Having spent a day recently at a BMW meeting for the i3 launch with a group of BMW's customers who participated in the ActiveE and previous MiniE field trials, the difference is palpable between the customer vibe in that group and the vibe that is apparent among early LEAF buyers/leasers. There is a clear connection, and I would call it a friendship between some of these BMW early adopters and some of the BMW contact and customer care staff. They know each other on a first name basis, they've clearly met in person and online various times before, and there is a camaraderie and a feeling that they are all in this together. Even though the ActiveE has had and continues to have recurrent hardware and software issues that have taken the cars off the roads and left customers with loaner ICE cars for weeks at a time, and sometimes longer, the customer loyalty and camaraderie continues to flourish. My impression is that the BMW customers feel noticed, appreciated and listened to. Even if BMW doesn't and can't fix particular problems, there is two way communication and honest and sincere feedback in reasonable time frames.
One could say that it isn't surprising that customers in a field trial would experience better customer care than the average new car buyer. But really, why should that be true? After all, early LEAF buyers ponied up the full cash cost of the car, or entered into a multi-year purchase contract with Nissan. The BMW customers just agreed to a two year monthly lease for a vehicle that was still under development. So the Nissan customers were into the LEAF, a car with no track record, with both feet from the outset. It is clear from reading the pages of this forum that LEAF customer enthusiasm was massive from the start.
But Nissan fumbled the opportunity to leverage that enthusiasm into a mutual appreciation project that could have employed the enthusiastic early adopters as customer ambassadors. To me, it is clear that the missing piece in the Nissan/customer interaction was the lack of personal contact that could easily have been provided. Some readers will remember a Nissan employee who was a presence on this forum in the early days, before the first deliveries. But she suddenly went silent and was never replaced. There has been sporadic contact from high level Nissan staff, only when problems such as hot batteries arose, and never a reliable corporate face for the average LEAFer to relate to.
To be honest, there is still great enthusiasm here for the LEAF, and customers could still be great ambassadors, with the proper level of contact, clear information and feedback from Nissan, and customer support. From what I see in the BMW example, corporate contact staff don't need to be high level executives. They can be a range of staff from technical specialists through regional support staff and a few regional managers.
While I'm not surprised to see EV customers treated as average commodity customers by companies who sell compliance EVs, Nissan is in the EV business in a big way. As has been said over and over again, Nissan needs to nurture this early adopter base as a force to combat the anti-EV challenges that they face.