Bringing Human Touch to Connected Car

From Mercedes’ F 015 Luxury in Motion concept to Audi’s piloted driving automation technology, automakers are aggressively planning their autonomous vehicle strategies. Why should Google have all the fun?

As a live assistance provider, we keep a very close eye on connected-car developments – after all, we’re the human element in that technical equation. Regardless of the extent to which electronics push driving or voice-recognition advances, there’s a sense of comfort in having the option to call a live agent when you need directions, restaurant recommendations or simply a calming voice to help in an emergency.

Based on what I saw at this year’s Consumer Electronics Show and Consumer Telematics Show, the in-vehicle experience continues to evolve rapidly, with both automakers and suppliers ramping up the rate of innovation. Here are a few topics that received more than a fair share of attention at these technology trade shows, and my thoughts on how we can bring a human touch to these connected features:

The Autonomous Car

The autonomous car was on the tip of everyone’s tongue at this year’s CES and CTS shows. As the car begins to take on more of the driving responsibility, we need to consider how this will impact the humans who are abdicating the proverbial driver’s seat to technology.

While some would argue an autonomous vehicle takes away from the driving experience, I think we can capitalize on this as an opportunity to get more accomplished during our commutes.

As an example, I’ve had to take a few extended trips on short notice through a bus service that offered passengers more of a lounge environment rather than a traditional seat (much like the Mercedes F 015 Luxury in Motion concept). I didn’t have to worry about staying on the road, and a live assistance rep handled my hotel accommodations.

Despite last-minute travel plans, I had the time to get work done as well as catch up with friends and family. We still have a ways to go before that experience is available for every driver, but I truly believe the autonomous, connected car provides a unique opportunity for us to stay in touch with those around us, while simultaneously providing more time to be productive.

Driving the In-Vehicle Support Experience

The development cycle for a new model is a long one, so auto manufacturers run the risk of releasing obsolete technology by the time a new car hits showrooms. Because of this, tech companies and mobile providers have stepped into the driver’s seat to direct innovation.

Our partners at Verizon even launched an aftermarket offering called Verizon Vehicle at CES that aims to bring connected features to any vehicle on the road. This development has a lot of potential because it allows consumers to bring a familiar in-vehicle experience to all of their vehicles.

Time will tell if these sort of products catch on, but the ability to offer a seamless in-vehicle experience for potentially any make or model, including older vehicles, could cement the relationship between manufacturers and technology companies.

Paying for the In-Vehicle Support Experience

The last thing I’ll touch on hasn’t been a major talking point at the trade shows yet, but it should be given all the innovation coming our way.

Right now, there’s not a clear-cut way drivers are paying for the features provided by in-vehicle telematics systems. In some cases the price is included with the vehicle’s purchase upfront, while in other cases the price is subscription-based with monthly payments.

A careful balance has to be struck between not losing money on providing a premium level of in-vehicle services and not turning customers away with additional fees.

One avenue that is starting to get attention is the notion of a dealer offering complimentary services such as live assistance concierge for customers who purchase a vehicle and return for service visits. The driver gets 24-hour access to a live agent for help while they’re on the road, while the dealer secures a repeat customer. It’s the CRM tool that more dealers should start offering.

It’s easy to get caught up in the thrill of technological concepts unveiled at the major shows, but it’s important to keep the present state of the car in mind as well.

As reported by consumers in surveys from J.D. Power, AAA and Consumer Reports over the past year, automated features such as voice recognition still have a ways to go. Until they get up to speed, incorporating the human touch of a call center can ensure drivers on the road receive the help they need when automated features won’t suffice.

Jim Flavell is senior vice president of MyAssist, a live-agent personal-assistance and concierge service provider owned by Berkshire Hathaway.