{"id":1971,"date":"2026-02-20T09:22:38","date_gmt":"2026-02-20T08:22:38","guid":{"rendered":"https:\/\/uscale.digital\/en\/?p=1971"},"modified":"2026-03-26T15:44:00","modified_gmt":"2026-03-26T14:44:00","slug":"counting-charging-points-is-not-enough-the-cpo-market-needs-the-customer-perspective","status":"publish","type":"post","link":"https:\/\/uscale.digital\/en\/2026\/02\/20\/counting-charging-points-is-not-enough-the-cpo-market-needs-the-customer-perspective\/","title":{"rendered":"Blog: Counting Charging Points Is Not Enough. The CPO Market Needs the Customer Perspective."},"content":{"rendered":"\n<p><strong>For years, we have focused on the supply side of charging infrastructure. But the era of scarcity is over, and users now have a choice. (Introduction to a series of articles on European CPO markets.)<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-top\" style=\"grid-template-columns:35% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1019\" height=\"1024\" src=\"https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-markets-Titelbild-1019x1024.png\" alt=\"Blog Post on: From Counting Chargers (Supply) to Customers to Understanding Customers (Demand)\" class=\"wp-image-1973 size-full\" srcset=\"https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-markets-Titelbild-1019x1024.png 1019w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-markets-Titelbild-300x300.png 300w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-markets-Titelbild-150x150.png 150w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-markets-Titelbild-768x771.png 768w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-markets-Titelbild.png 1120w\" sizes=\"auto, (max-width: 1019px) 100vw, 1019px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h1 class=\"wp-block-heading is-style-underlined\" style=\"text-transform:uppercase\">Which KPIs Help CPOs Understand Their Customers<\/h1>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For years, the industry has measured the CPO market almost exclusively from the supply side: the number of AC and DC charging points, installed capacity, and grid expansion.<\/p>\n\n\n\n<p>In many countries, public charging infrastructure has now become so extensive that EV drivers have options. The question of scarcity has, for the time being, been resolved. Providers are noticing that utilization rates are falling short of expectations. For CPOs whose business cases rely on consistently high utilization and rapid growth, this is becoming a challenge.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">We Complain About Low Utilization &#8211; and Neglect the Demand Side. But Now the Customer Finally Takes Center Stage<\/h2>\n\n\n\n<p>When supply is no longer the bottleneck, the key question shifts: no longer \u201cAre there enough charging points?\u201d but \u201cWho charges where &#8211; and why?\u201d The demand side moves to the forefront: customer acceptance and customer loyalty increasingly determine a CPO\u2019s success or failure.<\/p>\n\n\n\n<p>Key questions include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who charges where? And for what reasons?<\/li>\n\n\n\n<li>What charging profiles and personas can be distinguished?<\/li>\n\n\n\n<li>Which services are actively used, and which are preferred? Why?<\/li>\n\n\n\n<li>How do prices, payment methods, and brand strength influence decisions in a specific charging situation?<\/li>\n\n\n\n<li>Which trends are shifting these patterns over time?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">How Do You Measure the CPO Market?<\/h2>\n\n\n\n<p>For a charging service provider to be successful, two things need to be in place: users must first, know and actively use a charging service at all, and second, like it enough to prefer it over alternatives. The following figure illustrates this relationship.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"505\" src=\"https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Bild-Calculating-Customer-Share-1024x505.jpg\" alt=\"\" class=\"wp-image-1992\" srcset=\"https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Bild-Calculating-Customer-Share-1024x505.jpg 1024w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Bild-Calculating-Customer-Share-300x148.jpg 300w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Bild-Calculating-Customer-Share-768x379.jpg 768w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Bild-Calculating-Customer-Share-1536x758.jpg 1536w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Bild-Calculating-Customer-Share.jpg 1595w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Active Usage: EV drivers must be aware of a charging service and find it attractive enough to use it at all. In our studies, we therefore ask which charging services EV drivers actively use. The data show that in most countries, EV drivers actively use around three charging services.<\/li>\n\n\n\n<li>Preferred Usage: In the second step, EV drivers must find a charging service so compelling that they prefer to use it whenever and wherever they charge publicly. In our studies, we ask which of the actively used charging services EV drivers prefer &#8211; and when the others come into play.<\/li>\n<\/ol>\n\n\n\n<p>The Charging Preference Matrix  illustrates these two KPIs using the German CPO market as an example.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"582\" src=\"https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-Markt-Example-D-1024x582.png\" alt=\"Our analyses show that the preferred service accounts, on average, for around two-thirds of a person\u2019s public charging revenue. The remaining services share the final third; they are, quite literally, \u201con the bench.\u201d\" class=\"wp-image-1972\" srcset=\"https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-Markt-Example-D-1024x582.png 1024w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-Markt-Example-D-300x170.png 300w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-Markt-Example-D-768x436.png 768w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-Markt-Example-D-1536x872.png 1536w, https:\/\/uscale.digital\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/Blog-CPO-Markt-Example-D.png 1595w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Our analyses show that the preferred service accounts, on average, for around two-thirds of a person\u2019s public charging revenue. The remaining services share the final third; they are, quite literally, \u201con the bench.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Does the CPO Usage Matrix Help Providers?<\/h2>\n\n\n\n<p>The matrix shows charging market providers where they stand relative to competitors and where the main levers for improving their market position and customer loyalty lie. The chart shows aggregated values for provider groups, but the USCALE-CPO-Studies naturally break down the results by individual providers.<\/p>\n\n\n\n<p>To increase revenues, providers must first ensure active usage. For example, a car manufacturer can offer and set up its charging service at vehicle handover. Utilities can promote their service through appropriate channels. In the second step, the offering must be compelling enough to become the preferred charging service and dethrone the current favorite.<\/p>\n\n\n\n<p>The USCALE <a href=\"https:\/\/uscale.digital\/en\/cpo-and-emsp-charging-services-study\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPO \/ eMSP Charging Services Study<\/a> measures both control variables and thus provides an essential foundation for all CPOs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Market Structures Differ in Each Country<\/h2>\n\n\n\n<p>Our studies show that CPO market structures &#8211; and thus success patterns for providers &#8211; vary significantly from country to country.<\/p>\n\n\n\n<p>Two drivers stand out:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Regulation &amp; Subsidies: Different political goals, funding instruments, and tender models shaped charging infrastructure in the early years of electromobility.<\/li>\n\n\n\n<li>First Movers: The initial demand created by regulation and subsidies motivated specific provider groups to assume the role of first movers and develop offerings.<\/li>\n<\/ol>\n\n\n\n<p>These path dependencies are still clearly visible in every market. As a result, we see different dominance patterns in each country today.<\/p>\n\n\n\n<p>In our upcoming blog posts on the CPO markets in Germany, France, the UK, Belgium, and the Scandinavian countries, we will show how this plays out in practice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">From Market Understanding to Customer Understanding<\/h2>\n\n\n\n<p>Market understanding is necessary. But without customer understanding, it remains incomplete. Whether you are already active in the market and want to improve your brand positioning and revenue, or you are planning to enter the market:<\/p>\n\n\n\n<p>Successful CPOs and eMSPs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>understand the needs and behavior of their current and desired customers,<\/li>\n\n\n\n<li>segment charging personas and prioritize target groups,<\/li>\n\n\n\n<li>actively monitor their brand positioning in the competitive environment,<\/li>\n\n\n\n<li>understand the reasons for churn and \u201clatent disloyalty,\u201d and<\/li>\n\n\n\n<li>derive concrete measures for marketing, business development, and product management.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What Do You Know About Your Customers?<\/h2>\n\n\n\n<p>How much do you know about your customers and their usage motives? And what do you know about the customers you would like to have but currently do not? What drives disloyalty?<\/p>\n\n\n\n<p>The USCALE CPO\/eMSP Charging Services Study answers precisely these questions across numerous European markets: from Active and Preferred Usage to brand perception and the drivers of loyalty and switching behavior.<\/p>\n\n\n\n<p>If you would like to know where your brand stands today on the demand side &#8211; and how much untapped potential the market still holds &#8211; let\u2019s talk.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How can we support you?<\/h2>\n\n\n\n<p>We support you with data, studies and insights from our representative surveys. Contact us \u2013 we can help with our multi-client studies and ad hoc studies.<\/p>\n\n\n\n<div class=\"wp-block-group alignfull is-style-grey-background\"><div class=\"wp-block-group__inner-container\">\n<h2 class=\"wp-block-heading is-style-underlined\">Contact us now<\/h2>\n\n\n\n<p>What customer insights are you looking for regarding electric cars, charging technology or charging services? Whatever you are looking for, we look forward to hearing from you.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-contact-form-7-contact-form-selector main-contact-form\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f40-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"40\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/en\/wp-json\/wp\/v2\/posts\/1971#wpcf7-f40-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"40\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f40-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<p class=\"form-element\">\n    <select class=\"wpcf7-form-control wpcf7-select\" id=\"anrede\" aria-invalid=\"false\" name=\"anrede\"><option value=\"\">Title<\/option><option value=\"Ms\">Ms<\/option><option value=\"Mr\">Mr<\/option><\/select>\n    <label for=\"anrede\">Title<\/label>\n<\/p>\n\n<p class=\"form-element\">\n    <input placeholder=\" \" size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" id=\"vorname\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"vorname\">\n    <label for=\"vorname\">First name <span class=\"required\">*<\/span><\/label>\n<\/p>\n\n<p class=\"form-element\">\n    <input placeholder=\" \" size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" id=\"nachname\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"nachname\">\n    <label for=\"nachname\">Name <span class=\"required\">*<\/span><\/label>\n<\/p>\n\n<p class=\"form-element\">\n    <input placeholder=\" \" size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" id=\"unternehmen\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"unternehmen\">\n    <label for=\"unternehmen\">Company <span class=\"required\">*<\/span><\/label>\n<\/p>\n\n<p class=\"form-element\">\n    <input placeholder=\" \" size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" id=\"email\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"email\">\n    <label for=\"email\">Email address <span class=\"required\">*<\/span><\/label>\n<\/p>\n\n<p class=\"form-element\">\n    <input placeholder=\" \" size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-tel wpcf7-text wpcf7-validates-as-tel\" id=\"telefon\" aria-invalid=\"false\" value=\"\" type=\"tel\" name=\"telefon\">\n    <label for=\"telefon\">Phone<\/label>\n<\/p>\n\n<span id=\"wpcf7-69d06a3a16f81-wrapper\" class=\"wpcf7-form-control-wrap first-name-wrap\" style=\"display:none !important; visibility:hidden !important;\"><label for=\"wpcf7-69d06a3a16f81-field\" class=\"hp-message\">Please leave this field empty.<\/label><input placeholder=\" \" id=\"wpcf7-69d06a3a16f81-field\" class=\"wpcf7-form-control wpcf7-text\" type=\"text\" name=\"first-name\" value=\"\" size=\"40\" tabindex=\"-1\" autocomplete=\"new-password\"><\/span>\n\n<p class=\"form-element is-grid-column-2\">\n    <textarea placeholder=\" \" cols=\"40\" rows=\"10\" maxlength=\"2000\" class=\"wpcf7-form-control wpcf7-textarea wpcf7-validates-as-required\" id=\"nachricht\" aria-required=\"true\" aria-invalid=\"false\" name=\"nachricht\"><\/textarea>\n    <label for=\"nachricht\">Message <span class=\"required\">*<\/span><\/label>\n<\/p>\n\n<p class=\"form-element is-grid-full-width\">\n    <label class=\"checkbox privacy-checkbox\"><span class=\"wpcf7-form-control wpcf7-acceptance\"><span class=\"wpcf7-list-item\"><input placeholder=\" \" type=\"checkbox\" name=\"acceptance-983\" value=\"1\" aria-invalid=\"false\"><\/span><\/span>I agree that my data will be stored and processed for the purpose of contacting me. 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(Introduction to a series of articles on European CPO markets.)<\/p>\n","protected":false},"author":11,"featured_media":1973,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-1971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blog: Counting Charging Points Is Not Enough. The CPO Market Needs the Customer Perspective. - uscale.digital<\/title>\n<meta name=\"description\" content=\"The CPO market suffers from low utilisation. 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