EFS Consulting

How Data Influences Customer Experience

Automobile manufacturers (OEMs) are constantly seeking new ways to enhance the vehicle and customer experience, increasingly relying on the utilization of data generated by vehicles on the road and within the corporate ecosystem.

With the ever-growing amount of in-vehicle software and sensors, OEMs now have access to vast volumes of information that shed light on how customers use their vehicles.

By analyzing this data, manufacturers can determine which features are particularly important to customers and which may be oversized or underutilized. Additionally, real-time data allows OEMs to prioritize or modify features in future vehicles based on current customer usage patterns. This approach enables manufacturers to make quicker adjustments to improve the customer experience and optimize their development processes.

Customer Experience

By leveraging real-time data from their vehicle fleets, OEMs can also identify issues before they arise (Predictive Maintenance) and proactively avoid them in further development of their vehicles. This can also expedite recalls and repairs for existing vehicles. Furthermore, OEMs can use data to innovate the driving experience, creating safer and smarter vehicles. Examples of new features include:

  • Express service appointments – with short booking horizons for routine maintenance – based on real-time customer feedback data
  • Driver assistance systems that rely on real-time data to enhance driver and passenger safety
  • 24/7 vehicle drop-off or pick-up at dealerships

In this way, manufacturers can create a seamless customer experience and generate real business value in the mobility sector.

Ecosystem as a Data Source

To fully capture the value of data, it is crucial for OEMs to collaborate closely with external partners, including suppliers, telecommunications companies, dealers, service partners, and media agencies, who will serve as data users and suppliers within the extended ecosystem. Collaboration among the various actors in the ecosystem will be essential to maximize the value. However, OEMs must also consider data privacy and security aspects associated with gaining a comprehensive view of customer driving behaviour, application usage, and maintenance and service history. Adequate governance and monitoring are therefore essential components of digital technology implementation.


In summary, the use of data provides OEMs with the opportunity to enhance the vehicle and customer experience. Through data collection and analysis, they can optimize their research and development hardware, improve customer relationship management, enhance the driving experience, and seek close collaboration with external partners. Real-time data from vehicle fleets also allows manufacturers to identify and incorporate solutions for issues in new vehicle development, as well as expedite their resolution for existing vehicles. Through these measures, OEMs can create a seamless customer experience and deliver real added value in the mobility sector.

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