Understanding Customer Satisfaction: From Hotels to EV Charging Excellence

There's something fascinating about hotel chains and what they reveal about customer experience. Think about walking into a familiar budget hotel brand, that instant recognition of colours, layout, and expected service level. That consistency breeds confidence, doesn't it?

The hotel industry offers valuable insights for charge point operators. Consider how the same hotel brand can feel markedly different across locations. The rooms might be identical in layout and furnishing, yet some stays leave guests feeling valued while others fall flat. It's rarely about the physical space, the experience created within it, and, most importantly, how issues are handled when they arise.

When something goes wrong at a hotel, the difference between a frustrated guest and a satisfied one is often not the issue itself but how it's handled. When staff listen attentively and take swift action, guests feel valued. This transforms a potential complaint into an opportunity to build trust.

This same principle lies at the heart of EV charging experiences, as our recent white paper highlighted. When drivers encounter issues, their satisfaction heavily depends on how well they're heard and supported. It's not just about fixing technical problems; it's about acknowledging their experience and responding with genuine care.

Professor Noriaki Kano developed a fascinating model in the 1980s that helps to put this in context. He identified three key levels of features that affect how customers feel about a service:

The fundamentals that must work are basic needs. In charging, this means functional chargers, clear pricing, and smooth charge initiation. When these work, nobody particularly notices. When they fail, frustration follows.

Performance needs are where better delivery equals higher satisfaction. Faster charging speeds than expected, shorter waiting times, and quick issue resolution fall into this category. The better these perform, the happier drivers become.

Then there are delighters, which are unexpected features that create joy. At charging locations, this might mean finding a comfortable waiting area with a free drink, receiving real-time updates about charging progress on your phone, or experiencing exceptionally caring customer service when reporting an issue.

When experiences unravel, it's often due to subtle details. A charger might be technically functional, but disengaged support staff or slow response to minor issues can create lasting negative impressions. These aren't catastrophic failures, but they erode trust and loyalty.

The magic lies in human connection. In hotels, it might be a receptionist remembering a guest's name. For CPOs, it could be helpful customer support guiding a new EV driver through their first charge or swift, friendly response to reported issues. These moments of genuine care can transform from delighters into expected service elements as the industry matures.

What's particularly interesting is how these categories shift over time. Features that once delighted users gradually become expected. For example, hotel WiFi was once a luxury but is now an essential requirement. The same evolution is happening in EV charging, where features like real-time status updates are becoming standard expectations rather than pleasant surprises.

Understanding these changing expectations is crucial for CPOs striving to build trust and increase utilisation. Success isn't just about installing and maintaining charging points; it's about creating experiences that build trust and loyalty. When drivers feel genuinely heard and supported, particularly when things go wrong, they're more likely to return and recommend the service to others.

Thanks for reading

Liz