Vehicle Owner Experience: Design a personalized automotive customer journey

In July of 2023, consumer research* was conducted to uncover opportunities for enhancing the vehicle ownership experience by better understanding vehicle owners’ expectations. Based on the survey, three stages were uncovered to extend better customer relationships across the vehicle ownership lifecycle: 

1. Owner Engagement: Automakers should actively engage current vehicle owners to better establish a strong foundation for ongoing relationships. Knowing and connecting with existing vehicle owners lays the groundwork for more sustained engagement.
2. Owner Experience: Improved visibility into vehicle ownership information helps automakers create a more seamless digital experience both within and beyond the dealership. Balancing the ease of use with reliability in owner interactions is crucial to meet owner expectations. 
3. Owner Enrichment: By leveraging enhanced data strategies, automakers can help enhance owner loyalty and provide additional value within these relationships.

This report focuses on the second stage, Owner Experience.

Key insights reveal:

• New and used vehicle owners show similar interest in connected services and enroll in a free trial at nearly the same rate. However, only 25% of used vehicle buyers report receiving a free trial offer. 
• Three in four vehicle owners who choose not to enroll in a connected services free trial cite a lack of perceived benefit and/or value as a factor.
• 68% of vehicle owners who previously enrolled in a free trial convert to a paid subscription after the trial period expires.
• About 65% of consumers surveyed said they would feel more confident about providing their personal information if automakers had additional verification steps in their online processes.

Complete the form to explore the full whitepaper for deeper insights into this crucial phase of the vehicle ownership lifecycle!

Available in our Related Resources below is the opportunity to engage with our Owner Engagement research to better understand how ownership is a traditional industry blind spot, but understanding who currently owns your vehicles is the foundation to building an ongoing connection to owners throughout the vehicle lifecycle. 

*A total of 2,227 surveys were completed between July 6-24, 2023. The online panel sample was managed to ensure a representative sample.