Expert opinion from Debbie Nolan, business development director at Arvato UK, is featured on Automotive Management online. The piece looks at how new, multi-channel customer relationship management (CRM) technologies can help automotive retailers improve the customer experience.
Debbie explains that driving customer loyalty and repeat business is the hallmark of success in any commercial organisation, but that it represents a key challenge in the automotive sector following recent issues, such as the emissions scandal. As such, it’s critical for manufacturers to protect or increase their market share and profit margins by maximising revenue per customer and maintaining customer loyalty.
Debbie goes on to argue that CRM technologies can help to achieve this by delivering a unique brand experience and identifying commercial opportunities at each step of the customer life cycle, across various channels. These channels include social media, live web chat and video, and digitally interactive showrooms..
Debbie commented: “A 2015 report ‘The Future of Automotive Retailing’ – carried out by Ernst & Young – suggests that the automotive sector is seeing a shift from physical retail environments to digital ones, especially during the initial stages of purchase.
“Simply put, the customer journey no longer comprises of one or two visits to a car showroom to test drive a vehicle. Many consumers begin their purchase journey via their mobile phones, iPads or laptops, way before they pass through the doors of a car dealership.
“With this in mind, car manufacturers are increasingly recognising the importance of a multi-channel retail approach, to enrich customer experience and increase brand loyalty, while also providing valuable data for targeted CRM strategies.”
You can read the article in full here