At the same time, the growth of the digital economy is causing OEMs to set themselves different, more demanding key performance indicators (KPIs). For example, new digital channels need to be harnessed in order to meet customer demands in marketing, sales and service.Companies now have an opportunity to become digital masters – gaining major competitive advantage – by fully understanding these disruptive changes and getting ahead of them. To do so, they must become truly customer-centric – something that few OEMs have achieved to date.