By Daniel Mereuta
Vice President – TDCX Romania

Shifting consumer behaviors, technological advancements, and evolving business models are steering Europe’s car-buying journey in a new direction. More than half of surveyed European consumers are now more willing to purchase their next vehicle online. From virtual showrooms, online financing, and insurance to mobility subscriptions, customer touchpoints are increasingly becoming digital, with buyers expecting a full-service, one-stop-shop experience. 

For manufacturers and dealerships, the vehicle alone is no longer the main horsepower driving customer choice. Customer experience (CX) has taken pole position in a vehicle’s brand, complementing the importance of the car itself. From the first point of contact to post-purchase support, CX can make or break loyalty. Automotive companies need to invest in every mile of the journey, identifying the curves and potholes that customers face. The reality? Only one in three customers currently rate their vehicle brand’s CX as top-notch. To accelerate loyalty and retention, brands must shift into high gear, addressing these gaps and delivering a seamless ride through every touchpoint.

Full-service, personalized customer support for digitally savvy customers

With hardware and digital technologies making cars increasingly connected, customers expect their customer service to keep pace with these advancements. From browsing options and configuring features to integrating digital services and managing maintenance, drivers want the whole experience to be personalized and cohesive. In fact, 77% of car buyers want their vehicle’s functionality to extend seamlessly across mobile apps, dashboard screens, and even insurance claims.

Today’s drivers also want support tailored to their quirks and preferences and 74% say that personalization in CX influences their next car purchase. However, achieving personalization at scale isn’t a drive down a straight road. Customers navigate multiple channels — email, live chat, social media, phone support — and keeping everything on track requires a strong omnichannel strategy. Integrating these channels means every interaction can pick up where the last left off, whether a customer is exploring a new model or troubleshooting an issue. Notably, 31% of units sold by some car dealer groups now come through omnichannel sales, proving that a well-connected approach is already paying off.

Emerging technologies are the turbocharger behind this. AI and generative AI help hyperpersonalize marketing, while AI-enabled virtual assistants handle routine tasks and freeing up human teams to engage in more meaningful interactions. Predictive analytics tools can anticipate needs, such as suggesting maintenance at just the right time. In fact, 34% of car owners across the UK, Germany, France, and Sweden see predictive maintenance as the most valuable digital service. All these innovations, however, still need the human touch. While 41% of customers value an emotional connection with their vehicle brand and driving experience, only 21% of car makers make the effort to build such rapport. 

Centralized dealer and service network support

A significant 34% of European car owners feel more known and valued by their dealers, underscoring how managing dealer and service networks is as crucial as winning over customers. Automotive manufacturers need to ensure that their dealers are equipped with the right tools and resources, yet 64% of dealers are struggling to keep up with the pace of manufacturers’ new offerings. Additionally, 52% report a lack of support in IT investments and staff training, while nearly half face roadblocks with siloed data and systems. In a separate report, the disconnect leads to customers waiting an average of five days for service, often prompting them to go to alternative facilities and service providers.

A centralized support system acts like a well-tuned engine that keeps dealerships and service centers in sync, improving communication and reducing service delays. When dealerships use streamlined systems for vehicle inquiries, servicing, and after-sales support, customers enjoy an experience that’s about driving, not waiting. Manufacturers, meanwhile, must invest in continuous training and provide up-to-date resources to keep dealers aligned with the latest product developments. As connected technologies and digital integrations become the standard, dealers need the right knowledge and tools to simplify these complexities for customers.

Improving a lagging warranty and after-sales service

After-sales service is crucial for building customer satisfaction, but 70% of customers find it poor and inconsistent compared with their pre-purchase experience — particularly with the relevance of offers and the quality of information provided. Only 25% of surveyed car companies currently have a dedicated CX initiative for service and maintenance. Further, 79% of manufacturers and dealers report customers struggling to access accounts or track service cases online.

These inconsistencies present an opportunity for automotive brands. By focusing on customer-centric after-sales strategy, companies can transform warranty claims, service scheduling, and follow-ups into standout experiences that foster loyalty. Indeed, the quality of after-sales support plays a major role in brand preference for 59% of global car owners.

Integrating digital tools for timely warranty claim updates and predictive maintenance can streamline these processes. Sending proactive reminders for service appointments, for instance, ensures that customers feel supported throughout their vehicle’s life cycle. In Poland, France, and Italy, more than 63% of car owners express high interest in alerts and follow-ups on maintenance updates and vehicle health.

This integration benefits companies, too. Predictability in after-sales services enhances operational efficiency by allowing resources to be strategically allocated while minimizing disruptions, such as emergency repairs or replacements. It allows businesses to smooth out workloads and avoid the peaks and troughs associated with unforeseen demands for service.

Providing technical support to digitally savvier car buyers

The shifts of gears in connected cars and autonomous technologies are making technical support more complex. In Germany, for example, 69% of consumers are interested in on-demand features (software-defined, subscription-based, and usually connected to the internet), while 60% value smartphone mirroring as a key component of their car’s experience.

Battery electric vehicles (BEVs) — promoted to align with the EU mandate for a transition to zero-emission vehicles — add another layer of complexity. Other technical intricacies include mobile app integrations, over-the-air (OTA) updates, remote diagnostics, and vehicle-to-everything communication. Among car buyers in France, Germany, Italy, and Norway, nearly 80% expect to purchase an electric vehicle (EV) in the future. In Germany’s BEV market, nearly 50% of customers are willing to invest in digital features and are even willing to switch brands for better connectivity. Similarly, 60% of car buyers in France, Italy, Poland, and Spain consider OTA updates — those that correct faults or improve driving performance — an important factor in their buying experience.

With cars increasingly resembling computers on wheels, technical expertise and digital savviness are now essential skills in customer service. Drivers expect the CX team to understand both the mechanical and digital ecosystems of their vehicles. For instance, resolving a connectivity glitch that prevents apps from displaying on the dashboard often requires human CX teams to provide more nuanced, personalized solutions. Similarly, OTA updates and charging compatibility issues in BEVs might need a combination of digital tools and human support to ensure customers can fully utilize their vehicle’s capabilities without frustration or disruption.

Improving human expertise with training and knowledge management

While performance, design, and cost remain important, more attention is now given to overall ownership experience. For 75% of car owners, staff expertise is a crucial factor, underlining the value of knowledgeable support throughout their journey.

This brings a clear challenge for automotive companies: Teams need the right tools and training to keep pace with customer expectations. Training must go beyond troubleshooting and should empower employees to handle unique customer needs, such as different usage preferences or adapting to the growing adoption of e-commerce in vehicle and car parts sales. Executives even predict that 69% of new cars will soon be sold through digital channels, requiring staff to adjust their approach.

Effective training and knowledge management are also key to preserving brand reputation. Each customer interaction reflects on the brand, whether it’s a seamless experience with connected services or a well-handled warranty claim. Proper support leaves a lasting impression and builds trust, whereas poor handling can turn a satisfied customer into a detractor. After all, brand image remains “very important” for 42% of global consumers. In Europe, it’s 55%.

Driving CX as a competitive edge with TDCX

In today’s automotive industry, differentiation in a vehicle's technologies and automaker offerings is becoming narrower. It’s the CX that now sets car brands apart. Through its partnerships with premium industry players,, TDCX demonstrates how tailored, multilingual support, proactive omnichannel communication, and human expertise in both digital and mechanical systems can elevate the customer journey.

TDCX’s CX teams in Romania bring a combination of technical knowledge, industry expertise, and language capabilities that allow them to steer through diverse customer needs with ease. Romania, for instance, has long been an important actor in Europe’s automotive industry, hosting major car manufacturing operations as well as related activities. With the fourth largest automotive workforce in the EU, Romania also boasts a workforce that’s tuned in to the needs of automotive clients. Its proximity to major European markets allows for quick, region-specific support, helping brands stay in the fast lane when it comes to meeting local expectations. Additionally, Romania ranks among the top 10 destinations in Europe for near and offshore services, thanks to its financial appeal, skilled and digital savvy workforce, and advancements in digitalization.

By delivering consistent, personalized service at every touchpoint, TDCX ensures that automotive companies provide customers with seamless, end-to-end experiences. Visit TDCX’s automotive and mobility page to see how the synergy of advanced digital tools, global reach, and a focus on personalized support can help car companies stand out among today’s more informed, digitally native customers.