Introduction…

Keith FogganAccount Director Candidate, GT

We’ll discuss…• Audi’s current situation• What digital can achieve• Digital strategies to improve customer experience

Situation…

Audi tipped to become leading premium marque in UK…• Outselling BMW in 11 countries across Europe• Projected to overtake BMW in UK by 2012• Move to higher prices and perceived value • Brand perception of exclusivity, individuality and product excellence

However…• Audi’s success has lead to apathy from dealerships – potentially leading to

poorer service and customer experiences

What can digital help achieve?

What can digital help achieve?

Use digital channels to enrich customer experiences…• Gain competitive advantage by delivering excellent customer service• Align human experience along with brand perception• Reflect brand values across the customer journey• Use multiple platforms to communicate effectively

What can digital help achieve?

Build relationships based on two-way dialogue…• Increase ability to capture discrete, often trivial, pieces of feedback and

filter through to front-desk sales and support• Allow customers to feedback in a variety of environments on multiple

platforms• Greater customer knowledge allows for the POS function to concentrate

on delivering excellent customer experiences

What can digital help achieve?

Create brand loyalty and advocacy…By creating a fresh approach to generating repurchase and customer loyalty…• Encourage positive WOM to promote Audi Centres• More effectively convert interest to action – on initial and repeat

purchase• Engage customers in the development of customer experiences

Digital strategies…

Digital strategies…

Each of the following digital strategies are geared to…• Increasing information flow• Integrating within existing CRM systems to increase customer profiling• Improving feedback loops• Establishing long-standing relationships between Audi and their

customers• Making dealerships accountable

Digital strategies…1. Audi ‘Service club’ – People-powered customer service…

Customer service meets social networking - an online support network that centralises sales support and service FAQs. Registered users can report a problem, share an idea or join in existing conversations with Audi representatives hosting, maintaining and replying to queries – see getsatisfiaction.com

Digital strategies…1. Audi ‘Service club’ – People-powered customer service…

Site user groups…• Audi customers and brand representatives

How it works…• Customer login and make their comment• Brand reps respond to comment• Users can watch/join existing conversations• Personalised homepages for both customers and Audi reps, highlighting conversations of interest• Service questionnaires and opportunity for NPD research

What will it achieve?• Energise dealership support to solve customer issues• Increase human interaction between Audi brand and customers• Support the customer experience throughout product ownership• Create a ‘family-feel’ between Audi-owners• Appease customers who have received unsatisfactory levels of service – increasing customer goodwill

In addition…Audi should also energise the dealership representatives to become active on sites such as Yahoo! Answers, where alone more than 4,700 questions have been posted about the brand

Any questions?

Digital strategies…2. Dealership desktop communication…

Using a service similar to Skinkers, Google Gadgets, Yahoo! or Vista widgets Audi can communicate direct-to-desktop with dealership representatives to promote new offers, service plans, support arrangements, etc.

Digital strategies…2. Dealership desktop communication…

How it works…• Software download – install to desktop• User preferences• Alerts appear direct-to-desktop

Content fomats…• Video, imagery, sound, HTML and Flash

Messages…• Sales promotions • Customer feedback• Sales tools, guides and tips• Customer surveys, research questionnaires

What will it achieve?• Create personal relationships with Audi and front-desk sales and support• Allow for convenient receipt of service and support information• Cut through clutter of information sources to deliver important information directly

Any questions?

Digital strategies…

3. Service intranet…Internal system combining CRM data with sales information to provide Audi dealers with all the relevant and timely information they need to understand Audi’s products and their customers. Resulting in a superior customer experiences.

Content can include..• Sales processes/routes• Model information• Existing customer information• Pricing guides, etc

What will it achieve?• Allows each dealership to offer uniformed customer service• Easy access to product information• Ability to share customer information across the dealership network

Any questions?

Digital strategies…

4. Mobile technologies…

SMS service updates…Use of SMS gateway to deliver service and support updates to Audi customers. Advising customers of service progress, check-out times and providing greater levels of courtesy.

SMS direct response…Display SMS short-codes within dealerships to allow users to feedback immediately following their customer experience. Feedback can be keyword filtered to allow Audi to relate it to the relevant dealership.

Colour zip-coding…Colour-codes representing the level of satisfaction the customer has experienced on their visit to the dealership can be presented onsite – for example three 'smiley faces' . The customer takes picture from their phone of the relevant image to register their feedback.

Any questions?

Thank you…

Slideshow can be found at…http://www.slideshare.net/keithfoggan/Audi-GT-Presentaion