Car companies are no longer simply in competition with each other, they’re competing against a growing list of digital-first alternatives to traditional vehicle ownership.

The only way to stand out for the right reasons in this marketplace is through customer experience. But unless your organization has access to the right insights, it will never fully understand who its customers are or how to meet their expectations.

For OEMs, building the right CX begins with recognizing that each of the other organizations that engage with the customer on the path to purchase are partners, and working with them reciprocally to develop and deliver a joined-up approach to the sales and ownership experience.

Consumers need a clear, logical path to purchase and confidence that they will receive access to the right levels of support — at the moment they need it — once the keys have been handed over.

And at the same time, automotive brands need a smooth point-to-point transition and collection of the data generated at each step along that path to purchase, whether the touchpoint is online, offline or beyond its immediate partner ecosystem, and use it to continually refine the customer journey.

It’s become a cliché to state that data is the fuel of the 21st century or to highlight that it’s the only substance capable of powering a business forward. And while clichés are born of truth and, in this instance, the need for data is non-negotiable, the more pressing need is laying the initial groundwork that will enable that data to flow.

This is a sizeable challenge because it means changing mindsets and reimagining the existing B2B2C automotive business model. Historically, OEMs have little if any direct contact with customers once they have entered the sales funnel, meaning that dealerships are largely responsible for delivering and managing every other aspect of the customer experience.

And of course, depending on the strength of the relationship between the automotive brand and an individual dealership and the levels of investments available, there is no guarantee of continuity of service or brand experience.

Therefore, before any conversation about data collection can begin, OEMs need to ensure they can directly and transparently converse with dealers and develop protocols for providing insights about inventory, products or promotions. It also means agreeing on and standardizing staff training for continuity of CX irrespective of geographical location and continuity of expertise and articulation of brand language and product information.