Poul Erik Skjerning Røgilds, former Head of Aftersales at Audi Denmark, explains how the company successfully utilized data and analytics to get on track and go beyond factory requirements. It was essential to prioritize areas to ensure a frictionless experience whilst meeting future challenges.

How will disruption in the automotive industry affect your role looking forward?

Sustainability and digitization are putting new demands on our organization and customer expectations. The brand’s viability is being tested, but as one of the most innovative countries in the world, I believe we will be ready for this journey. Denmark is an agile and adaptable country, which is a major advantage when carrying out testing new initiatives.

How have data and predictive analytics fueled Audi Denmark’s customer experience transformation?

Reliable data and facts have helped us reach goals and create the perfect framework for our customer journey. With solid facts, we have prioritized areas that have allowed us to meet every Audi customer alike, in their own individual way. Delivering on key touch-points has ensured a frictionless experience.

Today products are becoming less of a deciding factor influencing customer choice. Customers are instead making decisions based on how their overall experience suited their individual expectations and needs. And so, to ensure brand loyalty during the automotive business model transformation, optimizing on every aspect of the customer journey with reliable data is key.

How are you preparing dealerships for a significantly different future within the automotive sector?

One of the toughest challenges that dealerships will be facing is that a much larger volume of customers need to be brought through the workshops, as the need for service decreases due to electric vehicles and plug-ins. Dealers will therefore have to improve results and performances with the same amount of work force. Firstly, this puts pressure on the execution of fundamental processes, but it could also potentially impact employee motivation negatively.

The agile system and data that you provide us with, has made it possible to guide employees under intensified pressure. Previously, we received nonspecific data, which we ourselves had to interpret and draw conclusions from. Now we spend less time on achieving something from the system, and more time on prioritized processes provided by the system. We are now able to direct employees and ensure motivation, whilst executing on what really matters and effectively planning our next steps.

How would you describe your journey and in what way could it apply to others?

Companies should acknowledge that there is a proven journey to be made from good to great with data and analytics. We used to be more og less content with our day to day actions. However, we began acknowledging that it was possible to maximize and reach further potential, if we would be willing to challenge ourselves. Today we are on track and going beyond factory requirements as a result of our agile system and fact-based adjustments. And so, if you are willing to challenge yourself there is a clear path from good to great.

Since 2017 Audi Denmark’s Total Satisfaction Score has improved greatly. From starting off in 2017 at 4.32, Audi reached an impressive score of 4.58 in 2020.