{"id":10962,"date":"2023-05-16T19:35:00","date_gmt":"2023-05-16T19:35:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=10962"},"modified":"2023-09-01T02:02:23","modified_gmt":"2023-09-01T02:02:23","slug":"fuelling-the-auto-buyers-experience-with-intelligent-automation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/fuelling-the-auto-buyers-experience-with-intelligent-automation\/","title":{"rendered":"Fuelling the Auto Buyer\u2019s Experience with Intelligent Automation"},"content":{"rendered":"\n

As the automotive sector grapples with rising input costs, inflation, competition, and supply chain woes, a larger challenge awaits them \u2013 the new-age auto customer. Today\u2019s automotive buyer is far more discerning, demanding, impatient, and above all \u2013 tech-savvy. They don\u2019t just want a high-quality vehicle (product), but also a high-quality experience (journey)<\/a> across all touchpoints. <\/p>\n\n\n\n

As automotive OEMs woo the new-age Gen Z customer, they\u2019re looking to create a digital experience at every step of the auto buyer\u2019s journey \u2014 from research to purchase to after-sales service. This is no longer a choice, it\u2019s an expectation.<\/p>\n\n\n\n

Minimising car-buying roadblocks through digitisation<\/h2>\n\n\n\n

Many customers are excited about buying a new vehicle \u2014 but few are excited about shopping for it<\/a>. They value their time and don\u2019t want to spend it driving from dealer to dealer. This is where mobile-enabled digital tools can allow them to do their research efficiently anytime, anywhere.<\/p>\n\n\n\n

Today, the demand for shopping and comparing vehicles digitally is on the rise<\/a>. This presents a huge opportunity for auto manufacturers. By combining various pieces of information \u2013 customer data, insights gathered through digital listening, demographic and psychographic data, and purchase and service history \u2013 OEMs can understand customer needs better, becoming proactive or even predictive with their outreach.<\/p>\n\n\n\n

Armed with the right data and tools, they can move customers deeper into the research and consideration process, quickly narrowing their search, accelerating their buying decisions, and personalising their payment plans. Likewise, content and reviews can be leveraged to build the customer\u2019s confidence in their purchase.<\/p>\n\n\n\n

According to a Google survey<\/a>, 18% of auto shoppers would purchase a vehicle sooner if there was an online option. Industry leaders are reading the writing on the wall. People are changing their buying habits, and online purchasing platforms are becoming just as important as brick and mortar. In short, the absence of easy-to-use online shopping tools will soon become a deal breaker for customers.<\/p>\n\n\n\n

But even as things change, they stay the same.<\/p>\n\n\n\n

Customers still want an immersive, personalised experience<\/h2>\n\n\n\n

As OEMs digitise the auto buyer\u2019s journey, they still need to build an emotional and human connection. One way to do that is by leveraging immersive multimedia technologies in digital showrooms to simulate an in-person shopping experience \u2014 from video reviews to video tours, to augmented and virtual reality experiences.<\/p>\n\n\n\n

Some dealers are investing in digital tools to walk customers through their purchases live. Others are using valet services for test drives, vehicle deliveries, and more.<\/p>\n\n\n\n

One of the surest ways to make customers feel \u201cseen\u201d in this digital era is to personalise after-sales service. According to an Accenture survey<\/a>, 71% of consumers reported they would increase their annual spending on aftersales if the experience improved. This represents a $210 million annual service revenue opportunity for OEMs.<\/p>\n\n\n\n

Today, more OEMs are recognising  the value of after-sales and service as a platform to win customers for life. They\u2019re using customer data such as purchase history, service history, financing preferences, vehicle preferences, and more to craft reassuring omnichannel messages, including proactive service reminders and emergency financing offers.<\/p>\n\n\n\n

One such company is Mercedes-Benz Silver Arrows<\/a>, a franchise partner and dealer for Mercedes-Benz cars. Earlier, the company\u2019s after-sales and ancillary products and services such as finance, insurance, accessories, body repair, and servicing were managed on disparate solutions. This meant that each vertical had a piecemeal view of customer needs. A customer too had to interact with multiple people for various requirements.<\/p>\n\n\n\n

Today, however, all customer information across verticals throughout the customer lifecycle is consolidated on one platform \u2013 Salesforce \u2013 and managed through a key account manager (KAM) for each customer. The KAM has a single customer view across verticals to anticipate and fulfil requirements, while continually enhancing interactions. The customer, in turn, has a single point of contact for all their needs and enjoys a simplified and personalised experience.<\/p>\n\n\n\n

Aligning OEMs and dealers for seamless customer engagement<\/h2>\n\n\n\n

As businesses and markets recover and grow, a collaboration between OEMs and dealers will become increasingly important in building customer satisfaction. Of course, that means aligning on-premise safety and sanitation measures. But it goes far beyond that too.<\/p>\n\n\n\n

OEMs and dealers must work together to address what is currently a disconnected customer experience that\u2019s caused when:<\/p>\n\n\n\n