Nissan Motor Co. Ltd. has always led the automotive industry in product development, innovation, and globalization. They are also actively investing in the CX field to realize their vision of “Enriching People’s Lives.”

Business Need

Nissan identified the need to improve sales and service processes along with improving the communication between sales consultants and customers. Improving the showroom experience across the globe would drive deeper engagement with Nissan customers.

Taking a user-centered approach, Nissan asked, “What is really needed by sales consultants to deliver an exceptional customer experience and how can digital be leveraged to achieve that goal?” Through our proven research methodologies, Concentrix Catalyst was tasked with identifying key insights, creating a solution concept, and validating it with end-users.


The Concentrix Catalyst team began by identifying the target users and establishing hypotheses about their behavior, pain points, and areas of influence in the customer purchase journey. In-depth interviews and in-showroom shadowing took place across multiple geographies.

Based on the insights derived from the research activities, the team identified over 50 potential solution concepts. These were validated and prioritised, with the team creating showroom concepts for the five highest priority ideas.

(Product images for illustration purposes only. Actual product may vary.)


By working closely with sales consultants and effectively managing senior stakeholders, Concentrix Catalyst has been able to identify and validate five high value concepts, all of which will drive increased customer engagement. As a result of quantifying the potential value to Nissan and their customers, a project to deliver the concepts has begun.

Check out our ultimate guide to customer engagement.