Engaging with today’s automotive consumers
Klaus PAUR Global Head of Automotive Hong Kong, 15th November 2012
Nobody’s Unpredictable
2 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
17 21
13 18
32 41
62
80
-20
0
20
40
60
80
100
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Mill
ion
s
Motor Vehicle Production
Europe (millions) Americas (millions) Asia Pacific (millions) Global (millions)
Source: International Organization of Motor Vehicle Manufacturers
2012: ~84 million
(~5%)
Motor vehicle industry is growing
Despite economic woes in various parts of the world, production of motor vehicles (passenger- and commercial vehicles) is expected to grow in 2012.
3 3 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
In the various market places, demand for new passenger vehicles shows different modes and speed of development:
Developing economies: growing, due to huge pent-up demand in car ownership
United States: recovering, reaching ~14.5 millions
Europe: declining, but still ~12 million new PV sales
All markets have one thing in common: A shift in needs assessment and expectations towards vehicles!
Rapid consumer maturation in emerging economies
Gradual shift of attitudes towards the role of cars in mature countries
In essence, consumers become more critical towards the value proposition of cars, and expect better offerings to match their individual needs.
Cars remain a high involvement category in the various markets
4 4 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Consumers have an ever growing choice to find the right vehicle
Over time, the automotive market has developed from a simple and straightforward model offering into a vast and complex, and for consumers rather unmanageable market proposition. This development is ongoing.
The sophistication of market offer allows the car makers to cater to individual needs, but makes it more difficult to stand out of the crowd, and catch the attention of potential
buyers.
Various cross-over body types with countless models and model versions in all markets!
5 5 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Increasing information need for consumers is facilitated by digital world
Internet has become the dominant information tool for car buyers, offering a series of online research platforms (websites, social media sites, automotive forum, networking sites, etc.)
Source: CapGemini Cars Online Report 2012
Number of car consumers researching online
In a world – mature markets and emerging economies alike – where information about most things becomes freely available, car consumers remain constantly connected!
Internet is an opportunity for car makers to connect with their clientele, but they need to engage them and interact with them on an individual level.
The abundance of information is filtered by the search for relevance, enjoyment, and benefit.
6 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Consumer behaviour is shifting
Consumer autonomy and independence
New technologies
in a digital world
Intensified automotive competitive landscape
THE EMPOWERED CONSUMER
7 7 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
The consumer is not only better informed, but also has higher expectations
“I want to buy a new
car”
Communications
Purchase
Trigger Event
Brand Association
s
Performance
Status Quality
Safety
Short List
Dealer Experience
“needs wants
and desires”
Initial Consideration
Set Brand Fit
$
The traditional “marketing funnel” has become a “consumer journey” with a series of loops. Instead of systematically narrowing down a large number of brands , consumers evaluate a range of constantly shifting options.
Dealer performance remains extremely
critical
8 8 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Evolution, not revolution
This change within the market has profound implications for our quest to understand and anticipate consumer behaviour. Methods used so far are just not as engaging and relevant in today’s world, and sometimes even risk to miss out critical aspects.
Our task is to find the missing links to better comprehend the driving forces behind consumer behaviour
It is no longer only about understanding consumer needs and purchase motivations, but about knowing what excites consumers.
Design perception Brand image Perceived quality Dealer performance Post purchase experience
9 9 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Example: ”Audi City“ – first digital showroom
Leveraging modern technology to focus on individual consumer needs
In a virtual environment, customers can choose all possible colour- and vehicle options, and display the cars on digital screens.
Experiencing life-sized 1:1 vehicle display
Bridging online product presentation and personal dealer visit
Nevertheless!
However important the virtual excitement, real-life experience cannot be fully compensated seeing, touching, feeling and smelling the new car are supposed to
remain critical triggers for deciding on a car purchase in the next future
Marketing mobility services
Formidable opportunity to engage in personal dialogue with prospective customers
10 10 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Car purchase is a big decision and an important investment – customers expect to be treated accordingly
Information gathering: • Website is easy to navigate • Relevant information is easy to find • Appointment can be easily made • …
Required: Visibility about how well dealer service fits customer expectations!
Dealer visit: • Visitor is expected • Product experience is supplemented
with digital content • …
After sales: • Service visit reminder is sent out • Product experience is supplemented
with digital content • …
11 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
We are living in a socially networked mobile world
Continuous update and speed are more than ever vital qualities! Engagement and interaction are key!
Transparency increases Demand levels rise
Action and reaction times shorten Good and notably bad news travels fast
Everyone and everything is connected
Things change quickly
Contents (information, opinions, etc.) are constantly produced and exchanged
12 12 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Shifting focus to socialised research
People
Averaged out
Survey data
Long-time
Monologue
Linear
Pre-determined
Structured
Active
Data reporting
Communities of people
Individualized
Non-survey data
Right-time
Dialogue
Immersive
Dynamic
Non-reflected
Interactive
Storytelling
traditional socialized
13 13 Ipsos Automotive Center of Excellence – Engaging with today’s automotive consumers
Survey based and passive data collection
Lots of data help us to generate better insights
Mobile in the center of market research
Fast turnaround, in real-time and engaging
Knowing the consumers better
Nobody’s Unpredictable
Thank you!
© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not bedisclosed or reproduced without the prior written consent of Ipsos.
Experience the Voice of the Customer! Multi Touch Point Feedback Solutions for the Automotive Industry
16
WELCOME TO THE NEW NORMAL
Where consumers are constantly
connected and “always on” is their
default setting
17
TODAY’S DIGITALLY CONNECTED CONSUMERS ARE DIFFERENT
We have to engage them in ways
that capitalise on and mimic
their expectations in a digital
world. They want to feel that
what they are doing is relevant.
What’s more, they want to
enjoy and benefit from
the experience.
This has profound implications for traditional market research: Old methods just aren’t as engaging and relevant in today’s new world
Disruptive market realities
are stimulating needs for
more agile research processes.
CONTINOUS FEEDBACK
INTEGRATED DATA
ACTIONABLE INSIGHTS
CONTEXTUAL REPORTS
NEW REALITIES BRING NEW NEEDS
PROJECTED USE OF EMERGING TECHNIQUES CONTINUES TO INCREASE
Source: GreenBook GRIT Report 2012
SMARTPHONE = EVERYWHERE
10%
23% 28% 30% 34% 39%
51%
69% 70% 78% 79% 80% 83% 85%
26%
37% 40% 40% 40%
53%
75%
80% 80%
85% 93%
85% 90% 90%
2012 2015 EST
LOCATION BASED SURVEYS
EVENT TRIGGERED SURVEYS
MOBILE ON THE GO ALLOWS US TO CAPTURE BRAND MOMENTS
23
REVOLUTIONARY BUT SIMPLE
This is game changing. Our exhibitors and sponsors
could engage with consumers like never before.
We could influence crowd movements and made
the event even more fun for our visitors.
24
James Goode, Event Director Golf Live
THE FUTURE OF RESEARCH IS NO LONGER ABOUT GENERATING REPORTS It’s about driving precise,
informed decisions by
sharing insights and
encouraging conversations
around them….
25
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Why customer experience matters in
the Auto-Industry
26
The Influence of Marketing and Customer Experience Shifts Over Time
27
Influence of Marketing Communications
Influence of Customer Experience
Problem Recognition
Motivated Search
Evaluation Purchase Ownership
WEAK
STRONG
TIME
Customer Experience matters!
Poor service experiences are a risk for your dealership!
Service
Why customer experience matters!
The Car Trade is currently confronted by changing consumer behaviour as well as increasing Inter-/Intra-Brand competition. Consequently, car dealers are under pressure to constantly enhance their customer service levels to differentiate themselves from competitor dealers.
To monitor service quality on a 24/7 basis, an automobile dealer requires an automated customer feedback system.
Ipsos
93%
89%
75
80
85
90
95
100
Will buy next vehicle at same dealer
Dealer loyalty
2007 2011
28
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Multi Touch Point Feedback
29
ViewsCast – The Voice of the Customer
Full service Voice of the Customer solution
Automated customer feedback collected
online, via IVR (Interactive Voice Response),
SMS (text) or mobile devices.
Enterprise class reporting and dashboard
designed for various functions throughout the organization, from Operations to Senior Executives
Real time online report and customer comments
Imports of customer data from other sources as background variables is a standard functionality.
Actionable analytics to promote best practice across the business and improve the bottom line
Cloud based solution requires no investment in hardware or software
ViewsCast Key Business Benefits
Improve Customer Loyalty
Improve Customer Engagement
Minimize Customer Loss
Increase Repurchase Intention
Rectify Strategic Goals
Improve Operational Efficiency
Focused and Smart Budget Spending
Service Level Target Optimisation
Improve Employee Compliance
Enhance Coaching Effort
ViewsCast directly impacts your Bottom Line, by improving both customer loyalty and operational efficiency
Feedback from multiple touch points
What to survey?
How to invite?
How to survey?
Per tracker an online reporting tool and e-mail reports to all stakeholders
Showroom
SMS, IVR, E-mail
IVR SMS
(Mobile) Online
Service
SMS, E-mail, Invite Card
IVR SMS
Mobile online
Roadside Assistance
SMS, E-mail, Invite Card
IVR SMS
(Mobile) online
E-channels
E-mail, Online slide-up
(Mobile) online
Contact Centre
IVR, SMS
IVR SMS
Website
Online slide-up, E-mail
(Mobile) Online
Monthly evaluation
Quarterly: • Dashboard • Analysis • Workshop
Monthly evaluation of study performance, interpretation of results and recommendations from Ipsos.
Quarterly management dashboard and on site workshop to discuss progress (scores, verbatims, benchmark, analysis) and set targets to achieve best in class performance
Feedback from multiple touch points
ViewsCast is an automatic Sales und Service customer feedback-system
Throughout the Sales and Service Process, there are many customer contact points. At all of these „Customer Touchpoints“ there exists a danger that dealer staff do not provide the customer with optimal quality service.
As part of the ViewsCast automatic customer feedback system, negative feedback is collected and provides dealer management with the information required to guide improvments at the dealership and through to action resolution
ViewsCast – The automated customer feedback system on the service side
Service or Repair
Notification of feedback opportunity directly after
the vehicle handover (E.g. on Rearview mirror)
We have commited ourselves to continually improve our customer service. As part of this undertaking, we would be delighted if you phoned the following free-of-charge Feedback Hotline and answered 3 questions about our service levels . Free-of-charge Hotline 0800 – 99 600 460 Thank you!
Wir haben uns zur Aufgabe gesetzt unseren Kunden-service kontinuierlich zu verbessern.
Wir würden uns daher sehr freuen, wenn Sie unsere kostenlose Feedback Hotline anrufen und uns drei Fragen zu Ihrer Betreuung beantworten. Kostenlose Hotline 0800 – 99 600 460 Besten Dank!
More than just a dealer
Beside telephone feedback also online (www.audifeedbacknow.com) and SMS feedback would be possible.
Sales (Reception / Advice)
Notification of feedback possibility prominently
placed in Showroom / at the salesmens desk /
at the front desk or on brochures.
ViewsCast – The automated customer feedback system on the sales side
Beside telephone feedback also online (www.audifeedbacknow.com) and SMS feedback would be possible.
Taking back control of online research!
Customers should be able to complete our questionnaires on the device that they choose.
ViewsCast automatically detect the device of the customer and adapts.
The respondent will not need to do anything to have the best user experience possible.
We will not be able to control the way our customers access online content, such as customer feedback surveys
Actionable reporting - ViewsSummary
Real-time graphs, tables and raw data
Digitally recorded IVR verbatim comments
Export charts into PowerPoint, Excel, Word or Outlook
Automated recurring push e-mail reporting
Empowering your employees
39
ViewsSummary; Automated email reporting
Create and save key graphs (queries) that are automatically sent to a specific e-mail address user on an hourly, daily, or monthly basis
Scheduled e-mail example. Tables can be pushed as well.
Tag Clouds
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Use tag clouds to identify key topics within open ends then drilldown and examine those verbatim by clicking the target word
Closed feedback loops
In any modern day business it is not simply enough to identify that a customer is unhappy or that a problem has occurred
ViewsCast has developed the ability to allow the organisation to close the loop on identified problem areas
Any red flags that have occurred as a result of dissatisfied customer feedback can now be fed back into the organisation so that customer service reps can be assigned and take appropriate actions
This is all done through the ViewsCast reporting portal so that our clients can quickly see where and how remedial action has been taken
As well as seeing if that action has been successful
Case Study (1)
Challenge
Our client wanted to understand the quality of service customers received in the sales and after-sales environment and take action by providing immediate solutions for dissatisfied customers
ViewsCast Approach
OEM provided contacts of customers who had been through a brand touchpoint experience. Through a combination of SMS and Online, ViewsCast contacted customers in a relevant and simple manner
Outcome
ViewsCast was able to conduct surveys straight after the customer experience and feed results real-time back into the business at a dealer level allowing the dealer to take remedial action with unhappy customers. This is a continuous study done on a daily basis
Case Study (2)
Challenge
Our client hosts an annual motorshow with industry and retail customers participating. This event takes place over a number of days and our client wanted to get feedback on specific elements of the show and be able to modify them in a live event environment to the benefit of attendees
ViewsCast Approach
Tablets were distributed around the event location and attendees were able to participate in a short online study asking them about their experience with different elements of the event. This was then reported ‘live’ to our client who could take immediate action
Outcome
ViewsCast was able to conduct surveys straight after the customer experience and feed results real-time to event organisers. They then changed elements of the event to make the attendee experience more rewarding
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ENGAGING TODAY’S CONSUMERS THROUGH NEW APPROACHES GIVES US GREAT OPPORTUNITY
Through relevant, interesting and in
the moment research we can achieve
deeper insight and real time feedback
By layering multiple sources
we open a new era for research
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For any further information or questions please feel free to contact us
Ben Llewellyn [email protected] +60 (129) 737 547
© 2012 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Richard Korn [email protected] 852-6650 3062
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