Valtech’s Voice of Experience Innovators in Mobility report confirms that enhancing customer experience (CX) is now the leading driver of innovation projects for OEM brands globally. But while the ambition is clear, execution often falters. Why? Because customer-centric transformation is challenging—especially when internal systems, structures, and perceived costs get in the way.
The expectation gap
Mobility customers expect seamless, intuitive, and personalized experiences, from online vehicle research to post-sale service. When those expectations aren’t met, loyalty vanishes.
Our research shows a sharp disconnect inside many OEMs: over 70% of professionals in commercial roles identify improving CX as their top priority, while only 24% in technical roles do the same. This internal misalignment hinders progress and dilutes transformation efforts.
Despite best intentions, many automotive organizations are structured in ways that work against their own CX goals. Siloed operations, legacy technology, and limited investment flexibility slow down the very change needed for meaningful customer-centric transformation.
Why alignment matters
True transformation is never confined to one department. A customer-centric vision requires complete organizational alignment across design, engineering, sales, and service. That alignment ensures every team sees their role in delivering value to the customer.
But in many OEMs, teams still operate in silos. Tech and customer-facing teams rarely collaborate, stalling adoption of new tools and experiences. This disconnect leads to fragmented efforts that fail to scale.
Worst-case scenario? The OEM misinterprets poor results as customer disinterest—when the real issue is internal fragmentation and weak CX strategy and execution.
The reality check: Innovation within constraints
“Put the customer first” is easy to say but hard to implement amid real-world constraints like limited budgets, tight timelines, and legacy infrastructures.
Many OEMs attempt to retrofit customer-centric transformation into their existing structures, only to create confusion and frustration. There’s also widespread concern that digital tools won't integrate well or deliver ROI—fears that often stem from a misunderstanding of what digital transformation really entails.
Adding to the challenge is skepticism we see in the market about whether digital CX innovation actually matters to customers. But the data—and the customers—say it clearly does.
A smarter, more strategic path forward
The good news? Not all transformation requires a top-down overhaul. Targeted CX initiatives can drive powerful results without major investment.
At Valtech, we help OEMs unlock opportunities for experience innovation, whether through digital touchpoint optimization, experience-led data strategies, or streamlined customer journeys. These actions accelerate customer-centric transformation without exhausting resources.
More importantly, they pave the way for sustainable growth, recurring revenue models, and greater brand loyalty—all hallmarks of customer-focused businesses.
Take the next step
The road to customer-centric transformation is more accessible than most OEMs realize. With the right mindset and partnerships, meaningful change doesn’t require a massive overhaul.
Let’s talk about how you can align your teams, optimize your customer experience, and drive transformation without breaking the bank. Get in touch with our Mobility team’s experts to learn more.
