Using data correctly

Customer data is essential for the future of the automotive industry. But how are they used most effectively?

Daten richtig nutzen

If customers want tailored offers, they must agree to share their data with the manufacturer so that new services can be developed based on the customer data. For car manufacturers, it is therefore not only important to gain the trust of sales companies and car dealerships, but also that of customers. To create a basis of trust, manufacturers must ensure trustworthy and targeted use of customer data. 

Strengthening customer trust in their own brand

Furthermore, it is not enough to show the customer a potential added value; it must also be ensured that the customer actually experiences this added value. To ensure this, manufacturers must pursue a transparent information policy. In this way, the customer knows at all times what data is processed for what purpose and what benefits he can derive from it, e.g., in the form of value-added services. 

In addition, it strengthens the relationship of trust if the customer can decide which data he wants to make available. From this shared data, manufacturers must then extract the information that provides insight into customer needs. This targeted analysis forms the basis for developing new and targeted services. 

Collaborative management of customer data 

Gaining the trust of sales companies, car dealerships, customers and establishing a homogeneous IT infrastructure is just the first step. It is necessary not only to integrate and only when all stakeholders have access to the data is it possible to proactively accompany the customer journey with individual offers and information.

A personalized approach and tailored offers according to the customer's preferences enable higher customer satisfaction and long-term company or brand loyalty of the customer. 

Seamless shopping experience requires customer-centric use of data 

While in the past a product-focused approach (FIN) was taken, in an omnichannel environment information needs to be collected about the customer rather than the vehicle: The customer registers online, receives an individual customer ID, which is linked to the dealer ID of the preferred car dealership. This car dealer then acts as the customer's local service partner, responsible for numerous services such as the delivery of a new car ordered online. 

Even though sales contracts will no longer be concluded between the customer and the car dealer in the future, but between the customer and the manufacturer, this approach ensures that car dealerships will remain a central component of the sales system. This is ensured by the fact that the customer must select a car dealership that is responsible for maintenance and repair, delivery of the car, etc. before signing the contract. In addition, the customer ID enables the customer to access all products and services across channels without any interruptions. Ultimately, the customer ID serves as a unique identifier across all channels. 

Bastian Büschke

Bastian ist Manager bei Digacon. Der gebürtige Ostwestfale und Fußballfan von Arminia Bielefeld steht in seiner Freizeit auch mal selbst auf dem Platz. Wandert gerne, mag gute Bücher.

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