Rapid research & insight for VW & Audi

Established in 1937, the VW Group sells passenger cars under the Audi, Bentley, Cupra, Jetta, Lamborghini, Porsche, SEAT, Škoda and Volkswagen brands. When we were approached, VW & Audi faced a series challenges in delivering a seamless customer experience across their diverse product offerings and touch points, exacerbated by a fragmented organisational culture, differing priorities and a limited understanding of customer pain points, hindering their ability to progress and develop an innovation strategy effectively.

The primary objective was to conduct an in-depth analysis of the end-to-end VW customer journey, uncovering frictions and pain points experienced by consumers across various stages, from research and purchase to in-life service and end-of-contract.

This comprehensive understanding was needed to empower the organisation and prioritise areas for improvement and innovation, as well as quickly identifying surface opportunities while uncovering areas that needed more investigation.

Additionally, our engagement was also needed to generate internal buy-in and foster a customer-centric mindset within the organisation. It was needed to create a clear "North Star" vision and strategy backed by thorough customer insights, to cultivate a culture of innovation and empower the organisation to embrace a customer-first approach.

This cultural shift was needed to pave the way for the development and validation of new product and service concepts, addressing identified pain points and enhancing the overall customer experience.