AI-POWERED CUSTOMER EXPERIENCE: Redefining engagement and support

Sandeep Panchal - India Consulting Leader, CognizantAarthi Arunachalam - Principal, Automotive Consulting, Cognizant

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India's automotive sector is experiencing fast-paced digital and experiential transformation propelled by a confluence of factors including growing digital preferences, progressive government policies, diverse and innovative products (Advanced Driver Assistance Systems / Electric / Connected Vehicles), digital infrastructure, heightened customer demands and sustainability. For most Indian CEOs (50%) AI-powered technologies and solutions has great potential in CX investments and are a pivotal growth driver¹.

Transactional to Experiential: Next Gen Customer Experience

To thrive in new era of sales and service, organizations must measure beyond operational and financial metrics. Today, customer engagement spans multiple dimensions including behavioural and interaction KPIs, alongside retention and value indicators.

Sales and service are evolving into experiential journeys – with intuitive website flows supported by interactive sales assistant and streamlined vehicle assessments at pre-purchase; streamlined buying experience including seamless test drive / booking and customized financial options at purchase; customer support reach and quality, smart features access at purchase emerging as top preferences influencing brand perception while ease of service enablement, personalized proactive service, reduced downtime impact on sustaining brand value.

As derived from Cognizant's customer survey,