Customer Touchpoints: Current benchmark data for the automotive industry

Benchmark study for the automotive industry: From car manufacturer to mobility service provider: Developments in the automotive industry

The automotive industry is in a phase with enormous pressure to transform: autonomous driving, electric cars, networking and changing customer behavior are forcing manufacturers to transform themselves into mobility service providers. It is expected that in the future a large percentage of sales will be generated through business models outside of actual vehicle production. These dynamic framework conditions require digital innovations and products that are, above all, tailored to the actual needs of customers. Only if companies truly and deeply understand these customer requirements can they proactively address changing consumer behavior and expectations. Profitable and successful business models can be developed or further developed for services and customer experience. Innovations in products and services must be redesigned in a customer-centric manner and communication and distribution at the touchpoints along the customer journey must also be tailored precisely to individual customers.

For this benchmark study, we surveyed 1.009 vehicle owners who decide whether to purchase a vehicle in their household or are involved in the decision. The aim of the study is to present the touchpoints according to their importance in order to provide a point of reference, for example for the use of resources.

From the content of the benchmark study:

• Real customer understanding and enthusiasm are crucial success factors
• learning
• Description of the study design
• Overview of all touchpoints divided into categories
• Recommendation (NPS) and satisfaction (CSAT)
• Top 10 touchpoints (overall) that are “perceived”.
• Top 10 activating touchpoints
• Top 10 touchpoints (overall) that are most used for information
• Top 10 touchpoints according to their impact index
• E-vehicles: What aspects of purchasing a vehicle with an electric or hybrid drive were relevant to you?
• Satisfaction while interacting with dealers and the online configurator

Recommend the Automotive benchmark study