Good Vehicle, Weak Customer Experience: Who Owns the Journey?
After more than 20 years as a loyal Toyota owner, I purchased a Hyundai Santa Fe expecting a competitive alternative from a brand that has made impressive strides in design, technology, and value. While the vehicle itself has many strengths, my ownership experience has been marked by customer experience challenges I never encountered during two decades with Toyota. As a globally recognized customer experience professional who has helped Fortune 500 companies create differentiated, world-class customer journeys, what is most frustrating is not that problems occurred, but that many of them were entirely preventable. The issues I encountered point to gaps in process, communication, and ownership of the end-to-end customer experience. This review is offered not merely as criticism, but as feedback from both a customer and a CX practitioner who sees tremendous potential for Hyundai to turn avoidable friction into a competitive advantage.