Transforming automotive sales landscape to deliver an omni-channel customer experience

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Diverse consumers yet common expectations: a seamless brand experience throughout the customer life cycle

Evolving customer expectations and the advent of new mobility solutions have transformed how customers interact with OEMs. The trend toward on-demand mobility has placed customers’ loyalty at risk.

Therefore, it is critical for automakers to provide a personalized and consistent brand experience that blends digital and physical channels throughout the customer life cycle.

In order to meet the needs of a wide spectrum of customers, OEMs need to redesign their business models to serve the needs of two extreme customer groups: the traditional classic buyer and the dynamic mobility user.

EY infographic illustrating a wide spectrum of car buyers

To meet the needs of these diverse groups will require automakers to embark on a holistic transformation journey to provide a best-in-class omni-channel customer experience.

Delivering a best-in-class omni-channel customer experience

To deliver an omni-channel customer experience, OEMs will need to undertake multiple initiatives, each of which will require a diverse set of competencies.

The required competency portfolio will include skills from across various functions, ranging from strategy planning and IT transformation to financial services and regulatory compliance. A decisive success factor will be the collaboration with stakeholders both within and outside the company and even other industries.

Moreover, a clear change management strategy led by OEMs will enable dealers and NSCs to steer new initiatives more effectively and to position the organization in the evolving mobility ecosystem.

The eight competency sets OEMs need to deliver an omni-channel experience

EY chart showing key competency sets for omni-channel experience