The challenge
A major European auto brand with a global presence found it difficult to effectively use the 21 digital touchpoints that its customers relied on during their buyer journeys. Having dealt with customers face to face or via traditional media during its 100-year-plus history, the automaker struggled to pull its digital messages into single customer conversations. As newer car brands entered the fray with full-fledged omnichannel strategies in place, the automaker realized it needed to up its game. Cognizant’s cross-functional expertise—covering deep industry domain knowledge, analytics, customer relationship management and cloud-based platforms—won the client over, and we stepped in to help.