Digital Strategy

The Customer Experience Inflection Point | Article 4 | The Dealership Website Is Becoming a Flyer Why inventory, offers, and lead forms are no longer enough to create a digital destination The dealership website is not disappearing. It may be becoming something more dangerous. Ordinary. Most dealership websites still perform the functions they were built […]

The Customer Experience Inflection Point | Article 3 | Compliance Should Protect Customers. Not Punish Them. Why trust infrastructure should be rigorous, understandable, and almost invisible A dealership customer should not have to choose between protecting their privacy and using the dealership website. They should not have to surrender every available consent preference to watch […]

The Customer Experience Inflection Point | Article 2 | Marketing Isn’t Broken. Customer Experience Is. Why dealership marketers spend their days managing the machinery instead of designing the journey Not long ago, I argued that 90% of automotive “marketers” are not really marketers—and may not particularly want to be. They have become vendor managers, feed […]

The Customer Experience Inflection Point | Article 1 | How We Accidentally Broke the Dealership Customer Experience The rational decisions that created an irrational journey We did not break the dealership customer experience because we stopped caring about customers. We broke it because we kept solving important problems one at a time. Dealerships needed more […]

The Customer Experience Inflection Point | Hub Article | Why We’ve Spent a Year Talking About Content… When This Was Always About Customers Why We’ve Spent a Year Talking About Content… When This Was Always About Customers For more than a year, we have written about Human Signal, visible expertise, creator culture, distributed presence, AI […]