CX in Automotive: 4 Reasons to Think Beyond the Screen

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Screens are problematic by nature.

It’s tempting to make a car’s infotainment center the focus of customer experience (CX) design, but great things are happening off-screen. Carmakers and OEM vendors deliver rich interactive services via in-car infotainment systems. The question is whether drivers want them to do that. Drivers don’t get behind the wheel thinking about their infotainment center. They think about where they want to go and how to get there.

Driving a better customer experience.

Enhancing customer experience in the auto sector is about intuitively understanding what drivers want—and delivering it to them when and where they expect it. A car’s technology should anticipate a driver’s need and satisfy it without being asked.

In this ebook, you will discover why it pays to think beyond the screen. Our subject matter experts will explain why you should widen your perspective beyond the infotainment center and how some of the most innovative driver-centric capabilities are happening off-screen. We have also included savvy tips for creating more intuitive driving experiences.


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