Last week, we had the opportunity to organize, together with DirectMarketing.coma breakfast meeting with managers from experience in the automotive sector, where we shared data on the perception of the experience in different points of contact between customers and brands.
One of the conclusions is that customers are increasingly demanding a more personalized experience that is consistent across all points of contact, including after-sales, and omnichannel. In addition, the sector, which is currently undergoing a huge transformation, is somewhat stagnant in terms of delivering experience, especially in sales and after-sales.
During breakfast, Jose Luis Ruiz (BRAINTRUST Partner)and Manuel Suárez (Associate Director) had the opportunity to present the results of a study conducted among owners of different car brands to those in attendance. The study asked questions about how they rated their experience in the pre-sales/brand awareness, sales, and after-sales (official and unofficial repair shops) phases, and the results are revealing: there are clearly areas for improvement in both sales and after-sales, where customers do not perceive significant differences or personalized experiences, especially when it comes to official brand repair shops.
The attendees, who were responsible for some of the brands represented in the study and partners in the automotive sector, shared their views on the sector and the results presented. There was a general consensus that there is much work to be done in terms of the customer experience, particularly in terms of personalization and, above all, focusing on moments of contact between the customer and the brand related to after-sales service.
In short, this is a great opportunity to compare perspectives in the automotive sector, which is facing (and is already undergoing) major transformations in terms of mobility and products in the coming years, but which cannot neglect the customer.
You can watch the video of the meeting below, as well as read the news article about the meeting published by MarketingDirecto.com.
