customer experience(cx) in automotive industry
DESCRIPTION
Customer Experience (CX) is very important and crucial for an organization.TRANSCRIPT
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CX IN AUTOMOTIVE INDUSTRY
By
N Dinesh Varma,
Id-14060009.
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AUTOMOTIVE INDUSTRY
It is the most important, largest and competitive industry in manufacturing sector in the Global arena.
It is the key driving sector of the economy. It plays a significant part in the country’s Gross
Domestic Product (GDP). It is closely tied to other sectors of the economy. It requires complex and multidisciplinary technology.
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GLOBAL AUTOMOBILE PRODUCTION
2008 2009 2010 2011 2012 20130
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
Global Automobile Production
carscommercial
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CURRENT MARKET SITUATION
The Indian automotive market is one of the most competitive markets due to low cost. (Assembly hub for many foreign manufactures).
India is the second fastest growing automobile market in the world after China.
Cars is the major segment in the Indian automotive industry with a growth rate of more than 11% annually.
The Indian car industry is witnessing a shift in demand going from two wheelers to cars due to rising availability of low cost cars.
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INDIAN AUTOMOBILE PRODUCTION
2008 2009 2010 2011 2012 20130
500000
1000000
1500000
2000000
2500000
3000000
3500000
Automobiles Production in India
carscommercial vechicles
Year
Num
ber o
f uni
ts
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MAJOR SEGMENTS
Passenger vehicles: Cars and buses
Commercial vehicles: Light commercial vehicles
– Goods carrier, mini vans. Heavy commercial
vehicles – Trucks, Tempo, Tractor and Tipper/Dumper
Three wheelers: Rickshaws, Trolleys,
Delivery Vans. Two wheelers:
Scooters, Motorcycles.
Aside from these four segments there is also a growing segment within the electrical car area in India. Electrical cars are both economical, efficient and environment friendly.
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MAIN PLAYERS IN INDIAN MARKET
S.No Company Name Segment
1 Maruti Suzuki India Passenger Vehicles
2 TATA Motors Commercial and Passenger
3 Hyundai Motors Passenger Vehicles
4 Ford Motors India Passenger Vehicles
5 Ashok Leyland Commercial Vehicles
6 Hero Motors Limited Two Wheelers
7 Mahindra & Mahindra All
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SURVEY BY CISCO ON CX IN AUTOMOTIVE INDUSTRY
Important Facts from the survey conducted by Cisco Systems in 2013.
It is based on 1514 End-user respondents belonging to 10 different countries including India.
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1: BUYING EXPERIENCE GOES DIGITAL Consumers desire a better virtual buying
experience.
83%
17%
Customer Preference in Research
OnlineIn person
83% prefer to research cars online.17% Prefer to call or go to dealership in person.
Third party Website
Manufactures website
0 5 10 15 20 25 30 35 40 45 50
47
37
Trust of Customers Researching Online
47% trust third-party websites.37% trust car manufactures websites.
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BUYING EXPERIENCE GOES DIGITAL
50%
55%
64%
Prefer interactive kiosks for information when they have an option to reach a live person
Would be confortable using virtual technology like video to interact with the car dealership.
Would be willing to use an automated dealership to service their cars.
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AUTOMOBILE COST TRACKING
Consumers seek smarter insights into Auto operating costs.
62% 52%Want a device on their car that tracks their budget for gas mileage and auto maintenance.
Want their car to be able to monitor gas prices.
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COST OF A BETTER DRIVING EXPERIENCE
Consumers trade personal data for savings, safety, and a personalized experience.
74% 65%Would allow driving habits to be monitored to save on insurance/service maintenance.
Would share height/weight, driving habits and entertainment preference for more custom driving experience.
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COST OF A BETTER DRIVING EXPERIENCE
Consumers trade Biometrics data for more personal vehicle security.
60%Would provide biometrics(e.g.’ fingerprints, DNA samples etc.) for personal vehicle security.
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CONSUMERS DESIRE MORE AUTOMATED AUTOMOBILES
Consumers Trust Driverless Cars
57%Of consumers, globally, trust driverless cars – even more in emerging markets.
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SUMMARY
Research 83% online
Shop37% trust automaker websites
Buy55% virtual
interaction with dealer to close
deal
Own/service64%automated
sealer for service
62% device on car to track
cost.
Drive57% trust
driverless cars
Repurchase
74% share driving habits
60% share biometrics
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MARUTI SUZUKI - CX
Maruti created a land-mark in CX by launching a website for the customers in the year 1998.
Maruti is investing a lot of money and effort in building customer loyalty programs.
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MARUTI SUZUKI CX PRODUCTS
Maruti Auto Card: Auto Card gives all advantages of an international
credit card in addition an opportunity of earning valuable Auto points for their next Maruti car.
This is a product by Maruti Suzuki in collaboration with Citibank and Indian Oil Corporation, launched on Apr 19, 2006.
Maruti True Value Outlet: Customer can exchange his old car for a new car,
by paying the difference. They are offered loyalty discounts in return. This helps them retain the customer.
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MARUTI SUZUKI CX PRODUCTS
Maruti Call Center: The company was the first car company in India
to launch a call center in year 2000. It helped MUL to build an information pool of
over 5 million Maruti owners. Express Service Bays:
To offer its customers a faster car service. Mega Camps:
These are organized throughout the year. Activities undertaken during a mega camp
include complimentary car wash, AC and Pollution check etc.
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MARUTI SUZUKI CX PRODUCTS
Maruti On-Road Services:• Round-the-clock services in most of the cities.• A computerized call-monitoring system
dispatches a mobile MOS van to the customer at the earliest.
Market Research Department:
They study the changing consumer behaviour and market needs.
They enjoys 70%repeat buyers.
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OTHER OFFERS
Complete Car Needs. Availability of easy finance. Car Pick up and Delivery facility for Women
Owners. Quality Service Across 1036 Cities In the J.D. Power CSI Study Maruti Suzuki
scored the highest across all 7 parameters: 1) least problems experienced with vehicle serviced,2) highest service quality,3) best in-service experience, 4) best service delivery, 5) best service advisor experience,6) most user-friendly service and 7) best service initiation experience.
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FORD CX PRODUCTS
24x7 ‘roadside assistance’ Web-based customer relationship initiative in
2002. SAS integration:
SAS platform that supports customer relationship management (CRM) applications helps ensure high customer satisfaction levels.
Newsletters as CRM tool: This helps in building a long-term relationship
with customers.
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FORD SERVICE ROADSIDE ASSISTANCEFORD'S RAPID RESPONSE TEAM.
Roadside Assistance at home or on the road. Vehicle Recovery Taxi
The passengers will be provided with one free taxi ride, up to 50km from the breakdown location, in order to continue your journey.
Vehicle Recovery following an Accident
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FORD Total Maintenance Plan
Through Total Maintenance Plan the customer gets total peace of mind and fixed price for the next 3 years.
What is covered Periodic Maintenance Services as per owner’s manual Repairs arising out of electrical or mechanical failures Wear and Tear Parts Labour for all of the above jobs
What is not covered Accident Repairs Tyres and Tyre tubes
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TATA MOTORS
CR
Mcapturing customer data
leveraging data to increase customer interaction streamlining product
development
Value adding services
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TATA CX PRODUCTS
Empower Program is India’s first Multi-Brand Loyalty Program. The Empower Program is a unique growing alliance of leading brands you use regularly.
Advantages: Earn Higher Empower Points Accumulate Empower Points Faster Redeem Empower Points instantly
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OTHER PRODUCTS
Gold club membership: You shall be entitled for priority service at the
Dealer workshop, where you have registered for the membership. No prior appointment shall be required.
Costumer education meets
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“IT”—INVOLVEMENT...INTEGRATION
Oracle Products & ServicesSiebel CRM
Siebel Automotive Oracle Database
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KEY BENEFITS
Improves demand forecasting, planning, and logistics and inventory management.
Offers 360-degree view of customer and vehicle information.
Enhances product quality and increases revenues from both vehicle sales and after-sales parts business
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