Cars Online 2015The selfie experience: The evolving behavior of the connected customer.
1. Interest Phase
Customers want to use a variety of physical and digital channels to find information, switching seamlessly between them, and carrying forward what they have already done.
An important factor in the interest phase is social media despite large differences depending on the markets.
Customers are very likely to comment their buying experience on social media.
With the rise of digital channels, customers want a fast response from dealers or manufacturers.
2. Purchase phase
Regardless of an individual’s preferences between physical and digital channels, there will almost always be interaction with a dealer at some point.
Customers have strong expectations about what dealers should provide and value staff who have both technical & product knowledge.
Customers want to be frequently informed after purchase, primarily on delivery date updates.
Also more and more customers are asking for order adjustments as well as upsales.
3. Ownership phase
Dealers and OEMs can provide a positive service experience:
There is a strong correlation between regular contacts by dealer or manufacturer and customer satisfaction.
Provided the contacts are of the right kind, the more contacts the better.
The critical area of data transparency also strongly correlates with customer satisfaction.
The more customers are informed about how their data is used, the more satisfied they are with their dealer or OEM.
4. Repurchase phase
High customer satisfaction increases brand loyalty, while moderate satisfaction has little impact.
The correlation between customer’s satisfaction and their dealer loyalty is dramatic.
If technology companies started producing cars, as many as 49% of consumers would be willing to switch from their current brand.
Summary of key findings
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