Zhuosi and 'China Auto Market' magazine jointly released the '2024 China Automotive Industry Customer Experience Index (CXI) Pilot Report'

On August 31, under the guidance of China Electronics Quality Management Association and China User Experience Alliance, Beijing Zhuosi Tiancheng Data Consulting Co., Ltd. and "China Auto Market" magazine jointly released the "2024 China Automotive Industry Customer Experience Index (CXI)" Pilot Report". The report pointed out that customers’ product and sales service experience is good, but after-sales service experience is generally poor; from the perspective of industry trends, the overall CXI of new energy vehicle brands has taken the lead.

According to reports, the "China Automotive Industry Customer Experience Index (CXI)" uses NPS as the basic research method. Overall CXI = product CXI (50%) + sales CXI (25%) + after-sales CXI (25%) , its indicator system is based on the customer experience hierarchy conceptual model, including 11 elements, 57 scenarios, and 236 experience points.

The valid samples of the "2024 China Automotive Industry Customer Experience Index (CXI) Pilot Report" come from more than 4,000 users on the "Tandianbao" APP, a store-finding tool experience sharing platform real store visit samples, as well as 350,000 real and valid corpus in the Zhuosi customer experience corpus. These samples cover 40 cities and 60 car brands. The sampling time of each real store visit process exceeds 20 minutes. For the recovered text data, Zhuosi built a unified coding frame based on the survey indicator system and customer feedback corpus, and used the NLP semantic analysis system to conduct coding statistics and simultaneously conduct manual calibration to ultimately achieve accurate identification and analysis of customer feedback.

1. Overall, the product and sales service experience is good, but the after-sales service experience is generally poor.

In the field of fuel vehicles, the products, sales services and after-sales services of some independent brands have surpassed luxury brands.

In the field of new energy vehicles, the brand experience of new forces represented by Tesla and Wenjie is significantly better than that of traditional car manufacturers.

2. From the perspective of industry trends, the overall experience of new energy vehicle brands has taken the lead.

From the overall CXI perspective, the new energy camp (49.4 points) has become the best experience among current car brands. Among the top 5 CXI total score, the fuel vehicle brand only occupies one seat and ranks fifth; in the fuel vehicle camp Luxury brands (47.8 points) still have a greater experience advantage over joint ventures (41.1 points) and independent brands (39.2 points). The overall experience levels of joint ventures and independent brands are very close.

Looking from the product CXI, new energy brands (63.6 points) are already in a clear leading position, while the highest score for fuel vehicle brands can only rank seventh in the new energy camp. ; In the fuel vehicle camp, the product experience of luxury brands (55.1 points) compares with joint ventures (53.7 points) and independent brands (53.0 points). Although they have advantages, the gap is not big. The product experience of independent brands is basically the same as that of joint venture brands.

From the perspective of sales and service CXI, luxury brands (51.0 points) are still in the leading position in the industry, and the sales and service experience of new energy brands (50.4 points) is very close to luxury brands. The sales and service experience of independent brands (34.3 points) still lags far behind other brands.

From the perspective of after-sales service CXI, luxury brands (30.0 points) are in a clear leading position; the after-sales service experience of new energy brands (19.8 points) has surpassed joint venture brands (18.1 points) ), but significantly lags behind luxury brands; the after-sales service experience of independent brands (16.4 points) still lags behind other brands.

3. Analysis of the driving forces for customer experience differentiation of fuel vehicles and new energy vehicles.

The report found that the main reasons for the difference in CXI between fuel vehicle brands are five aspects: configuration, fuel consumption, engine quality, cost performance and vehicle quality. Brands with higher CXI scores perform better in these five aspects, and vice versa. Fuel vehicles are an important way to improve CXI performance by enhancing configurations, reducing fuel consumption, and ensuring quality and cost performance.

導致新能源汽車品牌CXI差異的主要原因是智慧化、試乘試駕和自動/輔助駕駛。 CXI得分越高的品牌，在智慧化、試乘試駕和自動/輔助駕駛上越領先。在新能源賽道，提升整車智慧化水準、發展靈活試駕模式、提供高階自動駕駛功能，是提升CXI表現的關鍵。

據悉，「中國汽車產業客戶體驗指數（CXI）報告」將持續發布，力求準確、客觀地反映汽車產業客戶體驗管理現況與發展趨勢，共同探討提升客戶體驗的破局之道，協助汽車產業的創新與高品質發展。

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