The Connected Car: Transforming the Automotive Customer Experience

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Customer Engagement
Customer Experience
The automotive customer experience is becoming increasingly digitized. Automotive electronics are now embedded in drive trains, controls, and in dashboard systems. And while companies such as NVIDIA are making headlines with advances in autonomous driving capabilities at this week's 2015 Consumer Electronics Show in Las Vegas, the connected car is also creating a host of customer experience opportunities for marketers and automotive customer care leaders to act on.

The automotive customer experience is becoming increasingly digitized. Automotive electronics are now embedded in drive trains, controls, and in dashboard systems. And while companies such as NVIDIA are making headlines with advances in autonomous driving capabilities at this week's 2015 Consumer Electronics Show in Las Vegas, the connected car is also creating a host of customer experience opportunities for marketers and automotive customer care leaders to act on.For instance, for drivers who use GPS navigation systems, if there's a restaurant that's relevant to a particular driver within a short distance, an offer can be sent to appear on the GPS monitor along with route directions to the restaurant, notes Eric Bader, Chief Marketing Officer at RadiumOne.

"There are a lot of Internet of Things-type opportunities that are still a ways off, such as Internet-connected refrigerators," says Bader. "But cars are very much in the mix now."

The connected car is also creating a wealth of opportunities for automotive companies to deepen engagement with customers and provide them with proactive support. For instance, if a vehicle is due for scheduled maintenance based on information that can gleaned from the car's telematics system, the customer can be sent an email to notify him that the vehicle is due for service and to schedule an appointment that's convenient for him, says Don Peppers, founding partner at Peppers & Rogers Group.

"By offering this type of proactive outreach, a dealer can demonstrate that it has a customer's interests at heart, which can help to strengthen customer trust," says Peppers.

Telematics offers automotive companies great opportunities to stay connected with customers after the sale. We've only scratched at the surface of what's possible.

EXPERT OPINION
EXPERT OPINION