For automakers, dealerships, and financiers, the time has come to rethink the experience they provide to consumers throughout the entire customer journey—and to make it more human. We look at how to map the customer buying journey in 2017. Customer engagement will be key. As soon as the digital researching journey ends and customers physically walk into a dealership, the buyer journey is hampered by archaic sales techniques, vast swathes of paperwork, and a rigidity of approach that wastes time. In 2016, UK automotive manufacturers turned over £77.5bn – the highest industry turnover on record, supported by an 8.9% increase in vehicle production. It is more than just providing a good client experience. This simply doesn’t reflect the modern marketplace. Enhanced communication allows automotive brands to orient around the customer and uncover inconsistencies in user behavior allowing OEMs and dealers to engage customers and deliver an enjoyable, digital customer journey. Consumer behavior has changed forever. Reevaluating customer expectations in the automotive industry. Naturally, as mentioned previously, each company would apply specific strategies, KPIs, and touchpoints. But the automotive industry is lagging behind. Here is an example of a Customer Journey Map for a generic luxury automotive manufacturer. Automotive Steel Customer’s Journey, Source: Original Awareness Stage: This is where it all begins. It’s important to revisit your automotive customer journey at least once a year to make sure that the information and research you’ve done still holds true. Auto marketers know that the average research timeline for a new car purchase can span months. The journey owner is responsible for refining the journey, associated performance metrics, and the drivers behind a strong customer experience. A seamless automotive customer experience begins with communication. If it doesn’t, you owe it to the future success of your business to make changes so you’re always spending your money in … The most recent study highlights key trends during the pandemic. But thanks to new data from Luth Research, we can see exactly how (and how much) digital shapes the auto customer journey. And while the global COVID-19 pandemic negatively impacted nearly every measure of life, the Car Check out the 900-plus digital interactions one consumer had leading up to her lease. Automotive buying models were already under pressure but now customer expectations are creating new market disruptions. Maps like this can become much more complicated as each service is outlined and constantly updated. CAR BUYER JOURNEY PANDEMIC EDITION Cox Automotive has been conducting The Car Buyer Journey study for the past 11 years to determine key differences in consumer buying behavior. 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