by From Satisfaction to Excitement: Porsche’s New Standard for Customer Experience
Customer satisfaction has long been a central KPI for brands. But at Porsche, satisfaction alone isn’t enough. In a presentation highlight from MRMW EU, Jana Kreissig and Doris Kauffmann from Porsche’s CX Insights team shared how the company is moving from measuring satisfaction to engineering customer excitement — using data, technology, and a powerful new KPI to transform how luxury experiences are delivered.
Read the session’s summary or watch the full video presentation for free via the link below.
This article was generated using AI transcription and editorial analysis tools. While we’ve aimed for accuracy, minor omissions may occur.
In a forward-looking presentation at MRMW EU, Jana Kreissig and Doris Kauffmann shared how the company is moving from measuring satisfaction to engineering customer excitement — using data, technology, and a powerful new KPI to transform how luxury experiences are delivered.
Why Satisfaction Isn’t the End Goal Anymore
Porsche is widely known for engineering excellence — but its approach to customer experience is undergoing its own performance upgrade. While the brand has long used automated satisfaction tracking and feedback loops to respond to complaints, it reached a point where customer satisfaction scores were maxing out.
This raised a critical question:
“Are we truly delighting our customers — or just meeting expectations?”
In response, Porsche’s CX team began rethinking how to measure and inspire true customer excitement — the kind that turns buyers into lifelong brand advocates.
Creating a KPI Built for Emotion: The Customer Excitement Score
When exploring alternative KPIs, Porsche found that standard metrics like CSAT and NPS didn’t quite fit. CSAT was too basic, and NPS wasn’t aligned with Porsche’s brand, as luxury customers tend to admire Porsche rather than casually recommend it.
Instead, Porsche created a new KPI:
The Customer Excitement Score.
It’s based on one simple yet powerful question:
“Did we exceed your expectations?”
Customers can choose from:
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No
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Yes, you met them
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Yes, you exceeded them
Only the last response counts as “excitement,” making this a clear, emotional benchmark rather than a neutral one. This score now forms the heart of how Porsche defines success across its customer journey.
Building a Scalable CX Ecosystem
But one KPI alone doesn’t steer a global business. Porsche combined the Excitement Score with a technological CX ecosystem that captures feedback in real time, integrates it with CRM data, and routes it to the right teams — all in an automated and scalable way.
Here’s how the system works:
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A customer buys a car → CRM triggers a personalized email → Feedback is collected without redundant questions (e.g., car model, location)
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That feedback is routed into Porsche’s reporting and analytics platforms
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If there’s an issue, the system automatically starts a dealer ticketing process to resolve it fast
This closed-loop system operates globally and in real time, allowing Porsche to act with agility while maintaining the human touch that defines luxury.
Agile, Iterative Innovation with MVPs
Unlike traditional auto brands that move slowly, Porsche’s CX team embraces agile methods and MVPs (Minimum Viable Products). Instead of waiting for perfect solutions, they pilot features early, gather feedback, and improve constantly.
This mindset reflects Porsche’s view that speed and flexibility are as important in CX as they are on the racetrack. Every experiment — from new touchpoints to voice-based feedback tools — is a step toward deeper emotional engagement.
Individual Context + Strategic Insight
Porsche uses its CX ecosystem in two complementary ways:
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Individual-Level Insights (Contextual Action)
Dealers access customer-specific profiles enriched by CRM and feedback data. This lets them respond more personally, fixing issues and reinforcing loyalty one customer at a time. -
Aggregated Insights (Strategic Decision-Making)
At headquarters, teams combine feedback with other research and analytics to improve products, services, and digital experiences. These insights are embedded directly into vehicle development and service design.
By connecting customer emotion with operational strategy, Porsche ensures that every department is aligned in its mission to excite.
Cultural Change: Empowering the Whole Organization
The introduction of the Customer Excitement Score didn’t just change Porsche’s surveys — it changed the culture. The KPI and supporting insights are now reported regularly to the executive board and discussed across departments.
A proprietary Customer Insights app, accessible to every Porsche employee, ensures transparency and encourages everyone — from marketing to engineering — to work based on customer feedback.
What’s Next: Expanding Channels and Touchpoints
Porsche’s ambition doesn’t stop at digital surveys. The brand is exploring ways for customers to share feedback anytime, anywhere — including via:
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Messaging apps like WhatsApp and WeChat
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Porsche’s own My Porsche app
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Voice, photo, or video feedback tools
The goal is clear:
Let customers express excitement however they choose — and ensure Porsche is always listening.
Final Thoughts
Porsche’s journey is a blueprint for any brand seeking to move beyond satisfaction. By creating a new KPI rooted in emotion, building a robust feedback ecosystem, and embracing agile innovation, the company is redefining what luxury CX looks like in the digital era.
More than a carmaker, Porsche is becoming a brand that delivers emotion at every touchpoint — and the Customer Excitement Score is how they measure their performance.
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