Accelerating the customer experience: How automotive brands create a 360-degree view of the customer (Part 2)
A comprehensive, 360-degree view of the customer can benefit automotive companies in many ways. But how can companies properly arrive at this comprehensive view? A new white paper answers these questions
The first part of our series discussed the customer service possibilities that a 360-degree-view can offer an automotive brand. Now, part two discusses how this all-encompassing view of the customer can be realized. Further information can be found in Majorel’s (former Arvato CRM Solutions) white paper “Accelerating the customer experience: How automotive brands can create a 360-degree view of the customer.”
Map out processes, integrate data
When establishing a 360-degree view of the customer, the first priority must be to audit and map out the systems and processes underlying customer service. These include not just the technical systems in use but also the procedures and staff, because the whole company has to be assessed in its entirety. Then it is possible to identify areas where there is potential for optimization.
The next step is to consolidate all relevant customer data and to integrate it into an easily accessible system. Up until this point, this information has often been split between several — frequently incompatible — databases, which are also broken down separately into dealers, OEMs and various customer service teams. In addition to this, the data tends to vary in quality and format, which necessitates revision, analysis and organization.
This process also requires thought as to how the entire organization’s data flow can be redirected and how sources of information change. For example, structured data such as dealership information could be linked with unstructured data from social media.
Once data has been processed and is ready for use, it is possible to implement processes for queuing, routing and decision-making. These rulesets make it possible to provide information in the right channel and at the right time. This can mean showing it on a dashboard for customer service employees, for example, or as output from a chatbot on the company website.
The advice and support of an experienced service provider can help to expedite this process. It’s important that the outsourcing partner understands not just the data, but also the company’s business, bringing with them industry knowledge, proven procedures and best practices.
When it comes to building a holistic view of the customer, however, technology is only half the battle. The employees of the company as a whole must have all necessary standard and advanced training in the interest of providing top service at every point of contact.
The road to AI-based solutions
A comprehensive view of their customers brings automotive companies closer to them, but the road does not end there, of course. The sensors in modern vehicles transmit a tremendous amount of information, from driving habits and the condition of the car to the driver’s media preferences and preferred parking spots. Analytic tools and artificial intelligence help to make this data useful, providing valuable insights into — and accurate predictions of — customer behavior. Using this, brands can present customers with personalized offers.
In service centers, these AI-based systems can provide employees with recommended “next best actions” to optimize the customer care. This can range from specifically tailored advice to suggestions for further products or services. These systems also play an important role in self-service via mobile messaging apps or the virtual assistants in cars. They take over responsibility for the more routine tasks and allow customer support representatives to dedicate themselves to more complex customer matters.
Technology offers massive potential to enhance customer experiences. But automotive companies should not lose sight of the big picture. The needs of the customers and the companies are more important than the technology itself. The right outsourcing partner assists in pursuing this company-wide endeavor while providing crucial industry knowledge and a fresh outsider’s perspective. This leads to a proper omnichannel experience and the right kind of customer service.
The full white paper “Accelerating the customer experience: How automotive brands can create a 360-degree view of the customer” can be downloaded here.
Author: Editorial team Future. Customer.
Image: © sdecoret – AdobeStock