Mario Carranza: The automotive industry has focused on innovation in car production over the years. It is currently facing a paradigm shift in mobility driven by digitalisation. In the next 10 years, the great challenge for the sector will be to reform access to cars. We have discovered that, for the most part, people are not looking for cars as a product, but rather for mobility itself. Digitalisation has undoubtedly driven the change in mentality that has made the automotive sector face this challenge.
W: What mobility challenges do you see in the countries where you work? Are they the same in Spain as in the rest of Europe?
MC: The automotive sector is currently facing the same challenge globally. There are 1.4 billion cars in the world. 90% of these are financed, which produces 5 trillion euros of financing debt in circulation. If you add to this maintenance, petrol, taxes and so on, it amounts to 10 trillion euros.
In the next 10 years, car ownership will fall dramatically by 80%. We see that access to cars is beginning to undergo a radical change and this not only affects Spain or Europe, but the rest of the world. The mentality that has been applied in other verticals, such as Spotify with music or Netflix with cinema, will be adapted to the mobility sector. This is the great challenge that is currently presented globally.
W: How are you facing the challenge of omnichannel to indonesia phone number data generate a full experience before, during and after your customer's journey?
MC: From the beginning, we have had a simple approach based on the premise that the user is “God.” It is integrated into our company culture and the environment that surrounds us every day. For us, the challenge is not omnichannel, but to demonstrate the impetus in our way of doing things. The important thing is that the devotion to the customer is breathed in from within and that this flows naturally towards our community.
W: Since your business model is based on the use of a mobile app, what role do other tools play in unifying the customer experience?
MC : We have an app and a website, where we manage 60% and 40% of traffic, respectively. Additionally, we use different tools such as email, telephone or CRM. For us, they are vital, as they allow us to maintain direct contact with the user in a fast way, something that would not be possible through other, more innovative channels. It is clear that users demand efficient responses in a short time and these tools allow us to do so. The telephone allows us to transfer the efficiency and speed of the digital world to the traditional world.