Biren Shah, previously VP of Product Management and Engineering at J.D. Power, has extensive experience in optimizing customer experiences in the automotive sector. He underscores the intricate nature of customer journey mapping, highlighting the multiple disjointed digital channels influencing this process. Shah describes the efforts at J.D. Power to create an omnichannel automotive business analytics platform that unifies data from different stakeholders, facilitating a better understanding of the customer experience from initial engagement to post-purchase support.
Unifying the fragmented customer journey in the automotive sector is a complex task, as it requires integration of data from various disjointed systems.
Customer journey mapping in automotive retail is rarely linear and involves four primary digital channels through which dealerships acquire qualified leads.
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