As global director of CX strategy and enterprise experiences at General Motors, David Mingle has spent the past four years laser-focused on transforming the customer experience.

“There is a lot of friction in today’s car buying process that we need to address,” said Mingle, who has held various management positions at Nissan North America, Chrome Systems, and Ford Motor. “At the same time, customers increasingly tell us that technology is a top purchase consideration, and they want their vehicles to seamlessly integrate with the rest of their digital lives.”

Read on for what followed.

1. What did you do with that feedback?

This insight fueled GM’s decision to make connectivity a strategic priority. We now have more 12 million connected vehicles on the road, and we have nearly 4 million customers using our mobile app. Both are incredible opportunities to introduce new and innovative experiences to our customers.

2. Why is this so important?

Research shows that engaged customers are more loyal, less price-sensitive, and more willing to talk favorably of the brands they love. We see digital, especially mobile, and vehicle connectivity as huge opportunities to move from customer interactions centered around maintenance and repurchase cycles to providing engaging content and value-added services at every key turn. It’s a game-changer for our industry.

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