What do consumers think about the automotive customer experience? Top-level auto executives are focusing on the customer experience to compete against all the new players in the industry who have recently gained market strength. But before they begin, they need to understand how customers perceive automotive companies and how the customer experience impacts their buying decisions. TTEC performed an in-depth study of automotive customers and examined their sentiments and expectations about the automotive experience. This infographic tells it all.
Social Media Expectations
What do customers expect after expressing feedback to automotive providers via social media channels? Most (70%) expect nothing at all, and just 16 percent of auto customers expect an immediate response from the company.
What Affects Buying Behavior?
Most people would agree that the customer experience is critical, but just how important is it for the automotive industry?
- 54% of auto customers said good customer experiences play an important role in their buying decision
More than half of auto customers say good customer experiences are important influencers of their buying decisions, but in today’s digitally and socially connected world, it’s not the only influencer. Word-of-mouth also has a persuasive power that auto companies shouldn’t ignore.
- 68% of automotive customers will consider a company based on a positive referral
Customer Experience Excellence is More about Emotions
When it comes down to actually serving customers over the phone, auto companies have work to do, and the areas of improvement have more to do with emotion than one might expect. Customers overwhelmingly still prefer to speak to a live person for help, but those experiences often cause negative feelings and reactions.
- 52% of auto customers feel lost in a corn maze when they encounter automated service systems
- Auto customers experience feelings of hate when they hear phrases like “your call is important to us” and “please take our survey so we can better assist you”
In fact, for nearly half of auto customers, the emotional experience is worth more than even the service itself.
- 47% of auto customers want an empathetic service associate, even if they are inept
So knowing all of this, what should auto executives remember as they journey down the path to customer centricity and cater to what customers expect?
- Most customers (70%) expect nothing from auto companies after expressing social media feedback. While this means business leaders may have some time before they are under pressure to implement social customer care, this area is ripe for exceeding expectations and wowing customers
- More than 50% of auto customers let the customer experience play an important role in decision making, so make customer experience improvements a high priority—after all, it could greatly increase sales
- Nearly 70% of customers are influenced by their social networks, so make it easy for customers to share their new car excitement and positive buying experiences with their friends and family
- The emotional experience is often just as important as the service itself, so evaluate your customer experience with your emotional diary close at hand
