Interviewbuch 2012 englisch Seite 6

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NTT Data   Customer Integration 7 automotiveIT 2012 Focus on customer relations A trustful and resilient relationship with the customer becomes of vital importance in this environment It still offers major differentiation factors and is the key to long term customer loyalty Equality and transparency are the factors for success in this relationship between the company and its customers Information communica tion and control of the flood of data are the competences required for this Communication via all channels Particularly in the last few years the infor mation and communication behaviour of car buyers has changed tremendously to day digital channels play a key role in the pre and post purchase phases Over 40 of internet users use mobile devices when they go online source Bitcom According to Autoscout more than 75 share infor mation about their car via social media The change in the way people gather infor mation also requires car manufacturers to change the way they provide information speed and individualisation are a must ac cessibility on all channels around the clock a necessity Due to the great transparency of the inter net buying decisions are increasingly being made at home in front of the computer If a customer who has already obtained de tailed information from the internet visits a car dealership the customer adviser is often confronted with detailed questions If he is unable to answer these satisfactori ly his level of competence as perceived by the customer drops as does the customer s loyalty 74 of German internet users source Bit com are members of social networks More and more people are willing to contribute their knowledge to these networks and sha re good and bad experiences An audience of millions can be reached in seconds using a smartphone This is both an opportunity and a threat for automobile manufacturers since the often mentioned person like me including communication on internet forums enjoys a higher level of trust than classic authorities and hence becomes a factor in the buying decision Opportunities for car manufacturers  The risks of this change in customer beha viour are obvious bad experiences spread quickly and find a large audience In the past there have been many examples how consumer dissatisfaction can cause a storm of protest and lasting damage to brands The car manufacturer s customer relation ship management has to take into account this change in behaviour While the custo mer was previously above all a recipient of communication today he is part of a network which manufacturers cannot con trol as they wish Marketing is now about using many channels of communication