David Morton, Sales and Solutions Director at Arvato CRM Solutions UK, spoke to AM Online about how automotive manufacturers can take advantage of the wealth of data available to them to deliver a seamless and proactive customer experience.
The quality of customer service offered by automotive brands has become a crucial differentiator in a competitive marketplace. Research has shown that 58 per cent of customers are willing to spend more money with those offering the highest levels of service.
Couple this with new players such as software and mobility service providers now challenging for a share of the market in the era of the connected car and there has never been a more critical time for automotive brands to deliver industry-leading customer service.
Such high expectations present an opportunity. Brands that can capitalise on this trend by offering a consistent, personalised service across all channels are those that will secure the highest levels of customer satisfaction and loyalty.
The availability of different communication channels is also more extensive than ever, meaning brands have access to exceptionally high volumes of customer data. Yet, only eight per cent believe that all their points of contact are integrated, with a third unable to track customer journeys at all.
In his piece, David explains how automotive manufacturers can capitalise on this opportunity by integrating data across every channel to provide the joined-up service expected of them.
He says: “The key is to develop one platform underpinned by artificial intelligence (AI), collating customer data from across these customer touch points to create a 360-degree view. These platforms can continuously update customer profiles with the latest information throughout the purchasing process. AI can be used to provide ‘next best actions’, recommendations aligned to the company’s objectives on how to better serve customers.
“This approach will enable dealerships, manufacturers and aftercare providers alike to access the same information at every stage of the customer journey, enabling them to deliver the highest quality, seamless customer service.
“The automotive industry is reliant on demonstrating added value and boosting sales. Data integration is a key solution that will drive lead generation through consistent, personalised customer services. As well as protecting the bottom line for manufacturers and dealerships alike, this premium service approach will help differentiate automotive brands and drive customer loyalty, building relationships that endure for the long-term.”
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