Automotive: Customer Decision Journey
Description
Comprehensive mapping and analysis of the modern automotive customer decision journey including digital research phases, multi-touchpoint experiences, online-to-offline transitions, and technology-enabled purchase processes.
Learning Objectives
Learners will be able to map the complete automotive customer decision journey from awareness to post-purchase engagement, analyze digital touchpoints with 81% of buyers using internet research before dealership visits, evaluate the transition from linear to dynamic multi-stage customer journeys, design technology solutions that support seamless online-to-offline experiences, and optimize digital engagement strategies throughout the customer lifecycle.
Topics (9)
Analysis of how automotive customer journeys have evolved from simple awareness-consideration-purchase models to complex, non-linear experiences with multiple digital and physical touchpoints, empowered consumers, and dynamic decision-making processes.
Analysis of virtual showroom technologies including 360-degree vehicle views, interactive feature exploration, color and option customization, augmented reality applications, and how these tools replicate and enhance the traditional showroom experience.
Examination of comparison platforms, specification databases, pricing tools, cost-of-ownership calculators, review aggregation systems, and AI-powered recommendation engines that support customer evaluation decisions.
Analysis of CRM integration strategies, lead management systems, appointment scheduling platforms, customer data synchronization, and personalization techniques that ensure continuity between digital and physical customer interactions.
Examination of test drive booking systems, vehicle availability management, digital check-in processes, experience tracking tools, and post-test drive engagement strategies that bridge physical and digital experiences.
Analysis of online financing applications, payment calculators, lease-versus-buy comparison tools, credit pre-approval systems, and digital contract management that streamline the purchase decision process.
Examination of AI recommendation engines, behavioral analytics, predictive modeling, chatbot interactions, and personalization algorithms that tailor customer experiences based on preferences, behavior, and decision patterns.
Analysis of digital onboarding processes, service reminder systems, maintenance scheduling platforms, customer support chatbots, loyalty program integration, and lifecycle engagement strategies that extend beyond the initial purchase.
Comprehensive examination of digital research behaviors including search engine usage, brand website engagement, online reviews and ratings, social media influence, and comparative research tools that inform initial vehicle selection decisions.