Whether they’re buying a car or getting their vehicle serviced, customers want to be treated like people. In a field as high-stress as the automotive industry, the value of having someone know your experiences, your needs, and your pain points simply cannot be overstated. When it comes to buying something as important as a car — the vehicle we drive to work in, take on vacation, pick up our kids with — that human touch makes a world of difference. That’s the power of first-party data: it lets your customers tell you their story, in their words, so you can meet them where they are.

But while it’s easy to talk about how important first-party data is, collecting it, analyzing it, and utilizing it is a much trickier proposition. Businesses in automotive and manufacturing have historically struggled to take advantage of first-party data, largely because they lack the tools to do so. If the automotive industry wants to deliver a better, more personalized experience to their customers, they need effective digital technology.

In this episode of Transformation @ Work, we’re talking about first-party data: Why it’s so important for businesses in manufacturing and automotive, the hurdles these businesses face in collecting it, and how Salesforce can facilitate that process and deliver a more personalized customer experience.

Key Ideas
04:21: What makes first-party data so valuable to businesses in manufacturing and automotive?
06:00: How manufacturers can use first-party data to personalize the marketing and service experience for customers
07:49: Why the automotive industry has historically struggled to take advantage of first-party data
09:41: The major value proposition for dealers and OEMs in leveraging first-party data
11:53: Strategies for collecting first-party data, and how digital tools can facilitate that process
13:38: The unique challenge of collecting first-party data when selling through third-party intermediaries
15:31: Tips for building a data flow that supports the gathering of first-party data from multiple sources
17:00: How Salesforce supports the collection, tracking, sharing, and utilization of first-party data
18:56: Specific ways manufacturers can leverage Salesforce to collect first-party data and use it to personalize the customer experience

Guest Bios
Anandhi Narayanan, Senior Vice President of Strategy and Business Transformation in Manufacturing, Gerent

Anandhi brings over 17 years of experience in manufacturing, not just with technology, but with the people and processes that can lead to meaningful change. During her tenure in IT, she led digital transformations for finance, supply chain, operations and sales operations. For the past 4 years as a consultant, she has directed cross-cloud implementations, driving strategy and thought leadership for supply chain organizations across the Salesforce ecosystem.

Nikhil Bhatia, Automotive Practice Lead, Gerent

Nikhil brings over 11 years of experience in mechanical engineering, business consulting, digital strategy, and a lifelong passion for cars, to his role as Gerent’s Automotive Practice Lead. This background gives him unique insights into the challenges the automotive industry faces as it relates to first-party data, and how Salesforce can help companies deliver a best-in-class customer experience.

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