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Leader Spotlight: Optimizing the user journey for automotive customers, with Biren Shah
- Biren Shah, former VP at J.D. Power, discusses optimizing the user experience in automotive retail.
- He led initiatives to map the complex customer journey across various digital touchpoints.
- J.D. Power built an omnichannel platform integrating data from OEMs and providers for comprehensive analytics.
- Analyzing data revealed insights like dealers not following up on leads properly affecting conversions.
- Behavioral indicators like repeat visits and use of funnel tools were predictive of buyer readiness to purchase.
- A buyer intention engine using machine learning helped identify potential buyers based on behaviors.
- Personalized incentive offers targeted high intent, on-the-fence shoppers, boosting conversion rates.
- Best practices include robust customer journey mapping, validating hypotheses through testing, and real-time decision-making.
- Shah led the end-to-end redesign of a new customer portal at J.D. Power to address increasing complexity and customer needs.
- Challenges included adapting platform strategy for widespread adoption without losing product cohesion.
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