Maximizing Customer Lifetime Value Through Data-Driven Aftersales Personalization

In today’s automotive landscape, the journey with a customer extends far beyond the initial sale. As new car sales plateau and competition intensifies, Original Equipment Manufacturers (OEMs) are discovering that the real opportunity for differentiation and growth lies in the post-purchase and aftersales experience. By leveraging unified customer data and digital platforms, OEMs can transform aftersales into a high-margin, high-growth engine—driving loyalty, upselling services, and competing effectively with independent aftermarket providers.

The New Frontier: Aftersales as a Growth Engine

Aftersales is no longer just a support function; it is a core profit driver, often rivaling the profitability of financial services. The global automotive aftermarket is projected to grow at over 6% CAGR through 2028, representing an $855 billion opportunity. Yet, many OEMs are losing ground to independent aftermarket (IAM) providers who excel at digital convenience and competitive pricing. To capture a greater share of this market, OEMs must reimagine the aftersales experience as a seamless, customer-centric journey powered by data, digital platforms, and integrated services.

Why Personalization Matters in Aftersales

Modern automotive customers expect brands to “know” them, anticipate their needs, and deliver relevant, convenient interactions at every touchpoint. Research shows that 86% of consumers are more likely to engage with an automotive brand that offers personalized aftersales experiences—such as service reminders, maintenance history tracking, and recurring service scheduling. However, many OEMs still operate with fragmented data and disconnected touchpoints, resulting in missed opportunities for engagement, upselling, and loyalty.

The Power of Connected Car Data and Unified Customer Profiles

The foundation of hyper-personalized aftersales lies in the ability to unify and activate data. OEMs must consolidate first-party data (from vehicles, apps, and service centers) with second-party data (from dealers and partners) to create a 360-degree view of each customer. Customer Data Platforms (CDPs) are essential for aggregating and activating this data, enabling: With a unified customer profile, OEMs can automate personalized journeys—sending maintenance reminders, offering location-based services (like EV charging), and triggering relevant e-commerce offers. AI and machine learning can predict customer needs, such as lease renewals or upcoming service events, enabling timely, context-aware engagement that drives both satisfaction and revenue.

Orchestrating Seamless, Digital-First Aftersales Journeys

Customers expect a seamless, omnichannel post-purchase experience. OEMs should consolidate their digital offerings into a single ecosystem, making it easy and convenient for customers to access services in one place. This includes integrating in-house and third-party solutions, transforming OEMs into ecosystem orchestrators that oversee a complete range of mobility services—maintenance, digital services, education, and more.

Connected vehicles generate a wealth of data that, when harnessed, can transform the aftersales experience. OEMs can offer: A seamless digital platform ensures these offerings are accessible, intuitive, and consistent—reducing friction and increasing utilization.

The Role of Dealers and Integrated Networks

Aftersales success requires collaboration across OEMs, dealers, finance partners, and third-party providers. By breaking down silos and integrating systems, OEMs can deliver: Dealers remain a critical touchpoint for face-to-face interaction, education, and support—especially as vehicles become more complex and digital. Empowering dealers with digital tools and real-time insights ensures they remain integral partners in the customer journey while benefiting from increased traffic and high-quality leads.

Data Privacy, Security, and Trust

As OEMs collect and leverage more customer data, transparency and security are paramount. Clear communication about data usage, robust opt-out options, and compliance with privacy regulations are essential for building trust and encouraging data sharing. Customers want to know how their data is being used and to feel in control of their information—this is a non-negotiable foundation for any data-driven personalization strategy.

Introducing Publicis Sapient’s SOLO Solution

To help OEMs capture the full potential of the aftersales market, Publicis Sapient offers the Seamless Ownership and Lifecycle Optimization (SOLO) solution. SOLO is a customer engagement platform designed to: SOLO is part of Publicis Sapient’s Connected Commerce Toolbox, enabling automotive brands to deliver intelligent, connected owner experiences at every touchpoint. By implementing SOLO, OEMs can:

Best Practices for Aftersales Transformation

The Road Ahead

The post-purchase era is here—and it’s redefining what it means to be a successful automotive brand. By investing in digital platforms, connected car data, and seamless service integration, OEMs can transform the aftersales experience from a fragmented, transactional process into a unified, value-driven journey. The winners will be those who put the customer at the center, leverage data intelligently, and orchestrate every touchpoint for maximum impact.

Ready to transform your aftersales experience? Connect with Publicis Sapient to discover how our SOLO solution can help you capture the next wave of growth in automotive aftersales.