China automotive industry has entered the existing market competition era, which means that automotive manufacturers and dealers need to center their products and services around customers. The improvement of customer experience should start with understanding customer journey. The ultimate customer experience is determined by the whole journey and the improvement in some of the touch points won’t bring about any breakthroughs.
Besides, improvement requires input. Therefore, it is also crucial to identify and balance the key touch points and experience points (also known as value points) during the journey and determine the order of improvements.
Digital Experience Index (DXI) measures the interaction between the brand and users when they are using the products and services and users’ experience with the interaction. It covers 82 value touch points in 10 journeys throughout customer full life cycle.
Four Factors of Customer Full Life Cycle Value Study：
- Customer: The customers can be current car owners, potential car owners, car users, the followers and advocates of the brand.
- Full Life Cycle: It refers to the length of the time when a customer uses a certain brand. The full life cycle chosen by the study is 4 years long.
- Experience: User experience of products and services can be categorized into two types: positive and negative.
- Value: It refers to the value of money that customers are willing to pay for products and services, which includes realized value and potential value.