[Speaker Interview] With Jivesh Juneja, Customer Journey Director at Nissan Motor Corporation

How do you define personalisation in the context of complex customer journeys, and what key elements are necessary to make it effective for a diverse brand like Nissan?

"Customer journeys for buying a car can be quite complex. When we do an analysis of the various steps we see that customers take 1000s of journeys across multiple channels. The decision making is often offline and offsite. We notice that the Tier 1 there are two major reasons why customers come to the platform. 1 they want to explore options or they know what they want and are confirming. These behaviours are distinct and can be captured. For customers who are exploring we would like to support them with taking the next step. For customers who know what they want, (serious buyers) we would like to give them recommendations for upselling and cross selling."

What are the critical pre-requisites for implementing scalable personalisation, particularly in industries like automotive where customer needs and expectations are rapidly evolving?

"The automotive journeys don’t have that many visitors and as a result it is harder to have personalization at scale for areas of the platform that have very few visitors. A thumb rule is 1000 visits per day. That is the number one pre requisite. No. 2 is the access to user level behaviour and having the right tools implemented to serve AB tests."

How has Nissan successfully harnessed customer data and analytics to tailor both online and offline journeys? Can you provide an example where this approach significantly improved customer satisfaction?

"We connected online and offline journeys with a project called dealer hint card. This provided insights to dealers to get insight to personalize offline journeys based on online data. It resulted in reducing the time to sales by 6 days and the improved conversion rate by 6% at the offline channel."

When managing complex customer journeys, how do you address the unique challenges of navigating and personalising customer paths to enhance overall satisfaction and engagement?

"First step is to ensure you have measurement to understand the customer satisfaction in areas where customers may not give you explicit measurement. Second is to have a hypothesis driven approach of solutions that will improve the experience. Third is to have a continuous improvement process to deliver these changes."

What conversations are you most looking forward to at the Personalisation Summit?

"Looking to learn from peers about CDP deployments and practical challenges faced while implementation."

Join Jivesh and other industry leaders at the Personalisation Summit this November to explore cutting-edge strategies, share insights, and discover how leading brands are leveraging data-driven personalisation to transform customer experiences and drive business growth. Download the event agenda here. Don’t miss the chance to network with industry experts and gain actionable insights that will help your organisation stay ahead in today’s competitive landscape!

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