Helping an automotive manufacturer provide best-in-class customer experience

Business Issue

Companies in the automotive industry have traditionally focused more on driving customers into real and virtual showrooms than leveraging vehicle ownership into customer loyalty. However, one automotive manufacturer turned to Escalent to determine how ongoing customer experience (CX) impacted brand loyalty. It wanted to understand which products and services it could add to its aftersales experience process to create the most positive impact.

What We Did

We provided a 360-degree understanding of what customers experience during the after-sales process, including:

  • Consumer journey mapping of every touchpoint.
  • Large-scale quantification of pain points and the products, services and responses that can fix them.
  • An online Insight Community to engage customers in an ongoing dialogue and provide rich context.
  • Interviews with experts in non-automotive customer experience to provide a deep understanding of what leading-class CX looks like as well as the philosophies and processes that successful companies use to manage it.

Result

Escalent identified and prioritized pain points along the consumer journey and honed in on the interventions our client needed to make to improve loyalty. By blending insight on the impact of customer expectations with broader automotive CX trends, our client now has a longer-term strategic view of the importance of CX on owner loyalty, the positive ROI over time of online platforms like Insight Communities, and the expectations of—and challenges posed by—empowered consumers in the auto industry.

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