5 Maxims for Elevating Customer Experience in the Automotive OEM Landscape

From my work at Reputation alongside OEM leaders at the likes of Kia and Renault , I know very well that succeeding in the automotive industry is no small feat! As leaders, you're well aware that success demands more than a routine playbook - it requires a set of guiding principles.

With that in mind, I present five transformative maxims to enable you to continue to deliver a superior customer experience at your automotive company.

1. Your Data is Only as Valuable as the Actions You Take From It:

In the digital age, data is abundant, and automotive OEMs have access to a treasure trove of information, but data alone does not yield results. It is the actionable insights derived from the data that drives success.?

To set apart your auto brand from competitors, you need to invest in robust data analytics and business intelligence tools to make informed decisions. Also, you need to analyse customer behaviour, market trends, and operational metrics to identify opportunities and pain points. Only then, when you’re equipped with hi-tech tools to make data actionable, can you truly enhance products, services, and overall customer experiences.

Moreover, it is critical to tie CX data to business outcomes. Doing so can provide context and tell you whether or not the strides you’re making in the delivery of a top-notch customer experience have an impact on your business’s bottom line.?

For example, what's the difference between a customer that scores you 4.5 stars versus a customer that scores you 3.5 stars, in real terms? Showing the business that customers who score a 3.5 spend less with you and are less likely to remain a customer, will help you tell more effective stories and will get stakeholders bought into what you’re trying to achieve.??

2. Customer-Centricity is Key:

A strong emphasis on customers is at the core of every thriving Automotive OEM. You must grasp not only their needs but also their preferences and pain points so engage in active listening through diverse avenues – from feedback surveys to interactions on social media and through customer service channels.?

Of course, customer-centricity goes beyond mere rhetoric; it demands dedication to consistently exceed expectations. By employing the insights gained from your customers, you can meticulously tailor your offerings and curate personalised experiences. When you place the customer right at the core of your business, a natural current of loyalty and advocacy will flow.

So, how do you ensure that your customers are at the core of all your decision-making?

• Focus needs to come from the top down, so implement a structure that means that you can listen, learn, and act and that you have a voice within the Senior Leadership team that will drive this for you.
• Assess where you are now and where you want to get to in the future, then build a CX strategy that will get you there.
• Implement a customer promise or core business processes, so that there’s a set of standards that you want to abide by. This will show everyone within the business what good looks like.
• Empower your staff to think ‘customer first’ by making sure everyone within the business has a customer objective.
• Focus on employee experience, which leads me nicely to point 3.? ? ??

3. It Pays To Invest In People

Training your staff, and arming them with the knowledge and skills needed to deliver impeccable customer experiences, can be the game-changer that tips the scales in your favour. And I’m not just talking about on-the-job training or e-learning modules - they certainly have their place - but recognised training that will give your key staff members a formal CX qualification and provide them with theory to bolster their lived experiences.?

A well-trained team can seamlessly bridge the gap between technological sophistication and the personalised touch that customers truly appreciate. By prioritising this human-centric approach alongside technological advancement, you forge a potent alliance that propels your automotive OEM not just towards customer satisfaction, but towards sustained profitability.?

Remember, innovation is vital, but investing in your people is the foundation upon which enduring success is built.

4. Innovation Drives Success (But Don’t Lose Sight of the Basics):

Innovation is an engine to power growth and competitiveness, so you need to cultivate a culture that encourages creativity and new thinking. Do this by putting resources into research and development to stay ahead and predict industry changes.?

Technology has a significant role to play, including to improve product design, manufacturing, supply chains, and, crucially, customer experiences. When you prioritise innovation, you can provide advanced products and solutions that meet the changing needs of your customers.

However, it is essential that you don’t prioritise technological innovation at the expense of the tried and tested basics that customers value. After all, what good is an all-singing-all-dancing CRM system if customers are frustrated by wait times and your sales representatives don’t have the knowledge and skills needed to deliver a positive customer experience at your dealerships??

You will never go too far wrong if you are responsive, do what you say you’ll do, are helpful, and have a smile on your face. Employee behaviours will always form part of the basics that you need to consistently deliver.

5. Unify for Excellence: Break Silos, Elevate Experience.

Automotive OEMs must break down barriers between marketing, operations and customer experience (CX) teams. By dismantling these barriers and fostering a smooth partnership between each department, auto OEMs can overcome challenges and provide cohesive, instinctive experiences. Just as a direct approach enhances customer satisfaction and loyalty, a coordinated strategy can boost brand impact and nurture a customer-centric culture. This fusion doesn't mean compromising individual functions, but instead, it optimises the overall efficiency of your entire operation. After all, you are one business and ‘nobody wins unless you all win’!

Over To You!

I hope these maxims offer some food for thought and influence your trajectory at your OEM in some way.?

I’d love to hear your take on these maxims. How might they transform your customer experience strategies in the dynamic world of Automotive OEMs? Is there anything you would add??