2. Customer experience

[nurmohammadkhan]

Most future car buyers begin their purchasing journey from a browser: this is a crucial phase, that of research, in which the user can get lost following numerous trajectories, spend hours exploring the resources made available by the network and then resurface to finally land in a dealership. Whatever the deviations, the jumps, the pauses of this adventurous journey , consumers almost always start online: already in 2017, 95% of aspiring buyers used digital channels as a source of information, double that of those who instead turned to a dealer for the same reason (source: Google ).

The journey itself, then, is almost never a walk in the park, if we consider vietnam whatsapp resource that potential customers spend an average of almost 14 hours online during their research (Source: Cox ) and that it can happen that they have to interact for months with hundreds of digital touchpoints before being able to make a decision (source: Think with Google).

A clarification: when we talk about interactions we are referring to a very varied set of actions, made up of searches and clicks, visits to websites (of manufacturers, dealers, reviews) and video views. It is interesting to note how many of these interactions (71%, again according to Google) now take place on mobile devices. The average car buyer in fact spends with his eyes glued to his cell phone or tablet a third of the total time he dedicates to research (Source: JD Power ).

In light of the data we have provided, it is clear that the purchasing process in the automotive sector has become both enriched and complicated at the same time: to intercept and convince an “always connected” consumer, it now appears inevitable to optimize the experience on all devices.