New whitepaper: What really matters in the automotive customer journey
Through our many years of experience working with the leading automotive brands in the Nordics, we have found what was once again validated through our new comprehensive study: most automotive employees interact differently with customers — from country to country, from dealer to dealer and from employee to employee.
They do so because they lack the knowledge about what really matters. They simply don’t know what to prioritize and what comes first. Despite having detailed and well-documented sales and service processes, dealers are not aware of exactly how each subprocess affects the overall satisfaction and loyalty.
Not all processes are equally important
Our extensive research shows that the customer touch points are not equally important. This is positive, since it gives us the opportunity to prioritize exactly what is most important. Having examined the whole automotive customer journey, we can say that — across sales and aftersales — the most important process is closing the customer experience.
Prioritize closing the experiences
That is, within sales you need to prioritize the handover and in after sales the check-out process. We have found that since most dealers lack this uniform perception of what is most important, they miss out on these vital touchpoints because the interactions with the customer are wrongly designed.
Download the whitepaper here, or read it below: