Ein junger Geschäftsmann im weißen Hemd und Krawatte sitzt frustriert am Lenkrad seines Autos und stützt den Kopf auf die Hand

A commentary by Barbara D’Emilio, Chief Customer Officer | Enterprise Accounts Automotive, moveXM

Customer experience in the automotive industry in 2025: aspiration, reality - and real opportunities

What is the real state of customer experience in the automotive industry? While current studies celebrate strong results, others show an alarming picture of structural weaknesses. In her commentary, Barbara D'Emilio, Chief Customer Officer | Enterprise Accounts Automotive at moveXM, sheds light on where aspirations and reality drift apart - and what real opportunities OEMs need to seize now in order to inspire customers in the long term. Read why consistent CX strategies are more important than ever.

How strong is customer experience really in the automotive industry? While recent studies highlight impressive results, others reveal alarming structural weaknesses. In this commentary, Barbara D’Emilio, Chief Customer Officer at moveXM, explores where expectations diverge from reality—and what real opportunities OEMs must act on now to inspire lasting customer loyalty. Read why consistent CX strategies are more essential than ever.

The automotive industry is back on top: According to the latest KPMG Customer Experience Excellence (CEE) 2024 report, it leads all sectors in Germany with a CEE score of 7.77—well above the market average of 7.43. Customers report the lowest effort (“Time & Effort”) and show above-average loyalty. Personalized service at dealerships, quick response times, and genuine attention to individual needs are paying off—both in brand loyalty and economic performance.

At the same time, the Capgemini “Customer Experience in Automotive 2024” study paints a different picture:

  • 52% of potential buyers are dissatisfied with or undecided about their current brand.
  • 57% of those unhappy with after-sales service consider switching brands within 6–18 months.
  • Only 34% believe their brand offers one of the best customer experiences.

This contrast between perceived strength (KPMG) and underlying structural weakness (Capgemini) is critical—especially amid industry-wide transformation and financial pressure.

Latest developments: Dealer satisfaction sharply declining
The new IfA MarkenMonitor 2025 further highlights this CX imbalance from the dealer perspective. Strategic priorities like digitization, service quality, and integrated CX are slipping into the background. Audi dropped dramatically from rank 6 to 19; MINI disappeared from the list entirely (2024: rank 4). BMW slipped slightly, VW remains low. As financial strain intensifies, declining customer loyalty poses an acute risk.

Our project insights at moveXM support this picture:
Many OEMs still rely on isolated CX initiatives without connecting the dots—especially in the post-purchase phase or with lost prospects.
Major friction points include inconsistent brand execution at the local level, weak integration of digital services, and real-time customer feedback not being effectively acted upon.
And: True product satisfaction is the foundation for loyalty—not just a friendly handshake at the dealership.

So what should OEMs and their partners do?
Findings from Capgemini, KPMG, and IfA make it clear:

  • Customers are ready to leave—and ready to stay if it’s worth it.
  • CX success isn’t about one big moment—it’s about the full journey: from configuration to delivery to OTA updates.
  • Real integration of feedback, data, and processes is essential—not just CX campaigns.

Three practical recommendations from our work at moveXM:

  1. Professionalize feedback loops – monitor all touchpoints, analyze open comments, and dig for “gold” (yes, even cupholders in large-beverage markets!).
  2. Connect sales and after-sales – CX management can’t stop at checkout. E-mobility and service excellence offer major differentiation potential.
  3. Use data to drive impact – Real-time insights, closed-loop feedback systems, and clear accountability make customer experiences measurable and the CX impact monetizable (e.g., survey-triggered recovery of lost sales).

Conclusion
The automotive industry clearly has the potential—KPMG, Capgemini, and IfA agree. But to maintain top positions in the hearts of customers, OEMs must act with consistency, commitment, and open ears. Only then will experience become a true competitive edge.

As Chief Customer Officer, Barbara D'Emilio is responsible for key account management for Automotive Enterprise Accounts at moveXM - and has been deeply rooted in the world of customer satisfaction, CX strategies and customer insights in the automotive sector for almost 20 years. She accompanies leading OEMs with measurable impact along the entire customer journey - always with an eye for the essentials and a feel for real customer proximity.