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CONSUMER GOODS

Automaker Improves Customer Journey With Chatbots


The Challenge

A large automobile manufacturer has big plans to drive digital transformation globally over the next 5 years. Its goal is to provide a seamless, personalized omnichannel experience to increase customer satisfaction and loyalty.

This included creating a best-in-class chatbot assistant to guide customers throughout their journey. It involved researching the types of vehicles that would suit their needs as well as moving them through the purchasing process and beyond. To accomplish this, the automaker needed a strong implementation partner with automotive industry expertise and an understanding of the needs of customers, the digital experience and what it takes to execute a successful rollout.


Our Approach

The Cognizant consumer goods technology team started by looking at the automobile manufacturer’s 2025 digital transformation goals, and then devised a roadmap with specific details on what it would take to create these capabilities and successfully roll them out to multiple countries globally.

We applied our six-dimensional framework to provide a strong backbone for executing this end-to-end omnichannel solution. This framework includes the following key elements: strategy, opportunity analysis, architecture and technology, people and skills, governance and organizational change management.

Leveraging Conversational AI to Adapt, Modernize and Scale

Our team partnered with the client to make further enhancements and provide additional use cases to the chat experience to support and guide customers throughout the car purchase process. Capabilities were implemented, piloted and tested in one country, and then the refined conversational agent went into live production. Next is the rollout to 16 additional countries in 13 different languages.

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13%

increase in Car Configurator users

5%

increase in interaction success

~3%

increase in conversion rate in the first few months


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