Audi UK has undergone a strategic review with digital agency TH_NK, and has created a plan for the next year.
The ‘12 things for the next 12 months’ plan was created following user testing of the current Audi UK online and mobile experiences as well as strategic workshops to establish how customer expectations were being met.
Tarek Nseir, CEO of TH_NK said: “We were really excited to help Audi UK take their ‘Vorsprung Durch Technik’ philosophy out of the car experience and apply it to the totality of the customer journey, from pre-sale through to aftercare. We identified gaps and created opportunities across their desktop and mobile presence, leading to 12 key recommendations that included the transformation of static content into interactive tools and using social channels to engage Audi’s customers.”
Recommendations put forward include looking at the navigation and information architecture, the development of innovative tools, personalisation strategies and eCRM.
Hugh Fletcher, national digital manager at Audi UK, said: “Understanding what our customers and prospects want and expect from Audi in digital is essential to guiding our strategy. Working with TH_NK afforded us an objective insight into digital best practice and gave us some key projects to complete over the next year. The fresh perspective that TH_NK was able to offer was extremely valuable.”