Campers Inn COO Ben Hirsch urged the RV industry to improve supply chain coordination, reduce customer friction and make product data more accessible to artificial intelligence tools during a fireside chat at the RV Aftermarket Conference.
Hirsch discussed the issues with RV Aftermarket Committee Chair John Tinghitella, emphasizing the relationship between manufacturing, inventory, customer service and data transparency.
He said poor signals across the supply chain can contribute to problems when manufacturing plants are turned on and off, and argued that better coordination is needed to maintain the customer experience.
The industry should implement synchronized data sharing so the appropriate volume of RVs, parts and accessories moves through the supply chain. The announcement identified quality, service capacity, transparency and supply chain alignment as interconnected priorities for the industry.
The discussion also said customer expectations increasingly are shaped by experiences outside the RV industry. Consumers compare the RV purchasing process with frictionless digital services such as Amazon and with other discretionary purchases, including cruises, boats and golf memberships.
According to a News and Insights report of RVIA on August 11, at Campers Inn, employees receive customer-experience role-playing training and financial guidelines that allow them to resolve customer issues without managerial approval. The discussion also said industry policies should be evaluated by asking whether they are right for the customer, rather than focusing only on short-term dealer margins.
Artificial intelligence was another focus of the discussion, particularly as consumers increasingly use AI-driven tools to research products. The discussion said structured, accessible product information will become increasingly important for businesses seeking visibility through those tools.
Suppliers and aftermarket companies should make comprehensive product information available outside firewalls, including compatible SKUs, make and model years, and alternative components. That information could allow AI tools to match consumers with specific replacement parts more efficiently.
The discussion also described potential applications of AI in RV service, including AI-to-AI communication between dealership warranty systems and OEM agents.