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Automotive customer experience rebooted

Automotive CX challenges & opportunities


car-owner surveys conducted

Our findings point to two critical steps automotive manufacturers can take to improve sales and increase customer loyalty: utilizing consumer data and strengthening their relationships with dealers.

Automotive customer demands are on the rise

Key factors are expected to double

While vehicle performance, design and price will remain important, five other factors will become critical for a positive customer experience.

New factors critical for a positive CX

  1. Dealer/repair shop accessibility
  2. Staff expertise
  3. Connected vehicle and advanced systems
  4. Data privacy and protection
  5. Sustainability and responsibility

Digital experience

A majority of customers (62% – 65%) expect online, virtual and real-time response experiences from their automotive OEMs and dealers.

Sales model at risk



of customers perceived that their OEM is not prepared to provide a relevant experience


of customers would switch to a different OEM if it delivered better customer experiences


of customers think about changing their automotive brand after a company fails to deliver a relevant customer experience

Dealers and OEMs

“In essence, there isn’t a uniform understanding of what ‘customer experience’ means. For the OEM, it is about tracking the entire customer journey; but for the dealers, it is only about aftersales.”


Roadmap to the future

Regaining dealers’ trust

Communicating and working with dealers more collaboratively and transparently to gain their understanding and support.

Defining the future role of the dealer

OEMs should work with dealers to find the preferred sales model depending on the dealer’s strengths.

Building a win-win relationship step by step

Establish trusted relationships, develop a work plan, and focus on budget, reach, data and system integration.

Embedding flexibility in implementation

Moving from a linear customer journey and process toward a modular toolbox of applications that dealers can pick and choose at will.

The future of in-car human machine interfaces



of dealers surveyed see CX as extremely important to their future growth

Meet the team

Teodoro Lio

Senior Managing Director – EMEAan Automotive Lead

Alberto Sernia

Managing Director, Automotive Customer Experience Offering Lead

Joel Van Durme

Managing Director – Global Automotive Lead, Accenture Song
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