Although understanding the market as a whole has been fairly easy for the car industry over the last century, it hasn’t really been able to track the actual customers who are buying cars. Still, KPIs are starting to be developed that will allow customer tracking on more than just a few new levels, which could lead to car companies developing and building cars that more closely match what we really want as buyers. The automotive industry needs digital KPIs across its value chain, both upstream and downstream. These are also required across all departments from supply chain management, R&D, production, and sales & marketing, to vehicle life cycle management.To my mind, the killer KPI that OEMs have never tracked—and could never track in the past as they lacked access to vehicle drivers—is the Customer. This entity needs to be their No. 1 focus. Customer satisfaction, which was consistently identified as the most important management KPI in previous years (and has now been substituted by Net Promoter Score), will now organically transform into a more sophisticated metric. In this avatar, it will not be a single, monolithic KPI. Instead, multiple customer-focused KPIs will offer more granular or nuanced insights into specific segments like customer spend or loyalty. Click Here to Continue Reading
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