Connected car data with best practice Insight and CRM can deliver this.
There are different reasons why car makers decide to implement Connected Car solutions. Providing attractive features to drive sales of new cars can be a distraction.
Real business benefit comes from unlocking the value and insight from vehicle data to:
SBD Automotive sees a cascading effect along the customer journey globally, with quite a gap between best practice and what is more typical performance:
Low awareness of connected services. Up to 50% of vehicle owners are not aware of Connected Car services and their potential benefits. This can hinder activation levels.
Low activation rates. Typical activation rates vary widely from 15 to 75%, although almost 100% is achievable. Low activation will:
Low conversion rates. Why would a customer want to pay money to subscribe to Connected Services at the end of a free trial if they haven’t activated and used them? Low conversion rates (5-20% is typical) are all too common where a car manufacturer implements a subscription model. This will also limit the opportunity to increase aftersales and ongoing brand loyalty.
Car makers adopting best practice are seeing very positive results leading ultimately to increased aftersales and brand loyalty.
It’s all about placing the understanding of your customers, how they use connected car services and interact with the car brand at the heart of communications with them.
It is crucial to put yourselves in the shoes of the customer: how can you add value to them at key points in their journey?
A key enabler is the customer journey map – communicate with the customer about connected car services at key points in their life stage with their car: from when they are thinking about buying a car, their day-to-day driving experience, maintaining the car and ultimately buying another car.
Best practice CRM in any industry is omnichannel: getting relevant content to customers delivered consistently through the channels they prefer which could be email, online, call centres, social media, direct mail and apps for example, and through a variety of devices.
Content is king – the message must be relevant and engaging to create value for customers. It must be clear using plain language and supported by appropriate imagery that the customer can relate to and understand.
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SBD Automotive has the expertise and experience to set up, evaluate and improve Insight and CRM programmes to help car makers extract maximum value from connected car data. For further information, please enquire below.