Automotive: Customer Segments and Personas
Description
In-depth exploration of the key customer segments in the automotive industry, the development and use of personas to understand customer needs, expectations, and behavior throughout the vehicle lifecycle.
Learning Objectives
Learners will be able to identify and classify automotive customer segments such as retail, corporate, and fleet customers, map detailed personas for each segment, understand their specific needs and pain points, and leverage personas to guide the design of IT-enabled customer solutions.
Topics (7)
Guided approach to persona creation using interviews, surveys, behavioral modeling, and the application of persona insights to project and product teams.
Lifecycle mapping from research and selection, transaction, onboarding, in-use support to end-of-life; IT touchpoints for each stage.
Covers B2B procurement, fleet management systems, total cost of ownership, telematics, digital servicing, and customizations.
Explores personas for shared mobility (ride-hailing, car sharing users), subscription services, and new business model implications.
Focus on digital channels, online research, virtual showrooms, e-commerce, apps, CRM, and post-purchase support.
Studies Millennial and Gen Z preferences, the importance of sustainability and digital convenience in product and service design.
Examines foundational segmentation models, traditional demography, fleet and business sales, psychographics, and evolving usage-based customer groupings.