HCL Commerce Cloud and Perficient Convene Automotive Leaders at the Marconi Automotive Museum

Recently, HCL Commerce Cloud and partner Perficient hosted an engaging Automotive Roundtable at the Marconi Automotive Museum in Orange County. 

This event, part of a series that previously took place in London and Detroit, brought together key players in the automotive industry to discuss current trends and challenges.

A Unique Venue for Meaningful Conversations

The Marconi Automotive Museum, a non-profit supporting the Marconi Foundation for Kids, provided a unique and inspiring setting for the event. Attendees had the opportunity to explore the museum and hear fascinating stories from the Marconi family before delving into the roundtable discussions.

Focus on Loyalty and Emerging Technology

The central theme of the roundtable was "Loyalty & Emerging Technology." This topic sparked a vibrant conversation among participants, offering fresh perspectives on how new trends are reshaping customer loyalty in the automotive sector. 

Key Discussion Points

Keith Tomatore, Perficient, facilitated the discussion, with support from Craig Kauffman from HCL Commerce Cloud, looking at “The Loyalty Dilemma” and asking about shifts in customer journeys and the impact on their loyalty including:

• Changing consumer preferences
• Generational shifts to Millennials and Gen Z customers
• Higher prices
• More brands and additional choices around hybrid and electric vehicles
• Customers demanding an enhanced experience across multiple channels including in-car as a channel
• In-car technologies becoming a differentiator instead of vehicle performance
• Emerging technology and how subscriptions, Internet of Things and the focus on aftermarket sales and services are impacting the customer journey and loyalty.

Changes in the Customer Relationship:

An important trend in the automotive industry is OEMs wanting a closer relationship with their consumer. Thisdoes not mean the end for dealers, but rather the beginning of omni channel experiences on and offline. It is changing so much, yet there is a quest for the lifetime value for the consumer. Keith Tomatore highlighted that 47% of consumers will switch brands with just one bad brand experience. 

Criticality of Aftermarket Services:

The conversation also covered the role of Aftermarket Services in maintaining and enhancing customer loyalty. Over the last decade, the buying of the car is often seen as being frustrating and is simply the start of the journey. Attendees shared insights on how providing superior service and support is where the lasting relationships with customers are built and how technology innovations like Internet of Things (IoT)  proactively support the maintenance of these vehicles and can enhance or break the brand experience.

Diverse Perspectives:

All representatives from major automotive brands contributed to the dialogue. Their varied experiences and viewpoints, especially with one company adding insights as an emerging Electric Vehicle (EV) manufacturer, enriched the discussion and highlighted the evolving landscape of the industry.

Building Local Relationships:

The roundtable fostered not only valuable discussions but also the beginning of new local partnerships among both the participating companies and the organizers. The event underscored the importance of collaboration and continuous engagement in driving innovation and addressing industry challenges.

As the automotive industry navigates the complexities of emerging technologies and shifting consumer expectations, events like these provide crucial opportunities for industry leaders to share knowledge and explore new strategies with their peers. HCLSoftware with our Commerce and Aftermarket products remain committed to supporting these conversations and facilitating connections that drive the automotive industry forward.

Stay tuned for more insights and updates from our future events!