Customer Experience (CX): An international example of growing demand

The sales figures of German premium manufacturers in China are declining. New Chinese car manufacturers like Nio or Li Auto seem to be increasingly the winners - as published in Handelsblatt on 15. February 2022.

Is the reason for this ignorance?

What's happening in the car market in China? And what does this have to do with customer experience (CX)? Quite simply: "German carmakers are ignoring the essential needs of their Chinese customers" according to Handelsblatt. It seems that German manufacturers are transferring European standards to the Chinese market. Because, according to the Handelsblatt, German premium manufacturers are focusing primarily on engine performance and driving experience. And so far, this has apparently been very successful. So far.

New providers who listen to their customers win

The Chinese competition does things differently: they equip their vehicles with a movie theater, refrigerator, on-board computer with voice recognition and other technical features. With heavy traffic and frequent traffic jams, this probably makes more and more sense for Chinese consumers to surround themselves with. After all, what use is 500 hp of engine power if you can only move forward at walking pace?

One should know exactly one's own largest sales market

When reading this article, one can only shake one's head at the ability of such multinational corporations to correctly assess customer needs. Such renowned brand manufacturers should be able to monitor the market and the changing expectations of their customers on an ongoing basis, and should therefore be aware of them. Apparently, this is not done even by these well-known companies - or not often enough. The apparently poor implementation of the customer experience in the Chinese market is a classic example of how quickly you can fail if you blatantly ignore or - even worse - fail to recognize the needs and expectations of your customers. This works well until new competitors enter the market and succeed by identifying and then implementing the wishes of their clientele. Just like Nio or Li Auto.

That works. Pick up the expectations of the Chinese from Stuttgart within hours and save a lot of money

The carmakers could have asked consumers in China for a few thousand euros at deeptrue.com and received valid results within a few days. But - from such incidents one can learn for the future. Nobody is perfect - not even BMW, Mercedes Benz and Co. But maybe the responsible people there will learn someday that it takes only 10 minutes from Stuttgart or Munich to validly survey Chinese consumers regarding their wishes and needs. With deeptrue.com.