Top Retail Experience
How we helped a major German car manufacturer develop the customer experience of the future.
The Customer
Volkswagen is one of the largest automotive groups in the world, owning a variety of car brands and producing vehicles in different segments. Volkswagen is best known for its iconic car models, its innovative strength in automotive technology and its global market presence.
The Challenges
The significance of the car is changing and manufacturers are facing increasing competition from new providers. An inspiring customer experience is becoming more important than ever. Which services on which channels must Volkswagen offer its customers in the era of e-mobility and additional digital services in order to remain competitive in the future?
The Work
We have built a strategic foundation for customer experience management at Volkswagen. In addition, we analysed and improved the customer journeys by streamlining, individualising and automating processes and developing new, innovative service and product feature ideas.
Our Approach
Target Groups and Personas
Our personas helped us to precisely understand the needs and expectations of customers and derive targeted measures. We focused on three central principles: an end-to-end experience for seamless solutions, a seamless experience within a digital ecosystem and a lifetime value experience in which customers benefit from service personalisation.
Customer Experience Map
The customer experience map helped us to identify all touchpoints in the customer life cycle and define their role. This enabled us to develop targeted measures for each touchpoint and make them measurable. The map also facilitated improved cross-departmental collaboration and ensured the efficient organisation of internal processes.
Customer Journeys
Based on the customer experience map, comprehensive customer journeys were developed that integrated all touchpoints. These journeys helped to avoid isolated measures and instead create a consistent customer experience. The customer journeys served as a project template and change tool as the project progressed.
The Result
We created the basis for successful customer experience management at Volkswagen with a fundamental process model and an operating model. Detailed descriptions and outlines of customer journeys with new service ideas served as a template and decision-making basis for customer services to be developed in all phases of the customer life cycle.
