Nissan announces new strategy for customer ownership experience; leveraging connected car, big data, and personalization
In Japan, Nissan announced a new, comprehensive strategy to transform its customer aftersales experience through innovative technology and enhanced services. The company anticipates that, as a result, connected car services and greater choice in accessories and personalization will increasingly drive growth in its aftersales business, anticipated to contribute 25% of aftersales revenue by 2022.
Connected car technology and expanding use of big data will enable Nissan to offer new services, improve the dealership experience and increase customer retention. In the future, Nissan cars will provide customers advance notice when servicing is needed, as well as automatically order parts to ensure dealership availability on customer visits. Connected car technology will also dramatically streamline Nissan’s global supply chain, bringing just-in-time logistics to increase manufacturing efficiency, from plants to the dealer.
In his presentation of the new strategy, Kent O’Hara, Nissan Corporate Vice President and head of the Global Aftersales Division noted that Nissan’s innovation in electric vehicles means that customers will benefit from less expensive servicing due to fewer parts and prolonged maintenance intervals. Further, the advent of increasingly capable driver-assistance technologies has brought down accidents by 64% over the last ten years, with further improvements forecast for the next decade.
This strategy is about giving our customers more choices and new services to make the ownership experience better. It will also help us expand our connected car, big data and personalization innovations to improve the customer experience and open up new revenue streams for the company.—Kent O’Hara
For Nissan, a key element of the strategy is developing connectivity for all customers, including those in emerging markets and those who already own Nissan cars. Connected cars will be available as a dealer option starting in Japan and India and expanding to other countries by 2020.
|“The ultimate goal is hyper-personalization.” |
Nissan is also developing affordable solutions to offer customers connectivity using multiple technologies as an aftersales option. Those technologies will be offered to customers who already own vehicles that were not manufactured as connected cars. They will allow those vehicles to become connected, enabling those customers to receive the additional benefits of managing their vehicles that come from connectivity.
Nissan’s aftersales business will be strengthened further with a focus on personalization and accessories, pushing Nissan to the forefront of customization in the auto industry. Starting with the new Nissan Micra, which will be built at the Flins plant in France, Nissan is advancing the manufacturing and design process to offer customers even more choice.