By Daniel Mereuta 
Vice President 
TDCX Romania

Cars are no longer just machines — they are evolving into intelligent platforms that continuously improve long after they leave the factory. This transformation is fueling massive growth in the connected car market, which is projected to grow from US$12.4 billion in 2024 to US$26.4 billion by 2030, driven by increasing consumer demand for software-enabled features.

As the industry shifts from hardware-centric models to dynamic, software-defined vehicles, automakers are increasingly using over-the-air (OTA) updates and connected car applications to enhance performance, safety, and user experience. This shift enables manufacturers to enhance vehicle features even after production, keeping cars current and creating a more seamless, fulfilling ownership experience that builds customer trust and brand loyalty.

At the same time, OTA update technology is expected to save automakers in the US up to US$1.5 billion by implementing fixes that allow consumers to experience faster updates, fewer dealership visits, and more reliable vehicles.

However, technology alone is not enough. Seamless customer experience (CX) is the missing link between software-driven innovation and real-world user adaptation. Without human-guided CX, poor updates frustrate customers, disrupt functionality, and erode trust.  

Bridging the CX gap in OTA updates

Consumers today expect their connected vehicles to function like smartphones — receiving frequent, seamless updates that enhance performance and introduce new features without disrupting daily use. This growing demand for connectivity is reflected in a recent study, which found that customers anticipate more than 90% of vehicles sold in 2030 to have connectivity, making it a crucial feature to win global market segments.

OTA updates offer great benefits but require seamless execution. Automakers must manage security patches, performance optimizations, and feature rollouts to meet customer expectations. With the OTA market projected to grow at a CAGR of around 20% (2021-2027), poor implementation — such as cybersecurity vulnerabilities, software malfunctions, or inadequate user experiences — could undermine customer trust and satisfaction.  

Poorly executed OTA updates can cause software glitches, connectivity failures, and diminished brand trust. Among car owners performing OTA updates within the first three years, only 30% noticed any real improvements. Mishandled deployments, such as the 2023 update error from a rising electric vehicle manufacturer, highlight the risks: Automakers lose nearly US$900 million annually due to ineffective OTA infrastructure, with failed updates sometimes leaving vehicles unusable.

These incidents reinforce a critical point: OTA updates must be seamless, customer-friendly, and well-supported. Time and convenience are important to consumers — in fact, 70% of consumers are either unwilling to wait or would only tolerate up to 10 minutes for an OTA update to complete.  At the same time, only 27% would accept five or more weekly updates if each took 30 minutes. Expectations like these emphasize the importance of speed and simplicity for consumers.  

Human-guided automotive CX

Human expertise remains essential in ensuring these updates enhance — not disrupt — the driving experience. AI-powered tools are a great partner to deliver exceptional CX, as they allow human professionals to save time, reduce errors, and focus on more strategic work.

The impact of human-guided CX in automotive software is evident in real-world applications. A major American automaker, for instance, has partnered with a leading AI and computing company to enhance autonomous vehicle technology and manufacturing. Another well-known car manufacturer has taken advantage of AI to optimize vehicle designs for aerodynamics, safety, and performance, but human engineers validate and choose the most practical solutions for customers. Consumers benefit from smarter, safer, and more efficient vehicles without sacrificing the intuitive, user-friendly experience drivers and passengers demand.

OTA updates and customer support benefit from a dynamic approach that integrates AI-driven efficiency with expert oversight, ensuring adaptability and contextual precision. One compelling example is a leading global automaker’s customer-first OTA strategy. Recognizing that software updates are integral to the ownership experience, the company has partnered with TDCX to deliver seamless deployment and support through AI-driven tools and multilingual, omnichannel services.

Key elements of this OTA success include the following:

CX-centric deployment: Updates that are carefully planned to enhance the ownership experience without disrupting daily use.  TDCX’s European CX hubs in Romania and Türkiye ensure efficient, localized support that minimizes downtime.

AI-human hybrid support: AI-powered tools streamline customer support, while TDCX’s expert CX teams handle escalations and provide in-depth guidance. This approach enables faster issue resolution without compromising the human touch, ensuring that customers feel supported throughout their OTA journey.

Feedback-driven refinements: The automaker uses customer insights gathered through TDCX’s digital tools and omnichannel support to continuously improve the user experience. By proactively addressing customer pain points, the company enhances engagement and satisfaction.

This partnership highlights how important it is for brands to rethink how to provide smart, user-first experiences that improve every aspect of vehicle ownership as the industry evolves. Working with CX-focused solutions providers may boost customer engagement, harness AI-driven data, and establish loyalty in the digital world. CX should be more than a support function — it should be a competitive edge.