Aug. 27, 2018—Because the modern consumer appears to value experiences that are efficient and assistive across their technological devices, automakers like Hyundai are rapidly adjusting. According to a Forbes report, Hyundai is attempting to re-imagine customer experiences in a mobile-first digital climate. Dean Evans, the CMO of Hyundai Motor America, told Forbes that his company is emphasizing the importance of providing value through assistance for customers.
“In automotive, for years we held to an old, traditional model,” Evans said. “So, we’re reinventing that [experience] at Hyundai. … What we’re finding very enriching about the data is we now have consumers that are picking experiences over make and models.”
The result of studying consumers led to the development of a new service called Shopper Assurance, which focuses on removing annoyances that influence customers’ decisions to visit a dealership. Hyundai’s research found that 84 percent of shoppers would visit a dealership with solutions to their annoyances or "pain points," such as offering a streamlined, omnichannel purchase experience.
In Dean’s opinion, consumers nowadays expect personalization and, as a result, marketers must by expected to be smarter and more helpful to customers.