CX Forum 2025: Why human-centered experience is becoming a game changer for the automotive industry
What does it mean to truly align customer experience with people - and how do brands gain the trust of consumers in the age of AI? At the CX Forum 2025, industry heads met to discuss new perspectives: Brand integrity and approachability are becoming success factors. Insights from Barbara DʼEmilio, Chief Customer Officer | Enterprise Accounts Automotive at moveXM, from Frankfurt: CX must fit into customers' everyday lives - not the other way around.
A day full of inspiration: this year' s Succus CX Forum was the epicenter for anyone who wants to rethink customer experience in the automotive sector. The key message? Customer experience doesn't just mean digitizing processes - it means putting people at the center and embedding technologies in their everyday lives in a meaningful way.
1. Human-centered experience - more than just a buzzword
If you want to make the difference as an OEM or mobility provider, there is no getting around the "human-centered" approach. The discussions and presentations - for example by Marius Kohlhepp (Audi) - clearly showed that CX can only be effective if customer experiences are linked to the real life worlds of users. There is a move away from "one fits all" towards an empathetic, adaptive customer journey that creates real relevance.
Critical learning: AI, software and data have no impact if they are presented as an end in themselves. Customer loyalty is created where digital solutions simplify life - not complicate it.
2. Trust & brand integrity: The true differentiating factors
Skepticism remains a key factor, especially in the face of increasing AI euphoria in the market. The tenor of the forum: brands continue to gain in importance - especially if they embody integrity, transparency and genuine values. The data confirms what has long been noticeable in real life: consumers want technology they can trust and companies that act honestly.
- Brand = promise: Those who understand CX as continuity between the digital and real world create credibility and loyalty.
- Use skepticism: AI must not overrun customers, but should become a real problem solver as an "enabler".
3. "Integrate it into the customer's world - don't impose it!"
Whether innovative service agents, new digital touchpoints or personalized offers: Anything that scales successfully in the automotive industry ties in with users' rituals, mobility habits and needs. The best systems come to nothing if they fail to address the everyday lives of the target group.
CX as a reflection of real customer stories: feedback, co-creation communities and context-based analytics are becoming increasingly important for the development of relevant offers. Successful teams create platforms on which customers can help shape the mobility of tomorrow today.
4. Automotive industry: Requirements for 2025+
The days when CX was a by-product are finally over. OEMs and mobility providers must:
- Measure & manage CX holistically: Across all touchpoints, from awareness to after-sales. This is the only way to identify relevant "moments that matter" and shape them positively.
- Use data - but interpret it in a human way: A true target picture needs more than dashboards. Analytics become valuable when they lead to strategic, empathetic actions.
- Linking people and technology: AI agents or conversational services (see forum contributions) should not be used as a substitute, but as a smart addition to the human touch.
5. Rethinking CX: Impact is created when the right methods work as an overall concept - not as individual actions.
Customer experience excellence is not a sprint, but a systemic approach that intelligently combines various methodological pieces of the puzzle: From CXM solutions to AI-supported analyses, targeted customer interview days to forward-looking foresight - this is how feedback is turned into targeted impact. moveXM does not see itself as a single provider here, but as an enabler that orchestrates the appropriate methodological building blocks and ensures that insights lead to real transformation: Relevant, action-oriented and always close to the customer's world.
Now is the time to understand CX as an overall strategic construct - and to break down old boundaries. Let's work together to create customer experiences that become the DNA of your brand, prevent churn and create real added value. moveXM accompanies you throughout the entire CX transformation - with intelligent data, clear recommendations and an eye for the big picture.
Curious to find out how the individual building blocks of your CX strategy can become a real impact network? Let's get talking!
