Guest commentary: How auto brands can transform the consumer experience

In a world vying for consumers' attention at every turn, the slightest inconvenience or misunderstanding can loosen a brand's grasp on them. A clear, simple brand and product experience cannot be undervalued, and when 64 percent of consumers are willing to pay more for a simpler experience, every complexity is leaving money on the table. In the automotive industry, 16 percent of consumers say the same — the highest percentage of any industry, according to a recent study surveying 15,000 consumers and 25 industries worldwide.