October 29, 2004

Automakers: Why Satisfy When You Can Thrill?

Emotion And Experience Make Measurably More Cheerful Carbuyers

by Mark Dixon Bünger

with Sharyn Leaver, Esther H. Yuen

Executive Summary (This is a document excerpt)

As customer expectations soar, mere satisfaction is an insufficient measure of carbuyers' happiness. Forrester's survey of 7,000 North American consumers on new-car buying attitudes shows big differences and even bigger surprises in automakers' ability to not just satisfy them, but also ignite their passions. The biggest surprise of all: Experience, not product, is the strongest influencer of customers' emotional connection with the brand. To win their hearts today and wallets tomorrow, carmakers must go beyond mere satisfaction with creativity, emotion, and experiences crafted from better knowledge of customers and techniques that thrill.

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