The prevalence of connected vehicles, “internet of things” devices and other data-generating sources give automakers an unprecedented opportunity to deliver what consumers want. Taking advantage of this environment requires a strong understanding of customer expectations and where the gaps exist between their current experience and an ideal one.
Despite all the data available, automakers are struggling with properly utilizing this information. They may not have a way to collect or analyze the data generated by all these potential sources, which makes it impossible to leverage for a superior customer experience. In some cases, the automakers have everything in place for digital touchpoint measurement, but they fall short when it comes to the offline side of the process.
When 88 percent of American drivers refuse to purchase a car without a test drive, the offline experience must meet and exceed consumer expectations to stay competitive.
The biggest roadblock standing in the way of this process is finding a method for connecting activations in a scalable, fast and cost-efficient way.
The market is changing quickly, making it hard to effectively reach consumers and remain competitive and relevant. Automakers end up with marketing teams that use a lot of digital tools, but don’t have methods to measure offline activations. Auto shows, test drives and sponsorship data is not standardized across the channels and lack a centralized view. The customer experience suffers in this situation as well. In order to stay premium and competitive, automakers need to make the necessary adjustments to cover this blind spot and create a superior customer experience.
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