How Customer Experience is Accelerating the Automotive Sector
According to a study, an average customer spends 14 hours researching cars online – reading expert reviews, making price comparisons, and identifying the best deals before making a purchase decision.
With the rise of the “digital automotive expert”, the pre-purchase decision-making process has moved online and customers are increasingly relying on their web-research before they make their first visit to a dealership. Here’s an interesting fact − a few years ago, the average customer would make about seven dealership trips before making a purchase. Today’s always-connected digital native however visits a dealership no more than two times.
All these interactions – whether online, at the dealership, or even the post-purchase engagement are make-or-break moments for your brand. Customers expect personalized, consistent, integrated, omni-channel experiences at every stage in their journey and every incomplete customer experience is a lost opportunity.
But today’s consumers are demanding – 88% of customers would avoid visiting your website if they have a poor experience. And more than 50% of customers may switch loyalties if your brand does not anticipate their needs.
Faced with a highly competitive landscape and a host of customer engagement challenges, how will you deliver experiences that impress, engage, and convert your customers? Let’s look at the top 3 things that matter to the modern day automotive consumer.
Successful brands make sure they continue to work towards customer engagement even after the sale is done. Having a customer-first approach is the first step in that direction. Delivering personalized, integrated, consistent experiences throughout the customer journey is the key to ensuring customers stay engaged and connected right from the pre-purchase to the post-sale period.
Every touch-point is the “moment of truth” for an automotive brand aiming to build a long lasting relationship with its customers. It’s important that brands don’t just connect with customers across channels but also be consistent in their conversation across channels.
Merge the Digital with the Physical
With the world going phygital, dealerships and automotive manufacturers need to ensure a seamless transition from the digital to the physical and vice-versa. By providing a customized simulated view of the car to the customer and then delivering the actual vehicle with all the customization, the customer gets a feel of the car, even before making the purchase. This leads to higher sales with better customer satisfaction.
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