Automotiveconnect Driving Digital 0
Automotiveconnect Driving Digital 0
Automotiveconnect Driving Digital 0
This change has several elements, mostly relating to evolving expectations on the
part of consumers. In emerging markets, consumers have quite different expectations
from developed countries – but things are changing fast in established markets too.
Many younger consumers no longer aspire to own a car. Urbanization, congestion
and pollution will encourage people to prefer mobility services such as carsharing,
ridesharing or multimodal transport packages.
When people do buy cars, they want a different purchasing process and a more
interactive relationship with OEMs and dealers, throughout all phases of the customer
lifecycle: interest, purchase, ownership, repurchase. On average across the industry,
almost 40% of consumers will switch to a different brand the next time they buy a car
– something that wouldn’t happen if the relationship was right.
Consumers also have different expectations of the car itself. They want vehicles that
can streamline their lives rather than giving them extra work or interrupting what
they’re doing. A driver expects to be able to continue conference calls in the car. The
office or family home should be notified when the individual is about to arrive so that
parking spaces get allocated and heating systems turned on.
Consumers are saying the same thing. Capgemini’s 2014 Cars Online1 study found
that today’s consumers want highly personalized products and services, information
that’s relevant, accurate and timely, and OEMs and dealers who are accessible,
responsive and proactive in delivering value-added services and content. The study
Capgemini’s Cars highlights that for today’s driver, in-car technology is more important than driving
Online study has been performance. So are low gas consumption and protection of the environment.
informing the industry
More personalized communications at all stages are expected, and the current
about the consumers’
buying experience is not perceived as optimal. These trends are even more
viewpoint for over pronounced among the 18-35 age group, as well as in growth markets like Asia.
15 years. (There are other regional variations. For example, seamless telematics services
between mobile phone and vehicle will be especially important for Asia.)
Even though the industry has made efforts to get to know consumers, it has not
Most efforts to date really succeeded. Someone going to buy their eighth car of a given brand for their
have focused on the 70th birthday is still liable to be asked by the dealer, “Is this the first time you’ve
bought this brand of car?” The local pizza company has more information about your
way products are buying habits and can often provide better customer service. Online websites let you
designed, produced track delivery of a small package from store to door, whereas the automotive industry
has difficulty sharing logistics information about your very expensive new car.
and sold. Now the
companies need to Vehicles themselves need to change as well. Today’s cars have a huge amount of
computer power on board, but in many senses they are still unintelligent. Every time
focus on providing you get in your car you typically have to adjust the seats, mirrors, music and air
innovative, targeted conditioning – and so do other drivers in the family. Even though you do basically
the same journey daily, the car cannot anticipate your routes. After several years of
services throughout ownership, the car does not become attuned to you as its owner, or get updated, for
the customer journey. example with new apps.
The industry also needs to improve its ability to combine information about vehicles
and consumers to produce insights that can be acted on. When a tire needs
replacing, for example, the OEM ought to be able to notify the driver and direct them
to a nearby garage with a special offer. Companies should also be able to predict
when a consumer will be looking to change their car, and what sort of car they will
want to buy. The supply chain should be demand-driven, and not reactive as it is at
present – more vehicles should be built to order and fewer built to stock.
Above all, companies need to put the customer at the center of everything they do
throughout the customer lifecycle, using customer management to eliminate the silos
that exist today in finance, marketing, sales and service functions. Mobilization and
Companies need, collaboration tools like Capgemini’s Advanced Solutions Environment (ASE) can help
above all, to put the to make this happen, and are ideally suited to digital innovation where the requirement
needs to evolve rather than be defined up front.
customer at the center
of everything they Companies must offer customers what they’re interested in, and communicate in the
way they prefer, individualizing the offer for each customer. This requires a significantly
do throughout the better understanding of the consumer than companies have today. By bringing
customer lifecycle, segmentation down to the micro level, companies can provide the right channel, for
the right consumer, at the right time – especially important in growth markets and for
using customer today’s younger consumers: the group Capgemini calls “Generation Connected”1.
management to In addition, companies need to find ways to make the car an extension of the
eliminate the silos that home, office and club. This means enabling communication between consumers,
exist today in finance, cars and buildings, and between different vehicles. Highly Intelligent Driving functionality
will become mandatory, so a group of friends in separate cars can be guided to a
marketing, sales and meeting place, and – further into the future – in a convoy of trucks on a motorway, only
service functions. the front vehicle will need a driver. The car will evolve over time and during the years of
ownership, and come to fit its owner’s needs more closely.
Data, too, will be crucial. Companies need to start treating data like the new
oil powering this industry. Like oil, data can be difficult to find and expensive to
extract, but becomes a hugely valuable asset once refined. The industry currently
collects little usable customer or vehicle data, but this will change dramatically in
the years to come. A lot of work needs to be done to agree issues around data
management, data ownership, analytics and exploitation.
In addition, a new disruptive CRM approach is needed, with data shared between
OEMs and dealers. Companies also need to work with customers, who own their
data, and whose interests must always be at the heart of the business.
Finally, companies need to shift the development mode away from traditional waterfall
approaches and towards agile, iterative development. To give customers what they
want, companies need to be flexible about the direction of development, and try out
different ideas. Customers are likely to change their mind about what they want (as
can be seen from the changing fortunes of BlackBerry, Nokia and Apple in the world
of mobile devices) and companies have to go with that change. Adapting to this
model will challenge the change management skills of OEMs.
1
Capgemini, Cars Online 2014 – Generation Connected, 2014
www.capgemini.com/cars-online-2014 5
Cars Online 2014 proves that Generation Connected has a big appetite for content. Access to
and interaction with OEMs and dealers is expected by consumers who want the right content
delivered via multiple touchpoints and channels in every phase of the customer lifecycle.
INTEREST PURCHASE
REPURCHASE OWNERSHIP
REPURCHASE OWNERSHIP
Warranty reminder 75% Sign up for owner club 43%
Warranty extension offer 68% Interact with other owners 50%
Financing reminder 61% Brand magazine 57%
Financing extension offer 53% Sales offers and promotions 62%
Repurchase offer 62% Service reminder 76%
Repurchase offer based on driving behavior 57% Get service appointment 73%
Repurchase offer based on customers like you 50% Opinion on service 57%
Seasonal offers 64%
Personalized offers based on driving behavior 55%
Personalized offers based on customers like you 49%
Recalls 72%
Capgemini Cars Online 2014 – Generation Connected, 2014
www.capgemini.com/cars-online-2014 Make a complaint 78%
• Connected Vehicle: To make the car into “another node on the network”, as
customers want, companies must think not about selling a car but about forging
a lifelong relationship. Cars need to learn about their drivers, and provide services
proactively in line with those drivers’ needs, wants and desires. This creates
intimacy and makes the customer more loyal to the brand. (The concept also
works for multimodal transport packages since the OEM can make the customer
profile available to any vehicle.)
Next steps
The changes discussed above have huge potential to benefit both OEMs and consumers. They can satisfy the aspirations
of Generation Connected and make life less stressful and more productive for all consumers. For OEMs, they can forge a
lifelong connection with customers, not just increasing the likelihood that someone will repurchase the same brand of car
but also promoting a mutually valuable relationship, with sales of complementary products and services, throughout the
ownership phase.
However, these changes involve enormous and potentially risky change for the industry. The industry should be treating
growth markets as incubators and test grounds for new ideas. These markets are ideal for this purpose because they are
not burdened by history, and relish innovation. Consumers there already expect the buying model to be changing, and are
receptive to trying out the latest ideas.
7
Automotive the way we see it
Nick Gill
Chairman, Automotive Council
nick.gill@capgemini.com
Markus Winkler
Global Automotive Head, Capgemini Consulting
markus.winkler@capgemini.com
About Capgemini
With almost 140,000 people in over 40 countries, Capgemini is one of the world’s foremost providers
of consulting, technology and outsourcing services. The Group reported 2013 global revenues of
EUR 10.1 billion. Together with its clients, Capgemini creates and delivers business and technology
solutions that fi t their needs and drive the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and
draws on Rightshore®, its worldwide delivery model.
Capgemini’s Automotive practice serves 14 of the world’s 15 largest vehicle manufacturers and 12 of
the 15 largest suppliers. More than 5,000 specialists generate value for automotive companies every
day through global delivery capabilities and industry-specifi c service offerings across the value chain,
with a particular focus on Connected Customer, Connected Vehicle and Connected Insights.
For more information: www.capgemini.com/automotive