As the world moves towards sustainable mobility with electric vehicles (EVs), consumers and brands witness a whole new opportunity along with challenges. Based on our market observation while EV adoption is set to grow from about 1% of the fleet today to up to 15% by 2030, its success would largely depend on consumer acceptance influenced by convenience to use the product, cost of ownership and anticipated seamless customer support. Like most firsts, customers are looking for a more engaging and hassle-free transition to EVs and utilities will be one of the key players to offer a diverse set of innovative EV solutions including superlative customer service to build long-term customer loyalty, spread EV adoption and enable users maximizing EV usage to full potential.
Evolving needs of EV care service
Utilities are distinctively positioned in the evolving market having complete know how of charging infrastructure, however, they are still grappling with their emerging role in EV charging ecosystem. The new-age customers are getting smarter – they are constantly comparing their personalized experience in day-to-day life and willing to stay loyal with companies easier to work with. Undeniably, today EV brands acknowledge the importance of connected customer experience, however, required effort and attention is missing and it poses as speed bump for mass EV adoption. The EV market still comprises 1% of global market although most of the car maker are ramping up EVs productions (The US aspires for EVs to make up 50% of sales by 2030, and China, Japan, the EU, and the UK are aiming for 100% by 2035) as government and regulatory bodies commits to global sustainable mobility and reduced greenhouse gas (GHG) emissions. However, rather than the push from governing bodies the brands need to find out:
- Engagement strategy with developing EV products.
- An offer that goes beyond just a physical product with CX in mind.
- Prompt issue resolution impacting customer satisfaction and net promoter score (NPS).
- Cost elements and incentives for EV ownership.
Internal combustion engines (ICE) and EVs come with mostly similar features and offers, hence, when using the product becomes an inconvenience the only tradeoff to retain a customer is an outstanding CX by providing curated support for simple queries like how to charge the vehicle, or to complex technical questions around remote charging assistance and more. Here, utilities could lead the path for higher EV adoption through offering flexible pricing options, like time of use (TOU), cost savings on electricity bill through vehicle to home (V2H) and vehicle to grid (V2G) arrangements, incentives, and rebates and most importantly a super-efficient EV customer care service.
The NXT. Now Solution Advancing an Intuitive Digital Care Service.
Tech Mahindra’s intuitive digital EV care service solution is powered by the latest technologies that connect the EV owners with energy distribution companies (EDISCOMs), e-mobility service providers (E-MSPs), charging point operators (CPOs), OEMs to effectively communicate with required business intelligence, digital tools, and analytical foresights and provide a differentiated and satisfying EV ownership experience encompassing all customers touchpoints starting from awareness, research, consideration, purchase, ownership, maintenance, advocacy, upgrade or switching.
Our key propositions:
Conclusion
The advent of modern technologies has provided required traction to digital EV journey experience – it is now up to the brand’s appetite how they consume a radical intuitive digital EV care service solution and monetize opportunities. While purchase and ownership experience greatly vary by brand based on new EV capabilities, customer service must be prioritized over all other goals. Brands can enjoy a steady shift and stronger customer bonding coupled with upward EV adoption by harnessing leading CX practices. The automotive ecosystem is navigating through unchartered territory with new age toys on the road which shift gear automatically and maneuver. Fairly similar way the utilities are well poised when it comes to create an EV transformation glide path and put it in cruise control mode, where speed is only constant with a focus on desired destination……
About the Author:
Sailesh Das
Principal Consultant - Energy and Utilities Practice, Tech Mahindra
Sailesh has over 20 years of experience within the ITES business in varied capacities and has rich domain expertise in the energy and utilities vertical, globally. He spearheads end-to-end digital and industry-leading transformation solutions within the E&U vertical and horizontal business lines for TechM. He is a certified LEAN and Six Sigma practitioner and holds a PGDMM grade.
