EV drivers would like charging payment apps to offer more services

Survey shows added value features will improve the customer experience and generate additional revenue for chargepoint operators

Most electric vehicle drivers would like charging apps to offer more services beyond just charge point location and payment options, according to a survey by EV payment specialist Paythru, conducted in partnership with The EV Café.

The findings from a survey of 200 EV drivers show a big appetite for apps which offer drivers relevant services and benefits.

“Such services are a no-brainer,” says Sara Sloman, Paythru’s chief strategy officer. “Not only do customers want them, but they create a wide range of new revenue streams for charge point operators”.

Key findings

Customers want to be rewarded for their loyalty

• 80% of EV drivers would like discounts at local cafés or shops while they charge
• 73% would like a loyalty programme that rewards them with points, discounts, or other incentives

Convenience is key

• 75% would like social features that allow them to share tips, rate charging stations, and report issues
• 70% would like smart recommendations on the best times and locations for charging
• 58% would like to be able to reserve a charging point in advance
• 40% would like the ability to sync with their company’s accounting/expensing software to upload payment information and receipts directly

Sustainability is a growing concern

• 59% would like information about the sources of the electricity used at charging stations
• 51% would like to track CO2 emissions based on how they drive and charge

The survey results can be broken down into three areas:

Apps should reward customers for their loyalty

The survey found that 80% of EV drivers liked the idea of apps that provided discounts at local cafés or shops while they charge, and nearly as many, 73%, would welcome a loyalty programme that rewards them with points, discounts, or other incentives.

“For example,” Sloman suggests, “operators could give drivers bonus points every time they charge their vehicles. Additionally, by collaborating with retail and hospitality chains, they could provide drivers with discounts or giveaways, such as a free drink or discounted meal at a nearby café or restaurant while they wait for their vehicle to charge.”

Apps should enable smarter charging decisions

Some 75% of the survey’s respondents said they would like apps to include social features that allow them to share tips with other users, rate charging stations, and report issues directly to chargepoint operators.

This desire for more information and greater convenience was similarly reflected in the 70% that liked the idea of smart recommendations on the best times and locations for charging, and the 58% would like the ability to reserve a charging point in advance.

And for drivers on work business, convenience is not just about charging, but about managing expenses – 40% said it would be helpful to sync their app of choice with their company’s accounting or expensing software to upload payment information and receipts directly.

Apps should empower customers to act more sustainably

The survey’s findings also highlight a desire among EV drivers to use data to be as sustainable as possible. Over half, 59%, said they would like information about the sources of the electricity used at charging stations through their app, and 51% wanted an app that could track CO2 emissions based on how they drive and charge.

“Sustainability is one of the key reasons for the adoption of EVs, especially among fleet owners,” says Sloman. “It’s understandable, therefore, that many drivers are interested in tracking their vehicle’s environmental impact.”

Rethinking the payment experience

Sloman explains that the technology is already available to chargepoint operators: “A cloud-based payment platform and associated software enables operators to implement additional features and link them to the EV payment."

“At Paythru, we see this as similar to the transformation that retail has gone through. Once they just had a payment device issued by a major card issuer.  Now, thanks to innovators like Square they can offer all sorts of customer services in one connected digital package. EV charging can do something similar thanks to integrated software and payment solutions designed around its challenges.”

“The services covered in our research are just the tip of the iceberg – we see many more opportunities to build added value services around EV payments – even going beyond apps. Open-loop digital wallets and cards, for example, will allow fleet operators to offer their users additional services on top of EV charging payment, for greater flexibility and a more satisfactory experience.”

Click here for a full breakdown of the data.

The report data was gathered via an online survey of 200 EV drivers over April and May 2024, in partnership with the EV Café. The majority of the results were published in the report ‘Overcoming Payment Anxiety in EV Charging’ but the data released today have been held back until now for independent publication.