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What Honda did to unify customer service in the new age of online auto sales

image corrusponding to Honda services
image corrusponding to Honda services





211,374 employees


Tokyo, Japan


Yoshiaki Inoue was confident that he would be able to reach agreements with a wide range of technology providers and hire people in order to meet the goals of the new website as he prepared to launch Honda's first on-line automobile sales website, Honda ON. Honda would first need to move even further with the fancier millenial and info-Z consumers, who anticipate complete responsiveness across all media.
According to Honda Chief Executive Inoue, it was expected that a large amount of technology and human resources would be required to implement large-scale communications initiatives and a unified technology solution for all Honda Customer Experience Management needs.

When the site launched in October 2021, Honda joined other automakers from around the world in driving a change in the way cars are marketed. The online sales revolution, led by younger customers, is already occupying the minds of the auto industry. The global pandemic accelerated this shift as consumers quickly moved to buy products online, from laundry detergent to clothing to takeaways and even cars.

Our goal is to engage genuinely with this younger generation of car purchasers, says Inoue of Honda ON.

This required Lnoue to:

  • To maximize cost savings, combine various point solutions.

  • Streamline the platform where all client engagement data is stored.

  • Using enterprise-class governance and a uniform platform, establish brand voice consistency.


Honda ON was on the road to success from the start. To integrate customer experience management and enter a modern era of digital car sales in 2021, Honda has introduced the Unified-CX solution. Honda's data science team used social listening capabilities for the first time. in 2016 to gather insights from the millions of relevant discussions taking place on social media platforms and uncover valuable brand-related insights. Then they added a display feature that was made available to users for dynamic and intelligent encounters with this data. Currently, more than 100 users in Honda's data analysis, public relations, and marketing departments are actively using current research to monitor it. You control more than 100 car models. They do this by assessing the business effectiveness of these models, comparing their usage and social media footage to that of the competition, and continuously focusing on contingencies before they develop and cause complications.

Honda benefits from the unified CX platform in the following ways:

  • Use a single platform to effortlessly manage customer service offerings across multiple channels (phone and digital).

  • A unified system is used to plan, produce, and monitor marketing messages across multiple mediums.

  • Effectively track and address consumer engagement with automated workflows, intuitive moderation, and engagement dashboards made available to your departments.

  • Reduce brand threats by monitoring 30+ online and social feeds.


As Honda ON gains traction, the business introduced speech functionality in Q3 of the year, expanding its capacity to interact with customers. The incorporation of voice allows employees to provide flawless, swiveling service by connecting with clients anytime and anywhere they choose to engage with Honda.

According to Inoue, Honda On's long-term viability will be determined by its ability to provide high-quality service through social publishing and engagement. This implies that, according to Inoue, we actively participate in pertinent conversations while listening to the thoughts of people around the world. A complete omnichannel contact center is enabled by having a single process across platforms, including voice, social media, chat bots, and live chat.