IBM Helps Audi UK Reimagine the Digital Customer Experience
With 90% of its car purchases starting online, Audi UK turned to IBM iX, the business design arm of IBM Global Business Services, to help it reimagine its customers' digital journey from initial inquiry to ownership. COVID-19 has made "contact-less" online experience paramount as car dealerships had to close or limit in-person operations.
Audi UK's digital transformation unified its mobile and desktop shopping experiences, enabled by a cloud platform and supported by the latest marketing insights data from Adobe Analytics and agile software development practices.
Antony Roberts, Head of Digital at Audi UK, says: "In a matter of 12 months, our leads have grown exponentially and our sales conversions have improved. We have gone from being poor in terms of the data analytics to being incredibly rich. Through our collaboration with IBM, Audi UK now has the most effective cloud-based online platform across the entire VW Group, building a smarter experience for customers interacting with our brand."
Like most organizations, Audi's IT architecture was built over many years and had become challenging to maintain. Applying the user-focused IBM Garage Methodology, the Audi and IBM iX team co-created a strategic roadmap for their digital transformation, resulting in new customer-centric tools designed to enhance the user experience. IBM implemented Adobe Experience Manager along with Adobe Analytics to facilitate faster content-led experiences on their website that helped enable Audi to make business and customer-experience decisions based on data rather than assumptions, with a full view into how consumers interact with the new site.
Debbie Vavangas, IBM Global Garage lead, IBM iX, said: "Audi has prided itself on its commitment to apply smart design across its business. With the COVID-19 pandemic up-ending the way consumers make large purchases, there was a critical need to apply its design principles to its customers' digital experiences. By embracing cloud technologies and data analytics, Audi UK helped accelerate its digital transformation with an online platform that delivers a smarter, more engaging experience that puts customers in the driver's seat."
Posted by Veronica Silva Cusi, news correspondent
Date Posted: Monday, January 18, 2021
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