Hyundai Motors Europe Customer Channel Integration (CCI) Preparation
CLIENT
DATE
SERVICE
INDUSTRY
Hyundai Motor Company
2024.05 ~ 2024.08
CXUX Consulting
Automotive & Mobility
Hyundai Motor Group launched a Customer Channel Integration (CCI) research project for Hyundai Motor Europe as part of its global digital customer channel integration initiative. This project aimed to ensure a consistent experience across markets by leveraging insights from Korea’s digital customer channel operations. The key objectives were to integrate digital touchpoints across Hyundai, Kia, and Genesis brands, enabling customers to utilize web and app-based platforms more effectively while maintaining alignment with the global digital strategy and enhancing operational efficiency.
Hyundai Motor Company is a global leader in mobility, innovating with eco-friendly technologies like electric and hydrogen vehicles. It focuses on digital transformation to enhance UX/UI across global websites and in-car services for a seamless customer experience.
Objectives of Identifying European Digital Customer Channels
This project was initiated with the key objective of conducting an in-depth analysis of Hyundai Motor Europe’s digital customer channels and assessing their potential integration into a global unified platform. The core of the project involved a meticulous examination of the digital services and channels operated by Hyundai’s European subsidiary. Based on these findings, strategic insights were derived to shape the global Digital Customer Experience (DCX) strategy. A critical aspect of this initiative was the precise understanding of the European market’s characteristics and the application of the RACI (Responsible, Accountable, Consulted, Informed) model to clearly define the roles and responsibilities of each department. This approach enabled a concrete evaluation of the feasibility of expanding into a global integrated platform. Beyond a simple status analysis, this project marked a significant first step towards global digital transformation, laying the foundation for future improvements in digital customer experience.
Identifying Customer Touchpoint Issues through Preliminary Surveys
The first phase of the analysis involved a detailed examination of the services provided via websites and mobile apps in Europe. Each service’s features were meticulously reviewed to anticipate various customer interaction scenarios. These insights were then used to develop a structured preliminary survey, which was distributed among different departments and stakeholders within the European subsidiary. By collecting responses, key customer touchpoint challenges were identified, allowing for the formulation of potential solutions. The survey findings were instrumental in understanding the roles of key stakeholders in service operations and refining the initial hypothesis regarding workflow processes. This structured approach helped comprehensively map the operational flow of digital customer channels and establish a crucial foundation for evaluating their expansion into a global platform.
Survey Layout (Saltcake, 2024)
In-depth Analysis through On-site Workshops
Saltcake actively participated in an on-site workshop held at Hyundai Motor Europe’s headquarters in Frankfurt, Germany, to conduct a thorough analysis of digital customer service operations. This week-long workshop consisted of multiple sessions, each dedicated to a specific aspect of digital service operations. Separate sessions were conducted for web and app services to ensure a comprehensive and detailed analysis.
Key sessions focused on understanding each team’s responsibilities, ongoing projects, and how their services are structured to optimize customer experience. Additionally, special attention was given to identifying pain points and areas requiring resolution. Using a structured interview questionnaire prepared in advance, further insights were gathered on operational workflows, interdepartmental collaboration, and partnerships with third-party vendors. The governance study applied the RACI model methodology to define the relationships between different functions clearly. This enabled a precise definition of roles and responsibilities within the digital customer channels of Hyundai Motor Europe, leading to significant insights into service operations and collaboration structures.
Defining Roles and Responsibilities Using the RACI Model
The effective operation of digital services necessitates clear role and responsibility definitions for different departments to ensure seamless collaboration. The RACI model was employed to systematically manage tasks and eliminate ambiguity in ownership, ensuring a streamlined workflow. By explicitly distributing responsibilities, the model provided clarity and optimized interdepartmental collaboration within digital service operations.
Application of the RACI Model
The RACI model was primarily utilized during the project’s initial analytical phase, providing a structured approach to defining departmental roles and responsibilities based on current operational workflows. It was instrumental in identifying redundancies and gaps within existing processes and suggesting improvements. Furthermore, as part of the to-be plan, the model played a vital role in optimizing future service operations, redefining task ownership, and ensuring smooth collaboration between departments. This structured approach minimized operational inefficiencies and facilitated flexible adaptations to future changes and expansions.
RACI Model Role Definitions
Responsible (R): The entity responsible for executing specific tasks and directly managing service operations and improvements (e.g., teams handling service management and user experience enhancement).
Accountable (A): The decision-makers who oversee the strategic direction of digital channels and approve key operational changes.
Consulted (C): Experts providing advisory input during critical decision-making processes (e.g., legal, marketing, and IT departments).
Informed (I): Stakeholders who receive updates on ongoing work and provide feedback as necessary to ensure overall project awareness.
Saltcake's RACI Matrix Model (Saltcake, 2024)
Optimization of Collaboration Using the RACI Model
By employing the RACI model, interdepartmental collaboration structures were clarified, preventing confusion or conflicts in responsibilities. Clearly assigned roles allowed teams to focus on their designated tasks efficiently, leading to improved productivity. Additionally, insights gained from this model were leveraged for future service enhancements and new service launches.
Moreover, the RACI model provided a foundational reference for optimizing future digital service operations. By assessing current departmental responsibilities, potential operational challenges and areas for improvement were identified. This analysis facilitated the development of strategies and policies aimed at enhancing the efficiency of digital service operations.
Process Workflow Example (Saltcake, 2024)
Enhancing Practicality and Execution through Feedback Loops
Following the workshop, continuous collaboration between Hyundai’s Korea headquarters and its European subsidiary was maintained. Beyond data collection, this ensured an in-depth understanding of on-the-ground realities, allowing for strategic reflection of operational contexts.
For critical issues identified during discussions, additional data was requested from the European subsidiary. Key operational data, including KPIs, customer feedback, and internal operational manuals, were collected to conduct a precise gap analysis between actual user behaviors and internal processes. This rigorous approach allowed for identifying essential improvements in digital channel operations.
The final report was structured to provide a clear and strategic understanding of Hyundai Motor Europe’s digital customer channels. It serves as a crucial reference for future global digital customer experience strategies, offering actionable insights for decision-making.
Digital Strategy Consulting: Bridging Organizations and Customers
In this project, Saltcake played a pivotal role in refining the research methodology, leading workshops and meetings, and integrating key findings into strategic decision-making. Through close collaboration with Hyundai Motor Europe, Saltcake contributed to setting a strategic direction aligned with the company’s digital transformation objectives.
Designing and enhancing digital customer experiences requires a comprehensive understanding of not only customer-facing services but also the internal systems, organizational structures, and collaboration methods that support these services. This project validated Saltcake’s capabilities in these areas, reinforcing its position as a trusted partner for future global digital strategy initiatives.
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