By 2021, our early-adopter and acquired charging networks needed realigning around a seamless customer experience, to support our strategy to enable worldwide EV adoption.

Chargers, network infrastructure and transactions were in some cases 'first generation' and engineering led. The customer journey across the service was too disjointed, and we couldn't follow customer experience or commercial data across the whole experience.

Our customers were not in the driving seat, and our TrustPilot score stood at 1.1. We urgently needed to put our customers in charge.

As a result, our customer journey is powering-up: customer insights focused our build on four enhancements to customer experience:

• Control - from public education and hyper-local marketing to the UI and labelling on chargers, and with real-time API data via third parties, we're starting to deliver just the right information at the right time and place, to make every customer decision easy.

• Convenience - we're accelerating the charge experience in every way, from a $100m US investment in Tesla ultra-fast chargers, to reducing average UK charge start-times by 83%. We were awarded Germany’s No.1 fast charge network in 2023.

• Access trust - we're building Gigahubs where customers can grab a coffee, enjoy wi-fi, or even eat or shop, to reframe the experience of charging.

• Care - we've made our customer services even more helpful, 24/7, to smooth any bumps in the road and build trusted relationships

With a series of EV Safaris we’ve exposed cross-functional teams to the experiences customers have of our network, every day. The insights informed commissioning further research:

A "Mystery Motorist" programme that's drawn on more than 500 EV drivers to date, to test our sites at monthly intervals, measuring our CX versus competitors.

EV Needs / EV Tracker surveys sampling thousands of customers across our markets to track what current and future drivers expect.

We saw beneath 'range anxiety' to discover the detailed motives of customers - their need for control, convenience and confidence. These customer insights fuelled a re-design to our proposition and an evolved business model, moving away from an energy distribution model to an e-Mobility solution.

It's always been about more than just selling energy, but now we're hyper-focussed on empowering EV drivers to range freely, with confidence.

As a result, our customer journey is powering-up: customer insights focused our build on four enhancements to customer experience:

Control - from public education and hyper-local marketing to the UI and labelling on chargers, and with real-time API data via third parties, we're starting to deliver just the right information at the right time and place, to make every customer decision easy.

Convenience - we're accelerating the charge experience in every way, from a $100m US investment in Tesla ultra-fast chargers, to reducing average UK charge start-times by 83%. We were awarded Germany’s No.1 fast charge network in 2023.

Access trust - we're building Gigahubs where customers can grab a coffee, enjoy wi-fi, or even eat or shop, to reframe the experience of charging.

Care - we've made our customer services even more helpful, 24/7, to smooth any bumps in the road and build trusted relationships with users.

Brand and commercial benefits vs. 2021 include:

• > 70% of TrustPilot reviews are now 5 stars (*of 7,000+ reviews, 3 April 2024)

• More than 1 million Pulse app downloads

• 1.7m+ registered users

• Halved calls for help starting a charge

• 10.6% margin growth, 2023

• Estimated £10m in earned media

• EV energy sales up 150% in 2023

With our enhanced data we are now able to measure and compare the end-to-end margin contribution of EV customers vs. the margin of ICE customers – a vital step towards helping the business make big investment decisions towards growing our EV charging network.

We can now fully understand the commercial contribution of the amenities surrounding a charge experience - for example, convenience store spend.