An app for car buyers: service from the cloud

Oct 10, 2016

Based on the Salesforce CRM platform, Customer Experience Management (CEM) from T-Systems helps dealers tailor their showroom service and win over new customers.
The Audi Center Stuttgart is betting on T-Systems' Customer Experience Management.
The Audi Center Stuttgart is betting on T-Systems' Customer Experience Management.
Visitors to car showrooms know the situation all too well: all the consultants are tied up with other customers. The printed information sheets on the cars provide only the barest of details about them. If you want to know more, you have to wait your turn. But things are different in the Audi Center Stuttgart, where T-Systems is deploying the CEM module Showroom Proximity from the cloud.

Digital dialog in the dealership

Signs in the Audi Center invite visitors to download the free CEM app to their smartphones. Once they have done so, they can enter into a digital dialog with the models on display. A device called an iBeacon is positioned on each car. This tiny transmitter sends out information on the vehicle via Bluetooth to the potential buyers' smartphones. As they approach a car, they receive texts, photos or videos via the CEM app. They can even request corresponding financing and leasing offers.
What is more, the iBeacons function outside of normal business hours near the showroom window or in outdoor sales areas. The system enables buyers to get information by digital means – even if no salesperson happens to be available at that moment. The highlight is that, if they wish, potential buyers can enter their contact data in the app and receive a personalized offer. In this way, the solution assists in winning over new customers.

A direct method of addressing potential buyers

The system deployed in the Audi Center showroom in Stuttgart is part of the CEM solution T-Systems developed especially for the automotive industry. Called Showroom Proximity, it can be individually configured to suit each dealership's needs. For example, the design of the app can be adapted to match the automobiles on display. Showroom Proximity also allows dealers to run analyses and provides them with information on people's behavior in the showroom. The dealers can easily download all this information from the cloud to their individual dashboards, gaining data on potential buyers who leave the showroom again unnoticed because no salesperson was available or on those that stop by outside of normal business hours. The dealers can see how an app user reacts to a certain vehicle and can contact that person later with a targeted offer if they want. On top of that, to make the new service more popular with customers, the Audi Center Stuttgart is organizing a prize drawing once a month among all CEM users to win an Audi TT for a weekend.

Positive service experience at the car dealership

T-Systems' Automotive solution in this SaaS model interconnects dealerships, customers and workshops, and enables new types of digital interaction. The solution offers modules for all sales and after sales processes, such as digital service and workshop planning, scheduling car service appointments, or vehicle acceptance in the workshop using a tablet. The condition of the car on handover can be documented and the required service can be agreed with the customer. An integrated price list enables the service consultant to provide a cost estimate on the spot. If the customer accepts the price, the consultant can send the work order straight to the dealer's system. In addition, the cloud-based solution enhances transparency by making it possible to reconstruct the status of the order at each step in the process and to know at all times exactly where the vehicle can be found on the dealer's premises. With Customer Experience Management from T-Systems, the dealers at the Audi Center Stuttgart have really moved up a gear in terms of customer service.