The transformation to a digital customer journey using the example of the automotive trade

In order to remain competitive in times of digital transformation, it is essential to adapt and redesign the customer journey from offline to online along the pre-sales, sales and after-sales phases. This can increase customer acquisition, satisfaction and loyalty.

Pre-sales phase

The pre-sales phase is becoming increasingly important in the digital customer journey. Due to the increase in digital touchpoints, customers spend significantly more time in this phase than in the traditional customer journey. For this reason, it is crucial to reach customers with diverse and personalized touchpoints. If customers experience positive experiences as a result, they can develop preferences for a particular brand that are retained in the sales phase.

Sales-phase

In the pre-sales phase, customers often develop a concrete idea of the brand and model. In the sales phase, this idea is rounded off by a unique customer experience in the physical or virtual showroom and serves as an important key to customer acquisition. The standard showroom as the sole sales format has long since become obsolete and is no longer able to guarantee a comprehensive customer experience for different customer groups. It is therefore necessary to not only use innovative business models such as car subscriptions and car sharing to attract customers, but also to create a suitable mix of different retail formats, such as virtual showrooms, city stores, pop-up stores and flagship stores.

A unique customer experience is guaranteed not only by a suitable mix of different retail formats, but also by a high degree of digitalization. A seamless transition between online and offline interfaces is of particular importance. For example, the dream car configured on the website must be immediately assigned to the customer and accessible when visiting the showroom. Digital elements such as virtual reality and augmented reality enable a realistic inspection of the desired configuration and round off the seamless customer experience. We would be happy to help you determine your digital maturity level and increase it with suitable measures.

After-sales-phase

Digital touchpoints are also becoming increasingly important in the after-sales phase. Apps and platforms that provide customers with automated support, appointment scheduling, online vehicle diagnostics, spare parts and accessories, for example, are particularly relevant.

The after-sales phase must be given special priority, as approx. 70-80% of income in the automotive trade is attributable to the after-sales business. Customer-friendly processing with outstanding service increases the likelihood of long-term loyalty between the customer and the brand immensely.

Based on the three phases of the customer journey shown above, it is clear that complex decisions have to be made regarding network and market factors (e.g. business models and retail formats), which require a well thought-out strategy.

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