Founded in 2003 by Martin Eberhard and Marc Tarpenning, Tesla has become the leading
manufacturer of electric vehicles and renewable energy products. The company quickly
gained worldwide recognition for their commitment to sustainability and innovation. With
investments from, ElonMusk in 2004, Tesla shifted their focus towards technologies in both
automotive and energy sectors. Besides electric vehicles, Tesla also produces solar energy
solutions and battery storage systems. Tesla has visions that extend beyond automotives
which positions them as a key player in the global transition to sustainable energy.
(Schreiber & Gregersen, 2024)
Despite their big successes and growth in the market, their reviews are extremely low on
trustpilot. They currently score 2 out of 5 stars which is mostly caused by poor customer
service. They receive complaints and poor reviews regarding multiple things such as no
empathy, impersonal service, delays and much more. These problems can possibly be
resolved by implementing new tactics in both services and sales. (Tesla Wordt Als “Slecht”
Beoordeeld Met Op Trustpilot, 2024)
In order to help Tesla increase their rating on Trustpilot, this research has been set up.
Multiple theories on both sales and services will be gathered in order to help answer the
main research question which is:
How can Tesla improve customer service ratings from 2 to 3 on Trustpilot by the end
of 18 months?
,services
Customer experience management CEM
According to Wilson et al. (2021) customer experience management (CEM) begins with
delivering core services that meet customer expectations. When implemented effectively,
CEM enhances service delivery and overall customer satisfaction, helping the organizations
meet customer needs better and improving service quality.
This theory is critical for Tesla since it aims to improve customer service on platforms such
as Trustpilot. It will allow Tesla to enhance their service delivery and meet customer
expectations effectively which will ultimately improve Tesla’s customer service ratings.
Customer gap
Another theory from the book Wilson et al. (2021) is the customer gap. This gap is the
difference between customer expectations and perceptions. Customer expectations consist
of what the customer believes should or will happen and they are standards or reference
points that they will bring to the service experience. Customer perceptions are personal
assessments of service experiences that actually happened. In order to deliver quality
service, this gap needs to be closed. This theory will help the organization analyze the gaps
in their customer service and improve it. (Wilson et al., 2021)
This theory will be helpful for Tesla since it will allow them to understand and address this
gap, which there clearly is, seen by the many complaints. In response to this, the customer
service ratings will be improved on platforms such as trustpilot in this case.
Focus on empathy
According to the research from Balinado et al. (2021) empathy has the most significant effect
on customer satisfaction. Empathy can be defined under actions such as the service staff
understanding customer needs, service staff apologizing when customer requests are not
fulfilled, informing if there will be changed in promised time and convenient schedules for
customers. Personal empathy positively influences service quality and the customer
satisfaction will be increased. (Balinado et al., 2021)
Given the many complaints about the company’s lack of empathy, Tesla can apply this
theory to incorporate empathy into their customer service practices. By implementing
empathetic approaches, Tesla can effectively address their service issues and improve their
ratings on trustpilot.
Service quality
According to the research from Yingfei et al. (2022), improving service quality became one of
the most important management strategies and variables impacting a company’s
performance. It has been proven that improving service quality leads to better customer
satisfaction, loyalty and perceived value. High-quality service will strengthen the corporate
reputation which in turn will maintain long-term competitive advantages for the company.
(Yingfei et al., 2022)
This theory highlights that improving the service quality is crucial for enhancing customer
satisfaction which is the problem that Tesla is currently facing. However, the research might
be too broad to use for forming strategies.
,Sales
key account management KAM
According to the book from Jobber et al. (2019), key account management involves offering
special treatment to customers that is not offered to other customers. These special
treatments include several areas such as pricing or services. Key accounts are serviced by
managers who create special value for their customers that regular customers do not
experience. as a result of kam relationships can be adapted or fully customized product
offerings designed to meet the specific needs of the customers. (Jobber et al., 2019)
This theory will provide Tesla with a strategic framework to enhance customer service
through personalized interactions, tailored solutions and stronger relationships with key
customers. However, this theory might be unfit for the current situation of Tesla. It would
increase the customer satisfaction from key customers, but not other customers which are
needed.
Social media
According to the book from Jobber et al. (2019), social media can provide opportunities in
order to not only help the sale process of Tesla but also their customer service. Social media
builds trust and personal relationships between sellers and customers. Additionally both
sales people and customers can interact and solve problems without certain boundaries
such and geographical. An example of a way that social media can be used are review
platforms on which sales people can comment on reviews in order to go against wrong
claims and help with problems. Another example is that sales people can talk to customers
through calling social media platforms such as skype and facetime. (Jobber et al., 2019)
This theory is helpful for Tesla because with the use of social media, Tesla can enhance their
customer service by using direct engagement with the customer. This engagement will
happen between the sales people and the customers which is where the problem often lies.
This will contribute to a higher customer satisfaction rating on Trustpilot.
, Due to the main research question being based on customer service, three of the sub
questions are formed around the theories chosen for services and one for the theories
chosen for sales. Below are the sub questions formed:
1. How can Tesla implement Customer Experience Management (CEM) strategies to
better align its service delivery with customer expectations and enhance overall
satisfaction?
2. What measures can Tesla take to effectively identify and close the customer gap
between expectations and perceptions in its service offerings?
3. How can Tesla enhance its empathetic engagement with customers during service
interactions to foster loyalty and satisfaction.
4. How can Tesla leverage social media to enhance its sales process by fostering direct
engagement with customers?
The four sub questions formed are based on the theories Customer Experience
Management, Customer gap, empathetic focus and social media. All theories have been
selected based on their relevance to the main research question. However, two of them
prove to be less applicable to Tesla’s current situation either due to the lack of helpfulness in
the current state or because it was too broad.
The key account management was proven to not be helpful at this exact moment since
there is such a large amount of complaints. Due to this large amount, it would not be logical
to focus only on key customers since they are not the only ones causing the low rate on
Trustpilot. Instead, Tesla should focus on all customers in order to increase their rating on
Trustpilot.
The service quality theory is a good basis for Tesla since it addresses the problem that
they currently have. However, the theory is too broad to actually implement it and form a
strategy. A more focused approach, using more specific indicators would provide Tesla with
better results.
The other theories, Customer experience management, customer gap, empathetic
focus, and social media and online engagement, chosen are all applicable to the current
situation, specific and helpful to answer the research question. They provide ways to
improve the service quality, engaging customers effectively and ultimately increasing Tesla’s
rating in Trustpilot. By implementing strategies based on these theories, Tesla can resolve
existing service issues while also building stronger relationships with customers and repair
their reputation. In conclusion, by using these specific theories, Tesla’s Trustpilot rating will
be increased.
manufacturer of electric vehicles and renewable energy products. The company quickly
gained worldwide recognition for their commitment to sustainability and innovation. With
investments from, ElonMusk in 2004, Tesla shifted their focus towards technologies in both
automotive and energy sectors. Besides electric vehicles, Tesla also produces solar energy
solutions and battery storage systems. Tesla has visions that extend beyond automotives
which positions them as a key player in the global transition to sustainable energy.
(Schreiber & Gregersen, 2024)
Despite their big successes and growth in the market, their reviews are extremely low on
trustpilot. They currently score 2 out of 5 stars which is mostly caused by poor customer
service. They receive complaints and poor reviews regarding multiple things such as no
empathy, impersonal service, delays and much more. These problems can possibly be
resolved by implementing new tactics in both services and sales. (Tesla Wordt Als “Slecht”
Beoordeeld Met Op Trustpilot, 2024)
In order to help Tesla increase their rating on Trustpilot, this research has been set up.
Multiple theories on both sales and services will be gathered in order to help answer the
main research question which is:
How can Tesla improve customer service ratings from 2 to 3 on Trustpilot by the end
of 18 months?
,services
Customer experience management CEM
According to Wilson et al. (2021) customer experience management (CEM) begins with
delivering core services that meet customer expectations. When implemented effectively,
CEM enhances service delivery and overall customer satisfaction, helping the organizations
meet customer needs better and improving service quality.
This theory is critical for Tesla since it aims to improve customer service on platforms such
as Trustpilot. It will allow Tesla to enhance their service delivery and meet customer
expectations effectively which will ultimately improve Tesla’s customer service ratings.
Customer gap
Another theory from the book Wilson et al. (2021) is the customer gap. This gap is the
difference between customer expectations and perceptions. Customer expectations consist
of what the customer believes should or will happen and they are standards or reference
points that they will bring to the service experience. Customer perceptions are personal
assessments of service experiences that actually happened. In order to deliver quality
service, this gap needs to be closed. This theory will help the organization analyze the gaps
in their customer service and improve it. (Wilson et al., 2021)
This theory will be helpful for Tesla since it will allow them to understand and address this
gap, which there clearly is, seen by the many complaints. In response to this, the customer
service ratings will be improved on platforms such as trustpilot in this case.
Focus on empathy
According to the research from Balinado et al. (2021) empathy has the most significant effect
on customer satisfaction. Empathy can be defined under actions such as the service staff
understanding customer needs, service staff apologizing when customer requests are not
fulfilled, informing if there will be changed in promised time and convenient schedules for
customers. Personal empathy positively influences service quality and the customer
satisfaction will be increased. (Balinado et al., 2021)
Given the many complaints about the company’s lack of empathy, Tesla can apply this
theory to incorporate empathy into their customer service practices. By implementing
empathetic approaches, Tesla can effectively address their service issues and improve their
ratings on trustpilot.
Service quality
According to the research from Yingfei et al. (2022), improving service quality became one of
the most important management strategies and variables impacting a company’s
performance. It has been proven that improving service quality leads to better customer
satisfaction, loyalty and perceived value. High-quality service will strengthen the corporate
reputation which in turn will maintain long-term competitive advantages for the company.
(Yingfei et al., 2022)
This theory highlights that improving the service quality is crucial for enhancing customer
satisfaction which is the problem that Tesla is currently facing. However, the research might
be too broad to use for forming strategies.
,Sales
key account management KAM
According to the book from Jobber et al. (2019), key account management involves offering
special treatment to customers that is not offered to other customers. These special
treatments include several areas such as pricing or services. Key accounts are serviced by
managers who create special value for their customers that regular customers do not
experience. as a result of kam relationships can be adapted or fully customized product
offerings designed to meet the specific needs of the customers. (Jobber et al., 2019)
This theory will provide Tesla with a strategic framework to enhance customer service
through personalized interactions, tailored solutions and stronger relationships with key
customers. However, this theory might be unfit for the current situation of Tesla. It would
increase the customer satisfaction from key customers, but not other customers which are
needed.
Social media
According to the book from Jobber et al. (2019), social media can provide opportunities in
order to not only help the sale process of Tesla but also their customer service. Social media
builds trust and personal relationships between sellers and customers. Additionally both
sales people and customers can interact and solve problems without certain boundaries
such and geographical. An example of a way that social media can be used are review
platforms on which sales people can comment on reviews in order to go against wrong
claims and help with problems. Another example is that sales people can talk to customers
through calling social media platforms such as skype and facetime. (Jobber et al., 2019)
This theory is helpful for Tesla because with the use of social media, Tesla can enhance their
customer service by using direct engagement with the customer. This engagement will
happen between the sales people and the customers which is where the problem often lies.
This will contribute to a higher customer satisfaction rating on Trustpilot.
, Due to the main research question being based on customer service, three of the sub
questions are formed around the theories chosen for services and one for the theories
chosen for sales. Below are the sub questions formed:
1. How can Tesla implement Customer Experience Management (CEM) strategies to
better align its service delivery with customer expectations and enhance overall
satisfaction?
2. What measures can Tesla take to effectively identify and close the customer gap
between expectations and perceptions in its service offerings?
3. How can Tesla enhance its empathetic engagement with customers during service
interactions to foster loyalty and satisfaction.
4. How can Tesla leverage social media to enhance its sales process by fostering direct
engagement with customers?
The four sub questions formed are based on the theories Customer Experience
Management, Customer gap, empathetic focus and social media. All theories have been
selected based on their relevance to the main research question. However, two of them
prove to be less applicable to Tesla’s current situation either due to the lack of helpfulness in
the current state or because it was too broad.
The key account management was proven to not be helpful at this exact moment since
there is such a large amount of complaints. Due to this large amount, it would not be logical
to focus only on key customers since they are not the only ones causing the low rate on
Trustpilot. Instead, Tesla should focus on all customers in order to increase their rating on
Trustpilot.
The service quality theory is a good basis for Tesla since it addresses the problem that
they currently have. However, the theory is too broad to actually implement it and form a
strategy. A more focused approach, using more specific indicators would provide Tesla with
better results.
The other theories, Customer experience management, customer gap, empathetic
focus, and social media and online engagement, chosen are all applicable to the current
situation, specific and helpful to answer the research question. They provide ways to
improve the service quality, engaging customers effectively and ultimately increasing Tesla’s
rating in Trustpilot. By implementing strategies based on these theories, Tesla can resolve
existing service issues while also building stronger relationships with customers and repair
their reputation. In conclusion, by using these specific theories, Tesla’s Trustpilot rating will
be increased.
