Defining VW's customer journey - Shop, Buy, Own.

VW group had seen the work we were doing for Audi, and wanted our help to visualise a frictionless digital experience throughout the Shop, Buy, and Own phases of the customer journey, allowing customers to interact with the brand where, when and how they want to. To achieve this vision, VW focused on consolidating its products and services to create easy, integrated and personal experiences for its customers.

Customer expectations are on the rise. They are now used to interacting with brands in new ways, which VW have been slow to adopt.
Volkswagen of America, imspired by the work I and the team did with Audi, seeked to create a stronger focus on customer experience for themselves.
A small team was tasked with solving the challenge alongside the VW Customer Journey Director. This team was created to define the customer journey and work with departments throughout the organisation to execute.

The Volkswagen customer journey supported the organisation’s focus on becoming more customer-centric, with the goal of creating happier customers, driving increased loyalty, and generating more positive word of mouth.

Working closely with members of the Volkswagen Customer Journey Team, we refined the stages of the customer journey, define the key pain points, and developed tactics to address these. Assets were created to help build a narrative around the areas of focus to inform management and secure their buy in.

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Putting owners in control, with a powerful, intuitive ownership portal. A go-to resource that that anticipates questions and puts key information at owners' fingertips, delivering a highly personalised and empowering experience.