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CX NYC 2018
Michelle Yaiser, Principal Analyst
Brendan Miller, Principal Analyst
Andrew Hogan, Senior Analyst
Going Full Throttle On The Car Buying And Ownership Experience
Sponsored by 4Cite
2© 2018 Forrester Research, Inc. Reproduction Prohibited
2018 Auto CX Index Insights:
Experience still matters
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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 Auto Manufacturers Loyalty
69%
41%
69%64%
56%
63%
SalesRetention
SalesEnrichment
SalesAdvocacy
ServiceRetention
ServiceEnrichment
ServiceAdvocacy
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CX
Loyalty Brand
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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
82% will stay
When customers have good sales
experiences…
95% will stay when they have excellent sales experiences
6© 2018 Forrester Research, Inc. Reproduction Prohibited
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
45% will purchase additional vehicle
When customers have good sales
experiences…
59% will purchase additional vehicle
when they have excellent sales experiences
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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
86% will recommend
When customers have good sales
experiences…
96% will recommend when they have excellent sales experiences
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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
75% will stay
When customers have good service
experiences…
90% will stay when they have excellent service experiences
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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
63% will purchase additional services
When customers have good service
experiences…
81% will purchase additional services
when they have excellent service experiences
10© 2018 Forrester Research, Inc. Reproduction Prohibited
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
73% will recommend
When customers have good service
experiences…
92% will recommend when they have excellent service experiences
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CX
Loyalty Brand
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Source: Forrester Analytics Customer Experience Index Online Survey, US Consumers 2018
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.
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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
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.
Customers who have excellent sales experiences are…
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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
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.
Customers who have excellent service experiences are…
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CX
Loyalty Brand
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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
88% will stay - purchase
When customers feel positive about a
brand…
82% will stay – service
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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
57% will purchase additional vehicle
When customers feel positive about a
brand…
74% will purchase additional services
18© 2018 Forrester Research, Inc. Reproduction Prohibited
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
89% will recommend – purchase
When customers feel positive about a
brand…
82% will recommend – service
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Which dealership do I choose?
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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
› Nearly 2/3 start by looking for the dealership closest to
their home (or close to work)
› Had the desired vehicle on the lot
› Past positive experience with the dealership
› Dealership offered a competitive price
› Dealership recommended by a friend/family
member/colleague
How customers select a dealership to purchase from
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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
“honest salesperson”
“Best customer service”
“Because of the people.”
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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
“friend recommended”
“Knew someone working there"
“Had the best no haggle price"
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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
“I went to the dealership closest to my home when I
originally planned to purchase my car. The salesman
was rude and disrespectful and acted like he could
care less if I walked out of there. It was a very
unpleasant experience. I went to another dealership
because I really wanted a particular make and
model. The other dealership was like night and day.
The salesman was extremely helpful and actually got
the car I wanted transferred to his dealership from
the dealership I went to in the first place. Haha!”
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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
› Over 75% go to the dealership closest to their home (or
close to work)
› Less than ½ service their car where they purchased it
› Past positive experience with the dealership
› “free”, “included”, “required”, “warranty”, and “only”
How customers select a dealership for service
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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
“Don’t trust closest dealership”
“Other dealership treated me badly”
“didn't want to use the one that was
closer as they screwed me before”
CX NYC 2018
Michelle KapturCustomer Experience Strategy & Marketing Technology Manager, General Motors
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CX NYC 2018
Ernie Garcia, IIIPresident, Chief Executive Officer and Chairman, Carvana
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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
“web search”
“saw they had the car I wanted on
their website”
“lots of good online reviews”
“had an easy to understand and
non-janky website”
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The Forrester Automotive Wave:
US Websites, Q2 2018
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› The Forrester Industry Wave is Forrester’s expert review
evaluation of brands (firms) and the digital experiences
they deliver to consumers.
› It consists of both a functionality review and heuristic-
based user experience review
• Remote unmoderated user testing guided our review criteria
› Evaluated brands are plotted on a modified version of
Forrester’s Wave graphic
What Is An Industry Wave?
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32© 2018 Forrester Research, Inc. Reproduction ProhibitedSource: The Forrester Automotive Wave™: US Websites, Q2 2018
The X axis
represents UX and
the Y axis
functionality
Auto brands use the
same design firms
and backend
systems resulting in
little differentiation
US Auto Wave Graphic
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Some of our participants were
frustrated
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Listen to that again
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1) Difficult to compare
2) Difficult to find a feature
3) Difficult to decipher language
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1) Difficult to compare
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2) Difficult to find a feature
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3) Difficult to decipher language
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3) Difficult to decipher language
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3) A solution to difficult language
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Other bright spots
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1) Cross Selling
Chevrolet
Silverado
1500
shoppers may
be interested
in a Suburban
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2) Nissan Test Drive Dealer
Integration
Most sites
only enabled
the shopper
to fill out a
form to make
a test drive
appointment
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3) Mercedes-Benz Save For Later
Mercedes
shoppers
could save
configured
vehicles in an
account to
review later
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Thank youBrendan Miller
@brendan_miller
Andrew Hogan
@ahhogan
