The utilization of customer journey mapping in the automotive industry

Hausarbeit (Hauptseminar) , 2014 , 21 Seiten , Note: 1,2

BWL - Offline-Marketing und Online-Marketing

Commoditized products and volatile market environments frame the setting that companies are facing today. Thereby, the importance of differentiation as key to company’s growth is more relevant than ever. It is widely assumed that differentiation often refers to products or market positions. However, more recently, the concept of Experience Based Differentiation (EBD) emerged as an idea for companies to build sustainable relations and loyalty by delivering a superior, differentiated experience to customers.

Managers have become increasingly aware that customers are their most valuable assets. However, pure Customer Relationship Management (CRM) is not sufficient anymore. Thus, Customer Experience Management (CEM) takes CRM to the next level by integrating customer experience (CEx) and emotions during interactions into consideration (Fatma 2014). Tracing the considerably increasing number of customer touch points and derive so called customer journey maps, helps companies to understand the broader reasons of performance gaps and thus address root causes. A recent study by McKinsey & Company (2013) revealed that companies that are able to map and optimize relevant customer journeys reinforce superior CEx, reduce churn and increase revenue, and, as a result, built sustainable relationships. In addition, greater employee satisfaction and an increased effectiveness of cross-functional collaborations have been observed. However, most companies fail to strategically align and manage the CEx across all touch points and miss a great opportunity to differentiate. This gives relevance to a study on the potential of Customer Journey Mapping (CJM), as a way for the marketing management to understand CEx during all interactions.

In the process of the present work, the concepts of Customer Experience (CEx), Customer Experience Management (CEM), Customer Journeys (CJ), as well as Customer Journey Mapping (CJM) are important. Therefore, the basic idea of these concepts will be characterized and explained in this sub-chapter.
The terms CEx and CEM have been introduced to the marketing management several years ago and have its roots in the concepts of service quality and customer service, which evolved during the eighties and nineties (Drotskiie, 2009, p. 363). Today, a common understanding of the frequently cited concept of CEx is “the user’s interpretation of his or her total interaction

Inhaltsverzeichnis

• Introduction
• Relevance and Objectives
• Definition of relevant Terminology
• Structure of the work
• Customer Journey Mapping
• Customer Journey Mapping - Why to talk about?
• Customer Journey Mapping - What is it all about?
• Customer Journey Mapping – No right or wrong
• Automobile Industry
• Automobile Industry - Figures and Trends
• Automobile Industry - Changing Customer Behavior
• Utilization of Customer Journey Mapping in the Automobile Industry
• Conclusion and Outlook
• Appendix
• Bibliography

Zielsetzung und Themenschwerpunkte

This seminar paper aims to explore the utilization of Customer Journey Mapping (CJM) in the automotive industry. It examines the relevance of CJM in a context of increasing customer expectations and the need for differentiation in a competitive market. The paper investigates how CJM can be used to understand and improve the customer experience (CEx) across all touchpoints, ultimately leading to increased customer satisfaction, loyalty, and revenue.

• The importance of customer experience management (CEM) and its role in building sustainable customer relationships.
• The concept of Customer Journey Mapping (CJM) and its application in understanding and optimizing the customer experience.
• The specific challenges and opportunities of utilizing CJM in the automotive industry, considering the changing customer behavior and market trends.
• The potential benefits of implementing CJM in the automotive industry, including improved customer satisfaction, increased revenue, and enhanced brand loyalty.
• The practical implications of CJM for automotive companies, including the development of customer-centric strategies and the optimization of customer touchpoints.

Zusammenfassung der Kapitel

The introduction highlights the importance of differentiation in today's competitive market and introduces the concept of Experience-Based Differentiation (EBD) as a means to build sustainable customer relationships. It emphasizes the growing significance of Customer Experience Management (CEM) and the need to understand customer journeys to address performance gaps and optimize the customer experience.

The chapter on Customer Journey Mapping delves into the concept of CJM, explaining its purpose, methodology, and benefits. It discusses the various stages of the customer journey and how CJM can be used to identify pain points and opportunities for improvement. The chapter also emphasizes the importance of a customer-centric approach and the need to consider the emotional aspects of the customer experience.

The chapter on the automobile industry provides an overview of the industry's current state, including key figures, trends, and challenges. It discusses the changing customer behavior in the automotive sector, highlighting the increasing importance of digital touchpoints and the need for personalized experiences.

The chapter on the utilization of CJM in the automotive industry explores the specific applications of CJM in this sector. It examines how CJM can be used to optimize the customer experience across various touchpoints, from the initial research phase to the after-sales service. The chapter also discusses the potential benefits of implementing CJM in the automotive industry, including improved customer satisfaction, increased revenue, and enhanced brand loyalty.

Schlüsselwörter

The keywords and focus themes of the text include Customer Journey Mapping, Customer Experience Management, Customer Experience, Automotive Industry, Customer Behavior, Differentiation, and Brand Loyalty. The paper explores the application of Customer Journey Mapping in the automotive industry to improve the customer experience and build sustainable customer relationships.

• Hochschule: HHL Leipzig Graduate School of Management
• Veranstaltung: Service Retail and Marketing
• Note: 1,2
• Autor: Tobias Staudt (Autor:in)
• Erscheinungsjahr: 2014
• Seiten: 21
• Katalognummer: V284352
• ISBN (eBook): 9783656844532
• ISBN (Buch): 9783656844549
• Sprache: Englisch
• Schlagworte: Customer Journey Mapping, Journey, Customer, Service Marketing, Mapping