Connecting Users to Their End Goals

The OEM (Original Equipment Manufacturer) industry is on the brink of transformation. As digital disruptors like Tesla and Rivian redefine the automotive customer experience, traditional automakers face growing challenges in maintaining customer satisfaction and brand loyalty. In this article, we explore the issues plaguing the current OEM customer journey and introduce innovative solutions to create seamless, goal-oriented user experiences.

The Current Challenge: A Fragmented Customer Journey


For years, OEMs have relied on a dual-stage customer journey:

  1. Education Stage – Customers visit the brand’s website to explore models, options, and pricing.
  2. Shopping Stage – They are then directed to dealership websites to check inventory and make purchases.

This separation creates several problems:

  • Customers face time-consuming searches across multiple platforms.
  • The lack of brand cohesion can erode trust and loyalty.
  • Disjointed experiences increase frustration and risk customers abandoning the process altogether.

Industry Insight: The Need for Change

A staggering 53% of OEM websites reported declining user satisfaction with vehicle finder features. Automakers pursuing digital sales strategies often falter due to disconnected channels and fragmented customer experiences. Meanwhile, disruptors like Tesla thrive by offering integrated online-to-purchase solutions. 

OEMs need to address these gaps not just to compete but to redefine their value in a rapidly digitizing market.

The Solution: A Unified User Experience

To bridge the gap, automakers must integrate the education and shopping stages into one seamless experience. Here’s how:

  1. Geolocation Integration: By utilizing geolocation or asking for the user’s zip code, OEMs can present nearby available products directly on their website.
  2. Enhanced Product Detail Pages: When users explore a model, show specific inventory nearby, saving them time and effort.
  3. Builder Page Innovations: Allow users to configure their ideal model, then display similar or available options in their vicinity.
  4. Proactive Outreach: Enable users to sign up for email alerts about the availability of their desired model, including specific trims or options.

Benefits of a Unified Approach

  1. Streamlined Experience: Customers save significant time by avoiding fragmented platforms, resulting in a smoother journey to purchase.
  2. Brand Cohesion: Keeping users on the brand’s platform maintains a consistent identity, fostering loyalty and trust.
  3. Enhanced Dealer Traffic: Dealers benefit as users arrive with clear intent, having already selected their desired product.
  4. Competitive Edge: By adopting strategies reminiscent of industry disruptors, traditional OEMs can reclaim market relevance.

Conclusion

In today’s digital landscape, customers expect convenience and cohesion. By reimagining the customer journey, OEMs can connect users directly to their goals while ensuring brand consistency and dealer success. As the industry evolves, those who prioritize user-centric strategies will lead the way in defining the future of automotive sales.

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