Identifying customer digital needs and new business areas for an automotive brand

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objective of this presentation
This presentation has the objective to simply show the approach used in order to address the
main points highlighted in the brief (see next slide for the key points).
The data used within this presentation are either illustrative or coming from public secondary
research based on US information (either ways it is always indicated within the slides).
It is obvious that for a specific/located case (e.g. China), we will address the key points mainly
focusing on the local market.
Some of the slides could look like just a collection of icons (more or less related), but actually it
is not, and a voice over presentation would make it very clear and meaningful.
Feel free to get in touch for any doubts, requests you may have or clarifications you need.
Best regards,
Marco De Cesaris
2

case study briefing
The premium car market in China is changing rapidly.
At the same time the customer structure will change too.
Until 2025 50% of all premium car buyers will be born after 1990 and therefore highly digitalized
with a progressive and innovative way of life.
OEMs are re-designing their approach to address customers and are re-shaping the ways to
sell products and services.
So two central areas need to be tackled:
1. Finding most effective ways to understand customer digital needs.
2. Identifying new business areas and/or re-shape traditional ones, to ensure OEMs success
and generate profit growth.
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expected outcomes
Provide a structured approach to answer the following:
• What are the digital touch points alongside the customer journey? Identify those, which in
your opinion could be most relevant for profit streaming.
• How will you go about generating an outside-in customer perspective on OEM’s digital
appearance?
• What information will you need and what is going to be a realistic timeline to develop this
analysis and derive an action plan for an OEM?

summary
1. Understanding customer digital needs
2. Engaging with the post 90s generation
3. Business potential: technology and platforms
4. Business potential: innovation and communication
5. Customer perspective of OEM’s digital appearance
6. Info needed and timeline for action plan

1
understanding customer digital needs

research approach

secondary, competitors, primary research
Customer
needs
Secondary
Competitors
Primary
(inc. owned
data, crm,
etc.)
8

from research approach to customer digital needs.
9
Customer
needs
Secondary
Competitors
Primary
(inc. owned
data, crm,
etc.)

research approach: today more data than ever
10
Secondary research
Easier to conduct;
Broad understanding;
Obtained from public sources;
Focus on markets;
Preparation for primary research;
Social media listening;
Trends;
Competitors analysis
How they engage with customers;
Keep an eye on competitors;
Give us context;
We know what they are doing;
What initiatives they work on;
Where their focus is;
Trends;
Primary research (big data)
More complex;
In-depth exploration;
One to one talks with active industry
players;
Focus on prospects;
We own massive amount of data;
We can anticipate our customers’
needs;
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where does this research approach lead?

get to know the customers

2
engaging with generation born after 19901
1. Source: somebody refers to this generation as generation Z; https://en.wikipedia.org/wiki/Generation_Z

overlap between millennials and generation z
born in 1980
born in 1990
born in 2000
millennials generation z
POST 1990 GENERATION
“What worked for marketing to Millennials will not work for Generation Z because some of the defining
traits of Millennials do not hold true for the next generation of car shoppers”.1
1. http://www.autoblog.com/2016/03/16/generation-z-wants-cars-study/

1/2 CONTINUE ON NEXT SLIDEbuilding the customer journey
Some of the key questions to be addressed in order to be able to build the customer
journey:
• Who they are / What they do (entrepreneurs, white collars, etc…)
• Where they are (online, events, cafés, city center, suburb, etc…)
• What they use (mobile, apps, technology, etc…)
• What are their habits (always connected, m-commerce, technology, travel, etc…)

2/2 FROM PREVIOUS SLIDEbuilding the customer journey
• What are the most important components when selecting a vehicle (price, style,
infotainment, environmentally friendly, brand, etc…)
• What matters to them (e.g. safety, autonomous vehicles, etc…)
• What is important for them in car shopping (e.g. positive experience, face to face
interactions, convenience, price?)
• What/Who are the most important influencers (e.g. traditional/social media, family and
friends, internet, etc…)

HIGHLY INTEGRATED O2Ocustomer journey to car buying
DISCOVERY
RESEARCH
ENGAGEMENT
EXPERIENCE
PURCHASE
ADVOCACY
Data source: http://agameautotrader.com/agame/pdf/2016-gen-z-study-autotrader-kbb.pdf

INCLUDING CUSTOMER EMOTIONS
AND FIND OPPORTUNITIEScustomer journey matrix
Discovery Research Engagement Experience Purchase Advocacy
Action Test drive
Thinking / Feeling
Will the dealer be able to answer my
questions? / I feel free and excited!
Experience Rating
How would you rate your test drive
experience?
Opportunities
Provide more interactive tools in the
dealership to have a full immersive
experience
Front-stage
People Dealers
Things Car, VR experience
Back-stage
People
Dealer trainers, platform developers,
IT department
Systems/Proc
esses
Dealer’s training, platform
development, technologies

LOOK FOR OPPORTUNITIES TO
IMPROVEregularly monitor and analyze cx
19

3
business potential:
technology and platforms

TECHNOLOGY AND PLATFORMSbusiness potential
The lines between marketing, customer
service and sales will blur.
Creating a seamless experience will need a
focus on:
integrating online and offline
with investments in
mobile technology and social media1.
1. http://agameautotrader.com/agame/pdf/2016-gen-z-study-autotrader-kbb.pdf

ON TOP OF COMMERCE, SOCIAL
AND EXPERIENCE CENTER.customer centric, mobile, O2O
360 degree customer view.
Anticipate their needs.
Data integration.
Know your engaged audience.
No matter if they are customers or not yet.
Look-a-like model.
Predictive model.
Econometric model.
Leveraging the entire set of data.
Always connected, on the move.
E- and m-commerce are huge in China.
Could leverage existing platforms.
Or create our own.
Easy integration O2O.
Customization through e/m-commerce.
Full immersive experience (AR, VR,
Tech).
Used cars1
This is where to be right now.
Chinese people are social.
The younger the more social they are.
They do everything on social platforms.
Share, search, participate, ask for
opinions.
Do shopping, book rides, read news, etc.
Watch OLV, follow normal people (not
VIPs).

360 degrees customer view

INTEGRATING AND LEVERAGING
ALL THE DATAcustomer centric approach

We know Rui Wen since 2017
In 2017 Rui Wen was:
• Single
• 27 years old
• Used to live in Chengdu
• Was a Founder and CEO
• His company’s industry was in Technology
• And he purchased Brand Model X
YEAR 2022keeping up-to-date with our customers

GET TO KNOW OUR CUSTOMERS
AS INDIVIDUALSthe story-line of Rui Wen
Brand Model X purchased
Drive to Guizhou
Travels
Sharing
Comments/Feedback
Events invitations
Newsletter
Maintenance reminders
Wedding
New born twins
2017 2018 2019 2020 2021

Many things have changed…
FIVE YEARS HAVE ALREADY GONERui Wen in 2022
… and our customer has now new needs
2022
• Rui Wen
• Single Married to Yan Yan
• 32 years old
• Chengdu
• Founder and CEO
• Technology
• Owns Brand Model X

Many things have changed…
2022
• HHNI 8.000.000 RMB
• Regularly drive to Guizhou
• Positive sentiment toward our brand and
our new products
• Loves spicy food
• Has several foreign friends
• In 4 months will have twins
TWO NEW FAMILY MEMBERS
ARRIVING SOONRui Wen in 2022
… and our customer has now new needs

Likely he is now ready to buy a more family
oriented car.
We can nurture/persuade his next purchase
according to his updated needs and
behavior…
We know Rui Wen as an individual far
beyond the vehicle…
We know him for 5 years already.
ACROSS DIFFERENT CHANNELS
AND ANTICIPATE HIS NEEDSwe can now engage with Rui Wen

mobile and commerce

CHINA IS THE MOST ADVANCED
COUNTRY IN E/M-COMMERCE1e/m-commerce is huge in China
https://www.bmw.com.cn/buyonline
288,000 RMB
288,000 RMB
1. https://www.emarketer.com/Article/Retail-Sales-Worldwide-Will-Top-22-Trillion-This-Year/1011765

A GREAT OPPORTUNITYonline car purchasing
UPSTREAM
(Awareness)
M-COMMERCE PLATFORM
(Participation & Engagement)
DOWNSTREAM
(Empathy)

social as tech and communication
channel

LEVERAGING THE TECHNOLOGY
BEHIND THESE APPS AND AIMING
AT A PERFECT O2O INTEGRATIONwechat and other social apps

.
THIS IS WHERE OUR AUDIENCE ISsocial as a communication channel

experience centre

DEALERS AND MANUFACTURERS
WILL NEED TO ADOPT A CX MODELcustomer experience model
Even though Gen Z has a high level of
comfort with purchasing online, they want to
keep in-person interactions (68%)1 as part of
the car-buying experience.
The test drive is critical to their experience
(52%)2, second only to parents in influencing
their vehicle purchase decision.
Dealers and manufacturers will need to adopt
a customer experience model.
The dealership’s role will shift to become
more like an “experience center”.1
2. https://coxautoinc.app.box.com/v/autotrader-kbb-gen-z-research/1/6949857826/56691606014/1

4
business potential:
innovation and communication

INNOVATION AND COMMUNICATIONbusiness potential

vehicular crowdcell

connected cars

hoverbike

BUSINESS
OPPORTUNITIESproduct/features/services innovation

5
customer perspective of OEM’s digital appearance

THROUGH THE ATTRIBUTES AND
FEATURES IT WANTSconnect with post 90 generation
CURRENTLY, NO MANUFACTURER STANDS OUT AS “GENUINE,” OR
“YOUTHFUL” FOR POST 90 GEN, WHICH COULD HELP BRANDS APPEAL TO THEM.1
Sources:
2. https://coxautoinc.app.box.com/v/autotrader-kbb-gen-z-research/1/6949857826/56691606014/1

6
info needed and timeline for action plan

VARIABLES INFLUENCING THE
TIMELINEpeople
internal
individual level of experience
team level of experience
external
existing agencies
level of specialization
-
how well they know the
brand
new agencies evaluation

OTHER VARIABLES INFLUENCING
THE TIMELINEmethods
secondary research
qualitative
quantitative
primary research
qualitative
quantitative

AN INDICATION OF THE INFO
NEEDED 1/2building the customer journey
Some of the key questions to be addressed in order to be able to build the
customer journey:
• Who they are / What they do (entrepreneurs, white collars, etc…)
• Where they are (online, events, cafés, city center, suburb, etc…)
• What they use (mobile, apps, technology, etc…)
• What are their habits (always connected, m-commerce, technology, travel, etc…)

AN INDICATION OF THE INFO
NEEDED 2/2building the customer journey
• What are the most important components when selecting a vehicle (price, style,
infotainment, environmentally friendly, brand, etc…)
• What matters to them (e.g. safety, autonomous vehicles, etc…)
• What is important for them in car shopping (e.g. positive experience, face to face
interactions, convenience, price?)
• What/Who are the most important influencers (e.g. traditional/social media, family and
friends, internet, etc…)

DATA COLLECTION WILL HAPPEN
BOTH ONLINE AND OFFLINEresearch framework
- Internal/External
- Secondary research
- Understanding customer
digital needs post 1990
generation
- Internal/External
- Primary qualitative research
(e.g. focus group)
- Initial research questions
and overall approach
- Internal/External
- Secondary data analysis
- Qualitative research
- Methods of collecting
quantitative data
- Definition of the information
needed
- Measurement and scaling
procedures
- Questionnaire design
- Sampling process and
sample size
- Plan of data analysis
- Internal/External
- Primary qualitative and
quantitative research
(interviews, surveys,
observations, customer data)
- Internal/External
- Editing, coding,
transcription, and verification
of data.
- Internal/External
- Addressing the research
questions identified
- Describing the approach,
the research design, data
collection, and data analysis
procedures adopted
- Presents the results and the
major findings.
1-3 working days 1-2 weeks2-3 weeks 2-3 weeks 1-2 weeks3-5 working days

TO BE REFINED WITH
STAKEHOLDERStimeline estimation: 6-12 weeks

it has been a pleasure

get in touch
Marco De Cesaris
Innovation-driven approach to business through
data, tech and science.
https://www.linkedin.com/in/marcodecesaris/

any questions?

Identifying customer digital needs and new business areas for an automotive brand

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