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Lead management in the digital showroom //

Lead management in the digital showroom // AUDI



Thanks to state-of-the-art technology, Audi City fits seamlessly into the world of Audi. At a multitouch table, visitors can configure their desired life-size model, then print out this configuration and use the touchpads from the service staff to arrange test drives for desired vehicles at Audi dealerships.


  • Individual requirements engineering in an international corporate environment. Definition and implementation of measurable success factors (KPIs).
  • Creation of a technical concept for the integration of new business processes into existing international CRM systems
  • Connection and configuration of additional CRM/lead systems to the standard online gateway for mapping market-specific requirements
  • Support and implementation of a comprehensive test management system



Steps & Highlights


Phase 1: Requirements management

In the first phase, Vision11 supported Audi Marketing in collecting requirements for market-specific lead management. Business requirements were defined and agreed on- taking into account the individual requirements of the stakeholders, which were then used for the technical concept.


Phase 2: Preparation of a technical concept

After recording the technical requirements, Vision11 developed a technical concept for the data transfer between the Audi City system and the market-specific CRM systems.

In addition to the standard SAP CRM systems, the technical concept included a previously unintegrated dealer lead management system “Manheim Lead Management” (formerly: eGoodManners) as an additional service endpoint.


Phase 3: Implementation of data transfer

Vision11 also supported Audi’s IT departments in applying the new technical concept. During the implementation phase, the standard online gateway to the backend CRM systems was configured. As part of this configuration, XML definitions were provided for data transfer and the Audi City data was mapped to the different respective structures in the CRM systems.


Phase 4: Quality assurance

After completion of the implementation phase, Vision11 supported the planning and application of an extensive test phase. We created test cases for various integration scenarios, conducted briefings with testing specialists and provided support throughout the multi-tier test cycles.


Phase 5: Success control

As part of the performance review, Vision11 supported the Audi marketing department in the design and implementation of a report with meaningful KPIs (Key Performance Indicators) to create transparency in the applied business processes.



Added value


Vision11 accompanied the project from the very beginning during the integration of the worldwide Audi City lead management processes into various CRM systems. Contacts established in the Audi City showroom can be gathered and converted into sales opportunities by connected dealers through the clever integration of lead management across several complex interfaces.


A comprehensive knowledge of complex system architectures, the technically skilful handling of problems in the connection of heterogeneous systems and a far-reaching understanding of business processes made Vision11 a valuable and sought-after conception and implementation partner in all project phases.



About the AUDI AG

Audi City creates innovative spaces for interaction between brand, people and product – right in the heart of the world’s major city centres. The next generation showroom: The new sales concept gives visitors digital access to all models in real size and in real time.

State-of-the-art technology enables Audi City to blend seamlessly into the world of Audi. At a multitouch table, visitors can configure their desired life-size model, then print out this configuration and test drives for the vehicle they want using the service staff’s touchpads