Evolving identity beyond the “who” to enable the “how”

News coverage continues to focus on the dramatic changes that have buffeted the automotive industry over the past few years. Inventory shortages, supply chain fragility and technology disruptions ranging from increasing electrification to the digitization of the retail experience are combining to substantially reshape consumer expectations.

In the face of these changes, one ongoing priority has become even more crucial for manufacturers (OEMs), dealers and other industry players: the need to establish solid, long term relationships with consumers that build trust. This generates increased brand loyalty to OEMs and dealers and delivers benefits to both the consumer and the business alike.

Establishing such relationships requires consistent delivery of all the hallmarks of superior customer service, from friendliness and respect to accessibility and transparency. Maintaining them requires accurate data. And that involves access to the kind of detailed identity intelligence provided by resources such as Experian Identity — an integrated suite of identity solutions, products and services that employs the company’s sophisticated information technology systems and vast accumulation of consumer data to enable businesses throughout the automotive industry (as well as businesses in a variety of other fields) to engage with consumers on a more perceptive, personalized basis.

The importance of “Who”

For years, identity was built on the concept of “who.” “Who” is in-market for a new vehicle? “Who” is ready for their next service appointment? “Who” is actually buying the car?

The “who” is foundational to an OEM, dealer or lender’s relationship with consumers. It is extraordinarily valuable — and has only become more essential as the industry continues its swift transition toward digitalization. Such information helps to ensure smooth and efficient interactions between an automotive business and its customers. It enables companies to safeguard consumers’ identity, protect their privacy and diminish the risk of fraud. It allows manufacturers and dealers to keep track of current vehicle ownership, a crucial attribute when there's a need to notify owners about a product recall, among other benefits.

By providing a solid understanding of each person’s distinct interests and concerns, identity data helps dealers build positive relationships with consumers on a long-term basis. Basic identity intelligence tells you who the customer is, where they live and what they are driving.

Evolving to the “How”

But sophisticated identity resources, such as Experian Identity, can also help you take your customer relationship a step further; it can tell you “how” to best engage current and prospective vehicle shoppers. This includes vital information on such things as their behavioral data, communication preferences, credit history, household attributes and other details that can enable communications strategies that will resonate with their unique world view.

For example: while some consumers prefer email or direct mail communications, some prefer to be reached via text or even social media. Identity intelligence can shed light on what messages, media and timing will likely be most persuasive with a given consumer. Approaches such as a focus on local community ties, luxury status or celebrity endorsements are just some of the many communications strategies that are best informed by secure and private consumer preference profiling.

Every successful dealer understands the value of communicating with consumers regularly and effectively. A never-ending priority is helping persuade an automotive buyer to rely on the dealership for ongoing service requirements. Another is connecting with past customers whose lease agreement or loan is ending soon, or who have positive equity. One clear advantage of identity-related information comes in alerting dealers who else in the marketplace match these criteria to equip them to pursue these new prospects, along with the best communication channels and messages to reach them.

Manufacturers, dealers and others throughout the automotive industry need to respond to identity challenges and opportunities with interconnected technologies, products and services that can help provide an optimal experience for their customers. Experian’s long history in managing comprehensive data has enabled the company to devise technology solutions that work across every aspect of identity, from decisioning and fraud prevention to marketing, advertising and customer relations — all while ensuring strict regulatory compliance. Experian Identity is further evidence of the company’s ongoing commitment to helping automotive clients not only identify the “who” but help them understand “how” to best reach consumers.