digitale trends 2017: wünschen - · digitale trends 2017: automotive – was sich kunden beim...

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


1. Introduction

2. Methodology & Overview

3. Exemplary deep dive of journey phase: after sales

4. Wrap-up & Q&A


MethodologyResearch design and sample set-up


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


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


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


Overview of our journey


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


After Sales


• Maintenance • Repair service• Spare parts• Newsletters• Mailings

5

After Sales Touch Points


My dealer doesn’t contact me

anymore – I might as well be

dead.

(UK, male)


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


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


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


Let’s review our journey:Key takeaways


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


• 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


• 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


…to here – a continuous journey!


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


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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digitale trends 2017: wünschen - · digitale trends 2017: automotive – was sich kunden beim...

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