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Automotive CX Research Finds AI Demand Rising as Service Levels Stagnate

Percepta and Ryan Strategic Advisory identify four priorities for improving automotive customer experience, from AI integration to employee development

DEARBORN, Mich., Nov. 04, 2026 (GLOBE NEWSWIRE) - Percepta, a customer experience (CX) leader purpose-built for the automotive industry, and Ryan Strategic Advisory have released CX in the Automotive Industry, a new report revealing a gap between rising demand for AI and automation and stagnant customer service performance.

Based on Ryan Strategic Advisory’s 2026 CX Technology and Global Services Survey, the report includes insights from 40 strategic CX leaders representing automotive manufacturers, OEMs and distributors, as part of a broader survey of 815 respondents conducted in early 2026.

Automotive CX delivery trends: What the 2026 research reveals

As electric vehicles, connected services and subscription offerings reshape vehicle ownership, the report identifies four priorities for automotive CX leaders:

  • Close the service performance gap. 82% report flat or declining service levels in nonvoice channels, while 70% report the same for voice. Cross-channel consistency also ranks among the top three challenges for in-house automotive contact centers.
  • Prioritize compliance expertise when selecting CX partners. Managing evolving regulatory requirements is the leading in-house contact center challenge, and compliance expertise ranks ahead of price when automotive brands evaluate outsourcing providers.
  • Accelerate agentic AI adoption amid budget constraints. 93% of automotive respondents expect increased demand for agentic AI, even as more than half report flat customer experience (CX) budgets.
  • Develop employees to address retention challenges. Career development ranks among the top three investment priorities, while employee retention remains a significant operational challenge.

“Buying a vehicle is the start of a relationship that can last for years. Every interaction that follows is an opportunity to earn the customer’s confidence and give them a reason to stay with the brand,” said Thomas Monaghan, president of Percepta. “As vehicles and services evolve, we have an opportunity to use what we learn from customers, dealers and the vehicles themselves to anticipate needs and resolve issues earlier.”

Automotive CX insights can help brands resolve issues earlier

The report also examines how automotive-specific expertise and customer data can help organizations address service challenges, anticipate customer needs and identify opportunities to strengthen loyalty.

Percepta provides automotive customer operations services spanning technical support, warranty and back-office operations, electric vehicle charging support and connected services. Its DAISY AI-powered analytics platform aggregates and visualizes customer contact data to identify recurring issues and emerging patterns. These insights can help organizations pinpoint sources of customer friction, improve service processes and identify opportunities to reduce avoidable costs.

“We’ve examined CX trends across industries for years, but this is our first in-depth look at the automotive sector through our annual research,” said Peter Ryan, principal analyst of Ryan Strategic Advisory. “Automotive is a compelling sector to benchmark given the complex relationships among manufacturers, dealers and customers. Our research, combined with Percepta’s decades of automotive experience, connects broader industry trends with the realities of delivering customer service.”

Download the full report here: CX in the Automotive Industry

About Percepta

Percepta LLC, a joint venture between TTEC Holdings, Inc. and Ford Motor Company, has delivered customer experience (CX) solutions for more than 25 years. Operating in 13 countries and more than 60 markets, Percepta supports both mass-market and luxury automotive brands with end-to-end CX services across every channel. The company’s expertise spans sales, service, and fleet solutions, with a strong focus on emerging mobility technologies such as electric vehicles, telematics, and app support. From concierge care and technical assistance to back-office operations and digital analytics, Percepta ensures seamless customer interactions at every touchpoint. Learn more at www.percepta.com.

Media Contact
Meredith Matthews
meredith.matthews@ttec.com

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