Capgemini’s recent Cars Online Trend Study explores customer service in the automotive industry focusing on experience and expectations of customer service, while considering current levels of satisfaction, and how customer service should develop in future.
I spoke to Nick Gill, Chairman of the global automotive sector at Capgemini, for a UK perspective on the study:
“The recent Cars Online Trend Study provides great insights on customer service, defined in the widest sense, covering every communication point with a customer. There are some fascinating findings on why customer service is important and how to do it well.
It is interesting to see how customer expectations and preferences vary between markets, yet similarities occur particularly with personalisation. With over half of respondents globally preferring a high level of personalisation of customer service, to meet this requirement will mean having a customer’s history and preferences at hand and serve them according to their personality and needs.”
The Cars Online Trend Study brings you in-depth understanding of the customer needs and expectations that OEMs and dealers must address to modernise customer service. Here are some of the highlights:
- Customers want to get in touch with automotive companies over a choice of channels
- Customers expect a fast response, but also a high quality of customer service
- Customers may appreciate being contacted proactively for customer services purposes, but only with the right message at the right time
- Customers’ expectations and preferences vary significantly between markets
- Customers are willing to share their personal data in return for a better customer service
The study proposes a framework to help OEMs and dealers establish effective customer dialogue management, enabling them to meet customer expectations and leverage customer service as a driver for valuable customer experience.