In this issue
A spotlight on EV: Looking at the VWFS Sparking Debate EV panel’s latest findings. |
 Our friends at VWFS launched their Sparking Debate panel consisting of EV owners and considerers last year. For their first project, they explored the first step in the customer’s journey: the research phase. In their most recent study, published in March they explored views on charging and cost of ownership for EV considerers and owners, which they kindly shared with us. |
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For EV considerers they found that:
- Generally they understand how to charge an electric vehicle and the majority know how they’d charge at home. However, around half were unsure about how often they’ve need to charge an EV or knew where they’d charge an EV locally
- They were at different points of the research journey. For those who had researched: generally there was seen to be a lack of useful information available. The information was too technical or used ‘jargon’ and needs to consider more real-life practicalities
- For those who had looked into cost of ownership, the cost was higher than expected for half, largely driven by the high upfront cost of the EV. They used similar methods to research as owners: largely online searches and YouTube videos, as well as visiting dealerships.
- A small percentage had tried EV cost of ownership calculators: with a mix of positive and negative reactions. A small minority had used comparison apps, but again with mixed opinions.
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| You can find both Sparking Debate study findings on Life Online here. Future VWFS Sparking Debate results will also be available in the VWG Research Library at the same links. |
During Life Live, you also heard a little bit about the two Insight projects below:
- Aftersales customer experience impacts on loyalty:
Which specific moments along the aftersales journey influence the customers’ decision to either stay with their brand or leave entirely. And how do they differ by brand. You can see the full report here. Also hot off the press, the Quarter 1 CEM Executive Packs for all brands, and the Group summary are also on Life Online now.
 Optimum pricing and value for TPS customers:
For this project, TPS customers were given
multiple offers, added-value benefits and price points, and using a research technique called conjoint, the team were able to get an The Insight Scoop Internal understanding of the optimum pricing for key product categories, establishing how best to express price points, and investigating added value benefits. The full TPS Research results are available here.
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Additional Insights for you:
You will also find other recent and historic research projects and customer intelligence reports in the Customer Insight Library. For your regular infusion of the voice of the customer, make the page a destination you return to every so often, look out for the next issue of The Insight Scoop next quarter, or contact one of us in the Customer Insight Team. |
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| About Us |
| We're her to help you stand out with insights and knowledge. Do not hesitate to contact us. Your Customer Insight Team is here to help! |
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customerInsights@volkswagenag.com |
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(123) 123-4567 |
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Location one, Address |
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Location two, Address |
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