The automotive industry has been turned upside down. Not just by electric driving or Tesla. Car buyers have also changed completely. All companies in this industry need to take this into account, particularly in their personnel policies. For dealerships and other sellers, understanding customers and helping them think through their options has become increasingly important. HRM can help with this by paying more attention to employees’ experiences and skills.
Upheaval in the automotive sector
Our economy is running at full speed, but for many automotive companies it is currently a case of adapt or fail. The automotive world is changing at lightning speed. Major car brands regularly go bankrupt (think of Saab, Rover or Alfa Romeo Nederland). Within the Netherlands, it is mainly dealership organisations that are facing bankruptcies and acquisitions. The rise of online sales is also affecting car sales in showrooms. Showroom customers have also become more fickle and less predictable.
In the past, ‘the car buyer’ was often a man with a passion for speed, attractive buttons and horsepower. Today, customers are increasingly looking for a ‘mobility solution’. That is not necessarily a car. The decision-maker is also increasingly a woman. It has become ever more important to understand customers well, keep them well informed and help them think through their options. And this works much better when employees enjoy their work and have the right competencies and knowledge. This presents an important challenge for HR professionals.
More attention to employees at automotive companies
Customer satisfaction has always been a crucial cornerstone of the automotive industry. It is also an important factor in assessing dealership performance, which is used, for example, to determine dealer bonuses.
But it is no longer just about customer satisfaction and the customer experience (CX). Employees’ happiness at work and their skills are also becoming increasingly important. In this sector, a better CX depends very strongly on the employee experience (EX). And that is before we even consider the growing staff shortages, which make the ability to attract and retain employees with the right skills increasingly important as well.
Immediate action points following measurements
To maintain a clear view of staff members’ growth potential, experiences and satisfaction, companies in the automotive supply chain conduct a relatively large amount of research into employee experiences. A modern measurement platform (such as GrowPromoter) makes this highly accessible and continuous. This allows HR professionals and other users to make swift adjustments whenever needed to keep staff skilled, motivated and well developed.
The action points emerging from these EX measurements can vary greatly. On one occasion, they may provide valuable input for coaching or a development discussion with an employee. On another, they may prompt someone to take a training programme or course, for example, or to further develop certain soft skills. One major difference compared with the past is that organisations can now take action immediately. They no longer have to wait for the results of their ‘employee satisfaction survey conducted every two years’. And it is precisely this speed and ability to respond quickly that companies in this sector need.
Interested in finding out more?
Would you like to know more about satisfaction surveys among employees, customers or both? Or about the possibilities GrowPromoter offers your organisation? Feel free to ask us your question directly, with no obligation.
