FuelingChange Accelerating intoData-Driven Insights PrioritizingHuman-Based Support In an increasingly connectedworld, data-driven insightsare central to improvingautomotive support.Put simply, “Automotivecompanies need to collect data While connectivity is awell-established theme inthe automotive sector, overtime, the connected natureof the automotive ecosystemhas spawned a range ofincreasingly “contactless” andon-demand experiences. Assuch, understanding customer According to the TP BusinessInsights Lab 2024 GlobalSurvey, 39% of consumersagree that AI bots areimpersonal and lack empathy.2The same survey also showsthat 68% of automotivecustomers prefer humanassistance versus automated Background Connectivity across the automotiveecosystem—most starkly demonstratedthrough increasingly connected hybridand electric vehicles—continues to be amajor feature of the sector. In fact, “By2035, connected vehicle sales in the U.S. areexpected to grow over 260%. In Californiaand Canada, 100% of new vehicles will be “Seamless and AI-based voice assistants,subscription models for autonomous driving,advanced security features, and entertainmentfeatures such as gaming are creating a buzz.Western incumbent original equipmentmanufacturers (OEMs) are improvingconnectivity, but their offerings often trail Clearly then, “With the rise of on-demandcontent, automotive brands need a way tobetter understand customer behavior and But an increasingly connected-car ecosystemextends far beyond North America. McKinseyrecently surveyed more than 1,600 automotivecustomers not only in the United States, butin Germany and China as well. And whatthey found suggests many consumers are Data Analytics & a Complete View of the Customer longer just a ‘nice-to-have’ but has becomea ‘must-have’ for brands. As technologycontinues to advance and customer behaviorand preference shift with it, brands need to Clearly, understanding the customer meansgleaning meaningful data across customer for the automotive industry today isthat it has too few touchpoints withits target customer group. Bain & Company adds that, “Automotivecommerce consists of a vast number ofpotential ‘episodes’—the sequence ofspecific interactions a customer has with acompany while fulfilling their needs. Eachepisode is defined by the unique preferenceseach customer brings to it and the tools New touchpoints—whether in real life, viathe vehicle, or in the virtual world—helpraise awareness of a brand or product. Theyprovide positive stimuli and shorten theperceived waiting time. If the journey is In other words, there’s an urgent need toturn into the ongoing digital shift. Andfor TP’s Business Insights Lab, “embracingdigital channels and anticipating the rise McKinsey chimes in with the insight thatconnectivity features and offerings needto be highly tailored to specific regionsand customer segments. “While someconnectivity features are in high demand,many advanced offerings, such as in-cargaming, have a niche appeal. Featurepreferences also vary widely among regions. Alas, however, “For an automotive company,a 360-degree view of the customer isn’tenough. The vehicle, or digital twin of it,plays a very important role as well: Date ofpurchase, delivery, maintenance intervals,authenticity of spare parts, service historyand much more. Digitally connected vehicles Yet even as data-driven insights are centralto improving automotive support, skilledhuman beings remain central to the The TP Business Insights Lab 2024Global Survey reflects this theme—“Overall, 62% of consumers show No wonder that the role of data in theautomotive space should not be understated.But gaining a “360 degree view” of thecustomer is quite new for many carmanufacturers. TP observes that it’s still achallenge to get all the data from the clientintegrated into one system. Indeed, in cases While this preference extends to allgenerations, genders, countries, and sectors,automated or AI bot assistance increasesamong younger generations, nonbinary Human-Driven Support Across Channels So while the automative space shifts into the digitallane, human beings will remain in the driver’s seat.After all, according to the TP Business Insights Lab percentage of consumers using thevoice channel to contact their brands, In fact, while voice remains the method of choiceto contact brands across all