Automotive sector

The automotive market is one of the world's most dynamic industrial markets. It is constantly having to renew itself to keep up with consumer expectations and government constraints. Over the past decade, the automotive sector has had to adapt to a new reality: 86% of new and used car buyers start their purchasing journey on the Internet.

The Covid-19 crisis, which hit the automotive industry hard, accelerated the digitization of the customer journey. Faced with the new challenges and opportunities presented by digital technology, this sector has had to reinvent itself to meet the new demands of its consumers.

Some manufacturers have decided to offer their customers virtual appointments in dealerships, combined with "virtual showroom" facilities to present their models and respond to customer requests.

Manufacturers' websites are becoming veritable online dealerships. Prospective buyers can quickly learn about the different ranges, compare models, customize options, finance and purchase their vehicle.

As the entire purchasing process has been 100% digitized, the number of visits required to complete a purchase has been divided by 4 (an average of 2.1 visits per purchase) over the last decade. This means we need to capture visitors very quickly, without disrupting their user experience, and meet their high expectations in terms of information quality.

The user expects the same level of experience as in e-commerce.

Despite the availability of new contact tools such as click-to-call, chatbots and instant messaging systems, the most effective means of gathering information is still the form on the home page.

This information, once collected and processed, will be integrated and used to continue communicating with the customer or future buyer and multiply the points of contact(SMS campaigns, phone marketing, email campaigns, etc.).

As this data becomes essential, all data collection points need to be coupled with tools for verifying, validating, making reliable and enriching this data. DATA ENSO's Data Quality Management solutions will support you in your reliability processes.