Customer Experience in the Car Sector: A Gap in Views
The study points out a clear gap between how car brands think of their customer experience and how buyers feel about it. Car executives guess an average Net Promoter Score (NPS) of 14 for their brands, but buyers rate it much lower, with an average NPS of just 2—the lowest among consumer-facing industries. This gap goes beyond just NPS ratings. Car businesses and customers have very different views on key CX factors, like brand image emotional bond, and ease of use.
Take car brands, for example. 73% of them think reputation plays a big role in what people buy, but 48% of buyers feel the same way. It’s a similar story with emotional connections. 41% of customers say it matters a lot, yet just 24% of companies put it high on their list. Customers and companies also don’t see eye to eye on how easy things should be to use. 76% of people want stuff that works and is easy to get to when they pick or stick with a brand. But 51% of businesses see this as super important.
People Aren’t Happy with Uneven Experiences and After-Sale Help
The report also shows that folks are pretty unhappy with how different their experiences can be depending on how they interact with a company. 29% of car customers say their experiences across different channels are “good” or “good.” This unhappiness spreads to connected services too, like the help you get before and after buying. A whopping 90% of customers are frustrated because there’s no single app for all their car-related needs.
The car industry lags behind in digital and after-sale experiences. Three out of four customers don’t like their digital interactions, and 57% of those who plan to switch brands blame poor after-sale services like upkeep and help. This shows a clear need to get better. Yet less than 20% of car companies involve their IT or digital teams in customer experience (CX) projects.
Chances to Get Better: Focusing on Digital and After-Sale
While 70% of car companies see CX as a top priority for bosses most CX work stays in sales and customer support. They pay little attention to after-sale stages like servicing, upkeep, and end-of-life car phases. This narrow view limits the chance to create full customer journeys that could boost brand loyalty.
Laurence Noël, who leads the Global Car Industry at Capgemini, points out that car brands need to rethink how they approach CX. “People who buy cars want the same easy, digital, and eco-friendly experience other industries offer. The chance lies in making complete end-to-end customer journeys, beyond pre-sales and sales offers, that include upkeep, software updates, and personal services.”
Conclusion: Embracing a Full-Mobility Experience
The report stresses that car brands must offer a complete mobility experience to stay competitive. This experience should cover the entire customer journey, including what happens after purchase. By using digital solutions and focusing on consistent integrated services, car companies can close the gap between what customers expect and what they provide. This approach helps secure long-term loyalty in a changing market.
In a changing industry, improving customer experience from before purchase to the end of a product’s life will be key for brands to stand out. It will also help them meet the needs of today’s tech-savvy consumers.
Source: The Capgemini Research Institute’s new study, “Joining the race: Automotive’s drive to catch up with customer experience
