Premium experience at all touchpoints of the brand – whether online or offline
Audi has long been committed to putting the customer at the center of everything it does. This ambition is now being intensified with the Audi Agenda. “Our goal is to offer high-quality experiences, both in our vehicles and through our services,” explains CEO Gernot Döllner. And that starts right from the moment they first take an interest in the brand – for example, through online touchpoints such as the Audi websites or the configurator. Ideally, this ultimately leads to a purchase of a vehicle – at a dealership or, starting in 2024, online too.
“We will continue to expand our digital services – with a focus on the customer and in typical Audi quality.”
– Gernot Döllner, Chairman of the Board of Management of AUDI AG
Around 3,000 international Audi dealerships are on hand to advise customers on their purchase, convey emotions and the spirit of the brand, serve as reliable partners for all questions and offer premium service for all aspects of the vehicle. In short: they are the first point of contact for many customers and often maintain long-standing, trustful relationships with them.
Nowadays, much of the contact with customers also takes place via virtual channels. Audi offers a variety of digital touchpoints for this purpose. Online and offline touchpoints together create an individual customer journey – to this end, the company is interlinking its efficient dealership network with the digital world.
Audi SQ8 e-tron: electric power consumption (combined): 29.0–26.2 kWh/100 km; CO₂ emissions (combined): 0 g/km; CO₂ class: A
Audi SQ8 e-tron: electric power consumption (combined): 29.0–26.2 kWh/100 km; CO₂ emissions (combined): 0 g/km; CO₂ class: A
For all customers who already drive an Audi, the myAudi app seamlessly connects their smartphone with their vehicle. The app allows customers to view real-time information about their Audi, control vehicle functions such as remote parking or air conditioning via their smartphone and efficiently manage charging processes. They can also book various services – from functions on demand and Audi connect options to service appointments at a dealership. At present, the myAudi app offers over 100 different functions, depending on the market. The scope will be expanded significantly with the introduction of new Audi models in the coming years.
A store for third-party apps provides for even more extensive and more easily customizable infotainment in the car. It has been available in almost all Audi vehicles since last summer. With this new store, customers have access to a large number of apps that can be downloaded directly onto the Audi MMI (Multi Media Interface) independently of a smartphone.
At the moment, there are around 50 applications covering categories such as music, video, gaming, navigation, parking and charging, productivity, weather and news services. The store is constantly being expanded.
“Customer wishes take center stage”
Hildegard Wortmann, Member of the Board of Management of AUDI AG, Marketing and Sales
Hildegard Wortmann, Member of the Board of Management of AUDI AG, Marketing and Sales
Hildegard Wortmann:
What makes a strong brand? Our answer: its customers. At Audi, this principle is called customer centricity. That means we consistently place our customers and their needs at the center of our daily activities, seek dialogue with them and ensure a seamless customer journey. The declared goal is always to create customer delight. What exactly does that look like? We take our customers’ feedback on board as an integral part of the (further) development of all our products and processes. This has resulted not only in our attractive portfolio featuring electric, hybrid and combustion engine models but also our new vehicle configurator, which is giving customers in the first markets a completely new configuration experience for our latest BEV models.
The “Audi stage” incubator app offers our target group the opportunity to test and evaluate digital services free of charge while they are still at the prototype stage. One example is our new Charge & Explore service, which turns charging time into an individual experience if the customer so wishes. We also keep our customers in focus in the after-sales stage. With our predictive service reminder and remote vehicle diagnostics in the new Audi Q6 e‑tron, we give early notice of service events and create an excellent service experience. These are just a few examples of our commitment to customer centricity and customer delight. As a global team, in collaboration with our almost 3,000 Audi service partners worldwide, we drive Audi forward every day and create a very special brand experience.
Functions on demand offer new functions even after the purchase
With functions on demand, Audi customers can easily and simply order additional features for their vehicle after the purchase via the myAudi app or the Audi MMI. Many models have additional functions available in the categories of infotainment, lighting technology, driver assist systems, air conditioning and charging. The new Audi Q6 e‑tron, for example, offers about a dozen such upgrade options in Europe.
The ecosystem surrounding the car is increasingly becoming a competitive differentiator. “That’s why we’re working intensively on our digital services and are constantly expanding our ecosystem – with a focus on the customer and in typical Audi quality,” says Döllner.
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