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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

Acxiom’s 2023 Automotive Customer Experience (CX) Study

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.

Conclusions from the study include:

  • How brands have significant opportunity to personalize digital customer experiences as people shop, purchase and drive their vehicles.

    How brands have significant opportunity to personalize digital customer experiences as people shop, purchase and drive their vehicles.

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

    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

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