What autonomous vehicles would mean for: Customer Experience and Loyalty

Will traditional car manufacturers let go of old vehicle ownership structures and embrace new models and partnerships? Or will they be outplayed by the new comers?

What autonomous vehicles would mean for: Customer Experience and Loyalty

The author(s)

  • Amy Charles Senior Vice President
Get in touch

What autonomous vehicles would mean for: Customer Experience and Loyalty

One potential model for autonomous vehicles is that customers would subscribe to a mobility service instead of owning their own personal car. That sets up a new frontier for customer relationships between passengers and the companies responsible for moving them around.  Will customers have an exclusive relationship with one vendor, or have multiple services they use? Will we see tiers of service as we do with airlines -- platinum passengers get more in-vehicle amenities and fast-lanes to their destinations? Or perhaps subscription services akin to the Stich Fixes, Candy Club and Dollar Shave Club?

Amy Charles, SVP Canada, Ipsos Loyalty: The relationship between consumer and automaker will be reinvented as autonomous technologies shakeup the way we think of not only auto ownership but what vehicles can do. Cars will be more than transportation. Not only that, but a whole new set of customers will enter onto the scene who were previously excluded from the auto market – non drivers.  Companies who understand how to minimize customer effort will be winners as autonomous technologies will shift the importance of customer experience to a new gear. The question is will traditional OEMs let go of old structures and embrace new models and partnerships? Or will they be outplayed by the new comers (as occurred with the birth of the sharing economy) who will not see the market as automotive, but rather as part of the emerging on-demand economy of which autonomous cars happen to be part of.
 

The author(s)

  • Amy Charles Senior Vice President

Customer experience