Attending the Customer Engage Summit helps us stay up to date with emerging CX trends, learn from industry best practices, and explore new ideas that could further improve the experience we deliver to our drivers and customers.
There was one message that came through clearly at this year’s Customer Engage Summit: great customer experience isn’t about grand gestures. It’s about reducing effort and making every interaction as easy as possible for customers.
Across presentations, panel discussions and customer case studies, the most successful organisations weren’t necessarily those with the biggest budgets or the most advanced technology. They were the ones continually asking a simple question:
“How easy is it for our customers?”
The event brought together CX professionals from a range of industries to share ideas, challenges and success stories. From customer journey management and feedback programmes to proactive communications and digital experiences, there was plenty of inspiration and reassurance that many of the changes we’ve already been making at VLS are moving us in the right direction.
Looking back at the progress we’ve made
Helping customers feel more confident around EVs
Recent feedback collected through our customer and driver channels indicates that the transition to electric vehicles remains a prominent topic, particularly among those new to EV driving.
That’s why we’ve invested time creating guides, resources and practical content to help customers understand everything from charging and running costs to day-to-day ownership.
Rather than expecting customers to figure things out for themselves, we’re focused on reducing uncertainty and making decisions easier. By providing clear, accessible information, we’re helping customers feel more confident throughout their EV journey.
Being more proactive with communications
One of the strongest themes from the event was the importance of proactive communication.
Customers increasingly expect businesses to keep them informed before they have to ask questions. Whether that’s vehicle updates, manufacturer announcements, industry changes or salary sacrifice scheme information, we’ve been working hard to ensure our communications are timely, relevant and useful.
Good communication doesn’t just solve problems. In many cases, it prevents them altogether.
Putting customer insight at the centre
Feedback remains one of the most valuable tools for understanding the customer experience.
Over the last year, we’ve spent more time reviewing customer journeys, understanding pain points and identifying opportunities for improvement. Whether feedback comes from customers, drivers, account managers or customer service teams, every insight helps us better understand where effort exists and where we can simplify processes.
The more we listen, the better positioned we are to create experiences that genuinely work for our customers.
A new website built around the customer
One of our biggest projects this year was the launch of our new website.
While the refreshed branding is the most visible change, the real focus was improving the customer experience. We wanted to make it easier for visitors to find the information they need, understand our products and access helpful content when it matters most.
As more customers prefer to research and self-serve before speaking to someone, creating a website that supports those behaviours is becoming increasingly important. Ultimately, it is another way we are reducing effort and helping customers find answers quickly and independently.
Final thoughts
What stood out most from the summit wasn’t a single presentation or idea. It was the reminder that customer experience is often at its best when it’s almost invisible. When customers can quickly find information, complete tasks easily and get the support they need without unnecessary friction, the experience feels effortless.
At VLS, we’ve already made significant progress through improved communications, enhanced EV education, deeper use of customer insight and the launch of our new website. The challenge now is to keep asking the same question that ran throughout the summit:
How easy is it for our customers?
If we continue to focus on reducing effort, simplifying journeys and making every interaction more straightforward, we’ll continue creating experiences that customers genuinely value.