Top 10 Global Automaker
A Supercharged Electric Vehicle Subscription Plan
What if...we could increase electric vehicle (EV) adoption with a subscription that provides seamless billing and charging compatibility with the largest, fastest-charging network in the world?
Our client is a leading American multinational automotive OEM that sells gas-powered, hybrid, and electric automobiles and commercial vehicles.
Overcoming Barriers to EV Purchases With Expanded Charging Capabilities
Our client has a popular line of electric vehicles, but the current EV landscape presents many challenges that hinder wider consumer adoption. Many prospective customers are hesitant to buy an EV due to concerns with battery range and the time required to charge their vehicle. Additionally, the fragmented national infrastructure of charging networks and the incompatibility of charging stations across brands exacerbate the situation.
To increase EV adoption, our client needed to alleviate concerns over charging accessibility and provide an excellent customer experience in the process.
The client decided to build on its existing EV charging subscription program that was already available through a mobile app. The upgraded subscription plan would expand and improve the network of chargers customers could use by offering seamless access to the world’s leading provider of superchargers. Enrollment in the plan would allow for automatic billing for use of the partner’s charging network and would include a supercharger adapter for their vehicle.
We’re an established partner of the OEM and created the company’s existing retail subscription services platform (SSP), so we were the natural choice to carry out this project.
Personalizing Journeys for New and Existing Customers
Our application modernization and Adobe teams began by creating two different customer journeys. One was for customers who were on the OEM’s original subscription plan, and the second was for new customers. Both journeys allowed customers to provide shipping information to request a complimentary supercharger adapter. The current subscription customers were then grandfathered into the program.
Next, our experts integrated the mobile app with the SSP to update the customer on the delivery status of their adapter. We also ensured that shipping updates were sent to the customers’ email addresses.
Ensuring a Seamless and Frictionless Charging Experience
Our client’s customers could already use their mobile app subscription plan to pay for charging sessions at their native chargers, but adding another third-party charging provider to the mix would complicate things. The external charging provider had its own billing system and charge data records (CDRs) that were not yet compatible with our client’s system.
To ensure that each visit to the newly compatible supercharger network went smoothly, we updated our client’s billing system to accept and process CDRs from the third-party charging provider through the existing customer accounts. This would allow subscription customers to visit the supercharger network and use their mobile apps to easily track and pay for their charges.
The addition of a complimentary charging adaptor for superchargers was so popular that it attracted new customers to the subscription platform.
Results
A Sensational Launch That Attracted New Customers
The launch of the new subscription plan provided customers with convenient and frictionless access to a larger and faster charging network than before. Customers can easily charge and pay at an extended network of charging stations and do so quickly with the supercharger adapter.
105K+ Adapter orders received within a month of launch
This work brought significant media attention to our client, as it was the first in the industry to launch this type of offering. The addition of a complimentary charging adaptor for superchargers was so popular that it attracted new customers to the subscription platform.
~55K+ New subscribers
The client continues to leverage our award-winning Adobe practice, application modernization capabilities, and deep automotive industry expertise to maintain and build on all its retail subscriptions.
