OUR CUSTOMERSdigital journey that allows customers to immerse themselves in the brands we represent....
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OUR CUSTOMERS The automotive industry is at an exciting and dynamic stage of evolution. Technology is enabling a pace of change and progress that puts the customer in the driver’s seat. Developments in technology give us the opportunity to build an experience around every customer that delivers what they want, how and when they want it. Bringing this alive in a way that enhances our relationship with customers, and delivers the flexibility that digitisation offers, is a real opportunity for growth. To deliver this new experience, our task is to anticipate customers’ needs and provide them with a digitally ‘connected’ automotive experience that is easy, effective and enjoyable, every time they are in touch with Inchcape. That means providing solutions that improve their driving lives whatever stage they are at in their car ownership journey. Inchcape aims to be a driver of change in our industry; we are focused on anticipating and taking advantage of emergent trends. With our global scale, depth of brand partnerships and commitment to delighting our customers, we are ideally placed to maximise the opportunity’s potential. EXPERIENCE Delivering excellent customer experience is at the core of our approach, and we continuously improve our customer insight to drive performance. In 2017, we rolled out a new framework designed to fundamentally improve customer experience across a number of areas. We introduced more than 150 separate initiatives across the Group, in both Distribution and Retail, including: improvements to our digital presence with better websites that capture leads more effectively; new online calculators to help customers better understand our Finance and Insurance products; and improved communication with customers, both buyers and non-buyers. We have significantly improved the NPS (Net Promotor Score) process, ensuring we have a more dynamic, responsive and relevant method of capturing and responding to customer feedback; and we now capture all of our reviews digitally on a monthly basis, supporting both our and our OEM partners’ needs. We have piloted an external reviews measurement tool which is designed to improve the real time tracking of customer experience we provide online and offline. Through the pilot of this in the UK, our aggregate online customer experience rating, which includes Google and Trustpilot, increased by 24%. “With Inchcape, I know I will get great quality service, no matter the brand, both in the centre and online” Data-driven decision-making is key to improving the customer experience and we are working with world class business partners to help us deliver these improvements. This puts us ahead of most in our industry. We have rolled out Salesforce Marketing Cloud across eight of our markets, with the aim of having a centralised customer base where we can apply consistent and seamless experiences across all markets, through marketing customisation. It will also enable us to better manage communication with customers and automate a number of activities, improving our capacity and ability to respond to customers’ enquiries more efficiently. Early Salesforce pilots have demonstrated its potential. For example, in Australia we have seen an increase in service reminder and email open rates, as well as online service bookings. DIGITAL Customers are becoming more and more likely to discover, explore and even begin their purchase with us online and we believe there is no reason why the immersive simplicity and flexibility of the online experience cannot be replicated in the automotive industry. At Inchcape, we are designing sales and service experiences that are built around the customer, seamlessly integrating our platforms to provide a consistent approach whether online or in the showroom. We already have an online sales offering and complete digital journey that allows customers to immerse themselves in the brands we represent. Through these channels, we are developing new ways to gather customer insights to ultimately deliver better online solutions, whilst also enhancing the retail centre and ownership experience. CHOICE Today’s customer is choice-rich and time-poor. Until recently, people would visit a showroom four times before making a purchase. Now the average is just one and a half times. So we need to continue to stand out from the competition, giving customers the opportunity to navigate their experience with us on their terms and at their pace. With our global presence and increasing Distribution and Retail contracts, we are expanding choice for our customers, whilst insuring that we deliver a consistent and uniquely Inchcape experience, wherever they are and through whichever channel they choose. DRIVING FORWARD Inchcape Annual Report and Accounts 2017 6
Transcript of OUR CUSTOMERSdigital journey that allows customers to immerse themselves in the brands we represent....
OURCUSTOMERS
The automotive industry is at an exciting and dynamic stage of evolution. Technology is enabling a pace of change and progress that puts the customer in the driver’s seat.
Developments in technology give us the opportunity to build an experience around every customer that delivers what they want, how and when they want it. Bringing this alive in a way that enhances our relationship with customers, and delivers the flexibility that digitisation offers, is a real opportunity for growth.
To deliver this new experience, our task is to anticipate customers’ needs and provide them with a digitally ‘connected’ automotive experience that is easy, effective and enjoyable, every time they are in touch with Inchcape. That means providing solutions that improve their driving lives whatever stage they are at in their car ownership journey.
Inchcape aims to be a driver of change in our industry; we are focused on anticipating and taking advantage of emergent trends. With our global scale, depth of brand partnerships and commitment to delighting our customers, we are ideally placed to maximise the opportunity’s potential.
EXPERIENCEDelivering excellent customer experience is at the core of our approach, and we continuously improve our customer insight to drive performance.
In 2017, we rolled out a new framework designed to fundamentally improve customer experience across a number of areas. We introduced more than 150 separate initiatives across the Group, in both Distribution and Retail, including: improvements to our digital presence with better websites that capture leads more effectively; new online calculators to help customers better understand our Finance and Insurance products; and improved communication with customers, both buyers and non-buyers.
We have significantly improved the NPS (Net Promotor Score) process, ensuring we have a more dynamic, responsive and relevant method of capturing and responding to customer feedback; and we now capture all of our reviews digitally on a monthly basis, supporting both our and our OEM partners’ needs.
We have piloted an external reviews measurement tool which is designed to improve the real time tracking of customer experience we provide online and offline. Through the pilot of this in the UK, our aggregate online customer experience rating, which includes Google and Trustpilot, increased by 24%.
“ With Inchcape, I know I will get great quality service, no matter the brand, both in the centre and online”
Data-driven decision-making is key to improving the customer experience and we are working with world class business partners to help us deliver these improvements. This puts us ahead of most in our industry. We have rolled out Salesforce Marketing Cloud across eight of our markets, with the aim of having a centralised customer base where we can apply consistent and seamless experiences across all markets, through marketing customisation. It will also enable us to better manage communication with customers and automate a number of activities, improving our capacity and ability to respond to customers’ enquiries more efficiently.
Early Salesforce pilots have demonstrated its potential. For example, in Australia we have seen an increase in service reminder and email open rates, as well as online service bookings.
DIGITALCustomers are becoming more and more likely to discover, explore and even begin their purchase with us online and we believe there is no reason why the immersive simplicity and flexibility of the online experience cannot be replicated in the automotive industry. At Inchcape, we are designing sales and service experiences that are built around the customer, seamlessly integrating our platforms to provide a consistent approach whether online or in the showroom.
We already have an online sales offering and complete digital journey that allows customers to immerse themselves in the brands we represent. Through these channels, we are developing new ways to gather customer insights to ultimately deliver better online solutions, whilst also enhancing the retail centre and ownership experience.
CHOICEToday’s customer is choice-rich and time-poor. Until recently, people would visit a showroom four times before making a purchase. Now the average is just one and a half times. So we need to continue to stand out from the competition, giving customers the opportunity to navigate their experience with us on their terms and at their pace.
With our global presence and increasing Distribution and Retail contracts, we are expanding choice for our customers, whilst insuring that we deliver a consistent and uniquely Inchcape experience, wherever they are and through whichever channel they choose.
DRIVING FORWARD
Inchcape Annual Report and Accounts 20176
150Customer Experience initiatives underway across the Group
Data-driven focus on digitally ‘connected’ automotive experience through Salesforce
Making every customer interaction with Inchcape easy, effective and enjoyable
Enhanced website visibility through content optimisation and design improvement, through Brightedge SEO tool
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