Tesla. We all know the name, and will have our own opinions of a company which is consistently seeking innovation and has carved it’s way as the pioneer of electric vehicle ownership. However, how can your brand see Tesla in such a way that would be of benefit?
With Tesla, something is very different, and it all stems for the C word.
1. Customer Centricity
Everything at Tesla embodies an experience which is customer centric. From the website user design, right through to the ownership after care everything is built around the customer in such a way that majorly disrupts the car industry.
It’s such an integral part of Tesla, and this is why Tesla owners genuinely want Tesla to be successful on every level. Tesla owners want to be a part of the Tesla journey, the Tesla ethos, and see the company be a major success. They are raving fans, rooting for the company to dominate. An extremely high 80% of customers buy or rent another Tesla for their next car after buying their first, and it’s no surprise.
What can you learn from this? Create an experience that is adored, fine tuned to focus on creating loyalty and you will have something truly special; an experience that sticks in the mind of your customer. With this you will have them for life, time and time again.
2. A website that oozes class, and makes the buying process a breeze
Go on the Tesla website and you will see a user experience that is far beyond any capability of it’s competitors. Car sites are traditionally sticky, bulky and difficult to navigate. Check out BMW and you will see how their site homepage is busier than the sale rales at TK Maxx, cluttered with corporate jargon and taking the customer away from what they want to see, and straight into what the company feels is important.
Tesla on the other hand, much like their vehicles is sleek, smooth and crisp. It’s so clean we would eat our breakfast off it.
It creates an experience that mirrors the Tesla ownership experience. Experience here is the important word when thinking of your brand like Tesla; you want to create a feeling of ownership of your product, even before it has been ordered.
The call to action on each slide is an enticing button which is seamless with the web design, taking you on a customer journey which focusses on you beginning your Tesla ownership ride.
Within just TWO clicks from the homepage, you are given the ‘Buy a Tesla’ option.
Now, we don’t know what your product is, however if it is anything smaller or less pricey than an $80,000 electronic vehicle and your customer cannot buy it within just two clicks…
…What are you doing?!
From here, picking out your vehicle and having all of the key questions answered without needing a “questions” section shows just how advanced they are on the market.
Car information, price, savings you’ll be getting, a bar to change your payment method, delivery date, and a customer journey bar at the top to show you that you are only 3 steps away from having your Tesla fully spec’d out, it’s all so clean and is exactly what the customer wants to see.
Tesla have gone for minimal styling here, keeping things light and simple for the customer for something that historically has been such a complex purchase for many.
If Tesla can do this on one of the biggest purchases an individual can make, why isn’t your site following suit?
3. A Digital Only Strategy
In 2020, customers will more often than not, be starting their purchase online. That means that digital provides customers their first impressions of the brand. Tesla stands out right away with a strong digital presence, in a way that is mission focussed and depicts the why behind the brand in such a way it creates legions of fans even from those who have never even sat inside a Tesla cockpit. Instead of being pushed into a sale by a well oiled car salesman wearing a Datejust, they are given information to make their own choices through the omni channel experience online. Such things have been taken to the extreme by Tesla too, in 2019 they shut down all of their physical Tesla showrooms and stores. They are the only car manufacturer to have an online only presence which was a major shift for the market, and one which is radically innovating, going against the grain of the supposed ‘need’ for physical locations for car companies.
When you focus on where the customer is, how they want to shop and why they shop for what they do, you’ll find that the online experience is paramount.
4. A Mission Beyond The Product
Tesla is hugely mission focussed beyond all else. Excusing the pun, the cars themselves are just a vehicle for change. In Tesla’s words their purpose in the world is to “accelerate the world’s transition to sustainable energy.”
Existing for more than profits, making money and selling their new cars and getting them out onto the roads, Tesla has built an identity for carving a strong mission that everyone buys into. It makes their employees more engaged and dedicated to the ultimate cause, which encourages them to deliver a better customer experience because there is a paramount ‘why’ behind everything Tesla stand for.
On the other end of this, Tesla owners are a part of something. A movement for change, for the better.
If your product or brand doesn’t have a central purpose aside from selling, you may be at the mercy of brands that can have people buy into a ‘why’.
In Musk We Trust,
