دانلود رایگان مقاله انگلیسی مدیریت تجربه مشتری برای تحکیم وفاداری مشتری در صنعت خودرو - الزویر 2018

Abstract

This paper presents an investigation on the current market conditions in sales based in the automotive industry and a new approache triggered by the digitization in this industry. Various studies prove that the behavior of the customers has changed drastically. By this customer experience, management becomes a central strategy in the digital age to reach long-term customer loyalty and enterprise growth. It is therefore necessary to adapt the function of the car dealers and, in general, innovative sales formats and technologies for communication with the customer. This paper describes how Daimler AG is reacting to these market changes with the concept of “Mercedes Me”.

Conclusion

The aim of the present examination is to investigate the current market conditions in sales based on the digitalization and, in the next step, to examine whether and how these aspects are practically applied at one of the world's largest automobile manufacturers, Daimler AG. In the course of literature research, customer experience management has become a central strategy in the digital age. The customer is clearly focused here with the goal of achieving long-term customer loyalty and enterprise growth. Various studies prove that the behavior of the customers has changed drastically. Customer loyalty has declined sharply. The Internet is the information portal for the customer where he is self-informed. The car dealers are losing this role. Also the number of visitors to car dealers has declined sharply. Nevertheless, the studies also show that there is still a demand for physical car dealerships. It is therefore necessary to adapt the function of the car dealers and, in general, innovative sales formats and technologies for communication with the customer. Chapter three outlines that Daimler is already reacting to these market changes. In the current sales strategy, the customer and the customer experience are clearly the focus. The new service brand Mercedes me offers individual solutions for the customer far be-yond the pure sale of vehicles. New sales formats have also been introduced. The online offer was greatly expanded. Novel sales formats are also being used offline. Those for-mats include the city stores and the mobile pop up stores where, according to the new sales strategy, the focus is not on the product but on the customer experience. In the future, Daimler will continue to expand this offering with certainty in order to gain a competitive advantage. Among other things, further city stores are planned worldwide. This elaboration has shown the change in sales through digitization. Another exciting question in this context is whether digitalization in sales will abolish jobs or create new jobs in the future. In addition, further elaborations can be more detailed about the novel offline sales formats such as the city stores.