Степанов Игорь Андреевич
Application of the Customer Experience Concept in Automotive Retail
Customer experience is changing in automotive retail around the world, thus dealerships have to improve it in order to stay competitive. An efficient strategy is to copy best practices, proved to be efficient. This research studies the benefits and difficulties of customer experience benchmark solutions application to the Perm automotive retail market. The methods to solve the research problem are existing case analysis, benchmarks selection through a customer survey and semi-structured interviews with local automotive marketing experts and consumers. The conclusions based on the research allowed to develop recommendations on which solutions are suitable to apply for different customer segments. The overall conclusion is that there is a number of ways for the dealer to improve customer experience in order to gain competitive edge in different segments by implementing existing international customer experience management solutions.
Текст работы (работа добавлена 23 мая 2016г.)