Going Full Throttle On The Car Buying And Ownership …

[Pages:25]6/20/2018

CX NYC 2018

Going Full Throttle On The Car Buying And Ownership Experience

Michelle Yaiser, Principal Analyst Brendan Miller, Principal Analyst Andrew Hogan, Senior Analyst

Sponsored by 4Cite

2018 Auto CX Index Insights: Experience still matters

? 2018 Forrester Research, Inc. Reproduction Prohibited

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2018 Auto Manufacturers Loyalty

69%

69%

41%

64%

56%

63%

Sales Retention

Sales Enrichment

Sales Advocacy

Service Retention

Service Enrichment

Service Advocacy

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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CX

Loyalty

Brand

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers have good sales experiences...

82% will stay

95% will stay

when they have excellent sales experiences

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers have good sales experiences...

45% will purchase additional vehicle

59% will purchase additional vehicle

when they have excellent sales experiences

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers have good sales experiences...

86% will recommend

96% will recommend

when they have excellent sales experiences

Base: 39,768 US online consumers (18+) who interacted with a specific retailer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers have good service experiences...

75% will stay

90% will stay

when they have excellent service experiences

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers have good service experiences...

63% will purchase additional services

81% will purchase additional services

when they have excellent service experiences

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers have good service experiences...

73% will recommend

92% will recommend

when they have excellent service experiences

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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CX

Loyalty

Brand

? 2018 Forrester Research, Inc. Reproduction Prohibited

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Is a brand that sets itself apart from its competitors.

I prefer brand over all other brands like it.

I would go out of my way to do business with brand.

Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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Customers who have excellent sales experiences are...

2.5x more likely to go out of their way to do business with a

brand.

3x more likely to prefer a brand over all other brands.

3.8x more likely to think a brand sets itself apart from

competitors.

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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Customers who have excellent service experiences are...

2.2x more likely to go out of their way to do business with a

brand.

2.8x more likely to prefer a brand over all other brands.

3.8x more likely to think a brand sets itself apart from

competitors.

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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CX

Loyalty

Brand

? 2018 Forrester Research, Inc. Reproduction Prohibited

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When customers feel positive about a brand...

88% will stay - purchase

82% will stay ? service

Base: 8,258 Purchase and 11,211 Service (16,317 total) US online consumers (18+) who interacted with a specific auto manufacturer within the past 12 months Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018

? 2018 Forrester Research, Inc. Reproduction Prohibited

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