Insights from expert Barbara D'Emilio
In a rapidly changing market, customer expectations are evolving at an equally fast pace. For CX leaders, this means it’s no longer enough to simply measure and understand CX — it’s about actively shaping and scaling it.
In a rapidly changing market, customer expectations are also evolving at a rapid pace. For CX managers, this means that it is no longer enough to measure and understand CX - it is about actively shaping and scaling CX.
The customer journey in the automotive sector is becoming increasingly complex. At the same time, customer expectations in terms of service, relevance and individualization are rising. What used to be a soft factor is now a decisive competitive factor: customer experience (CX).
In her recent keynote at the annual moveXM CX Summit, Barbara DʼEmilio, Chief Customer Officer | Enterprise Accounts Automotive at moveXM, showed how OEMs are transforming CX from a metric into a real control logic - and what it takes to scale this transformation globally.
1. Today, CX means more than "fixing pain points"
In 2025, "premium" will mean more than just satisfaction. Studies such as the Ipsos Global Trend Report and PwC Customer Insights show that Customers are increasingly evaluating brands based on trust, simplicity and emotional relevance.
"It's no longer just about resolving complaints - it's about anticipating needs and actively shaping loyalty."
2. The business case is clear
CX is more than image building - it is a clear growth driver:
The difference between expectation and experience is enormous - and a real opportunity for OEMs that think CX strategically.
3. The shift: from feedback to activation
Successful transformation starts where:
A new culture is needed: away from the "CX team" towards CX as a collective business logic.
4. Future-oriented levers in automotive CX
The future is proactive, predictive and emotionally intelligent. What does that mean in concrete terms?
OEMs already using these tools benefit from measurable impact: better loyalty, fewer churns, more relevance.
5. From awareness to action - your role
Every brand, every country has different framework conditions - but a common goal:
Activate insights, prioritize levers, scale impact.
"You have the data - but are your teams ready to manage it in real time?"
With moveXM, you can activate existing insights and scale impact - from the first pilot to global implementation.
Let's shape the next chapter of customer experience together. Not with more data, but with smarter activation.
