C7. SERVICES
The user wants information about owning the car
This guideline provides customers the information they want to know before making a purchase, according to the user study conducted as part of this Master's Thesis.
Description
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This guideline helps users understand what it is be like owning the product in terms of services, maintenance etc. and what they can expect if they decide on making a purchase. Looking to buy an expensive or possibly life changing product often takes a lot of consideration and thought as customers want to be prepared for everything that can happen in the owning phase. Many customers worry about unpleasant surprises such as warranty in the occasion of an accident, future maintenance and service, unexpected costs as well as life-expectancy and value-depreciation of the product. Topics people request more information about are:
Guidelines
What maintenance and care the vehicle needs
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To minimize the user’s concerns, be clear on what services will be included when purchasing the car and what will not. No one likes unwanted surprises and unexpected costs so being transparent and informing the customers right from the start will benefit all.
What warranty and insurance is included
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In order for the customer to feel safe in the purchase of a car, it should be clear how the company offers warranty and insurance so car the car ownership becomes as hassle-free as possible. If an accident happens to occur, the customer shall be able to feel calm and know exactly how they shall proceed to get the support they needs.
If there are additional services included
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In the case of Polestar, several services such as roadside assistance, tyre-change and more will be offered, which is also the case with many other brands on the market today. As these services really can give a product offer an edge that stands out against competitors, make sure your customers know what they are offered and how they may optimally benefit from it.
How owning the car may change their lifestyle
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Oftentimes these days, cars are more than just cars. Emphasizing on the difference modern technology and included services, such as roadside assistance, wallbox installation and phone-as-key, can have on the customer’s life will help them grasp the full extent of the product they are buying.