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Acxiom’s 2023 Automotive Customer Experience (CX) Study

Understanding what people want from personalized CX and what influences the automotive brands they prefer 

Vehicle owners in the U.S. reveal that only about half (55%) feel the experience they had visiting an automotive manufacturer’s website the last time they purchased a vehicle was personalized.  Fifty-four percent feel their experience on the automotive dealership’s website was very or somewhat personalized; 55% say the overall digital experience with the dealership was personalized; and 41% feel their time on third-party websites shopping for a vehicle was personalized (Figure 1).

This according to a survey of 1,528 vehicle owners in America conducted by Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences. Survey respondents also reveal that the customer experience (“CX”) they had last time they purchased a vehicle and their experiences with connected vehicle technology features will influence what automotive brands they consider and purchase next time.

Pre-register to receive Acxiom’s latest research findings to learn how brands have significant opportunity to personalize digital customer experiences as people shop, purchase and drive their vehicles. Conclusions include:

  • Personalized, differentiated, and seamless automotive customer experiences, achieved through data-driven insights, are essential to brand success, now and in the future.

  • Distinct groups of people that allow brands to navigate what makes individuals unique and precisely target high-value audiences

About Acxiom

Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data managementidentity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit

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