Identifying a challenge in the customer loyalty space can often be as valuable, if not more so, than solving one. Many brands find themselves stagnant simply due to their inability to find a starting point for their CX improvements. Such is not the case for GM, who strives to put the customer at the center of everything they do while maintaining a strong grasp on a distinct company identity as well as the opportunities and challenges that come along with it.
As it stands today, one of GM’s largest initiatives is the move to the mobile space. With more than three million GM drivers already engaging with the brand via the mobile channel (more than 225 million mobile interactions in 2016), the automaker has already proven to be a trailblazer in the integration of mobile as vehicles become more connected by the day.
On the flip side, GM recognizes a potential opportunity in improving the connectivity of its consumer touch points. Through this connected experience, GM hopes to achieve a higher level of customer understanding and, consequently, customer engagement. While the brand has access to incredible amounts of data through mobile engagement, turning this data into actionable insight is far easier said than done.
In a session at Loyalty Expo 2017, David Mingle, GM’s director of connected customer experience, will show attendees how General Motors approaches the strengths and weaknesses of its customer experience as it stands now. As the mobile channel continues to thrive, this session will provide an exclusive look at one of the brands leading the charge forward.
- Listening and driving understanding. A change in the perspective internally to understand that the legacy environment is rapidly changing
- Insights into building the platforms that allow GM to distribute the information in the process. How do brands do this, knowing there has to be alignment and relevance in the process?
- Governance (organizational) and business processes that need to be addressed, as well as challenges specific to the vertical
David Mingle, General Director of Global Customer Experience Execution and Planning, General Motors
David Mingle is the general director, Global Customer Experience Execution at General Motors. In this role, he is responsible for leading global customer experience strategies and programs for General Motors. As the general director he oversees customer experience programs including customer experience innovation, vehicle technology alignment and North America execution of customer experience programs.
Mingle joined General Motors in 2013 where he ran General Motors customer experience activities across the United States. During this time he managed the Social Center of Expertise, General Motors’ customer master data strategy, management and governance, and led the voice-of-customer strategies and processes.
A native of Illinois, Mingle received both his bachelor’s degree in Economics and his Master of Science in Economics and Finance from the University of Illinois at Urbana-Champaign. He currently serves as a board member for several personal interest organizations including the Jason Whitfield Foundation, which has provided scholarships to aspiring Olympic athletes in men’s gymnastics.