1. How can your brand develop a powerful differentiation based on human-to-human touch in the digital world?
Answer:
1. Nissan believes that there is a strong evidence that ‘experiential’ points of contact (i.e. interacting with a person, or a product experience) activates all human senses, and it play a major role in building brand equity. In Nissan, we have this, “The New Interactive Dealership Experience” program. Nissan incorporates technology to enhance customer experience. In this program, when you go to a Nissan Dealership you will experience the following:
a. Get the Virtual Feeling - Utilizing gyroscope technology, salespersons and customers can use an iPad to scan a code on a showroom model. The iPad will come alive with videos that highlight the vehicle’s innovations and give the consumer the feeling of a bold Nissan driving experience without having to leave the showroom.
b. Get the Picture - Flat screen televisions inform visitors about the new Innovation Made Bold showroom theme.
2. How can your business transition from the traditional four P's to the digital four C's by adopting co-creation, taking advantage of currency-like pricing, engaging in communal activation, and driving conversation?
Answer:
Nissan 4C Marketing Mix approaches are as follows:
1) Co-creation (a.k.a. Product) – Nissan Voice of Customer (VOC) is a program to help improve the product. Wherein Customer’s voices provided to Nissan’s Customer Service Office and Dealerships are integrated in the new product. The Nissan GT-R marks its 50th anniversary this year, and Nissan decided to celebrate in style. Only 50 customer cars will be built, referencing the GT-R’s and Italdesign’s 50th anniversaries. The $1.1 million price tag is around 10 times the price of a base GT-R, which starts at $99,990 (the GT-R NISMO starts at $175,540). Customers will be able to choose their own exterior and interior color combinations. Customization will be through a dedicated website.
2) Currency (a.k.a. Price) – Nissan Digital Hub has been organize to address the ever changing marketing model. Nissan is actively collecting huge data from the region. A centralized hub, BIG DATA, is establish to understand more Nissan’s customer. Business Analytic tools are used to connect to Data Warehouses to understand the customers buying patter, demand, and etc.
3) Place - In the new distribution framework for NISSAN, the company will have more outlets than its current size. This is to ensure that the increased capacity of production is well catered for.
4) Conversation (a.k.a. Promotion) - In terms of the new promotion strategy, NISSAN is focus more on investing on social media advertising in luring customers and creating brand awareness.
3. What are the fundamental changes required in your customer-service strategy to embrace collaborative customer care?
Answer:
Below is the Diagram that will show Nissan's way of embracing customer care.
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