2016 Deloitte Digital 1 Digitale Trends 2017: Automotive – Was sich Kunden beim Autokauf wünschen Tonia Michaely, Studio Lead, Deloitte Digital, Axel Heyenga, Industry Strategy Director, Adobe EMEA, 26.05.2017 Adobe Customer Experience Webinars
2016 Deloitte Digital 1
Digitale Trends 2017: Automotive – Was sich Kunden beim Autokauf wünschenTonia Michaely, Studio Lead, Deloitte Digital, Axel Heyenga, Industry StrategyDirector, Adobe EMEA, 26.05.2017
Adobe Customer Experience Webinars
Driven by ExperienceAn analysis of today’s automotive customer journey, pain points & pain killersAxel Heyenga, Andreas Harting & Tonia Michaely, May 2017
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1. Introduction
2. Methodology & Overview
3. Exemplary deep dive of journey phase: after sales
4. Wrap-up & Q&A
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MethodologyResearch design and sample set-up
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18 semi structured in-depth interviewsOverview of research study set-up and design – qualitative phase
MARKETS CHARACTERISTICS
18 semi-structured in-
depth interviews
The interviewees’ common customer journey, touch points and needs were identified.
The extent to which those needs were met was determined, thus uncovering pain points.
The interviewees
had purchased a new car in the previous 12 months
PROCEDURE
DE
UK
FR
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Polling 450 new car buyers though an online surveyOverview of research study and design – quantitative phase
Base: Total n= 450; in %; data collection via online questionnaire
50
50
77
23
94
6
5842
AGE
MARKETS CHARACTERISTICS SEX
CLASS SEGMENT
DE
UK
FR
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1 3
42
5After Sales
Handover
Purchase
Contact
Information
The journey ahead of us
Customers look for information about
cars before selecting a shortlist
of interesting models
Customers reach out to the
dealerships of their choice. They have car trials and ask for more specific
information in order to get to a decision on which car to buy
Customers buy the car at the
selected dealership of the selected brand. They negotiate
the price, discuss feature
packages, and terms of
financing and insurances
Customers wait for their car to be
ready and eventually go to the car dealership for the final handover
ceremony
Customers return to the dealership or to specialized centers
in order to fix or maintain
their car or are in general contact with
the dealership or brand
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Overview of our journey
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Recommendation to OEM decision makers: take care of pain killers first for max impactWe categorized insights into our Experience Grid
Side-stage pain killers
High need gap but low satisfaction impact
Central-stage pain killers
High need gap with high satisfaction impact
Pain strength(need gap)
Impact on overallsatisfactionwithin phase
Central-stage pain preventers
Low need gap (not yet identified by customer) but high impact
Off-stageNo need gap and no impact on
satisfaction
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After Sales
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• Maintenance • Repair service• Spare parts• Newsletters• Mailings
5
After Sales Touch Points
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My dealer doesn’t contact me
anymore – I might as well be
dead.
(UK, male)
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Similar to other phases, After Sales is characterized by a strong demand for genuine personal interaction and appreciation
Customer pain points during the After Sales Phase
Lack of Appreciation
Lack of Personalization
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Taking care beyond maintenance and repair is demanded by customersAfter Sales Phase – How OEMs can answer customers’ pain points:
Pain strength
Off-stage Side-stage pain killers
Central-stage pain preventers Central-stage pain killers
Impact onoverall
satisfactionwithin phase
1112
137
68
214
110
3
4
5
9
15
16
1 Dealer is searching proactively for the cheapest solution for my problem
2 Receive suitable offers if my needs/my situation changes
3 I determine which topics the dealer can speak to me about
4 Receive transparent repair and service costs
5 Receive reasonable repair and service costs
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In the After Sales Phase OEMs should make sure to retain customers as brand advocates, including them in brand-related events, being transparent in (maintenance) costs and most importantly: don’t let them become strangers
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Let’s review our journey:Key takeaways
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Coming from here…
5
• Lack of appreciation• Lack of personalization
After Sales
4Handover
Information
• Lack of control & confidence• Lack of enjoyment
Handover
1
2
• Lack of control & confidence• Lack of personalization
Contact
• Claim assistance to understand new technologies & features
• Not wanting to rely as much on the dealer´s opinion
• Quickly find the relevant information
• Lack of personalization• Lack of appreciation
• Lack of control & confidence• Lack of personalization
• Consultation from an expert
• Proactive search for an ideal solution of my needs
• Experience service orientation
• Feel appreciated as a customer and potential purchaser
• Counsellor is searching proactively for the cheap price for my needs
• Feel appreciated as a customer and potential purchaser
• Having been informed comprehensibly about all important contract details
3
• Consultation from an expert
• Proactive search for an ideal solution of my needs
• Experience Service Orientation
• Feel appreciated as a customer and potential purchaser
• Being informed about the exact delivery date in a timely manner
• Proactively informed about the current status regarding the production and delivery
• Experience the vehicle delivery as something special
Pain points
Pain killers
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…to here – a continuous journey!
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Key takeaways and recommendations
Follow the target picture of
segments-of-one
Centralize customer data across OEMs,
NSCs and dealerships
Position CX as C-level topic
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Andreas HartingManaging DirectorDeloitte Digital, Munich+49 151 5800 [email protected]
Contact us!Axel HeyengaIndustry Strategy Director EMEA Adobe Systems GmbH +49 172 8280 308 [email protected]
Tonia MichaelySenior ConsultantDeloitte Digital, Munich+49 151 5800 [email protected]
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