Customer Value

One key challenge of the automotive sector is to become truly customer-driven. OEMs and their partners must therefore be intimately familiar with customer preferences and serve customers with the right products at each stage of the lifecycle and at each customer touch point. At stake is an average total lifetime revenue adding up to more than US$300,000 per customer.

Given the variety of customers (e.g., private/commercial, different regions, segments/milieus), the multiple customer touch points (e.g., presales, sales, after sales) and the wide range of possible partners (e.g., dealer, Internet, OEM), customer management can get pretty complex. One size fits all will definitely not work in this context; clients need to be served in customized, yet efficient way.

To ensure the desired brand experience, both physical and virtual process steps need to be defined and implemented in a consistent way. “Follow the car” (through the product life cycle) and “follow the customer” (through the customer life span) will be the brand’s mission, in order to capture the maximum revenue and profit potential. Loyalty, retention, and customer acquisition are the key metrics.