Customer Journey Management Capabilities in the Automotive Agency Sales Model
Annelen SCHAER (2025) - Doctoral thesis
Customer Journey Management Capabilities during the Transition to an Automotive Agency Sales Model
Research context and problem
The automotive industry is shifting from traditional dealership structures to an "agency model," where manufacturers sell directly to customers. This transition fundamentally changes Customer Journey Management (CJM). This thesis explores the organizational capabilities required to navigate this shift, ensuring a seamless and consistent customer experience across all digital and physical touchpoints.
Research objectives
The study aims to identify and categorize the critical capabilities needed for effective CJM during the transition to an agency model. It seeks to provide a comprehensive framework that outlines the strategic, operational, and technological competencies necessary to thrive in this new sales environment.
Methodological approach
The research uses a qualitative single-case study approach, focusing on a major European automotive manufacturer. Data was gathered through semi-structured interviews with senior executives and experts, alongside an analysis of internal corporate documents. This method allowed for a deep dive into the real-world challenges and success factors of organizational transformation.
Key findings and contributions
The thesis identifies four core capability domains essential for success:
- Strategic Domain: Focused on brand alignment and cultural transformation.
- Operational Domain: Centered on process excellence and touchpoint integration.
- Technological Domain: Requiring unified data architecture and omnichannel readiness.
- Human Domain: Emphasizing employee empowerment and new leadership mindsets. The findings highlight that "orchestration capability", the ability to synchronize these domains, is the key driver of competitive advantage.
Managerial and societal implications
For automotive executives, this research provides a strategic roadmap for restructuring sales networks and managing data-driven customer relationships. It underscores the need for a "single source of truth" for customer data. Societally, it points toward a more transparent and personalized buying process for consumers, while addressing the changing landscape of retail employment.
Conclusion
This thesis makes a significant contribution to management literature by bridging the gap between sales model innovation and customer experience strategy. It offers a vital framework for any industry moving toward direct-to-consumer models.
The full thesis is available online on the Durham University website.