Customer journey

Follow each phase and discover what consumers really want from their customer experience

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1. Interest Phase

Customers want to use a variety of physical and digital channels to find information, switching seamlessly between them, and carrying forward what they have already done.

An important factor in the interest phase is social media despite large differences depending on the markets.

Customers are very likely to comment their buying experience on social media.

With the rise of digital channels, customers want a fast response from dealers or manufacturers.

2. Purchase phase

Regardless of an individual’s preferences between physical and digital channels, there will almost always be interaction with a dealer at some point.

Customers have strong expectations about what dealers should provide and value staff who have both technical & product knowledge.

Customers want to be frequently informed after purchase, primarily on delivery date updates.

Also more and more customers are asking for order adjustments as well as upsales.

3. Ownership phase

Dealers and OEMs can provide a positive service experience:

There is a strong correlation between regular contacts by dealer or manufacturer and customer satisfaction.

Provided the contacts are of the right kind, the more contacts the better.

The critical area of data transparency also strongly correlates with customer satisfaction.

The more customers are informed about how their data is used, the more satisfied they are with their dealer or OEM.

4. Repurchase phase

High customer satisfaction increases brand loyalty, while moderate satisfaction has little impact.

The correlation between customer’s satisfaction and their dealer loyalty is dramatic.

If technology companies started producing cars, as many as 49% of consumers would be willing to switch from their current brand.

 

Connected vehicles

Connected vehicle services look set to become a major differentiator of the value that different car models provide to customers.

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Connected vehicles

Connected vehicle services look set to become a major differentiator of the value that different car models provide to customers.

Take our short quiz to find out how your answers compare to what our survey participants said about the topic.

Question 1: What are your main reasons NOT to use Connected Car services?

 

Question 2: Are you willing to share data to use Connected Car services?

 

Question 3: Who do you trust most to buy a Connected Car from, in the next 5 years?

 
 

Autonomous driving

Autonomous driving has broad appeal, with 79% of respondents across all markets expressing interest.

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Autonomous driving

Autonomous driving has broad appeal, with 79% of respondents across all markets expressing interest.

Take our short quiz to find out how your answers compare to what our survey participants said about the topic.

Question 1: What do you expect from Autonomous Driving?

 

Question 2: Who do you trust most to produce a car with safe and comfortable Autonomous Driving features?

 

Question 3: Would you be willing to pay an additional price for Autonomous Driving features, if you think you benefit from them?

 
 

Mobility Services

Many customers are keen on mobility services.

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Mobility Services

Many customers are keen on mobility services.

Take our short quiz to find out how your answers compare to what our survey participants said about the topic.

Question 1: What is your main reason for choosing an alternative mobility service (e.g. car-sharing, ride-share)?

 

Question 2: If you choose a car-sharing provider is it relevant which car brand the providers uses?

 

Question 3: Do you prefer mobility services e.g. car-sharing instead of purchasing your own car?

 

Summary of key findings

Watch the key findings of Cars Online in less than 5 minutes and other key insights from our leading experts.

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Meet the authors

 

Andreas Hein VP Global Automotive Sector

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Nick Gill Chairman of the Automotive Sector

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Markus Winkler SVP, Global Head of Automotive - Capgemini Consulting

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