A commentary by Barbara D'Emilio, Chief Customer Officer | Enterprise Accounts Automotive, moveXM
The automotive industry is back in first place: according to the latest KPMG Customer Experience Excellence (CEE) Study 2024, it leads the industry ranking in Germany with a CEE score of 7.77 - well above the market average of 7.43. Customers here experience the least effort ("time & effort") and show above-average loyalty. Personal support from local retailers, fast services and taking individual needs seriously pay off - both in terms of brand loyalty and economic success.
At the same time, the Capgemini study "Customer Experience in Automotive 2024" shows a different reality:
- 52% of potential buyers:inside are dissatisfied or undecided with their current car brand.
- 57% of customers who are dissatisfied with after-sales service are considering switching brands within 6-18 months.
- Only 34% of customers believe that the customer experience of their car brand is among the best.
This discrepancy between perceived strength in the market (KPMG) and structural weakness in processes and touchpoint management (Capgemini) is highly relevant - especially now, when the industry is struggling with massive transformations and economic challenges.
Our observations at moveXM confirm these findings:
- Many OEMs invest selectively in CX initiatives, but often lack the overarching strategic vision - especially in the post-purchase phase and in the case of lost prospects.
- We currently see the greatest friction in the integration of digital services, in the inconsistency between central brand management and local retailer implementation, as well as in the handling of customer feedback in real time.
- And: anyone who really understands their customers knows that product satisfaction is the basic prerequisite for brand loyalty, not just friendliness in the dealership.
What does this mean for OEMs and their partners?
The studies by Capgemini and KPMG make it clear:
- Customers are willing to switch - and also willing to stay if it's worth it.
- The CX competition is not decided at a single “big moment”, but along the entire journey - from configuration to delivery to the OTA software update.
- It needs real integration of feedback, data and processes, not just standalone CX campaigns.
Three recommendations from our project experience at moveXM:
- Professionalize the feedback loop - implement end-to-end touchpoint monitoring, analyze open comments, start "digging for gold" (e.g. cupholders in markets with large beverages - yes, it exists!).
- Networking sales and after-sales - CXM must not end at the checkout. E-mobility and service excellence in particular offer potential for differentiation.
- Use data to create impact - real-time insights, closed feedback loops and clear responsibilities make CX controllable.
Conclusion
The automotive industry has the potential - as KPMG and Capgemini both show. But if you want to maintain your top position with customers, you have to think, act and listen consistently. Only then will experience become a real competitive advantage.
