As the number of digital touchpoints that customers experience in their mobility journeys has increased, the lines between each one have slowly started to blur. Today, organizations are shifting away from delivering distinct individual services and moving toward an ecosystem model, where customers can engage with diverse services as part of a single, unbroken experience.
These ecosystems bring together multiple aspects of mobility, including long-term ownership and short-term usage of vehicles, in-car features and functionality, charging and refueling, and vehicle maintenance and after-sales — ideally rolled together to create complete, consistent, and convenient customer journeys.
The key to empowering consumers within these ecosystems is the concept of a single customer identity that allows free movement between services without creating new accounts or having to use multiple apps or interfaces. From the perspective of the service providers in this ecosystem, this is a shared identity that can pass on or connect a user’s credentials between different parts of their experience.
When a driver sits down in a purchased, shared, or leased vehicle, it recognizes them and adapts to their preferences immediately — whether it’s their first drive or their thousandth.
Whether a customer is charging, refueling, buying insurance, or choosing their next vehicle, a single identity ensures every engagement is consistent and trustworthy.
Data is linked to customers, not vehicles or purchases, so their journey doesn’t end when they leave a vehicle.
Every journey, every touchpoint, and every engagement generates data that can be used to continuously improve the driver experience.
But before an organization can meet these expectations, there are a lot of important questions to answer. Let’s explore four key considerations that automotive operators, manufacturers and service providers must keep in mind to deliver the most seamless and memorable customer experiences.
The trade-offs between openness and control
Freedom of design and content creation
Control over quality and consistency
Ease of access
Safeguarding sensitive customer data
Centralized ownership of customer journeys
Service providers empowered to create unique experiences
Breadth and diversity of services
Maintaining a focused and relevant ecosystem
More data. More responsibility.
Embrace Service Design principles
Measure your customer experience
Encourage product teams to establish and deliver on clear customer-centric goals that measure the quality of the user experience
Involve customers in the product lifecycle
Ensure that customer feedback is built into the teams’ delivery strategy, and that customers are used to validating product and service ideas
Look at the whole journey
Apply Service Design principles to map, understand and analyze the journeys that customers are on, to develop a picture of the whole end-to-end experience
Create a compelling set of customer stories
Visualize the customer journey as a series of stories and micro-experiences that can be shared, evaluated, and revisited by the team and the customers themselves