Post by samsparrow74 on Feb 15, 2024 6:06:05 GMT
The automotive sector is a sector that is in the midst of a transformation process . But how does this affect the way customers perceive the experience of buying and maintaining a car? If you do not display the embedded video correctly, click here . At MarketingDirecto.com we have had the help of the consulting firm BRAINTRUST to exchange impressions on the topic " Customer experience in the automotive sector ", at a breakfast with marketing professionals who work in the sector. breakfast-hard-rock The debate, which took place at the Hard Rock Café in Madrid and was moderated by Yenthel de la Torre , director of advertising and new business at MarketingDirecto.com, included the participation of José Luis Ruiz, partner and area manager. Braintrust customer experience; Manuel Suárez, associate director of Braintrust; Raúl de Francisco, B2B manager of RACC; Iván Burgos, Porsche manager; David Fraile, digital project manager – product manager at PSA Automobiles; Carlos Gutiérrez, marketing analyst at Grupo Antolín; Margarida Cepeda, strategic business development at Macguffin; Eduardo Santiago, business developer at Macguffin.
brands-customer-experience-debate After the presentation of all the attendees, and prior to the debate, José Luis Ruiz and Manuel Suárez (Braintrust) explained the study carried out, based on a quantitative Bahrain Phone Numbers List survey to know the customer's perception of the experience when purchasing a car , in after-sales and in brand perception. Although premium brands are the most valued, their official service is the one that least meets customer expectations. The first block of the debate, which has been the longest, has tried to answer the following question: "Is the experience we offer adapted to what customers want?" The study reveals that, although premium brands are the most valued, their official service is the one that least meets customer expectations. Francisco Palma (Toyota) commented that "when we talk about purchasing, the great challenge for all brands is to have a multichannel strategy. "The consumer is often confused and the brand runs the risk of losing him." He has also warned about the danger of the " lack of consistency " of the brand that projects an image and then what the consumer finds at the point of sale has nothing to do with that image.
It is impossible to maintain a premium experience in an industrial estate» Iván Burgos (Porsche) has made an important note by saying that " dealers have a very important job in maintaining the brand promise , but they bear a disproportionate share of the responsibility" and has pointed out the influence of location in this aspect: " “It is impossible to maintain a premium experience in a suburban industrial estate.” For his part, Fernando Jiménez (Continental Tires Spain) highlighted that “in the new vehicle exhibition part we do perceive a brand differentiation ; but, when we visit the after-sales areas, the difference is not so noticeable, in any of the brands. Furthermore, «the buyer of premium brands today has nothing to do with those of 10 or 15 years ago. And in the after-sales that is very relevant: it has nothing to do with purchasing power and what the customer is willing to pay. In that sense, Carlos Gutiérrez (Grupo Antolín) has commented that "the brand has been updated in accordance with trends, and the service has perhaps fallen a little behind ." After-sales services, being more decentralized, have not continued with this transition.
brands-customer-experience-debate After the presentation of all the attendees, and prior to the debate, José Luis Ruiz and Manuel Suárez (Braintrust) explained the study carried out, based on a quantitative Bahrain Phone Numbers List survey to know the customer's perception of the experience when purchasing a car , in after-sales and in brand perception. Although premium brands are the most valued, their official service is the one that least meets customer expectations. The first block of the debate, which has been the longest, has tried to answer the following question: "Is the experience we offer adapted to what customers want?" The study reveals that, although premium brands are the most valued, their official service is the one that least meets customer expectations. Francisco Palma (Toyota) commented that "when we talk about purchasing, the great challenge for all brands is to have a multichannel strategy. "The consumer is often confused and the brand runs the risk of losing him." He has also warned about the danger of the " lack of consistency " of the brand that projects an image and then what the consumer finds at the point of sale has nothing to do with that image.
It is impossible to maintain a premium experience in an industrial estate» Iván Burgos (Porsche) has made an important note by saying that " dealers have a very important job in maintaining the brand promise , but they bear a disproportionate share of the responsibility" and has pointed out the influence of location in this aspect: " “It is impossible to maintain a premium experience in a suburban industrial estate.” For his part, Fernando Jiménez (Continental Tires Spain) highlighted that “in the new vehicle exhibition part we do perceive a brand differentiation ; but, when we visit the after-sales areas, the difference is not so noticeable, in any of the brands. Furthermore, «the buyer of premium brands today has nothing to do with those of 10 or 15 years ago. And in the after-sales that is very relevant: it has nothing to do with purchasing power and what the customer is willing to pay. In that sense, Carlos Gutiérrez (Grupo Antolín) has commented that "the brand has been updated in accordance with trends, and the service has perhaps fallen a little behind ." After-sales services, being more decentralized, have not continued with this transition.