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Questions:
1. Which archetype best describes your industry? What are some of the key improvement opportunities for your business based on that archetype?
Answer:
Nissan business model falls under “Funnel”. In the automotive industry, most purchases are well planned and customers are highly involved in the purchase decisions. Customers ask questions about the brands they like and eventually purchase the brands if they like what they hear from their environment. They advocate only if they have experienced the vehicle by themselves. The overall customer experience really matters because customers do not skip any stage and may drop Nissan vehicle from their consideration sets anywhere across the customer path. The act is especially important for customers given that they would like to immerse themselves in the purchase and usage experience. It is important for Nissan in a
funnel category to manage multiple touchpoints such as advertising (aware and appeal), website and call center (ask), sales channel (act), as well as post purchase
services (advocate). Although brand switching is infrequent in a funnel category, a diminishing
quality of customer experience over time may prompt customers to consider other automotive manufacturers or even trade up to more premium brands. Since customers continuously expect better customer experience over time. Nissan understands the challenges that it is faced in order to be the market leader. Nissan needs to focus on both incremental technology improvements and customer-experience innovations.
2. What is the key success factor in your industry? How can you learn from other industries?
Answer:
Nissan believes that the game changer would be both incremental improvements and customer-experience innovations. Nissan Intelligent Mobility is the game plan for incremental technology improvements.
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