The Capgemini Research Institute has published a new report titled “Joining the Race: Automotive’s Drive to Catch Up with Customer Experience,” revealing a significant gap in the perception of customer experience (CX) between automotive business leaders and consumers. The report notes that while CX in the automotive industry ranks 9th among 13 major consumer-facing industries, mobility-as-a-service ranks higher, though with notable variations across countries.
What does this report signify?
According to the report, the Net Promoter Score (NPS) for vehicle brands demonstrates a stark contrast between organisational and consumer perspectives. Executives estimate the NPS to be 14, but consumers give automotive brands an average score of just 2, making it the lowest among consumer-facing industries.
The report highlights differences in perceptions regarding brand reputation, ease of use, and emotional connection. While 73% of vehicle brands or mobility providers consider brand reputation crucial in the buying decision, only 48% of consumers share this view. Emotional connection with the brand is considered important by 41% of consumers, compared to just 24% of organisations.
Ease of use and accessibility are top priorities for consumers, influencing 76% of their decisions to opt for or stay with a vehicle brand or mobility service. However, only 51% of organisations prioritise it similarly. Consumers expect seamless functionality across apps, dashboard screens, battery charging, and insurance claims (77%), best-in-class digital experiences (59%), and eco-friendly options (51%).
Only 29% of automotive brands and mobility services customers rate their experiences across channels as extremely good or good. The majority (90%) report dissatisfaction with integrated services – from pre-purchase to aftersales – such as the availability of a single app for all vehicle or transport needs.
“Amid constant industry change, focusing on customer interactions is essential. But when it comes to delivering a consistent customer experience, ‘one size does not fit all,’” said Laurence Noël, Head of Global Automotive Industry at Capgemini. “Mobility consumers demand the same level of experience as the one offered by other sectors: hassle-free, digitalised, and sustainable. A cultural shift is underway, notably among Gen Z, millennials, and Gen X consumers in Europe, from vehicle ownership to on-demand access to transportation. Automotive organisations should seize the opportunity offered by CX-enhancing digital solutions to create true end-to-end customer journeys, focusing on the full lifecycle beyond pre-sales/sales offerings, including maintenance, software updates, and personalised services. In this fast-changing, highly competitive market, providing a full-mobility experience across the customer journey, until the end-life of the vehicle, can be seen as a top priority for brands to differentiate themselves.”
Highlights of the report
The report indicates that while seven in ten organisations consider CX a C-level priority, fewer than one in five involve IT or digital teams in CX initiatives. Despite this, three-quarters of customers feel dissatisfied with digital experiences.
In 41% of surveyed organisations, CX efforts are confined to a few functional areas such as sales, customer service, and support. Only 27% involve marketing and communications, while nearly half (49%) involve research and development.
The study also finds that CX initiatives are mainly focused on pre-purchase and purchase stages, with less emphasis on post-purchase phases like servicing, maintenance, and vehicle end-of-life, which include aspects like reselling, renewing subscriptions, and refurbishing. 57% of consumers planning to switch brands within 6-18 months cite dissatisfaction with post-purchase service and maintenance.
The report underscores the importance of developing end-to-end customer journeys that span the entire lifecycle of a vehicle. This includes maintenance, software updates, and personalised services, viewing a comprehensive mobility experience as vital for brand differentiation in a competitive market.
