5. Transforming the customer experience

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By integrating Big Data into a CRM solution , automotive companies can predict customer behavior , improve service delivery , and manage investments in a rational and thoughtful way .

Marketing and sales have access to advanced analytics across all customer touchpoints , including social media, email, the Internet, and call center reporting, allowing them to more accurately segment customers and base subsequent initiatives on more complete profiles. This means that trends in different target audiences can be extracted from Big Data and used to predict specific needs, better informing product development and promotional efforts.

The customer journey can be long and complex. It can cross many australia whatsapp resource organizational structures and different information systems. Monitoring every single touch point on which structured and unstructured information is generated at any given moment means developing a deep knowledge of the user and being able to activate a marketing relationship with him or her that is increasingly closer to an ideal one-to-one relationship .



Digital is revolutionizing the way customers research, purchase, and maintain vehicles. In the automotive industry, too, customers expect a quality brand experience that is consistent and seamless across all channels.

Thanks to Big Data, car manufacturers will be able to find distinctive correlations between the behavioral patterns of different people, so as to provide tailored services and 24/7 connectivity . They will be able to develop a unique view of the people who make up their target audience and create compelling and differentiated offers throughout the sales and consumption cycle .

Dealers will be able to restructure sales processes , integrating online and offline methods, to enrich the experiences – in-store and virtual – offered to customers.



Customer Loyalty: Using Big Data in Automotive Along the Customer Journey
Of the five ways we have indicated to exploit Big Data in the automotive sector, the last two – which concern the management of consumer relations and customer experience – open up extremely interesting prospects for companies that compete in the automotive sector. In both cases, the use of data can positively impact customer loyalty , to be pursued throughout the automotive customer journey and not only during the purchase phase. After the purchase, in fact, fully understanding customer behavior and what determines their eventual abandonment will allow car manufacturers to plan interventions that help loyalty, maximize aftermarket penetration and reduce overall marketing spending.

Thanks to new analysis tools, in fact, marketing has the potential to collect and analyze information on customer behavior and can exploit historical data to formulate informed hypotheses on the levers to use within its strategies .



The importance of personalized and interactive content
To fully exploit the potential of Big Data in the automotive industry, it is necessary to break down silos within the organization to aggregate internal and external sources (CRM, dealer management systems, demographic data, sales and marketing databases, to name a few), achieve data integration and create a single point of view on the customer .

The next step, of fundamental importance, is to use customer data to develop a differentiated content offering , in line with the value proposition formulated for each segment. Let's think, for example, about the design of targeted marketing campaigns or the creation of information initiatives that accompany the user throughout all phases of the funnel . Content personalization and interactive functions are therefore a critical success factor because:

allow you to capture the customer's attention by engaging them with truly relevant content,
enable immediate interaction ,
optimize conversions .
Contents that incorporate the knowledge released by Big Data enhance their message if they are distributed through multiple digital channels (mobile is a separate topic) or traditional channels (including QR Codes or Augmented Reality). It is therefore easy to understand why automotive brands are paying increasing attention to those tools that are able to produce interactive, personalized and multi-channel content . Through them, companies can create effective and engaging customer experiences, for example by transforming data into dynamic and responsive videos and micro-sites , created and dedicated to each of their customers.