Case study: improving customer experience in EV dealership showrooms

In recent years, our company 4Service has worked extensively with all kinds of businesses worldwide.?Today we're talking about a complex problem that we've tackled in a neat way. Today we're talking about our client: EV car dealership.

Background

• Electric vehicles are gaining popularity and market share. In Q2 2022, EV sales accounted for 5.6% of the total auto market (up from 2.7% in Q2 of 2021).
• Clean energy and improved performance are driving people to switch to electricity.
• Government incentives continue to buttress the future of all things electric.

Despite the significant growth in sales seen in recent years, passenger cars with alternative energy sources still account for only 5.3% of the total EU vehicle fleet. Battery electric vehicles and plug-in hybrids account for just 0.5% and 0.6% of the fleet respectively, while 1.2% of all cars on EU roads are hybrid-electric.

Regardless of the general trend toward electric vehicles, demand is still small and customer service needs closer scrutiny.

The challenge the client is facing: How to improve customer experience to improve EV buying experience in a dealer showroom?

We researched our client's customers and suggested using a service design methodology to gain valuable insights from our research.

Qualitative research: in-depth interviews with people who have recent experience in consultations and showroom visits, interviews with people who recently bought the cars.

Quantitative research: mystery shopping?clients and competitors. As a result: we built the CJM and found the pain points and opportunities areas.

Ideation session with regional managers on how to create a unique customer experience during the presentation of electric cars and the test drive.?

We have created a buyer persona* to empathise with the client and understand their problems from the inside

* buyer personas - are semi-fictional images of your ideal customers, based on data and research. They help you focus your time on qualified leads, guide product development to meet the needs of your target customers, and align all work in your organisation (from marketing to sales and service).

Valuable quotes we received during in-depth interviews

This car has more technological features than VW. Much better equipped. Our client and its inside technology, and quality felt like a premium product

I was surprised with VW approach. In the beginning, I wanted to buy VW, but after the visit to Hyundai, I met the quality service.

The sales consultant was very knowledgeable, presented the car in details, provided all explanations. But I bought from the other dealer because the car was at stock there

I felt like a premium client during the visit

So what came out of our ideation session?

The valuable insights we have gained from our research that our client's customers have come to expect:

• The prompt answer, quick and convenient arrangement of the test drive time
• Attention to detail, personal needs, and involvement
• Explanation in detail, and in a very understandable way.?
• Ability to sit in the car and touch everything
• Offer to take the car as long as a customer wishes?
• Offered a lot of information material about electric vehicles and packages
• Activeness?
• Invitation for the second visit