Initiating the new s-curve of auto driver ecosystem
17 million car drivers and 21 million motorbike drivers are an opportunity for business growth in the auto industry. To Expand market share, decide on building an ecosystem service and platform that serves driver’s needs in their life cycle which will increase brand new touchpoints and be able to scale. GO by Krungsri Auto is a car owner lifestyle app that uplift business to digital service with the delightful auto driver experience.
Instead of rushing to build an outside-the-box app, Krungsri Auto decided to not look over their existing customer who they have the right and the responsibility to serve. The focus was prioritized based on the frequency and impact of current customers’ pain points which narrowed down the focus to customer services and digital payment.
Listening to customer.What do data and insight told inside the auto owner lifecycle?
Being a car owner is a tough journey which is overwhelming by exploding of complex issues during 3-10 years. Moreover, it becomes worst when you are new to them.
Diving deeper into data and insight with 3 groups of relatives; existing customer, regular car owner, and operation team who are responsible for direct contact with a customer. By using mixed-method research and data to inform the size and impact of pain points, hence help us shape focused direction and cases priority.
Visualizing interconnection of data points from various customer service channels in a funnel of incoming requests. Giving us an opportunity to solve over 80% of the help needed issues allows us easier to design the strategic solution to deal with pain points at each level. However, once a customer falls into the deepest level, with the help of human interaction, customer service becomes more effectively solve a problem.
Exploring auto owner behavior, we learned payment discipline and they are constrained across novice to expert users (in this case; the worst and the great discipline) cross with tech-savvy which we map knowledge in insight wall.
Plotting the big picture of good and bad customer help us define the user segmentation with an adoption curve which we further shape the focus and strategic plan research with test coverage.
The testing result was quite satisfactory, therefore it was impressed by users in terms of features that solve overtime issues. Nevertheless, there are some areas (below samples) that we, unfortunately, cannot respond to their needs and our product vision as mentioned. So, we still put them on the roadmap for future improvement.
Expectation is very high on interaction and performance which we unable to parallel build in a short period of development time
Limitation of provided information and permission from tech legacy which some of them we cannot breakdown as user want to know like very specific bill payment, some particular payment method
Dependence in a business negotiation with internal parties and other banks. So that, we continuously progress as expectation
Experience delightful auto owner lifecycle fulfillment
Fully-taking control over the auto routine in lifetime via digital services anywhere, anytime.
Providing end-to-end auto financial services and auto routine solutions for your automobile(s). Enjoy daily privileges to serve every moment along your journey.
Supporting the entire auto owner lifecycle from the beginning until getting the new one with full-brands services like PromptStart, Loan payment, Krungsri Auto Broker, Car4Cash, and other auto-related services.
Tracking any steps of your automobile with loan profile inquiry and convenience with digital documents and source of truth accessibility for all registered automobiles within one app.
