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The 2018 Cars Online Trend Study reveals specific needs and expectations on the part of customers that OEM’s and dealers must address as they undertake such initiatives. Specifically:
Customers expect a fast response, but also a high quality of customer service
Customers want to get in touch with car makers over a choice of channels
Customers may appreciate being contacted proactively, but only with the right message at the right time
Customers are willing to share their personal data in return for a better customer service experience, but expect transparency on what the data is used for
Customer expectations and preferences vary significantly between markets.
Other topics include the services customers expect from OEMs, what trends will influence customer service in the next years, how OEMs can differentiate through good customer service (taking account of digitalization), and which new technologies will enable the necessary business change.
Based on our findings, we propose a framework to help OEMs and dealers establish effective customer dialogue management, which will enable them to meet growing customer expectations and leverage customer service as a driver for a valuable customer experience.