Klas Bendrik, Vice President and Group CIO, Volvo Car Group: "We are close to an automotive revolution where technology in and around our vehicles will drive and enable opportunities which we have only just started to consider. Eventually this has the potential to change the way cars are driven, consumed, owned, designed, manufactured, sold and also paid for. Automotive OEMs will need to stop thinking about selling cars as a moment in time transaction but more as the means of forging a lifelong relationship with the customer. Technology and experience from other industries is at the heart of how customer relationships will evolve and grow. The future product and service solutions from the Automotive sector will need to fulfil much higher expectations and requirements from both customers, authorities and other stakeholders in a faster, global, more sustainable and an ever more connected world."
Through the virtual lab capabilities, information is collected from multiple sources, including macroeconomic trends, geographic habits and social media, and transformed into practical insights that can inform business strategy, define customer service offerings and identify new business opportunities. In early programs with automotive clients across multiple geographies*, these insights have led to an improvement in consumer profiling and targeting, renewal and loyalty, and enhanced predictions for pricing, demand and warranty claims:
- Campaign revenue increased through four-fold improved customer targeting
- 10% Cost reduction through smaller target group sizes
- Warranty claims predictions were more than twice as accurate
- Sales conversion doubled or trebled due to up-sell and cross-sell
"The industry needs to improve its ability to combine intelligence about vehicles and consumers to produce insights that can be actioned. Companies should, for example, be able to predict when a consumer will be looking to change their car, and what sort of car they are likely to buy," explained Kai Grambow, Global Head of Automotive, Capgemini. "Companies need to start treating data like the new oil powering this industry. Like oil, data can be difficult to find and extract, but becomes a hugely valuable asset once refined."
The Automotive Insights Laboratory has been developed as a key part of AutomotiveConnect, Capgemini's new service to support automotive manufacturers and dealerships respond to disruptive changes in consumer behavior and expectations. AutomotiveConnect, which leverages both Capgemini’s broad consulting and technology expertise combines a range of digital services that address the entire customer lifecycle, focusing on three specific areas:
- Connected Insights underpinned by the Automotive Insights Laboratory, allows companies to gain competitive advantage by producing insights to enable the features and services and build consumer loyalty
- Connected Customer helps manufacturers to better understand their customers by communicating in the way they prefer, and individualizing offers. This means segmenting data at the micro level, so they can provide the right channel, for the right consumer, at the right time – especially important in growth markets and for today’s younger consumers
- Connected Vehicle helps automotive clients find ways to make the car an extension of the consumer’s home and office, enabling communication between individuals, cars and buildings in real time.
Ola Kallenius, Member of the Divisional Board, Mercedes-Benz: "We are at the beginning of using data from connected cars in the auto industry. The integration between the digital and the physical world has to be and will be a seamless one."
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