Author Archive: Axel G. Heyenga

Automotive Industry State of the Union

Over the last year, I’ve been doc­u­ment­ing my own per­son­al car-buy­ing expe­ri­ence with­in the con­text of oth­er con­sumer expe­ri­ences. Now I’d like to take a step back and pro­vide sort of a ‘State of the Union’ for the auto­mo­tive indus­try … Read more

Customer Experience and Digital Transformation—Taking a Bigger Role in B2B Strategy

The gap in dig­i­tal matu­ri­ty between B2B and B2C com­pa­nies is nar­row­ing, accord­ing to the 2017 Dig­i­tal Trends in B2B report, which found that the B2B sec­tor is show­ing matu­ri­ty in terms of pri­ori­tis­ing dig­i­tal strat­e­gy. The research, con­duct­ed by … Read more

Two Ways the Auto Industry Is Wasting Money

The inabil­i­ty of auto­mo­tive OEMs to suc­cess­ful­ly imple­ment mod­ern dig­i­tal mar­ket­ing is caus­ing a mas­sive amount of wast­ed resources and cap­i­tal that should be focused on bet­ter tar­get­ing of cus­tomers and ven­dor enable­ment over the entire cus­tomer life­time. It’s sur­pris­ing … Read more

Digital and Automotive’s Second Pillar of Excellence

Despite a tremen­dous ded­i­ca­tion to tech­ni­cal exper­tise in auto­mo­tive, there is a dan­ger­ous lack of knowl­edge sur­round­ing a sec­ondary tier of excel­lence in the industry—that is, the cus­tomer expe­ri­ence. While there appears to be a deep com­mit­ment among OEM exec­u­tives … Read more

Lack of Communication Causes Frustration for Auto Buyers

Well, after nine long months, my bun­dle of joy has final­ly arrived! No, my wife did not have anoth­er child—my car-buy­ing jour­ney is final­ly over and I’ve got­ten my car! Not sure if you can catch my sar­casm here, but … Read more

4 Pain Points Your Automotive Customers Are Having Right Now

In the last year I’ve doc­u­ment­ed my own car-buy­ing jour­ney along with the pain points I’ve expe­ri­enced and what could be done to improve the cus­tomer expe­ri­ence in rela­tion to those pain points. Dur­ing this time I’ve also been work­ing with … Read more

Why Automotive OEMs Are at Risk—and 5 Ways to Save Them

Engi­neer­ing advances with­in the auto­mo­tive indus­try con­sis­tent­ly deliv­er more tech­no­log­i­cal­ly advanced vehi­cles on a year­ly cycle. How­ev­er, OEMs are fail­ing to dri­ve dig­i­tal trans­for­ma­tion from the top down and to active­ly change how they define a cus­­tomer-cen­tric approach. Adop­tion and … Read more

Automotive: Three Ways to Leverage Assembly Wait Time

After months of shop­ping around and doc­u­ment­ing my jour­ney I final­ly bought a car! I am cur­rent­ly in the assem­bly phase of the pur­chase and expect to have the car some­time in the next month and a half. I’ve been … Read more

The Rebirth of Automotive Sales: 3 Steps to a Brighter Future

Over the past months I’ve been doc­u­ment­ing my car-buy­ing jour­ney in an effort to gain first-hand expe­ri­ence of the process and how it can be improved using dig­i­tal mar­ket­ing tech­niques and the­o­ries. Most recent­ly I’ve been sur­prised at the gap … Read more

Customer Experience in Automotive: The Dealer Handoff Experience

In my last blog I exam­ined some of the stick­ing points I encoun­tered dur­ing the research por­tion of my car-buy­ing expe­ri­ence. Prob­lems I faced when try­ing to con­fig­ure a car on sev­er­al dif­fer­ent web­sites gave me a bet­ter under­stand­ing of … Read more