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CX IN AUTOMOTIVE INDUSTRY By N Dinesh Varma, Id-14060009. 0 8 / 0 5 / 2 0 2 2 1 4 0 6 0 0 0 9 1
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Customer Experience(CX) in Automotive Industry.

Jan 18, 2015

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Data & Analytics

Dinesh Varma

Customer Experience (CX) is very important and crucial for an organization.
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Page 1: Customer Experience(CX) in Automotive Industry.

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1

CX IN AUTOMOTIVE INDUSTRY

By

N Dinesh Varma,

Id-14060009.

Page 2: Customer Experience(CX) in Automotive Industry.

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AUTOMOTIVE INDUSTRY

It is the most important, largest and competitive industry in manufacturing sector in the Global arena.

It is the key driving sector of the economy. It plays a significant part in the country’s Gross

Domestic Product (GDP). It is closely tied to other sectors of the economy. It requires complex and multidisciplinary technology.

Page 3: Customer Experience(CX) in Automotive Industry.

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GLOBAL AUTOMOBILE PRODUCTION

2008 2009 2010 2011 2012 20130

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

Global Automobile Production

carscommercial

Page 4: Customer Experience(CX) in Automotive Industry.

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CURRENT MARKET SITUATION

The Indian automotive market is one of the most competitive markets due to low cost. (Assembly hub for many foreign manufactures).

India is the second fastest growing automobile market in the world after China.

Cars is the major segment in the Indian automotive industry with a growth rate of more than 11% annually.

The Indian car industry is witnessing a shift in demand going from two wheelers to cars due to rising availability of low cost cars.

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INDIAN AUTOMOBILE PRODUCTION

2008 2009 2010 2011 2012 20130

500000

1000000

1500000

2000000

2500000

3000000

3500000

Automobiles Production in India

carscommercial vechicles

Year

Num

ber o

f uni

ts

Page 6: Customer Experience(CX) in Automotive Industry.

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MAJOR SEGMENTS

Passenger vehicles: Cars and buses

Commercial vehicles: Light commercial vehicles

– Goods carrier, mini vans. Heavy commercial

vehicles – Trucks, Tempo, Tractor and Tipper/Dumper

Three wheelers: Rickshaws, Trolleys,

Delivery Vans. Two wheelers:

Scooters, Motorcycles.

Aside from these four segments there is also a growing segment within the electrical car area in India. Electrical cars are both economical, efficient and environment friendly.

Page 7: Customer Experience(CX) in Automotive Industry.

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MAIN PLAYERS IN INDIAN MARKET

S.No Company Name Segment

1 Maruti Suzuki India Passenger Vehicles

2 TATA Motors Commercial and Passenger

3 Hyundai Motors Passenger Vehicles

4 Ford Motors India Passenger Vehicles

5 Ashok Leyland Commercial Vehicles

6 Hero Motors Limited Two Wheelers

7 Mahindra & Mahindra All

Page 8: Customer Experience(CX) in Automotive Industry.

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SURVEY BY CISCO ON CX IN AUTOMOTIVE INDUSTRY

Important Facts from the survey conducted by Cisco Systems in 2013.

It is based on 1514 End-user respondents belonging to 10 different countries including India.

Page 9: Customer Experience(CX) in Automotive Industry.

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1: BUYING EXPERIENCE GOES DIGITAL Consumers desire a better virtual buying

experience.

83%

17%

Customer Preference in Research

OnlineIn person

83% prefer to research cars online.17% Prefer to call or go to dealership in person.

Third party Website

Manufactures website

0 5 10 15 20 25 30 35 40 45 50

47

37

Trust of Customers Researching Online

47% trust third-party websites.37% trust car manufactures websites.

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BUYING EXPERIENCE GOES DIGITAL

50%

55%

64%

Prefer interactive kiosks for information when they have an option to reach a live person

Would be confortable using virtual technology like video to interact with the car dealership.

Would be willing to use an automated dealership to service their cars.

Page 11: Customer Experience(CX) in Automotive Industry.

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AUTOMOBILE COST TRACKING

Consumers seek smarter insights into Auto operating costs.

62% 52%Want a device on their car that tracks their budget for gas mileage and auto maintenance.

Want their car to be able to monitor gas prices.

Page 12: Customer Experience(CX) in Automotive Industry.

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COST OF A BETTER DRIVING EXPERIENCE

Consumers trade personal data for savings, safety, and a personalized experience.

74% 65%Would allow driving habits to be monitored to save on insurance/service maintenance.

Would share height/weight, driving habits and entertainment preference for more custom driving experience.

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COST OF A BETTER DRIVING EXPERIENCE

Consumers trade Biometrics data for more personal vehicle security.

60%Would provide biometrics(e.g.’ fingerprints, DNA samples etc.) for personal vehicle security.

Page 14: Customer Experience(CX) in Automotive Industry.

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CONSUMERS DESIRE MORE AUTOMATED AUTOMOBILES

Consumers Trust Driverless Cars

57%Of consumers, globally, trust driverless cars – even more in emerging markets.

Page 15: Customer Experience(CX) in Automotive Industry.

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SUMMARY

Research 83% online

Shop37% trust automaker websites

Buy55% virtual

interaction with dealer to close

deal

Own/service64%automated

sealer for service

62% device on car to track

cost.

Drive57% trust

driverless cars

Repurchase

74% share driving habits

60% share biometrics

Page 16: Customer Experience(CX) in Automotive Industry.

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MARUTI SUZUKI - CX

Maruti created a land-mark in CX by launching a website for the customers in the year 1998.

Maruti is investing a lot of money and effort in building customer loyalty programs.

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MARUTI SUZUKI CX PRODUCTS

Maruti Auto Card: Auto Card gives all advantages of an international

credit card in addition an opportunity of earning valuable Auto points for their next Maruti car.

This is a product by Maruti Suzuki in collaboration with Citibank and Indian Oil Corporation, launched on Apr 19, 2006.

Maruti True Value Outlet: Customer can exchange his old car for a new car,

by paying the difference. They are offered loyalty discounts in return. This helps them retain the customer.

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MARUTI SUZUKI CX PRODUCTS

Maruti Call Center: The company was the first car company in India

to launch a call center in year 2000. It helped MUL to build an information pool of

over 5 million Maruti owners. Express Service Bays:

To offer its customers a faster car service. Mega Camps:

These are organized throughout the year. Activities undertaken during a mega camp

include complimentary car wash, AC and Pollution check etc.

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MARUTI SUZUKI CX PRODUCTS

Maruti On-Road Services:• Round-the-clock services in most of the cities.• A computerized call-monitoring system

dispatches a mobile MOS van to the customer at the earliest.

Market Research Department:

They study the changing consumer behaviour and market needs.

They enjoys 70%repeat buyers.

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OTHER OFFERS

Complete Car Needs. Availability of easy finance. Car Pick up and Delivery facility for Women

Owners. Quality Service Across 1036 Cities In the J.D. Power CSI Study Maruti Suzuki

scored the highest across all 7 parameters: 1) least problems experienced with vehicle serviced,2) highest service quality,3) best in-service experience, 4) best service delivery, 5) best service advisor experience,6) most user-friendly service and 7) best service initiation experience.

Page 21: Customer Experience(CX) in Automotive Industry.

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FORD CX PRODUCTS

24x7 ‘roadside assistance’ Web-based customer relationship initiative in

2002. SAS integration:

SAS platform that supports customer relationship management (CRM) applications helps ensure high customer satisfaction levels.

Newsletters as CRM tool: This helps in building a long-term relationship

with customers.

Page 22: Customer Experience(CX) in Automotive Industry.

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FORD SERVICE ROADSIDE ASSISTANCEFORD'S RAPID RESPONSE TEAM.

Roadside Assistance at home or on the road. Vehicle Recovery Taxi

The passengers will be provided with one free taxi ride, up to 50km from the breakdown location, in order to continue your journey.

Vehicle Recovery following an Accident

Page 23: Customer Experience(CX) in Automotive Industry.

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FORD Total Maintenance Plan

Through Total Maintenance Plan the customer gets total peace of mind and fixed price for the next 3 years.

What is covered Periodic Maintenance Services as per owner’s manual Repairs arising out of electrical or mechanical failures Wear and Tear Parts Labour for all of the above jobs

What is not covered Accident Repairs Tyres and Tyre tubes

Page 24: Customer Experience(CX) in Automotive Industry.

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TATA MOTORS

CR

Mcapturing customer data

leveraging data to increase customer interaction streamlining product

development

Value adding services

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TATA CX PRODUCTS

Empower Program is India’s first Multi-Brand Loyalty Program. The Empower Program is a unique growing alliance of leading brands you use regularly.

Advantages: Earn Higher Empower Points  Accumulate Empower Points Faster  Redeem Empower Points instantly

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OTHER PRODUCTS

Gold club membership: You shall be entitled for priority service at the

Dealer workshop, where you have registered for the membership. No prior appointment shall be required.

Costumer education meets

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“IT”—INVOLVEMENT...INTEGRATION

Oracle Products & ServicesSiebel CRM

Siebel Automotive Oracle Database

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KEY BENEFITS

Improves demand forecasting, planning, and logistics and inventory management.

Offers 360-degree view of customer and vehicle information.

Enhances product quality and increases revenues from both vehicle sales and after-sales parts business

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