The electric vehicle (EV) landscape is expanding quickly, but for many customers it still feels like they’re navigating uncharted territory.
The key customer experience differentiator for EV manufacturers and dealers in 2026 will be making sure buyers feel supported, educated, and confident.
In the first installment of our EV Smart webinar series, “Charging CX Trends for 2026,” James Goldberg, Percepta’s senior vice president of customer success, and Omar Riahi, Percepta’s global EV optimization specialist, explored what brands need to do in the new year and beyond to stand out from the competition, grow customer satisfaction, and foster loyalty.
Take the wheel on EV education
Many EV customers and prospective buyers still don’t understand the ins and outs of EV ownership. How charging works, what different charging levels mean, how to interact with a connected vehicle, the total cost of ownership: there’s a lot to figure out, which can quickly become overwhelming.
It's increasingly important for original equipment manufacturers (OEMs) and dealers to educate customers in an easy-to-understand way that eases their concerns and makes them feel supported.
One major pain point for customers is overcoming anxiety about charging, Goldberg and Riahi said, so educating them on this topic is especially important. It can be hard to find public chargers when you need them and to know how to use them properly. No one wants to be stuck at a public charging station as a line grows behind them, fumbling to figure out how to charge their car.
“Taking the time to educate the customer on these different (charging) levels and expectations is the foundation and keystone to a successful and rewarding ownership experience,” Riahi said.
Most EV owners are installing at-home chargers, Goldberg said, which brings its own set of uncertainties. It’s sometimes unclear who they should call when they have questions or problems with their charger and not knowing who to turn to only compounds the stress and frustration.
“Right now, if you think about charging, it doesn’t feel transparent and easy,” he said. “If I have to worry about it or I have an anxiety around that, it’s not going to feel natural.”
In 2026, the EV brands that win will be the ones that take time to really educate their customers. The point of sale isn’t always the best time for this, since buyers have so much on their minds when making the purchase. Start earlier by letting them know what to expect, and ensure education and support continue long after they drive off the lot.
Dealers also should take time to teach customers how to navigate owning a connected vehicle – in particular, how to best use the car’s app, Goldberg said.
Prioritize proactive support
Even with the best education from the outset, customers are always going to have questions once they get home and as they settle into EV ownership. Companies must be proactive, Goldberg and Riahi agree. Anticipating customer needs is essential to gaining trust and loyalty.
“You can’t expect a customer to call in and ask you questions,” Goldberg said. “It’s a little bit embarrassing when you don’t know how to use your car, and very embarrassing when you’re in a public spot and you don’t know how to use the charger.”
Proactively reach out to customers to onboard them and familiarize them with their new vehicle. Let them know what to expect and address frequently asked questions so they feel like they have partner. A great onboarding experience can have a huge impact, Riahi said.
“You want to make them feel like that experience is end to end,” Goldberg said.
Drive great CX with the right partner
The electric vehicle market and customer expectations are growing rapidly. If you lack the expertise or resources in-house to deliver the type of connected, proactive support today’s drivers expect, working with a CX partner that specializes in EVs can help.
Goldberg and Riahi dive into the benefits of working with a partner and more – including their hopes for the EV industry in 2026 and CX considerations for fleet operators – in the webinar. Check it out on demand here.
