Technology is reshaping the landscape of the automotive industry and OEMs must transform their business in order to stay relevant to today’s customer who expects more personalization and heightened customer service.
Automotive makers must transition from a product design approach, to one that is more focused on customer experience. Although AI is regarded in many industries as an important catalyst to future growth, adoption has been slow in the automotive industry, which has at times has lagged behind in terms of technological advancements.
A recent study by the Capgemini Research Institute found that just 10% of major automotive companies are implementing artificial intelligence (AI) projects at scale. According to the 2019 report, only 26% of companies are currently piloting AI projects, which is down significantly from 2017 when that figure was 41%.
Growth of scaled AI implementation has been sluggish for OEMs. Since 2017, the use of AI has increased from 7% to 10%. According to the report, just 26% of companies are now piloting AI projects (down from 41% in 2017).
Why are so few automotive makers investing in AI?
One theory discussed in the report by the Capgemini Research Institute is that companies are finding it harder to realize a desired return on their investment. It is also hypothesized that OEMs simply don’t know how best to go about enabling and using AI-technology.
What are the requirements for artificial intelligence to be fully leveraged with Salesforce?
In order to make the most of Salesforce Einstein AI, a fully integrated, a 360-degree view of the customer with information from data sources should be culminated into one CRM platform. Once all the data is combined, automakers can leverage Salesforce’s Einstein AI to make more informed decisions, and the technology can provide insights on industry trends.
Problem: During a recent project, Capgemini was tasked with implementing a CRM solution for the German market to enable a 360-degree view of the client’s customer.
Solution: To meet this requirement, Capgemini configured and enabled Salesforce Service Cloud with the third-party application Documill to provide a solution for their customer service and partner center. In addition to Service Cloud, Capgemini also integrated Salesforce’s Marketing, Sales, and Community Cloud solutions.
Benefit: A more consistent digital customer experience based on a 360-degree view of all relevant customer data was made available. An existing service center solution that relied on outdated technology was retired. Now that all customer data is made available within the CRM, Salesforce Einstein AI can be used.
By enabling a cloud-based CRM tool and configuring it with a complete data offering, Salesforce can pave the way for OEMs to easily and effectively use the latest in AI technology.
Personalization becoming more of a requirement for automakers
Today’s customer demands more personalization. OEMs require one comprehensive platform to manage relationships with their clients and prospects. By integrating marketing, sales, and post-sales processes, a 360-degree view of the customer can be obtained, enabling service and marketing teams to interact with customers in the most effective and efficient way possible.
With the help of AI, automakers can deliver personalized messaging at scale to their customers at the right time and through the right channel.
Capgemini Automotive Expertise at Dreamforce 2019
Our panel of Salesforce experts as well as a demonstration of the Capgemini Smart Mobility Connect will be on display at this year’s Dreamforce, Salesforce’s premier annual event held in San Francisco, CA on November 19 –23, 2019.
Engage with our team at the Innovator Sponsor booth #1718 or visit us at the Retail showcase lounge #1724. Additional details about Dreamforce 2019 can be found here