3 Smart Ways to Connect with Today's Automotive Consumer | Empathica Whitepaper
 

3 Smart Ways to Connect with Today's Automotive Consumer | Empathica Whitepaper

on

  • 219 views

To download full whitepaper and read 3 Smart Ways to Connect with Today's Automotive Consumer, visit http://cem.empathica.com/WP-The-Opportunity_for_Auto_SoLoMo ...

To download full whitepaper and read 3 Smart Ways to Connect with Today's Automotive Consumer, visit http://cem.empathica.com/WP-The-Opportunity_for_Auto_SoLoMo

Social, local and mobile: "SoLoMo." These are the new battlegrounds for providing relevancy to today’s consumers. More than ever before, consumers are becoming empowered by the use of new technologies. These technology-savvy consumers are changing the rules of commerce and shifting the balance of power in their favor when it comes to the relationships they have with brands and manufacturers. This trend is especially important for big ticket purchases such as automobiles.

Is your customer experience in tune with these new customer behaviors?

Download this whitepaper and read the three smart ways on how you can connect with today’s consumers:

•Unlock the power of smartphones (e.g. QR Codes, “mobilize” the workforce).
•Start engaging with customers to capture feedback in the moment, in real-time.
•Drive local action through social media advocacy.

To learn more about Customer Experience Management:

Product and services page http://www.empathica.com/products-services/
Resource center http://www.empathica.com/resources/
Blog http://www.empathica.com/blog/
Consumer insights reports http://www.empathica.com/consumer-insights/
Industry-specific expertise http://www.empathica.com/industries/

Connect with us:

Twitter http://twitter.com/EmpathicaCEM
Facebook http://www.facebook.com/EmpathicaCEM
LinkedIn http://www.linkedin.com/company/empathica
LinkedIn http://www.linkedin.com/company/empathica

Statistics

Views

Total Views
219
Views on SlideShare
219
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

3 Smart Ways to Connect with Today's Automotive Consumer | Empathica Whitepaper 3 Smart Ways to Connect with Today's Automotive Consumer | Empathica Whitepaper Document Transcript

  • What is the Opportunity for “SoLoMo”(Social. Local. Mobile.) to Improvethe Automotive Customer Experience?3 Smart Ways to Connect with Today’s Automotive ConsumerAn Empathica Whitepaperwww.empathica.com
  • An Empathica Whitepaper: What is the Opportunity for “SoLoMo” (Social. Local. Mobile.) to Improve the Automotive Customer Experience?Social. Local. Mobile. These are the new battlegrounds for providing relevancy totoday’s consumers. More than ever before, consumers are becoming empowered “Discussions on Twitter andby the use of new technologies. These technology-savvy consumers are changing Facebook are playing anthe rules of commerce and shifting the balance of power in their favor when it increasingly influential rolecomes to the relationships they have with brands and manufacturers. This trend is in the fate of retailers,especially important for big ticket purchases such as automobiles. auto dealers and brands. ”Adoption of these technologies is expected to accelerate in coming years. A 2012 studyby Neilson revealed that smartphones now account for almost 50% of mobile phonesubscriptions in the U.S., which represented a 38% increase over the prior year. In facteMarketer estimates that there will be 115.8 million smartphone users in the U.S. by theend of 2012, with that number growing to 176.3 million by 2015.Not only are consumers becoming more mobile, but we are becoming more socialas well. As the undisputed leader in the space, Facebook, recently published itscurrent user base as in excess of 1 billion users globally.Increasingly, consumers are turning to social media as their primary source forinformation on brands and products. Their next great dining experience, the hotnew gadget, the next vehicle to transport the family — discussions on Twitter andFacebook are playing an increasingly influential role in the fate of retailers, autodealers and brands. Consumer insights research conducted in 2012 by Empathicasupports this trend with 72% of survey respondents indicating that information onFacebook had influenced purchasing decisions (see Figure 1). Even more importantly,half indicated having tried a brand because of a social media recommendation.Figure 1 Social Media Recommendations & Consumer Behavior Smartphone owners use their devices in stores to check prices and more Nearly 3-in-4 consumers (72%) use Facebook to make retail/ restaurant decisions. Half of consumers have 72% tried a new brand due to a social media recommendation. Source: Empathica Consumer Insights Panel, Wave 1 2012 2
  • An Empathica Whitepaper: What is the Opportunity for “SoLoMo” (Social. Local. Mobile.) to Improve the Automotive Customer Experience?In addition to this, when consumers are out shopping or walking a showroomfloor they now have the power of the Internet in the palms of their hands with the “The bottom line with social,latest smartphones. At their fingertips and in real-time, they can search for product local and mobile consumersratings, reviews and more. Some mobile apps even provide price and discount is personalization. ”comparisons. Add that to apps that are designed to generate local incentives orgroup discounts, and the experience consumers expect from brands has changedforever. For example, 2012 research by ComScore found that 43% of smartphoneowners have used their mobile device while in a store for a shopping related reason.Although these consumers have newfound expectations of the experience theyreceive, some things remain the same. Despite these new expectations, they are stillloyal to their favorite brands. However, how these brands earn and keep that loyaltymust change.The key ingredient with social, local and mobile consumers is personalization.Technology has groomed consumers to expect a personalized experience from theirinteractions with the brands they frequent. Unfortunately, in the eyes of these sameconsumers many brands are falling short of this expectation with 2 in 5 EmpathicaConsumer Insights Panel respondents indicating they did not feel as though theirshopping experiences are being personalized. Furthermore, according to a CMOCouncil 2012 report entitled “The Leaders in Loyalty: Feeling the Love from theLoyalty Clubs,” 54% of U.S. and Canadian consumers would consider ending theirloyalty relationships if they were not given tailor-made, relevant content and offers(see Figure 2).Figure 2Where market researchers used to talk about demographics in general terms (e.g.“males 18–35”) today’s consumers see themselves as a demographic of one (i.e.“me”) and expect to receive customer experiences that reflect that. While this createsa shift in how brands must do business, the technologies available today makesthis transition more realistic. Smartphones, social media, near field communications(NFC), the rise of “big data,” all these new technologies can act as the buildingblocks to highly personalized consumer experiences.Consumers want their brand interactions to be through the channels they preferand with the tools they use. This applies to everything from the mechanisms theyuse to pay for purchases (e.g. Near Field Communications (NFC) devices versuscash and credit or debit cards) to the activities that earn loyalty points (check-ins versus purchases) to the loyalty rewards they get (highly personalized versusgeneric discounts), and to how they give feedback to the brands they frequent(increasingly via mobile devices). 3 View slide