Honda Türkiye transforms digitalization into end-to-end customer experience

Honda Türkiye has established a more efficient, traceable and customer-oriented structure by moving many of its processes, from sales to after-sales, from dealer operations to customer relations, to the digital environment. The company is preparing to expand its digitalization journey to the production side with artificial intelligence-supported solutions and a motorcycle factory that will be commissioned in 2026. In his statements to Technopat, Honda Turkey Business Intelligence and Information Systems Director Soner Bağcı stated that the company’s digital transformation process started in the early 2000s.

According to Bağcı, the first goal was to move sales and after-sales operations on the automobile and motorcycle side to the digital environment. At this point today, Honda Türkiye has a more integrated structure that can manage information at customer contact points through a single system. Honda Türkiye collects customer data in a single system. One of Honda Turkey’s main goals in the digitalization process was to store customer information in a safe and orderly manner.

Thanks to this structure, Honda users do not have to create separate files for warranty processes. Warranty, maintenance and service information about the vehicles are stored in Honda systems. The company also contacts customers whose periodic maintenance time is approaching through the preferred communication channel. Thus, the customer can receive information without being tied to a single channel. Bağcı stated that they used Salesforce’s sales and marketing modules on the sales and marketing side, and that this transformation was not specific to Turkey and was part of a broader transformation that started in Europe.

Digitalization accelerated decision-making processes. According to Honda Turkey, digital transformation enabled different teams within the company to work on the same data. This accelerated decision-making processes and increased business efficiency. Bağcı emphasized that digitalization is not only a tool for keeping track of business, but also turns into an important business partner that increases customer satisfaction.

One of Honda Turkey’s long-term goals is to offer the most advanced customer experience. The company sees this goal not as a fixed point, but as a constantly evolving area. For this reason, technological investments have an important place in Honda Turkey’s customer experience strategy. The dealer network and central teams work more integrated. Honda Turkey serves its customers with approximately 100 different dealers across Turkey.

A significant portion of these dealers have been working with the company for many years. While some dealers have business partnerships exceeding 30 years, many dealers are now managed by the second generation. The biggest contribution of digital transformation between the central teams and the dealer network was the reduction in daily operational load. Accelerating access to information, reducing repetitive tasks and making operations more traceable enabled dealers to focus more on the quality of service they offer to customers.

The prominent effects of this transformation are listed as follows: Central management of warranty, maintenance and customer data, Providing faster information flow between dealers and central teams, Monitoring data from different channels on a single screen in marketing activities, Reducing repetitive operational tasks, Customer representatives reaching the correct information faster, Establishing a more consistent and traceable structure in after-sales services.

The growth in the motorcycle market showed the importance of digital infrastructure. Honda Türkiye saw the tangible impact of digital investments, especially during the period of rapid growth in the motorcycle market. Bağcı stated that the growth in the market does not only mean an increase in sales numbers, but also the burden of customer communication, service needs and coordination increases. According to the company, managing growth at this scale would be much more difficult without the existing digital infrastructure.

Digital systems contributed to the healthier management of the increasing operational volume by strengthening the coordination between the dealer network and central teams. Honda Turkey will use artificial intelligence as a support element in customer relations. Honda Turkey is preparing to integrate artificial intelligence-supported solutions into customer relations processes in the new period. The company aims to deliver information to the customer at the right time and quickly with the structure it has established on Salesforce Service Cloud.

Bağcı said that they positioned artificial intelligence not as the main element that directly contacts the customer, but as a support mechanism that strengthens the teams. Accordingly, Honda teams will continue to work at customer contact points. Artificial intelligence will enable representatives to access the right data, in the right context, and in a shorter time. This structure especially aims to enable customer representatives to access the information they need without having to search on different screens.

Thus, the time to access information will be shortened and the accuracy and consistency in communication with the customer will increase. Agentic artificial intelligence will offer intelligent guidance in processes. One of Honda Turkey’s goals in artificial intelligence studies is to reduce employee stress and increase customer satisfaction. With artificial intelligence-supported systems, the company aims to provide teams with support on which issue should be addressed and how, which information to highlight and what the next right step could be.

This approach shows that artificial intelligence is considered not only as a technology experiment, but as a practical solution that contributes to daily operations. Honda Turkey points out that accuracy and consistency are as critical as speed, especially in customer satisfaction. Honda’s new motorcycle factory comes with digital infrastructure. Another important step in Honda Turkey’s digitalization journey will be the new motorcycle factory, which is planned to be commissioned in 2026.

According to Bağcı, the factory will have a production capacity of 100,000 units and will be prepared with digital infrastructure in mind from the first design stage. Every stage of production will be recorded in the new factory. Production steps can be followed instantly on the screen. Quality control data will also be stored securely in Honda systems. This structure will form an important basis in terms of both sustainability of quality standards and retrospective traceability.

According to Honda Turkey, with the new era, digital transformation will not be limited only to sales and after-sales processes. An end-to-end integrated structure extending from production to sales and after-sales is aimed. This will enable the company to establish a stronger structure in the areas of efficiency, quality and customer focus. Honda Turkey transforms digitalization into end-to-end customer experience. Honda Turkey’s digital transformation strategy aims to integrate dealer management, sales, marketing, service, customer relations and production processes under the same roof.

With Salesforce solutions, cloud technologies and artificial intelligence-supported systems, the company focuses on improving the experience of both employees and customers. Especially for a brand with a wide dealer network, this transformation has a strategic importance beyond operational efficiency. Honda Türkiye aims to offer a more integrated customer experience by bringing digitalization to the production side with its new motorcycle factory, which will come into operation in 2026.