Cox Automotive’s vAuto division offers auto dealers SaaS solutions to better manage their inventory. They had been highly successful in the past, but they were no longer seeing the gains they needed to continue to grow market share. The team had already discovered the most obvious opportunities for product innovation—now they needed to find the not-so-obvious opportunities to keep ahead of their competitors.
But vAuto was up against an unreliable innovation process. How could they know for sure which capabilities would really matter to their customers?
According to Randy Kobat, SVP at Cox Automotive:
“We would spend time launching new features in the software, and they just weren’t adopted. And they didn’t make a measurable improvement in the performance of the business.”
What was the disconnect? The vAuto team was doubting their ability to outline a successful product roadmap to attract new customers and sought out a more reliable framework for their innovation efforts.