Amid Copious Vehicle Features, OEMs Need a New CX Strategy
Summary
Legacy automakers who can’t make the shift risk being left behind as the nature of cars undergoes a fundamental transformation, one that is better designed to meet the needs and expectations of today’s drivers. It also provides SDV makers with user data they can use to support customer needs more efficiently, which in turn can build loyalty and drive consumer investment over time. For example, transparency in vehicle data can inform drivers of things like how much brake life they have left, or whether their car is in peak condition for a road trip they’ve been mapping. OEMs will also need partnerships with “halo” tech brands that can provide software and technology expertise and an established consumer following and deep lifestyle understanding. The most challenging shift may be the mindset adjustment to thinking in terms of software releases and service monetization rather than a big bucket of vehicle content for each new model year.