In an effort to enhance digital touch points, the leading automotive company leveraged an app to engage customers and deliver after-sales service.
Challenge
Honda’s enduring reputation as the top foreign car maker in Malaysia has persisted for 10 consec-utive years — a record they intend to keep by maintaining stellar customer service through the rel-evant channels. Car owners typically service their car 3 times a year, with bookings made over the phone.This approach was labour intensive and cumbersome for customers who may have trouble keeping track of their service records. The lack of a streamlined approach resulted in fragmented delivery of after-sales services. From 2018, Honda embarked on a digitalisation journey to en-hance customer experience on its digital platforms. The 5-year roadmap seeks to increase and im-prove digital touch points that could manage the varied after-sales services on offer
Solution
A consolidated platform was created for service bookings, cost estimates, and product notifications on the HondaTouch mobile app. Honda customers can stay connected with their Honda dealers at a touch of their fingers while on the go. The app provides users with a seamless and convenient experience to access after-sales services, including service status and history, roadside assis-tance, pre-booking, and insurance renewal reminders among others.
Outcome
HondaTouch was warmly received by Honda customers, with more than 100,000 downloads in the first 3 months of its launch and more than 10,000 service bookings received. Service timeliness and frequency improved with the availability of app bookings that tapped into system automation and reduced dependency on phone bookings. The strength of the mobile app alone transformed Honda’s customer experience to become more streamlined while providing a refresh to an out-dated customer service system. The new mobile app was an important part of Honda’s digitalisa-tion strategy, placing the brand at the apex of convenience and elevated car ownership.