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The state of CX in the automotive industry: 2021

The car buyer’s journey is rapidly shifting away from brick-and-mortar in favor of digital, and the events of 2020 have only accelerated this digital transformation.

As a result, it’s more important than ever for automotive brands to deliver excellent and consistent customer experiences (CX) across the customer journey on their digital properties, whether it is on their websites or across their social media profiles.

In this report, we share social media data and research findings to identify key trends and insights facing the automotive industry today to help your brand deliver top-notch, empathetic experiences at every stage of the customer journey.

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Key findings

  • Recent research shows that car buyers (and dealers) are favoring a more digital car buying process, particularly following the events of 2020.

  • The role of emerging tech and social media in the customer journey only continues to grow, as car shoppers and owners’ preferences become more digital.

  • Emplifi data shows that, expectedly, Photo and Video posts rank #1 and #2 in terms of usage and median engagement rate on car brands’ global profiles on Facebook. Although, data suggests that Facebook Live and Polls may be underutilized as content types to build engagement with their audiences.

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