This year, J.D. Power conducted the Customer Experience Value Study of New Energy Vehicles (NEV-CXVI) in China for the first time. In this study, the Customer Experience Value Index (CXVI) is used to measure the whole journey experience of new energy vehicle owners with a car ownership period of 2- 12 months, focusing on specific actions to meet users' emotional needs in various scenarios, thus leading the industry to continuously build a more efficient user experience contact framework from the perspective of meeting customers' core needs.
At the same time, the customer experience value index of new energy vehicles (1 000) was released, which was scored according to different customer groups, and the measurement indexes of three experience stages of car purchase, car use and service were evaluated.
The research shows that the customer experience value index of independent new forces is 806, which is higher than the industry average 10, and it is in a leading position in car purchase, car use and service. International brands followed closely with 802 points, while traditional independent brands with 792 points were slightly lower than the industry average.
Among them, the leading edge of independent new forces in service experience (809 points) is the most obvious, leading international brands and traditional independent brands 16 points and 23 points respectively. The study also found that in the whole experience of car owners, the experience of car use stage (806 points) is the peak of the whole experience of customers, while the experience index of car purchase stage is only 788 points, ranking last among the three experience stages, and there is still much room for improvement.
As the automobile industry rushes to the era of electric intelligence, the change of automobile products is rapidly promoting the constant change of consumer demand. The reason why independent new forces can seize the leading position in the industry stems from their keen sense of Internet genes that users need. User-centered and demand-driven, it has achieved remarkable results in the mode of user direct connection and private domain operation.
For automobile manufacturers (whether new brands or traditional automobile brands), the goal of customer experience management needs to change from the perspective of financial income to the perspective of value return of users throughout their life cycle, and rely on the integration of externalized user experience (purchase, use and service) and internalized management system to enhance user experience and increase users' loyalty to brands, thus promoting brand growth.
The following are other findings of this study:
● Buyers of new energy vehicles are more inclined to obtain information through online channels: when obtaining vehicle information, buyers of new energy vehicles use more online channels than buyers of fuel vehicles, especially the official apps and video websites of manufacturers. Compared with the buyers of fuel vehicles, the proportion of new energy vehicle buyers using the official APP of automobile manufacturers to obtain information is 16%, which is 4. 1 percentage point higher than that of fuel vehicle buyers; The proportion of new energy vehicle buyers using video websites and their apps to obtain information is 1 1%, which is 3.5 percentage points higher than that of fuel vehicle buyers. In terms of content, new energy car buyers pay more attention to the introduction of new technologies and third-party evaluation.
● With the extension of the years of car ownership, the car experience has obviously declined, so it is necessary to strengthen the long-term management of the experience: the car experience index of new energy owners after two months of car ownership and half a year is 820 points and 865,438+03 points, respectively, which is not much different, but the score after seven months of car ownership has dropped to 767 points, and the car experience after half a year has obvious faults. The main reason for the decline in experience is that the service attitude of sales staff is colder than before, and there are many problems affecting efficiency and convenience in energy replenishment, and the rights and interests of car owners are gradually losing their appeal.
● The official brand APP helps to improve the user experience: car owners who log in to the official APP with high frequency score higher in the customer experience value index. The experience index of car owners who log in to the official APP many times a day is 830 points, while the experience index of car owners who log in once every 2-3 days is 782 points, a difference of 48 points.
China New Energy Vehicle Customer Experience Value Ranking in 2022
Ideal to 8 16 results to win the China brand segment of new energy vehicle customer experience value champion. Tucki (8 15) ranked second, while Geometry (8 13) and Krypton (8 13) tied for third place.
BMW won the customer experience value champion of new energy vehicles in the international brand segment with the score of 8 14. Mercedes-Benz (8 12) ranked second, while SAIC Volkswagen (802) and Tesla (802) tied for third place.
In the J.D. Power 2022 China New Energy Vehicle Customer Experience Value Study (NEV-CXVI), the experience nodes in the car purchase stage include: information collection (16%), store experience (14%), product explanation and experience (13%), and car purchase scheme negotiation. The experience nodes in the car use stage include: car consultation (23%), energy supplementary service (38%) and owner's rights and interests (38%); The experience nodes in the service phase include service initiation (4 1%), service process (29%) and service quality (30%).
The research on the customer experience value of new energy vehicles in China in 2022 (NEV-CXVI) is based on the real feedback of 3,968 new energy vehicle owners who bought cars during 20021-May 2022. The research covered 465,438+0 brands, and the data was collected in 56 major cities in China from June to July, 2022.
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