FEATURE
“OEMS MUST
INTERACT WITH CUSTOMERS”
It’s time to shift focus from selling cars to servicing drivers, writes Matthias Von Alte, VP Strategy Lead at Publicis Conseil in Paris, France
L
et’s start a conversation. The nature of the car industry has changed dramatically. Drivers are demanding far greater levels of flexibility and convenience. The brand and the vehicle itself are becoming less important, and OEM customer loyalty is won or lost in every interaction. In fact, today’s consumers are unforgiving when it comes to poor customer experience: 72 percent saying that they are likely to switch companies after just one bad experience. Some OEMs are evolving their offering from selling new or used cars to mobility services, perhaps also partnering with third party platforms. At the same time, new players 22 AUGUST 2022
such as the tech giants Google, Amazon and Baidu, are quickly entering the value chain. For example, Honda is rolling out vehicles with Google’s embedded Android Automotive OS, which includes Google’s voice-activated Assistant, Google Maps, and other automotive-approved Android apps. The 2022 Consumer Electronics Showcase (CES) conference highlighted the buzz around mobility innovation. Japanese electronics giant Sony offered attendees a glimpse of its second concept car, the Vision S EV, strongly hinting at creating and selling vehicles after forming its Sony Mobility subsidiary. The Bosch Group, known for its power tools and home appliances, invests three billion euros every year in the
72% of surveyed consumers are likely to switch companies after just one bad customer experience
development of new codes for the automotive sector. The company highlighted its software development activities at the conference, many of which already equip the on-board control units supplied to vehicle manufacturers. New ways of interacting with customers are coming up and it is not only about selling the car but a lifetime of services, too. OEMs must recognize that driver experience isn’t only about car ownership, but also about the interactions drivers have with the brand. These interactions range from the physical to the digital and the emerging blending of both throughout the customer journey. Car brands are represented at the dealership, in the call center, during pre-sales, sales and post sales. On the digital side, interactions go meconstructionnews.com
