Angela Montacute, CEO of Digital Innk, explains how embracing digital technology can help drive customer satisfaction and retention.

Angela Montacute, CEO, Digital Innk

People love technology. Recent figures show that Brits spend over four hours a day on their mobile devices and download billions of apps. The computer in your hand keeps you connected to the world and makes it easy to buy anything from a holiday to a toothbrush and washbag to pack it in.

So, it comes as a surprise that many company car drivers still have to interact with their fleet managers through call centres or by post. While OEMs, such as Tesla, allow drivers to book a service, upgrade software and purchase accessories all through an app.

A recent survey by technology company Heady showed that 86% of users say they will be more loyal to a brand if an app offers the functionality they desire. Additionally, younger customers (16–34) are 19% more inclined to select mobile apps than older consumers (35+), setting the path for the future.

Making life easier for drivers through technology sits at the heart of Digital Innk’s design process. Users can already book SMR actions through their app and have the work approved and authorised, utilising advanced algorithms and machine learning, which will also find the nearest and most appropriate service centre.

In the future, connected vehicle data will automatically flag any repair issues, and the technology will automatically book the vehicle in for service and place a notification in the driver’s diary. It will drive a more convenient and efficient process for the driver and fleet manager. It will also optimise the amount of time a vehicle spends on the road.

The cost savings for fleet management are significant. In addition, increased automation and self-service by drivers will mean less demand on the time of customer-facing staff and free them up to tackle more proactive tasks.

The global market for fleet management software was estimated to be worth $17.5bn in 2021, and between 2022 and 2032, it is anticipated to reach $21.5bn. The growth is driven by a focus on greater efficiency and delivering a superior customer experience.

As the market is set to become more challenging over the coming months, it’s essential to look at what steps can be taken to turn content customers into vocal fans. The process begins by mapping each customer touchpoint throughout the life of a vehicle and understanding how the experience can be improved. It’s highly likely that technology will play a role.

Current technology platforms come with a wide range of native features. For example, geolocation to find services and in-app chat for live communication come with most things you need for day-to-day work. With ViSN, we set out to map the interactions across a vehicle’s lifetime and have built a platform that improves each touchpoint.

For any organisation that handles customer data, compliance procedures are essential. Ensure that all your technology partners share your rigour in managing customer data and their supply chains are also compliant.

There is a clear commercial benefit for companies that invest in this area. Forbes reported that 84% of consumers are more inclined to do business with organisations that offer self-service options. In contrast, American business guru Dan Pena said: “The best form of customer service is self-service. Constantly empower customers to get their own answers themselves.”

Arguably the most effective form of marketing comes from delivering excellent service. Customers are more willing to purchase, refer to a friend, join a loyalty club, or submit a favourable review if marketers focus on building their trust.

Technology is rapidly advancing, so it’s important to put customers and technology at the heart of any business planning. Technology moves quickly, but customer demands move faster, and only by having proactive processes in place to drive change will fleets continue to lead the industry in innovation and service.