The market for charging infrastructure is becoming increasingly competitive. Many charge point operators (CPOs) are fighting to differentiate themselves and retain customers in the long term. But what exactly makes a successful charging offer? How do providers manage to stand out from the crowd with a clear unique selling point and create real added value for their customers?
In this episode of Behind the Scenes, the two founders, Dr. Andreas Pfeiffer and Sebastian Jagsch, provide insights into the question of differentiation. With over a decade of experience in charging infrastructure, they provide operators with targeted advice on positioning in the market. For greenventors, one thing is clear: the key to success lies in a focused set of brand values that are represented both clearly and consistently.
Dr. Pfeiffer, there is intense competition in the charging infrastructure market, and many providers are looking for their unique selling point. From your experience – what are the most important questions an operator should answer in order to clarify its position in the market and clearly differentiate itself from other providers?
Dr. Andreas Pfeiffer: One of the first and perhaps most important questions we ask operators is: What fundamentally differentiates your offering from other providers on the market, and what unique selling points make you the preferred choice for your core customers? It is often difficult to formulate a clear answer to this. In our consulting at greenventors, we work together with the customer to develop a concise profile that ensures long-term differentiation. Whether through location selection, technical optimization or strategic partnerships - we accompany our customers through the entire process and thus create a coherent identity.
A focused set of values and clear unique selling points make the difference. At greenventors, we help operators develop a concise profile that ensures their long-term competitiveness. - Dr. Andreas Pfeiffer
An exciting challenge. Mr. Jagsch, why do you think many CPOs have such a hard time making a clear distinction?
Sebastian Jagsch: This is often because many providers see their charging infrastructure as a pure service and neglect customer needs. Convincing differentiation means understanding the added value from the customer's perspective and emphasizing it in a targeted manner. Many CPOs see charging as just a practical process, but it's about the entire user experience. At greenventors, we support operators in sharpening their customer perspective and incorporating it into their strategy.
Dr. Pfeiffer, what do you think are the most important strategies to differentiate yourself in this market and ensure customer loyalty?
Dr. Andreas Pfeiffer: A key approach is to improve the charging experience. Speed, user-friendliness and, above all, the reliability of the infrastructure play a major role here. Tesla, for example, has set standards with its Supercharger infrastructure: They offer a fast and hassle-free charging experience and rely on flexible pricing. Such factors create a clear perception of the brand and make the charging experience the core of the offer.
Sebastian Jagsch: CITYWATT also attaches great importance to the availability of its infrastructure. At its charging stations, customers always have at least ten charging points available - a number that deliberately exceeds market demand in order to avoid bottlenecks. By maintaining it regularly and providing sufficient charging points, CITYWATT minimizes waiting times even when the charging park is busy and offers users a smooth experience. This shows how important availability is for the perception of the brand - it creates trust and binds customers in the long term.
Many CPOs see charging as just a practical process, but it's about the entire user experience. Convincing differentiation means understanding the added value from the customer's perspective and highlighting it in a targeted manner. - Sebastian Jagsch
Dr. Pfeiffer, you mentioned flexible pricing as a possible value. Are there other examples here that could inspire differentiation?
Dr. Andreas Pfeiffer: Absolutely. Dynamic prices and loyalty programs have become important instruments for customer loyalty. Aral pulse, for example, offers a way to increase customer loyalty through incentives with its PAYBACK program. This example shows how additional offers can be used to build a relationship with the brand that goes beyond pure charging performance.
Sebastian Jagsch: At the same time, it's not just about the occasional offer, but about consistent quality, especially in direct customer contact. Ionity, for example, places great value on transparent customer service. If something at the station doesn't work, customers know that they will be helped quickly and easily - an essential factor if you want to stand out from the crowd.
Partnerships also play an important role in differentiation. Mr. Jagsch, can you give an example?
Sebastian Jagsch: EWE, for example, works with McDonald's and offers charging stations at the restaurants. This allows customers to use the waiting time to have a snack, which seamlessly integrates the charging process into everyday life. Such partnerships are an effective way to improve the customer experience while increasing the visibility of the brand in everyday life.
Dr. Pfeiffer, what about the strategic positioning of charging parks?
Dr. Andreas Pfeiffer: Allego has a well thought-out strategy here with sophisticated network planning. With large charging parks along the main transport routes in Europe, they offer fast charging options even at peak times. Customers know that they always have access to a powerful charging station on important routes - and this strengthens the perception of Allego as a reliable partner for long-distance drivers.
What role does the maintenance and reliability of the charging infrastructure play?
Dr. Andreas Pfeiffer: A big one. Predictive maintenance is an important topic here. Providers like E.ON rely on AI-supported systems that can detect and resolve potential failures at an early stage. This ensures high availability and strengthens customers' trust in the brand.
Sebastian Jagsch: Exactly, this reliability creates trust and is crucial for long-term customer loyalty. Consistently good experiences and a functioning infrastructure are the basis on which a positive brand image is built.
Predictive maintenance ensures high availability and thus strengthens customers' trust in the brand. - Dr. Andreas Pfeiffer
Sustainability is another important factor. How is this used to differentiate?
Dr. Andreas Pfeiffer: For many customers, sustainability has become a decisive criterion. Pfalzwerke, for example, operates its stations with 100 % renewable energy, is itself a producer of renewable energy and communicates this transparently. This clarity about the environmental balance strengthens trust and specifically appeals to environmentally conscious customers.
Finally, Dr. Pfeiffer and Mr. Jagsch, what is your most important advice for CPOs who want to strengthen their market position?
Dr. Andreas Pfeiffer: The key lies in a clearly defined, customer-oriented concept. From the reliability and availability of charging points to pricing, partnerships and sustainable energy concepts – CPOs should respond to customer needs in all areas and anchor them in the brand image
Sebastian Jagsch: I agree. The best differentiation is achieved through a deep understanding of the target group and a clear focus on values. Customers need an infrastructure that is reliable, comfortable and sustainable. Those who implement this consistently will prevail in the long term.
The best differentiation is achieved through a deep understanding of the target group and a clear focus on values. Customers need an infrastructure that is reliable, comfortable and sustainable - those who implement this consistently will prevail in the long term. - Sebastian Jagsch
Thank you for these clear insights! The future belongs to CPOs who continuously work on their uniqueness and gain the trust of their customers. That was an exciting episode of Behind the Scenes at greenventors. Thank you very much, Dr. Pfeiffer and Mr. Jagsch, and see you next time!”