Consumer Journey Engagement Evaluator

A tool for assessing customer engagement stage by stage, built on a sector benchmark of the eight stages of the automotive consumer journey. Each brand's engagement was measured through a quantitative study of more than 600 respondents, making it possible to distinguish what stems from the brand itself from what stems from the sector as a whole.

Consumer JourneyCustomer engagementSector diagnostic

2journey stages identified as strategicvs. control

Step 1 Observe, analyze, auditDefining the sector benchmark and the 8 stages of the automotive consumer journey; interviews with over 600 respondents.

Step 2Define main goal and northstarIdentify where customer engagement genuinely drops across the whole journey.

Step 3 Key ResultsEngagement scores by stage, brand by brand and sector by sector — the signal that revealed two clear break points.

Step 4 Set up PrioritiesAcross 8 stages, 2 strategic workstreams concentrate most of the sector's weakness.

step 5 ExecutionThese two workstreams become the basis for the brand's operational recommendations.

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