Hyundai steps on the gas pedal for digitization of the customer lifecycle

Hyundai car and woman in front of a house

IBM iX helps Hyundai digitise the entire customer lifecycle. With a unified pan-European digital experience platform for marketing, sales, and loyalty based on Adobe Experience Cloud, the Korean automaker is now perfectly positioned for the transformation of the automotive industry.

Hyundai is one of the world’s largest car manufacturers and an absolute pioneer in the field of alternative drive systems. From the first contact with the brand to personalised offers for drivers, the digital channels are to make a significant contribution to meeting the innovative brand positioning and increasing customer expectations.

Adobe-powered customer experience transformation across Europe

Previously, Hyundai did not have a unified digital platform in Europe. The challenge was to create a consistent brand experience while meeting the different requirements of the markets. For customers, the aim is to create a seamless experience across all devices and all digital touchpoints. For the markets, the high administration effort caused by the previous systems and diverse technologies should be reduced.

But the new web presence is just one building block. Just like the myHyundai customer portal, it will be integrated and orchestrated as part of the overall digital ecosystem. With dialog options and functions such as the Car Configurator, it is intended to increase sales and become the central point of contact throughout the entire customer journey.

A consistent digital brand experience

Scalable websites for the markets

A design that generates leads! The websites for the individual markets offer a consistent look, interaction options such as video chats and sign-ups for test drives. And the smart CMS keeps content creation efforts low.

Three smartphone screens with the Hyundai website


The Car Configurator – making car shopping fun

Developed with a mobile-first approach and successfully tested: The Car Configurator is intuitive to use and already directly connected to online sales and dealers in selected markets.

Laptop-Screen showing the Hyundai Car Configurator


myHyundai: the individual customer portal

Whether as a website or an app – myHyundai offers personalised content and services and thus real added value for drivers. This is made possible by the integration of specific vehicle data based on the services requested by customers.

Overview of the customer portal on pad and mobile

Adobe Experience Manager as a new cockpit for the digital customer experience

Integrating digital touchpoints is key for a seamless customer experience. IBM iX analysed the requirements in detail and created the technological basis with Adobe Experience Manager (AEM).

AEM is perfect for implementing large, international projects. Whether content management, digital asset management or social collaboration – each country organization can address its customers personally and contextually across all marketing channels. But it’s not just technology that’s important for a consistent customer experience, it’s also a scalable design approach: that’s why our contemporary digital design is flexible and can be easily applied to new features and touchpoints.

By using analytics tools, measures can be reviewed and optimized at any time.

“With our flexible mobile-first web architecture, we have created the technical prerequisite for sustainable digital customer experiences for the Hyundai brand. From media and marketing automation to online sales, we have many variable modules at our disposal at different touchpoints in the respective markets.”

Andreas-Christoph Hofmann
Vice President Marketing & Product Hyundai Motor Europe
Screen with a man at the wheel of a Hyundai car

Consistent yet individual: on the fast lane with one central platform

Customers across Europe are now interacting with the Hyundai brand through consistent digital touchpoints – IBM iX created a state-of-the-art digital platform for marketing and sales for this purpose. The focus was on user-centric design and a mobile-first approach to increase engagement.

For Hyundai, the unification of the digital ecosystem also eliminates friction between different technical systems. For example, the car manufacturer can better keep track of its customers’ data. And the users? They seem to like it: the time spent on the website has increased by 50%, use of the Car Configurator by 45% and requests for test drives by more than 60%.

Hyundai is now on speed of the digital transformation race.

Hyundai car from behind on wet road surface
Several screens with sections of the Hyundai website


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