Pre-Sales and Sales: A Traditional Focus for Automotive Brands
Automotive brands have traditionally focused on enhancing the pre-sales and sales experience—focusing on new car sales, used car sales and financial services that take customers from awareness to purchase.
As automotive brands embrace digital transformation, they traditionally focus on enhancing the pre-sales and sales experience through digital-first e-commerce, software and subscriptions and a unified mobility ecosystem.
However, the post-purchase experience—including customer care, loyalty programs and brand-facilitated vehicle management—remains largely overlooked. And, this aftersales business is poised for major disruptions due to the changing automotive landscape.
From a consumer perspective, there’s a strong appetite for digital services that simplify and enrich the car ownership experience. Automotive brands possess data from connected cars, which they can leverage to proactively interact with car owners during post-purchase. These interactions drive crucial customer lifetime value.
While OEMs currently offer some of these aftersales digital services, there remains a wide variety of offerings including but not limited to Maintenance (service packages, over-the-air (OTA) updates, etc.), Services & Products (parking, EV charging, etc.) and Education & Learning (digital manual, warranty information, etc.).
For customers, these offerings are typically disjointed between platforms, and underutilized due to a lack of awareness and training. Even for OEMs, it can be hard to manage the array of aftersales offerings. As the market evolves, there is a growing need to provide a seamless and holistic aftersales approach, with the customer at the core.
Salesforce Auto Cloud and Salesforce Commerce Cloud