The connected car and customer experience reveals a new opportunity for carmakers to dial into real customer behavior and desires around connected cars and autonomous cars. The Connected car and the autonomous car are powerful services that will help transform how people move around, and they are emerging during an era of unprecedented volatility in markets. I’ll wager that there’s never been a better or more challenging time to be a carmaker because opportunities and threats have never been higher. I’ve been fortunate to meet product managers and engineers who are pioneering connected and autonomous car services. I’ve also been meeting leaders in the Internet of Things (smart devices), of which the connected car is a part.
My crystal ball says that the connected car is a bet-the-brand proposition for carmakers because it directly addresses competing on customer experience, the most disruptive trend of all. As I detailed in The Social Channel, we have moved from a product/service-based economy toward an experience economy. Even IT analyst Gartner has proclaimed that customer experience is the final battleground for firms. Established product brands that miss the significance of this shift will probably not survive.
But there’s a silver lining for carmakers that can help them de-risk connected car services. Experiential social media finds and engages any firm’s most valuable stakeholders in digital public where they’re forming their opinions about all these changes. It’s a game-changing opportunity to inform their development of connected car and autonomous car products/services.
Below, I’ve shared some off-the-cuff suggestions for carmakers, but they will also apply to firms that make any product that’s becoming smart. Continue reading The Connected Car and Customer Experience