Written by Bianca Lorenz for Buljan & Partners Consulting
Marketing executives from the automotive and technology industry agree:
Once seen only as a necessary supplement to advertising on main traditional media such as TV, radio and print, digital platforms such as YouTube, social media, and cell phones are now the main focus of automotive marketing plans, being the way our customers refer to digest media.
Internet brings the customer experience closer to business
Today, the Internet is the most influential medium people use to select becoming our customers. Automotive customers spend more than 10 hours shopping for a car online and less than four hours on other media.
Customers do not really perceive the way they receive traditional media, as they consume them in their own way.
Often assessed by external agencies with a traditional media approach, it has taken time for some automotive companies to realize the power of Digital media applied across the entire Customer Journey, not only in sales, but in the after-sales service going mobile at dealerships.
In order to exceed the customers’ expectations across the entire customer journey and all channels (the digital and non-digital being aligned), big corporations need to go through an essential re-organization towards a new x-functionally aligned collaboration and a strong information system and technology strategy.
Do the departments of technological innovation really help to bring about this change?
From their former delivery and support role, IT departments struggle to position themselves as innovation consultants serving their business customers and adding value to end customers throughout the digital customer journey. The main challenge of most IT departments in automotive companies is the speed of delivery they must prove to the business as a partner they can count on for innovation. IT departments are often seen as a blocker for the business when proceeding with Digital innovation projects, as they apply static methodologies that block the business when moving forward in an innovative sand box approach. Partnering with their business becomes complex as in house knowledge and innovation capabilities, as well as strategic thinking, are often a challenge to IT departments. There is a lack of people skilled in new technologies and a new agile project management, and the organizational setup between IT and the business is often wrong and not easy to manage.
More and more automotive companies apply tools such as skills assessments, training, change management and digital factories to catch up on them being positioned as a strategic partner to their more and more digital business customers and exceed their customers’ expectations digitally.
Bianca Lorenz is Senior Consultant and specialist in Customer Centric Technology Leadership at Buljan & Partners Consulting. Bianca is also a specialist in Project Management and CRM system implementations accross several industries since 2007.
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