Improving automotive service through technologies
TECHNOLOGY has always been moving the automotive industry forward. This has paved the way for innovations like electric vehicles and self-driving cars. Yet, aside from vehicle manufacturing itself, technologies have also advanced the delivery of automotive services.
From the shopping to the after-sales needs, customers can seek car services in a digitalized way. While the digitalization of some automotive services is not new, it has nonetheless become more relevant amid the ongoing pandemic by making the car service process more convenient and safer for vehicle consumers.
Nowadays, as a means to ensure safety while shopping, customers purchase products via a digital platform besides a physical store. In the automotive industry, dealers have similarly ventured into omnichannel retail.
According to a report titled “Reimagining Automotive” by Microsoft and trends-oriented firm PSFK, omnichannel shopping involves a digital car buying experience that supports a “fluid conversation” between the shopper and the dealership.
“Globally, automotive shoppers expect a digital experience that’s consistent with the digital experiences they’re having in other segments of retail, or their interactions with other digital brands. As a consequence, car manufacturers and dealers, as well as mobility services providers, are trying to figure out how to create compelling experiences that also integrate their current businesses to create an omnichannel experience,” John Reed, Microsoft’s Automotive, Mobility & Transportation Industry Solutions Leader, wrote in the report.
“Dealerships are creating a unified view of their customers to seamlessly move them from online research to physical shopping,” the report added. “They are automating steps in the journey and removing roadblocks to empower customers to do more on their own. Advanced CRM (customer relationship management) systems track and analyze engagement history [to] deliver a concierge level of service; streamlining the purchase process and simplifying financing.”
Moreover, citing some data, the report also shared that 67% of consumers consider that personalization technology can enhance the car buying process, and 76% of consumers expect that the auto dealers already have an idea about them before entering the showroom. Additionally, 72% of Millennial and Generation Z consumers are likely to use visual search options.
Toyota Motor Philippines (TMP), for instance, launched its mobile application myTOYOTA PH, allowing the customers to explore its virtual showroom and to shop cars even at home. Aside from a 3D virtual tour with a 360-degree view, the showroom also lets the customer check the interior and exterior of the vehicle.
Customers can also book service appointments, monitor car’s service statues, view the dealer directory, access one’s car insurance information, and get instant online support through myTOYOTA PH.
“It’s a whole new ball game doing business in the new normal. I used to train the Marketing Professional to sit close to the customer to engage or establish a relationship. That’s all out the door,” Lee Junia, general manager of Toyota Makati, was quoted as saying in a statement. “But despite the new challenges, we remain fully committed to providing our customers quality service from sales to maintenance while staying safe.”
Several technologies have also made the maintenance and repair needs easier to monitor for the owners.
Sean Sheppard, a managing partner at global digital product development company U+, shared some technologies that notify a driver upon detecting potential issues on the vehicle.
Singapore-based Carmen, for instance, uses predictive technology to see vehicular problems even before they take place. It includes a dongle to be plugged into the car’s on-board diagnostics port, a mobile application, and an analytic web dashboard.
“The app collects data while you are driving, transmits that data to the driver’s smartphone via Bluetooth, then uploads the data to the cloud for analysis. If Carmen finds problems, the app alerts you and your service center,” Mr. Sheppard explained in a LinkedIn article. maintenance needs. To be informed of such needs of the vehicles, drivers will put the CARFIT Puls vibration monitor in the car and then download the app.
Another technology that could be helpful in maintenance, along with various functions for a better driving experience, are the in-vehicle connected services.
“In-vehicle connected services are technologies that allow devices and systems within a vehicle to connect with one another, as well as with other external or remote systems,” explained Rohit Gupta, head of products and resources at Cognizant, in an article published by Automotive World. These services could be divided into three categories: infotainment, telematics, and vehicle-to-everything. Currently, according to Mr. Gupta, one of the most common use cases for in-vehicle connectivity services is telematics, which is a combination of telecommunications and informatics. “Telematics data can be used for predictive maintenance and for creating more accurate insurance policies, especially for new drivers,” he said. “Predictive maintenance can also vastly improve reliability and durability of cars, thereby increasing their re-sale value.” —