The Honda Customer Journey

Sales Process

There are certain tasks that need to be completed during the purchase.

Customer Expectations

Today’s customers have five key expectations for that purchase process.
  • Personalized Experiences
  • Transparency
  • Simplicity
  • Control
  • Seamlessness

Greeting and Needs Assessment

Consider:
  • Where is Mike in the purchase process?
  • What are specific questions for prospective EV purchasers?
Activity
  1. Review Mike Tyler’s customer profile.
  2. Work with your group to brainstorm best practices for your assigned step in the process.
  3. Add in-person tactics on the side of the board; add online tactics to the other side.

Vehicle Walkaround

Best practices for this step:

Activity

  1. Review the Martins’ customer profile.
  2. Review best practices for sharing content from the Honda Digital Storybook.
  3. Brainstorm stories to share with the Martins.

Test Drive

Considerations for this step:

Virtual Test Drive

Activity

  1. Review Anna Suarez’s customer profile (if necessary).
  2. Draft a text or email to Anna with a story and resource she may be interested in.

  3. What if Anna was shopping a Honda Prologue?

Delivery

Delivery is the ideal time for meeting all five expectations:
  • Creating a Personalized Experience
  • Showing Transparency
  • Focusing on Simplicity
  • Keeping the customer in Control
  • Making the process Seamless, whether it’s in-person or virtual
Give a man a fish and you feed him for a day. Teach him how to fish and you feed him for a lifetime. – Lao Tzu
  • Key areas to cover
  • Specific EV considerations
  • Second deliveries
Activity: Virtual Second Delivery Demonstration
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