Companies that invest time and resources in training are better focused on future EV developments on the horizon, says Patti Alderman

Ilona Maska’s reputation for amazing statements is ahead of itself – his Twitter feed is filled with statements that make readers blink twice. And now he is betting on buying them! However, it is able to offer a deep understanding, as shown by one comment from the 2011 documentary “Electric Car Revenge”. “Until we see that all the cars on the road are electric, we won’t stop.”

Apart from his interest in electric cars (EM) – Musk has been CEO of Tesla since 2008 – few could have predicted how EV’s popularity had grown. EVs are projected to be compared 54% of global new car sales by 2040. It’s an appetizing prospect for manufacturers, but brands can’t afford to get ahead of themselves.

Electric machines are still in their infancy. And although technological advances are accelerating, BMW has started 2022 by announcing iX SUV at CESwhich can change color at the touch of a button – the sales process remains centered around employees.

The daily employees of the salon are brand ambassadors. Without sufficient training and resources, these people will find it difficult to offer consumers a sales path that will be smooth, continuous and simple. Car brands that are investing in their employees today can enjoy unbridled success in the EV market.

Salon employees require complete knowledge of the products they promote

Evolution at every turn

Electric machines are fast becoming a staple of modern society. Studies show that 52% of adults aged 16-19 have shown that they are likely, or very likely, to switch to electricity in the next decade. The statistics are similar for adults 30 to 49 years old.

There are many shopping opportunities that attract consumers to these innovative products: supposedly lower fuel costs, increased consumer environmental awareness and improved driving experiences. There remain problems in trying to persuade some customers to adopt EVs, the main example of which is the lack of charging infrastructure. Poor customer engagement can be costly for brands. Here, employees can prove their worth by helping increase revenue and increase market share.

A workforce that has a comprehensive knowledge of the products they promote is more likely to transform potential consumers. Brands that invest time and resources in learning are better focused on future EV developments on the horizon. But to expect an employee to search for information or memorize it all is unrealistic. Giving people the opportunity to find what they need, when they need it, is key to the success of the showroom. For example, a single customer view, enriched with product information for viewing by employees and targeted content or recommendations, helps employees focus on their customer rather than the iPad.

It is unrealistic to expect an employee to search for information or memorize it all

Customer Experience (CX) remains a key battleground for dealers. Employee experience education (EX) is the best way to solve this problem so far 29% of enterprises agree that their vision of improving CX includes improving employee performance.

The automotive industry is not alone on this path; The concerted efforts of the retail sector to improve digital capabilities are the result of shifts in consumer behavior towards e-commerce. Companies that value the important role of employees and recognize that CX and EX are inextricably linked can benefit from increased consumer interest in EV.

Time to get behind the wheel

Car brands cannot ignore their employees forever. 58% of CX managers recognize that the consumer experience is hampered by a lack of investment in staff efforts. The solution to this problem is to adopt three sides of the strategy: thinking, methods and measures.


Brands need to take a holistic approach to EV strategy and then articulate how it fits into the CX and EX landscapes. Establishing a clear vision gives an organization the opportunity to align a brand, goal, culture and offering to employees. Employees are sent to targeted organizations. EV is a great way for businesses to engage employees (and consumers) motivated by responsible business strategies.


It is important to give a clear definition of the right ways to work, and this includes the environment, operating procedures, policies and culture. This allows employees to thrive and continue to work exclusively in all customer channels. Holistic thinking from end to end is vital. This ensures that dealers, employees and partners are aligned – and equipped – to realize the customer’s vision.


Brands need to find a harmonious balance between measures that show the health of the business and incentives that ensure the right behavior of employees. Gathering feedback from employees about existing customer interactions, backed by customer feedback and data on consumer behavior, offers a way to develop understanding.

EV Experience Center
Consumer interest in EV is growing, but are the sales staff ready?

Manage your business in the right direction

While Mask’s Twitter activity will remain questionable at best, consumers seem to reflect his drive for EV dominance. Brands trying to jump on this bandwagon must recognize that their success – or failure – will be determined by how they support their employees.

The relationship between CX and EX has never been so important. Those businesses that are now investing in staff, whether training or upgraded equipment, can reap the rewards of the ever-growing EV market. It doesn’t take long for brands that don’t face a few bumps on the road.

About the Author: Patty Alderman is an AVP, Digital Experience, at Cognizant

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