The latest report from the Capgemini Research Institute reveals that customer experience (CX) in the automotive industry is still an untapped opportunity to boost sales growth. A significant 76% of vehicle and mobility service customers expect a smooth and hassle-free experience, similar to what other industries provide. However, most automotive companies (73%) are focusing more on their brand’s reputation than enhancing digital experiences or improving post-purchase services.
One of the key findings in the report is that nearly half of consumers (48%) are inclined towards subscribing to mobility services instead of vehicle ownership. This shift is mainly driven by the flexibility and convenience that subscription models offer.
The research highlights a clear gap between how automotive companies and consumers perceive customer experience. While company executives estimate their Net Promoter Score (NPS) to be at 14, consumers give an average NPS score of just 2. This makes the automotive industry one of the lowest-ranked in customer satisfaction compared to other industries.
Another important finding is the difference in priorities between companies and consumers. While 73% of companies believe brand reputation is the key factor influencing customer decisions, only 48% of consumers agree. Instead, consumers value ease of use and accessibility, with 76% of them emphasizing the need for seamless digital and post-purchase experiences like smooth app usage, easy dashboard screens, quick insurance claims, and eco-friendly options.
Despite this, only 29% of consumers are satisfied with the consistency of experiences across various channels, and 90% of them express dissatisfaction with the services offered, especially when it comes to integrated, end-to-end solutions.
Although seven in ten organizations treat customer experience as a priority, many are missing opportunities in the digital realm and post-purchase stages. For instance, only 17% of organizations involve IT or digital teams in CX initiatives, even though a majority of customers are unhappy with the current digital offerings. Furthermore, customer experience is often limited to specific areas like sales or customer support, without involving other critical areas like marketing and communications.
The report also shows that customer experience efforts are heavily concentrated on the pre-purchase and purchase phases, leaving post-purchase services like maintenance, software updates, and vehicle reselling underdeveloped. Consumers planning to switch brands in the next 6 to 18 months cite dissatisfaction with post-purchase services as a major reason.
In summary, automotive companies must recognize that the modern customer demands a seamless, digitalized, and hassle-free experience throughout the entire lifecycle of a vehicle, from pre-purchase to end-of-life services. Brands that adapt and focus on enhancing the complete customer journey will have a competitive advantage in this fast-changing market.
