The intelligent Audi connect interface in the vehicle enables intuitive and personalized integration of applications and services. The vehicle thus becomes a “mobile device”. The vehicle services offered by Audi connect are continuously expanding and can be individually selected and activated by the customer.
- Examination of the feasibility of the Audi connect CRM strategy
- Preparation of requirements and functional specifications
- Support of system extensions
- Conception and realization of the system integration in CRM
- QA, tests and rollout
- Implementation of measurable success factors (KPI’s)
Steps & Highlights
In the first step, Vision11 supported Audi IT in analyzing the technical requirements for implementing the CRM strategy. These requirements were detailed together with Audi Marketing. The aim was to ensure long-term customer loyalty and expand Audi connect user potential. In a further step, the success factors for the project were defined. Vision11 was able to provide valuable conceptual recommendations regarding the measurability of the key performance indicators and to point out possibilities for presentation in a reporting tool.
Vision11 then developed the technical design together with Audi IT. The aim here was to ensure the integration of the myAudi online platform with the CRM system and the connection of Audi connect to the CRM system on the vehicle side. A further task of Audi IT was the coordination of the necessary adjustments in the system in the process integration, in the CRM system and in the business warehouse system. This was supported by Vision11 as part of the IT requirements management, the coordination with the development partners involved, the quality assurance of the development concept as well as the training and coordination during the test execution.
After conception and implementation in the CRM system, Vision11 applied the extension of the data transfer from the online world into the CRM system. For Audi connect processes, such as the configuration of Audi connect products, formats were defined, forms were constructed and mappings were created. Vision11 supported the rollout in the Audi markets. The online platform has to be integrated and market specifics have to be taken into account.
Vision11 has been involved since the first considerations of the Audi connect CRM strategy with regard to the use of the Audi connect CRM potentials. The integration of Audi connect into the corresponding CRM processes helps to establish long-term, successful customer relationships.
About AUDI AG
The Audi Group, consisting of the Audi, Ducati and Lamborghini brands, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. 100 percent of AUDI AG’s subsidiaries include Audi Sport GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant’Agata Bolognese / Italy) and Ducati Motor Holding S.p.A. (Bologna / Italy).