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Auto brands drive around digital speed breakers to plug friction gaps

With friction leading to 26% dropouts for 4-wheelers and 34% for 2-wheelers, companies such as Maruti, Hyundai look at ways to plug the gaps

T E Narasimhan  |  Chennai 

There are 26 touch points in the journey of a customer, from the time he decides to buy a car to the time he finally rolls it out of the showroom.

Puneet Anand, group head-Marketing, Hyundai Motor says he and his team have mapped these points out carefully, in their attempt to plot a journey for the brand that begins at a digital touch point and ends at a showroom. “Of the 26, nearly 22 points are now accessed through a mobile and laptop. It is important (therefore) for the OEMs to ensure that there should not be a friction in these points as it can change the customer’s ...

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First Published: Thu, November 21 2019. 22:35 IST
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