Empowered Customer

What is Empowering Customers...?

In the good old days the automotive dealer was a repository of all the information, and pricing, as well as some sort of dark science which would short change the customer. Factor in vehicles which were unreliable by present standards, it made for an interesting scenario.

People still bought vehicles, and although less reliable these vehicles easily conveyed folks from point A to point B. The speed limit was 100 KPH. The corner gas station was usually the first stop to deal with an unreliable vehicle, and unreliable tires.

All these vehicles had a plethora of non existent safety features, starting with drum brakes, hideous suspensions, horrible tires, a padded dash, collapsing steering column, and lap seat belts were major advances in safety features.

Do we need to mention that dealers were perceived has having a questionable reputation.

Until the arrival of the Internet the majority of customers lacked a tool to acquire essential, and critical information, the customer was at a disadvantage. The Internet empowered all customers, and quickly disseminated the bulk of the information that was held by dealers. When hunting and gathering information was sufficient to be empowered.

In 2007 is hunting and gathering information enough to be empowered?

Are customers made to feel more empowered than they really are?

Is it easier or more challenging for a customer to quickly discern good value?

Customers are easily informed, are they truly empowered?

We will continue tomorrow...

PS: Check out this Lego Car Assembly Line.