Customer insights for eMSPs and CPOs

In Germany in particular, there are a large number of eMobility service providers (eMSPs) and charge point operators (CPOs). In addition to the large energy suppliers and municipal utilities, car manufacturers, former oil companies, retailers and many others are entering the market. As a result, competition is now increasing significantly.

Suppliers must therefore differentiate themselves. To do this, they need up-to-date data on their own competitive position and the strengths and weaknesses of their own offerings compared to those of their competitors.

USCALE asks EV drivers which eMSPs and CPOs they actively use but also which they prefer. We then develop customer value profiles for the various provider groups. As a result, they form the basis for business developers, product managers, marketing and sales managers.

Relevant Studies:

eMobility eMSP Loyalty Benchmarking-Studie
eMobility Public Charging-Studie
eMobility Public Charging Payment Method-Studie
Lade-Personas f├╝r die Elektromobilit├Ąt
Product Manager

Customers use an average of 3 charging providers at the same time and can easily switch to another provider. This is why eMSPs and CPOs need to successfully position their own offering in the face of tough competition.

USCALE studies answer the most important questions of product managers and show what is important:

  • What is your own competitive position? Which KPIs are relevant?
  • Which trends need to be considered?
  • What pain points need to be addressed and overcome?
  • What are the different target groups?
  • Which charging use cases are relevant for which target group?
  • How do your own offers need to be positioned?
  • What role does the charging app play? Which features are necessary and add real value?
  • Which payment methods need to be offered?
  • and much more.
Developer and Product Owner

Electromobility and charging technology are making enormous progress. As a result, the range of features on offer is constantly growing. Product owners must therefore ask themselves which ideas and concepts have particular potential. At the same time, developers and project managers need to keep a close eye on costs.

USCALE studies answer the most important questions of product owners and show what is important:

  • What are the usage habits and how would customers like to use the charging technology?
  • Which features are really important? And which ones only increase the costs but not the customer benefit?
  • Which operating aspects need to be considered? What does this mean for usability?
  • Which authorisation and payment methods are particularly relevant?
  • What differences in the target groups need to be taken into account?
  • and much more.

The segmentation of target groups in the e-car market follows different rules. This is why familiar segmentation schemes such as SINUS are only of limited help in the current market phase.

USCALE studies answer the most important questions for marketing managers. They also provide important input for the work of agencies.

  • What charging profiles, i.e. target group segments, are there?
  • Which personas are behind the target groups?
  • What are the needs of the different target groups?
  • How willing are the target groups to change?
  • Which media channels are best for reaching target customers?
  • and much more.
USCALE focus studies: User studies on electromobility

Since 2018, USCALE has been systematically surveying EV drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. You can find an overview of all USCALE focus studies HERE.

We show extracts from other studies in the LinkedIn articles by USCALE and Axel Sprenger.

If you have any questions, please contact us at

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What customer insights into electric cars, charging technology or charging services are you looking for? Whatever you are looking for, we look forward to exchanging ideas.

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