Nissan's European CIO builds CMO fast lane

Stephen Kneebone, European head of IT for car manufacturer Nissan explains the CIO versus CMO battle is a myth, it's about collaboration

Digital disruption to a traditional business model has reshaped the car industry every bit as much as it has retail, financial services and travel, the European CIO for Nissan, Stephen Kneebone tells CIO UK in an exclusive profile interview.

"The pace of digital in automotive is faster than retail. After all we compete in general retail for consumers, so it is to be expected," Kneebone said of the competition for consumer-spend in a slow economy.

"Digital is very much a team effort with a cross functional team. You don't get far if you are not operating as a team," Kneebone said, refuting hype that the CMO will oust the CIO.

"We have a brand team to get the issue moving, they are the custodians of the customer experience and I make sure that digital experience is delivered.

"Customer experience, for me, is the most interesting. We have to be very clear that the customer experience will be like from order to ownership.

"We have set up a brand leadership team, which I am a member of, which is defining the customer experience and the impression of what the customer wants that to be. Of all the touch points, how can we support all of those in IS?

"We have identified that digital excellence as a key priority; in the automotive world Nissan is seen as a challenger brand, so in digital we are positioning ourselves as leaders."

Online brand experiences have been aligned with all other areas of interaction. At the recent launch of Juke crossover Nissan saw a 72 per cent increase of visits to its websites and threefold increase in mobile access.

Kneebone explains perspective car buyers used to visit a dealership six or seven times before committing to a car, now it is down to one visit, they arrive very well informed and the site experience is inevitably the six non-physical visits that are made today.

"We are redefining the retail experience so that it is seamless between digital and the dealer," he says using much the same multi-channel vernacular high street retailer CIOs use.

"Digital is where IS can really have a role, as the experience has to be engaging, offering online configuration and design. We have to up our game and make buying a car a more natural retail experience. The dealer is part of the customer engagement and how we look after our customer post sales so that our customers are loyal and will repurchase and recommend us.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in