Chapter 11: Engagement Marketing for Brand Affinity

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Questions:

1. How can mobile apps, social CRM, and gamification help you engage your customers?

Answer:

Nissan Philippines is developing a digital mobile-based program that will lead Nissan’s sales consultants through an interactive process with buyers to get their selected car ready and tailor the vehicle training to the specific features that were selected by the customer. This will replaced an outdated three-part carbon hard copy paper checklist system that was time consuming and lacked the ability to individualize the buying experience. Nissan believes that there is a need for more research and advanced analytics to ensure continued learning about its customers’ behavior to deliver the exceptional experience every customer deserves.

2. What are the challenges of executing customer engagement programs in your business?

Answer:

Renault-Nissan-Mitsubishi and Google has partnered to embed the Android operating system in vehicles sold by the automotive Alliance. Scheduled to start in 2021, this will provide intelligent infotainment and customer focused-applications across multiple models and brands. Under the technology partnership, vehicles sold by the Alliance members in many markets will utilise Android and will provide turn-by-turn navigation with Google Maps. Google will offer owners of its vehicles rich user experiences that are currently available only outside the vehicle or, to a limited extent, by connecting an Android device to supported vehicles. The Alliance members are also building connected on-board/off-board experiences into its vehicles in addition to the features of Google applications and services that many users are accustomed to, including Google Maps, the Google Assistant and the Google Play Store. Renault-Nissan-Mitsubishi and Google partnership includes access to a rich ecosystem of automotive apps on the Google Play Store and also have the ability to answer calls and texts, control media, find information, and manage vehicle functions with voice using the built in Google Assistant. The Alliance will integrate Google applications and services into infotainment and cloud-based systems to enhance the experience for customers of Renault, Nissan and Mitsubishi Motors brands. While a range of Alliance vehicles will share the Android platform, each brand will have the flexibility to create a unique customer interface and specific features on top of the common Android platform.