Digital Transformation - The Use Cases: Automotive
Digital Transformation Use Case: Porsche
High speed and high quality: two elements that you will find both in Porsche's cars and in its business practices. In response to the ever-changing nature of customer expectations, Porsche has implemented a number of initiatives to keep up. In addition to attaining agile processes and services, it has also striven to maintain its exceptional and personal level of customer service. Various technologies have made this possible for Porsche, whose digital transformation affects all sectors of its business -- marketing, sales, customer service, and manufacturing.
Marketing, Sales & Customer Service
To start, Porsche launched a customer database so all of its customer data resides in one place, accessible everywhere. This flexibility affords Porsche a level of customer personalization that would not have otherwise been possible. Data analytics provides yet another means for Porsche to draw insights on its customers.
How does Porsche go from collecting data to using it? When customers configure but do not purchase a car, Porsche follows up with a personalized mailing piece using data from the customer's profile. This special treatment is reserved for those who are actually in the market for a car. Predictive analytics identify purchasing patterns to narrow down the customers that have the highest purchase likelihood. This ensures maximum marketing budget efficiency. Even better, the entire process is 100% automated.
Production
Production of its cars has also been streamlined -- no mean feat for a business with an international presence and over 70 affiliate companies. Without compromising on precision, Porsche's manufacturing facilities have been made more speedy and efficient. All inventories are eliminated, as are waiting times, leaving behind a perfectly coordinated process chain. Parts are delivered hourly and are tracked in real-time, so any short-notice changes can still be incorporated smoothly. This allows customers to change their car specifications until the last minute, which is the ultimate level of personal attention.
The Future
Porsche has lived up to its name with its high-speed, high-quality business practices. The company remains on the lookout for more ways to maintain an edge on its competition. With the understanding that car ownership is an experience, Porsche hopes to cultivate a lifelong relationship with its customers. Next, Porsche is looking into predictive maintenance, so its customers can enjoy an even better experience. This attitude of constant improvement can account for much of Porsche's success and serves as an impressive example of what businesses can achieve with digital transformation.
Stay tuned for further use cases.
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Digital Transformation, Part 7: The Outlook
Digital Transformation, Part 6: Examples of digital transformation done right
Digital Transformation, Part 5: Transformation by Industry
Digital Transformation, Part 4: The Role of Leadership
Digital Transformation, Part 3: The Building Blocks