Acxiom：2023年汽车客户体验CX研究报告——洞察个性化客户体验需求及选择汽车品牌的影响因素（英文版）（38页）.pdf

1、 2023 Acxiom LLC.All rights reserved.March 20232023 Automotive Customer Experience(CX)StudyUnderstanding what people want from personalized CX and what influences the automotive brands they prefer 2023 Acxiom LLC.All rights reserved.71%People who expect personalized interactions.76%People who get fr

2、ustrated when that does not happen.40%More growth brands delivering personalized experiences vs.their competition.Source:McKinsey15%Revenue liftthat comes from personalization.Why is personalized CX so important?PEOPLE WANT ITSHAREHOLDERS VALUE IT2 2023 Acxiom LLC.All rights reserved.3PEOPLE WANT IT

3、166MDrivers in the U.S.who likely expect personalized interactions.126MDrivers in the U.S.who could get frustrated when that does not happen.Thats a lot of people.How well do you reallyknow them?*Respectively,71%and 76%of an estimated 234M drivers in the U.S.2023 Acxiom LLC.All rights reserved.4We w

4、anted to explore how people feel about auto CX.Investments in new business models.Acceleration of digitally-led shopping experiences.Evolving buying behaviors and CX expectations.Innovations in data and marketing technologies.Blurring of brand verticals in the future of mobility.2023 Acxiom LLC.All

5、rights reserved.5WHAT WE WANTED TO LEARN Understand customer experience(CX)expectations Explore the experiences the last time they purchased a vehicle Understand the influence of the connected technology experience Examine how current experiences might influence decisions next timeHad to Owna vehicl

6、eIncludes 1,528 people in the U.S.Between ages 18-75September 2022Representative of U.S.Census Bureau national average population by age and region.WHO WE SURVEYEDGen Z(18-25;14%),Millennial(26-40;30%),Gen X(41-55;27%),Pre-Retired Boomer(56-65;19%),Retired Boomer(65-75;10%).2023 Acxiom LLC.All right