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Adapting and diversifying Cupra's existing customer journey in the fast-changing automotive industry

24/10/2024

Summer Semester 2024 / Porsche Holding

EXECUTIVE SUMMARY

In the fast-changing automotive industry, having the ideal customer journey is crucial to gain a competitive edge. However, each generation has different needs when it comes to the different touchpoints of the customer journey, which makes it necessary to adapt and diversify the existing customer journey in order to cater to the specific requirements of each generation.

Goal

Our primary goal is to understand and address the evolving needs of Gen Z, X and Y in the customer journey, focusing on enhancing the customer experience for CUPRA. Ultimately, we seek to deliver tailored, actionable recommendations to meet the specific needs of each generation, ensuring a cohesive brand experience and flexibility in the customer journey that every generation enjoys.

Methodology

We started by conducting a status quo analysis about CUPRA’s existing customer journey, where we decide to split brand awareness from the customer journey. We then conducted an extensive survey over 10 weeks with 132 participants to find out the generation’s needs. At the same time, we conducted a best practice analysis. Lastly, we tested our preliminary recommendations based on the survey and best practices in expert interviews in order to provide a final recommendation that stems from our gap analysis.

Results

Based on our research, we provide strategic recommendations to enhance CUPRA's brand awareness and customer journey phases, focusing on cross-generational strategies. For brand awareness, leveraging Instagram and TikTok to highlight CUPRA’s sporty and innovative image through high-quality, interactive content is key. In the information phase, a model comparison tool and AI-powered assistance on CUPRA's website can streamline research and provide personalized recommendations. During the contact phase, driving experience days and VR experiences at dealerships will engage customers with the brand and its features. The purchase phase can be enhanced with a chatbot offering real-time assistance, while the handover phase benefits from a tracking system and AR experiences for better customer orientation. Post-purchase, an AI-supported support center and free video check services improve after-sales service and customer satisfaction. Finally, loyalty programs with rewards and exclusive events will foster customer retention and brand advocacy.

Cooperation Partner

Contact Person

Student Team

  • Julius Brückl

  • Federico Lilgenau

  • Maximilian Schmitt

  • Larissa Petermaier

  • Melissa Preminger

  • Simon Priller
     

Project Manager

  • Caroline Fabian, M.Sc., M.Sc.

  • Melina Mazzucato, M.Sc., M.Sc.

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