In an increasingly crowded automotive industry, exceptional customer experience is the key differentiator for OEMs to attract and retain loyal customers. Through our previous work and extensive industry knowledge, we offer our perspectives on the current CX landscape in Automotive.
Oaklin was proud to receive a Gold Award in the Automotive category by the Financial Times & Statista in 2025
Customer Experience That Competes – Make Every Journey Count
The following outlines Oaklin’s key points on delivering outstanding customer experience in the automotive sector.
In today’s saturated automotive market, consistent omnichannel journeys are the new competitive advantage. More brands are competing for the same customer base and need to utilize CX as their core differentiator
The best customer journeys aren’t built once. They are managed, measured and evolved to stay ahead of consumer expectations. Ensure customer journey mapping is continually maintained, supported by data and VOC insights and integrated within company culture to achieve maximum success
When you build your CX with specific groups in mind, the experience gets better and the commercial results get stronger. Design for personas to convert regular customers into loyal brand advocates. We believe customer journey mapping can provide real insight and value for Fleet and Used Car personas.
Many organisations invest time and energy into mapping their customer journeys, using workshops to create maps that outline exactly how they would like customers to interact with their brand. For customer-journey maps to continue to be effective, they must evolve.
Fleet customers account for approximately 80% of the electric vehicle (EV) customer base in the UK, making them a critical segment for any manufacturer’s commercial strategy. As the regulatory pressures of the Zero Emissions Vehicle (ZEV) mandate continue to mount, the Fleet sector is expected to grow in both volume and importance, offering significant opportunities for those who prioritise this crucial segment.
In today’s automotive industry, used cars have become a battleground for customer experience innovation. As new-car margins compress and consumer behaviour shifts, creating a compelling and seamless journey for pre-owned buyers has become essential to compete in the market.
Many firms ignore the experience of their own people, limiting efficiency relationships and collaboration. This piece shows how treating employees as customers boosts productivity, strengthens internal culture and ultimately improves external CX.
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Following an internal audit into their operating model, a large automotive manufacturer identified a significant opportunity to enhance their customer experience (CX) strategy across four of their UK operating entities.
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Oaklin was engaged by an Automotive start-up, who had identified a gap in the market for an uncompromising, utilitarian, hardworking 4x4 vehicle engineered for modern day compliance and reliability, to define their Digital Customer Experience Platform.
Launching the next generation of 4x4Partner at Oaklin with proven record of delivery in complex situations. I have a deep understanding of what needs to be in place to support rapidly growing and complex businesses. I excel at establishing then leading teams, enabling businesses to expand and grow.
I lead Oaklin's Automotive Practice advising both established and new market OEMs, supporting clients through transformations in back-office operations, customer experience, commercial and large-scale technology delivery.
Mark is a Digital Transformation Consultant with strong experience delivering technology change across a wide variety of industry sectors. He has experience across the full project life-cycle, including digital strategy, product design, agile methodology definition and digital delivery. Mark enjoys helping clients make the most of the latest digital technologies and has a keen interesting in driving customer experience. He has an open and collaborative style of working and thrives on driving sustainable business results through new technologies.
Mark is currently supporting an Automotive startup to define their portfolio of customer-facing digital initiatives. Recently, he was the Lead Digital Business Analyst for a large-scale customer experience transformation programme; he scoped, mobilised and led the delivery of a cloud-based document management platform at a “Big Six” UK energy supplier; and worked with a major UK bank to lead teams of business analysts in a global supplier assurance programme.
"The best part of the Digital Capability at Oaklin is that it keeps you on your toes and up-to-date with the latest digital trends. We meet regularly, with everyone bringing an advancement in digital technologies they have seen as a potential topic for discussion"
Nathan is an experienced consultant and certified customer experience (CX) professional with demonstrated delivery across digital and large-scale transformation engagements, supporting a wide range of clients. He is most driven by designing and delivering meaningful change for clients, customers and employees.
Nathan co-leads Oaklin’s Customer Experience practice and has recently led a CX strategy engagement to deliver a governance framework, process optimisation and CX best practice to embed Customer Journey Mapping as a cultural process across all 5 UK entities of a large automotive manufacturer.
