AutoNation's Meghan Haslemann on How to Provide a More Meaningful Customer Experience and More

Bill Duggan In your view from the perspective of a marketer what are some of the most pressing issues in media todayMeghan Haslemann Three issues come to mind Privacy the current state of the world and fraud We are balancing privacy with consumer expectations for relevant content and keeping updated to the latest privacy regulations such as CCPA Staying aware of how global economic conditions consumer behavior changes post pandemic and communicating in a hyperpolarized political environment are top of mind impacting activities from spend to customer experience Lastly click fraud is a pervasive issue and we continue to evolve in how to mitigate our riskDuggan What39s new in media that has you excited again from the perspective of a marketerHaslemann Connecting online to offline behavior to provide a more personalized experience is exciting We are marrying final transactions with a prospects39 intentions or online behavior and then using AI and modeling for a 360 view of the customer Our customerfacing associates are using this data in our brickandmortar stores to provide a more meaningful customer experienceDuggan Customer data is perhaps your company39s most valuable asset Please provide a broad overview on how AutoNation optimizes its use of dataHaslemann When a customer begins a relationship with AutoNation we want to make sure their journey is relevant and engaging This means providing the right messaging at the right time and to be there for our customers whether they are thinking about their vehicles or not We use our customers39 interactions with us 1st party and 2nd 3rd party data as signals to understand how we might help our customers next Oftentimes a life event such as a new child may signal a need for a different type of vehicle and we can provide options Another trigger or signal would be a safety recall on a vehicle39 the customer may not know that their vehicle has a recall so we can communicate about recalls and how to remedy themDuggan With the transition away from cookies firstparty data will be more valuable than ever How are you feeling about AutoNation39s place in the quotpostcookiesquot worldHaslemann Our customer39s confidence and perceptions regarding their privacy is very important to us AutoNation believes elimination of 3rd party cookies and increased transparency to consumers on how their data is used is beneficial We39ve known the cookieless future is coming and have been working on solutions We have an excellent foundation of clean and rich 1st party data as well as robust compliance mechanisms to ensure data is protected Data platforms and Demand Side Platforms like LiveRamp and the Trade Desk are working diligently on identity resolution systems to meet these needs We are already testing solutions for this postcookie world with our partners and we will continue to iterate as more changes come With our foundation and tools like Customer 360 we can provide a comprehensive and personal experience for our customers Of course there will be ongoing adjustments but we are prepared and in a good position If you aren39t testing or having these conversations this time is nowDuggan Put on your consumer hat now What media do you consume and do you have a current favorite showHaslemann 2020 was the year of selfimprovement via YouTube for me I started following a variety of channels from cooking to workout videos many of the suggestions are spot on I like to get my news and industry media from Twitter and podcasts amp8211 I prefer to consume media on demand although I tend to follow a pretty regimented schedule for when I do consume media so I am not distracted throughout the day My quotcurrent for mequot show is the UK version of Top Gear The comedic chemistry among the hosts over the top production and interesting places make it a great showDuggan What has changed most for you in your role as Vice President Customer Marketing over the past yearHaslemann More so than ever in my career I have focused on being empathetic and nimble This was important for both my team at AutoNation as well as from our customers39 perspective Empathy amp8230 everyone amp160my team their familiesamp160and our customers were going through something they had not navigated before personally or professionally and I felt it was imperative to check in and listen to make sure the message as a leader and marketer was being delivered correctly Nimble amp8230 it was hard to know what would happen next in our industry and the world I figured out early on we39d have a Plan A Bamp160and aamp160farfetched C that we39d put into action based on what direction we saw the industry moving in or as state and local laws changed for the availability of our servicesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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AutoNation's Meghan Haslemann on How to Provide a More Meaningful Customer Experience and More

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AutoNation's Meghan Haslemann on How to Provide a More Meaningful Customer Experience and More

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