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Volkswagen Group Sweden dealers improve customer satisfaction with new CEM system from ag analytics

System gives sales and service advisors personalized support to improve scores

Volkswagen Group Sweden (VGS) and ag analytics today announce a partnership to deliver a customer experience management (CEM) solution supporting dealers in improving their customer satisfaction.

From January 1st 2021, the system will be available to all VGS dealers in Sweden, covering 75 locations and approximately 3,000 employees. It will support sales and after-sales processes across all group brands – Volkswagen, Škoda, Audi, SEAT, Volkswagen Commercial Vehicles and Porsche.

The agreement follows a competitive tender among five suppliers and a two-year pilot project with Audi Sweden including 15 dealers. Leading the project at Audi Sweden, Louise Westman, director of aftersales and dealer development, said:

It’s been a great collaboration with dealers and ag analytics resulting in a significant improvement in overall customer satisfaction.

Louise Westman, Sales Director, Audi Sweden

“It’s been a great collaboration with dealers and ag analytics resulting in a significant improvement in overall customer satisfaction. What is remarkable about the system is that it gives sales and service advisors personalized actions to improve their scores. The overall feedback from dealers has been very enthusiastic so I’m excited that the system will soon be available to all VGS dealers and brands.”

The system gives us quick answers on how to improve scores and empowers advisors to get better at their jobs without management intervention.

Jonas Bilström, head of aftersales, Engströms Bil

Jonas Bilström, head of aftersales at Engströms Bil, one of the dealers participating in the pilot, said:

We obtain greater security for going in the right direction when we invest, develop strategy or prioritize resources. We have, for example previously with ag analytics unveiled what renovations housing associations “After an 18-month collaboration I can say it’s a great system. It allows us to evaluate the different steps in the customer journey and see which ones have the most impact on overall satisfaction. The system gives us quick answers on how to improve scores and empowers advisors to get better at their jobs without management intervention. The old one didn’t enable us to be proactive. It didn’t provide the analytics and we didn’t have the time to do it ourselves.

From an employee perspective, they have found the system highly motivating overall. Other CEM systems only focus your attention on unhappy customers, but ag analytics gives employees recognition for every happy customer, which makes using the system a positive experience. Advisors can build up longer and longer streaks of consecutive 5-star customers, which we celebrate in our meetings, and many of our employees have even shared their achievements on social media.

From an employee perspective, they have found the system highly motivating overall.

Jonas Bilström, head of aftersales, Engströms Bil

“As a result, our Audi customer satisfaction scores have outperformed the other brands where we use the old system. We’re happy that VGS will provide ag analytics across all brands from January. By improving our customer satisfaction we expect to strengthen our customer loyalty and word-of-mouth recommendations.”

Carina Ahlberg, head of customer experience at VGS, explains the group decision to support dealers with the new system:

Our vision is to be a customer-centric organization across all brands and touchpoints and consistently achieve 5-star customer satisfaction. Our strategy is to invest in tools and partnerships that support our dealers in delivering on that vision. We are moving towards a culture where the desire to satisfy customers is primary, rather than an optional extra incentivized by bonuses.

Our Audi customer satisfaction scores have outperformed the other brands where we use the old system.

Jonas Bilström, head of aftersales, Engströms Bil

The new system supports dealers in delivering on this mission by making it easier, more fun and rewarding. When sales and service advisors are happy and know the best way to act, customers can feel the difference and want to come back.”

“It’s a great partnership with ag analytics who listen to us and adjust to our needs so we can better support the dealers. With our previous solution it took a long time to get the answers we needed and we couldn’t trust the data. Now we get answers when we need them and the data is trustworthy.”

By improving our customer satisfaction we expect to strengthen our customer loyalty and word-of-mouth recommendations.

Jonas Bilström, head of aftersales, Engströms Bil

Commenting on the shared goals of the partnership, Nicholas Malcolm, managing director of ag analytics, said:

Our mission is simple – to help dealers lift customer satisfaction in a way that’s rewarding for their employees. Across the sales and aftersales flow, we reinforce desirable habits and help create new ones that will improve customer satisfaction and advisors’ own job satisfaction.

It’s a great partnership with ag analytics who listen to us and adjust to our needs so we can better support the dealers.”

Carina Ahlberg, head of customer experience, VGS

At a practical level, VGS dealers will now be able to consolidate five CEM systems into one, standardize questionnaires and reporting across brands, making it easier and quicker for advisors and managers to get visibility on current status and perform their tasks. We look forward to supporting all VGS dealers and brands in raising their customer and employee satisfaction and meeting their goals.

Now we get answers when we need them and the data is trustworthy.

Carina Ahlberg, head of customer experience, VGS

About the ag analytics CEM system

Key features of the system for dealers are as follows:

  • Real-time overall customer satisfaction score across the business, plus sub-scores for the main drivers of satisfaction: availability, invoice walkthrough, advice about future repairs, and follow-up
  • Dealers set their overall target and the system calculates the sub-score targets that will deliver it. Comparison with actual performance enables managers to see where action must be taken
  • Filtering enables managers to see the impact of specific behaviors, such as how the overall satisfaction score changes according to whether advisors walk customers through their invoice or not
  • Drill down to see feedback and scores by individual customer, advisor, vehicle or financing option. Helps advisors and managers learn from their experiences and each other, while transparency ensures data trustworthiness
  • Individual action plans empower advisors to improve customer satisfaction
  • Advisors notified of all customer questionnaire responses, not only low scoring ones. Weekly and monthly scores and gamification with awards for streaks of fully satisfied customers (5, 10, 20, 30 or 50 in a row).

More information

For more on the Audi Sweden pilot project, including interviews with dealer managers and employees, see How to create focus on specific behavior

For direct inquiries, contact Nicholas Malcolm, managing director of ag analytics on +45 30 99 14 21 or nm@aganalytics.dk

The ag analytics website is at www.aganalytics.dk

Volkswagen Group Sweden dealers improve customer satisfaction with new CEM system from ag analytics