By Michele Esposito, Global Solutions Director, Consumer Engagement
By Michele Esposito, Global Solutions Director, Consumer Engagement
In an age where cars can talk, why are so many customer conversations still stuck in the past? Traditional, predictive customer contact models, built on static data and generic triggers, are increasingly ineffective in today’s connected vehicle landscape. They often result in irrelevant outreach, low engagement, and missed opportunities to build trust and drive service revenue.
Research reveals that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. And in automotive aftersales, this expectation is amplified by the growing availability of connected vehicle data. Yet many OEMs and dealer networks are not fully leveraging this data to create timely, relevant, and human-centered service experiences.
The need for real-time, needs-based communication
To overcome these challenges, the industry must embrace a more intelligent, proactive data-driven approach that integrates real-time connected vehicle data with CRM systems and empowers human consultants to act only when service is genuinely needed.
This model shifts the focus from prediction to precision. By using live data from connected vehicles, brands can identify actionable alerts, such as oil quality degradation or urgent maintenance needs and route them directly to trained consultants. These consultants can then engage customers with context-aware conversations that validate the alert, explain the next steps, promote the brand promise and offer convenient booking options.
This approach not only improves the relevance of each interaction but also respects the customer’s time and builds trust through transparency.
The need for real-time, needs-based communication
To overcome these challenges, the industry must embrace a more intelligent, proactive data-driven approach that integrates real-time connected vehicle data with CRM systems and empowers human consultants to act only when service is genuinely needed.
This model shifts the focus from prediction to precision. By using live data from connected vehicles, brands can identify actionable alerts, such as oil quality degradation or urgent maintenance needs and route them directly to trained consultants. These consultants can then engage customers with context-aware conversations that validate the alert, explain the next steps, promote the brand promise and offer convenient booking options.
This approach not only improves the relevance of each interaction but also respects the customer’s time and builds trust through transparency.
Real change demands more than good intentions
Implementing this model requires more than just technology, it’s a mindset change. It demands a coordinated strategy that brings together:
When these elements align, the results are compelling. Brands that have adopted this approach have seen a 18% increase in conversion rates compared to traditional predictive methods.
Beyond conversion, this model also improves dealer efficiency by filling service bays with high-quality leads, reducing idle time, and enhancing workshop planning. And perhaps most importantly, it strengthens customer trust by ensuring that every interaction is timely, relevant, and respectful.
Real change demands more than good intentions
Implementing this model requires more than just technology, it’s a mindset change. It demands a coordinated strategy that brings together:
When these elements align, the results are compelling. Brands that have adopted this approach have seen a 18% increase in conversion rates compared to traditional predictive methods.
Beyond conversion, this model also improves dealer efficiency by filling service bays with high-quality leads, reducing idle time, and enhancing workshop planning. And perhaps most importantly, it strengthens customer trust by ensuring that every interaction is timely, relevant, and respectful.
Smart service takes more than smart tech
The automotive industry doesn’t suffer from a lack of data, but instead a lack of timing, relevance, and trust. In a world where vehicles can signal their needs in real time, the real challenge is knowing when and how to act on the information being made available. Intelligent, human-led outreach is the difference between being part of the customer’s journey or not. But getting it right isn’t easy. It demands more than a new tool. It requires a new mindset, one that blends data with empathy, automation with judgment, and speed with purpose. Something that is difficult to automate without human intervention.
The future of service lies not in more contact, but in better contact. And while the path forward is clear, it’s not automatic. It takes intention, integration, and insight.
At MSX, we believe in building that future through solutions like MSX Connected Vehicle Care.
Smart service takes more than smart tech
The automotive industry doesn’t suffer from a lack of data, but instead a lack of timing, relevance, and trust. In a world where vehicles can signal their needs in real time, the real challenge is knowing when and how to act on the information being made available. Intelligent, human-led outreach is the difference between being part of the customer’s journey or not. But getting it right isn’t easy. It demands more than a new tool. It requires a new mindset, one that blends data with empathy, automation with judgment, and speed with purpose. Something that is difficult to automate without human intervention.
The future of service lies not in more contact, but in better contact. And while the path forward is clear, it’s not automatic. It takes intention, integration, and insight.
At MSX, we believe in building that future through solutions like MSX Connected Vehicle Care.