Group Aftersales Director at Audi Volkswagen Middle East, Egemen Adiyaman, discusses predictive aftersales, and how it influences customer experience
“Brands should constantly deploy tests to build and enhance predictive models. This allows businesses to apply insights into several campaigns, ranging from relevant offers that impact sales to simple customer messages from the respective brand or dealer,” said Egemen Adiyaman, Group Aftersales Director, Audi Volkswagen Middle East.
Following the recent announcement of Audi Volkswagen Middle East partnering with Inawisdom, a specialist in Artificial Intelligence (AI) and Machine Learning (ML) to bolster their aftersales offerings, we spoke to Adiyaman about the power of aftersales. She talks about the role of predictive analysis in aftersales, strategies to improve customer experience, and the future of the automotive industry.
Excerpts from the interview
How does predictive analytics play a role in aftersales?
Predictive analytics is critical for aftersales. The technology allows brands to accurately predict customers’ requirements, often before they know them themselves, and build truly relevant campaigns. It is used to determine who, when and what service is required, what trends in customer behaviour might be relevant and then we can use this to inform customers of service requirements or offers that are relevant to them only.
How can brands trust data from predictive models? How can they use these insights?
“Seeing is believing”, and I believe once brands see the data from predictive models, their trust in the models will be immediate. Regarding the question of how brands can use these insights, it’s a case-by-case scenario based on what is being tested and what insights from these tests are found. Brands should constantly deploy tests to build and enhance predictive models. This allows businesses to apply insights into several campaigns, ranging from relevant offers that impact sales to simple customer messages from the respective brand or dealer.
What strategies would you recommend for brands to improve the customer experience?
Brands should never be satisfied with their customer experience. We need to be constantly evolving, adapting and challenging ourselves. For us at AVME, our prediction models are continually testing, learning, and deploying new campaigns. Brands also need to trust the data and be prepared. Some test campaigns may fail, but some may succeed. We need to deploy and learn quickly, continuing to build on the knowledge and trying something new, which will potentially be better!
How will technology impact the future of automotive marketing?
For the automotive industry, it is quite clear that the future is digital across both sales and aftersales. Whilst the rollout and just how much of the process should be online will vary between locations and customers, brands need to offer online solutions. Customers will choose which part of their sales and aftersales experience they wish to be digital or through more traditional methods. One can add more digital elements throughout the customer lifecycle to enhance customer experience.
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