EV Charging: Why Customer Experience Will Decide the Future

When it comes to electric vehicles (EVs), the conversation is often about batteries, range, and technology. But at the heart of it, one thing truly drives adoption: customer experience. No matter how innovative the technology is, if charging is slow, inconvenient, or unpleasant, many drivers will hesitate to make the switch.

A recent study highlights the ongoing struggle with EV charging infrastructure. While automakers and charging companies are pouring billions into building new networks, the reality remains: for many drivers, charging an EV is still a hassle.

Tesla’s Edge: Building a Charging Platform Around Experience

Tesla understood this from the beginning. By rolling out its Supercharger network back in 2012, exclusively for its customers, Tesla didn’t just solve a technical problem—it solved a customer problem. The chargers were:

• Fast – minimizing waiting time.
• Safe – located in well-lit, accessible areas.
• Enjoyable – often placed where drivers could relax, grab a coffee, or shop while charging.
• Hassle-free – integrated seamlessly with Tesla’s cars and software.

By prioritizing these factors, Tesla created not just a network, but a platform business. Today, Tesla’s standard is becoming the de facto norm in the U.S., with other automakers increasingly adopting their connector standard. It’s a textbook case of how focusing on user experience can create a dominant market position.

The Reality Check: Most Charging Experiences Still Fall Short

Despite progress, many non-Tesla EV owners still face frustrating experiences:

• Slow charging speeds – often far below advertised capabilities.
• Unreliable stations – chargers that don’t work or are occupied.
• Poor locations – isolated parking lots, sometimes unsafe at night.
• Lack of amenities – nowhere to go or nothing to do while waiting.

The article points out that only 20% of automakers’ efforts to improve charging have paid off so far, and surveys consistently show that slow charging and poor infrastructure remain top reasons consumers hesitate to buy EVs.

Charging at home is still the gold standard for experience: it’s safe, hassle-free, and happens overnight while you sleep. But for the millions who don’t have home charging, public networks need to deliver a similar sense of convenience and peace of mind.

What the Future Needs: Charge Fast, Charge Well

The lesson here is clear: customer experience must guide the EV charging revolution. Fast chargers are not enough. Drivers want to:

1. Charge fast – minimize downtime.
2. Charge where they feel safe – well-lit, monitored, and secure locations.
3. Charge where they can enjoy – with amenities that make the wait pleasant.
4. Charge without hassle – reliable stations, easy payments, seamless integration.

Companies like Ionna (revamping gas stations into charging hubs with amenities) and chains like Buc-ee’s (bringing EV chargers to popular stops) are moving in the right direction. But scaling this experience across the country remains a massive task.

My Take: The Platform That Wins is the Platform Customers Love

The EV revolution won’t be won by battery technology alone; it will be won by who can deliver the best charging experience. Tesla proved that investing in user-focused infrastructure creates loyalty, network effects, and even industry standards.

Yet, the journey isn’t over. For those without home charging, today’s experience is still inconsistent and sometimes frustrating. Until the industry matches the convenience and security of home charging in public spaces, adoption will remain slower than it could be.

In the end, the winners in this space will be the companies that make charging not just fast, but pleasant and effortless—turning a necessity into an experience customers actually look forward to.