Customer experience differentiation to become number 1 in the heavy commercial vehicle segment
Client background & brief:
- The client is an OEM in the commercial vehicle segment in India. It plays in all three categories of the commercial vehicle market. While the client was doing very well in the light and medium commercial vehicle space, they wanted to gain market share in the heavy commercial vehicle market and were looking to design a differentiated experience for its customers.
- How might we design a differentiated experience for our fleet owners, managers, and drivers for clients to become the most preferred brand in the heavy commercial vehicle space, thus gaining market share?
How did we support:
- We suggested a Design Thinking approach to get the outcome:
- Step 1 – Setup & Planning (Objectives, CFTs formation from product strategy & planning, Sponsor orientation, challenge identification)
- Step 2 – Design solutions through 20-week research and DT journey
Journey outcome:
- Experience centre on wheels to showcase new features
- Training on wheels experience for drivers and fleet managers
- Project Infinite to manage all post-buy needs on a single screen (finance, insurance, breakdown, spare parts, end of life, etc.)
Benefits:
- Quantitative:
- Under assessment
- Qualitative:
- Better customer awareness of the features
- Post-sales experience improvement
