Consumers these days are more informed when they come to your retail centers today than they once were. Instead of browsing the aisles, they scroll through pixels. If your digital experience isn’t quite ready for this role in the sales cycle, you should get it there. 

I heard an excellent success story about the digital transformation of a formerly analog experience at a recent CX Network Live event. So, we invited Hussein Dajani, General Manager – Digital and CX Transformation, Nissan Motor Company, to be our guest on a recent podcast. Dajani is based in Dubai and is responsible for Digital and Customer Experience Transformation for MEA, Turkey, India, and Oceania. 

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Dajani ensures that Nissan provides a seamless, frictionless, enjoyable, and memorable experience at every touchpoint, from the website to the app to the service centers and showrooms. Dajani says he joined Nissan to fix some broken things in the car buying experience. First is the test drive experience, which he thinks is tedious and momentum-killing, and second, the service appointment pick-up process, which can be baffling and shocking. 

I have also had a few bad moments in the car buying experience. Once the salesperson wouldn’t tell me how much the car was. In another incident, the salesperson demanded that I give him a nine on the survey because it affects his bonus. I didn’t because he didn’t deserve a nine, and he contacted me to scold me about not following directions.

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