Revolutionizing automotive customer experience with Salesforce and AI

Automakers today are transitioning from a focus solely on engineering excellence to embracing a tech-enabled, data-rich environment where the customer is central.

Digital transformation in car buying 

Car buyers seek seamless digital interactions, expanding their journey beyond traditional showroom visits. They seek contactless sales and services from initial research to booking a test drive, leasing and ordering. Google search trends suggest that 60 per cent of car buyers under the age of 45 are likely to purchase their next car online.

OEMs must quickly discover, design, scale, and refine solutions that delight customers across the car buying journey, generate new revenue, and control costs—an approach perfected by customer-centric companies.  

All these factors together have created a demand for AI-powered solutions that anticipate customer needs, streamline tasks like parking spot searches, and schedule maintenance proactively.

But that’s not all! AI enables OEMs to tap into vast data from in-car sensors, apps, and financial systems, use analytics to gain insights that engage customers, personalize offerings, enhance and create new products, and drive upselling.

These insights then help generate revenue from recurring services in addition to car sales revenue. A McKinsey survey suggests that recurring services could boost OEM revenue by 30 per cent in the next decade. 

What is then holding the OEMs from realizing the data potential? Siloed and disconnected data.

Developing app software is straightforward but syncing it with the extensive dealer network is highly complex. It could take years to handle technology setup costs, data and revenue sharing, legal governance, and implementing a digitized customer experience with integrated data flows.

Meanwhile, agile competitors may reach the market first. Salesforce offers an agile operating model with advanced CRM, analytics, and personalization capabilities that can help OEMs tackle this challenge.

Let's deep dive into how Salesforce’s AI capabilities can help transform automotive sales and marketing strategies, driving growth and enhancing customer experiences.

Embracing Salesforce and AI for smarter sales and marketing

Predictive AI for sales forecasting: Automakers can leverage Salesforce Einstein, an AI-driven analytics tool, to accurately forecast sales. Using Einstein’s predictive models, they can assess and analyze historical sales figures, market conditions, and the external environment to make accurate sales forecasts. This allows them to manage inventory, synchronize production timings, and adapt marketing tactics to the expected demand, maximizing revenues and minimizing expenses.

For instance, an automotive manufacturer can use predictive AI to identify which models are likely to see increased demand in the coming quarters, allowing them to adjust their production schedules, optimize inventory levels, and tailor marketing campaigns.

AI-driven lead scoring and prioritization: Managing and prioritizing leads is crucial for maximizing conversions. Salesforce's AI capabilities enable automotive enterprises to score leads based on their conversion probability. Einstein Lead Scoring analyzes various factors, including engagement history, demographic information, and past purchase behavior, to assign scores to each lead.

For example, a dealership can use lead scoring to identify high-potential customers who have shown interest in a new electric vehicle model. Sales representatives can then prioritize these leads, focusing their efforts on prospects who are most likely to make a purchase, thereby increasing conversion rates and sales efficiency.

Hyper-personalization with AI: By leveraging AI and machine learning, Salesforce can analyze customer data to create hyper-personalized marketing campaigns tailored to individual preferences, purchasing history, and online behavior.

Imagine an automotive company launching a new SUV model. Using Salesforce Marketing Cloud and Einstein, it can segment its customer base and send personalized emails highlighting the most relevant features to each segment. For example, a customer who previously purchased a sedan might receive information about the SUV's superior comfort and advanced safety features, while a customer interested in off-road vehicles might learn about its rugged capabilities and durability.

Data democratization for informed decision-making

Real-time data access and insights: Salesforce provides a centralized platform to integrate data from various sources, including sales, marketing, service, and finance. This unified view allows teams to access real-time insights, enabling data-driven decisions, enabling teams to reach out to customers with relevant and personalized offers and across multiple channels.

A sales representative can view a client’s service history to understand their preferences better. Such insights can improve products and services. For instance, if sales data indicates that customers are increasingly interested in electric vehicles, the OEM must ensure sufficient resources for electric vehicles’ production and promotion strategies to outcompete rivals.

Utilizing analytics for enhanced decision-making

Advanced analytics and reporting: Salesforce Einstein Analytics has built-in business intelligence tailored to your specific needs that makes real-time analytics available straight from the application, letting you monitor sales and service.

For instance, by using sales data on trends, you can learn when changes are taking place and adapt to ensure that your sales team is aligned with them.  

Real-time decision-making: Salesforce provides up-to-date data to respond to the changing market quickly. It enables real-time decision-making through live data integration, unified view leveraging data cloud, customizable dashboards, AI-driven Einstein analytics, and automated workflows.  

Whether modifying a marketing strategy in response to the current results or redirecting resources to meet a greater flow of service requests, it allows you to adapt quickly and efficiently to the existing conditions. 

Real-time interaction for superior customer experience

Engaging customers with real-time interaction in online car sales: Salesforce's Marketing Cloud Personalization lets companies talk to customers straight away through different mediums, such as the Internet, phones, emails, and social media.

Consider a person browsing a car company’s website to learn more about a particular model. Automotive companies can use Marketing Cloud Personalization to observe a person’s habits and then plan campaigns suitable for them. If the customer likes a certain model, it helps give ideas, such as organizing a test drive or getting a testimonial from an existing customer vouching for the specific model.

Improving customer service with AI-powered chatbots & proactive service solutions: AI-based chatbots can respond to frequently asked questions and basic service calls and offer around-the-clock customer support. Prompt responses to customer queries elevate customer service and satisfaction levels.

For instance, an automotive service centre can deploy a chatbot to assist customers in booking maintenance appointments, checking service history, and providing vehicle repair updates. By automating routine tasks, the service center can free human agents to focus on more complex issues, improving overall efficiency and customer satisfaction.

Attaining customer delight with proactive service solutions: Einstein AI's major benefit is that it points out service risk sources in advance. Incorporating predictive maintenance alerts into the current service workflow allows for immediate corrective action and reduces car breakdown time, improving vehicle reliability and customer satisfaction.

Leveraging Salesforce AI ecosystem for a competitive edge

At Nagarro, we understand the dynamic needs and challenges of the automotive industry, especially for incumbent OEMs and dealers with robust sales and marketing infrastructure.

Leveraging our Salesforce implementation expertise, we offer AI-powered solutions, predictive analytics, and real-time interaction management. Our Salesforce capabilities are designed to propel automotive enterprises towards digital transformation, drive growth, and enhance customer experiences.

We are excited and ready to discuss how we can transform your customer personalization strategy and drive sustained growth. Let’s talk!