Audi CRM Company Report: Enhancing Customer Engagement and Service

This report analyzes the current state of Audi's customer relationship management (CRM) system, identifies opportunities for improvement, and proposes a new CRM program using SAP and Salesforce. The report outlines the objectives of the program, including increased customer retention, loyalty, and satisfaction. It also details the selected vendor suite, analytical capabilities, infrastructure requirements, training plan, implementation timeline, and estimated budget.

AUDI CRM COMPANY REPORT
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
STUDENT’S ID

Contents
1. Introduction..............................................................................................................................3
1. Current State Analysis..............................................................................................................4
2. CRM Program / Project Objectives..........................................................................................5
3. Selected Vendor Suite and Analytical Capabilities..................................................................7
4. Infrastructure Requirements.....................................................................................................8
5. Training....................................................................................................................................9
6. Timeline for salesforce marketing implementation................................................................10
7. Estimated Budget...................................................................................................................11
Reference List................................................................................................................................13

1. Introduction
Automobile Industry emerged from the year 1860 when chariots were replaced by some
horseless carriage. It involves multiple organization to design, manufacture and distribute the
wide range of vehicles from passenger transportation to goods transportation. Earlier United
States was the leading Automobile manufacturer which was overcome by Japan but China
surpassed and became the largest manufacturer country in the recent years. Different range of
vehicles are produced according to their needs. Luxury vehicle gain importance after 1960s
when people preferred to travel with greater comfort. Audi is a German automobile company
founded by August Horch mainly famous for its design and producing luxurious vehicles. It
is a part of Volkswagen group whose headquarter is situated in Ingolstadt, Germany.
Research shows that there are more than 84000 employees globally in the company.
This report successfully establishes the improvement of customer service with the
introduction of CRM system and upgradation of previous system. Customer Engagement at
Audi Australia was established by activities of adhoc email by different marketing agencies.
Audi maintains a healthy relationship with customers by engagement in mySap CRM which
records data and also integrates various sources flexibly with respect to the priority of needs.
To increase the focus of the customers services, Audi introduces a new CRM IT platform
KuBa which statistically records customer quality and quantity behavior and maintain a
relationship by providing appropriate service to the Volkswagen group of customers. This
platform reduces the time consumption of resolving any customer enquiry, tracks the enquiry
open to customers. AUDI also enhances the Customer service by interacting with letters,
faxes and storing more than 2 million telephonic conversation.

1. Current State Analysis
The Brand Audi is a name of reputation to most of the customers and being a German
product the approaches to production and management follows a unique way. The company
is unique for its innovative creative ideas with integrating new latest technology such as four
wheel drive and Multimedia Interface which comprises of the technology to navigate with
more entertainment and also includes telephonic conversation. Confidentiality on data
redundancy is given high priority by the representatives. The database is designed in such to
obtain any data with different groups which is basically a system of silo architecture
obtained. Considering the strength, the weakness contributes in large scale production when
compare to its competitors with respect to cost and marketing management (Winkelhake,
2018). Automation technology should be introduced to integrate the customer segmentation
and upgradation to service with tracking profitable margin.
These problems can have solved by taking fragmental initiatives to diagnose the root cause
and solve by implementing representative in different sectors to work collectively. Such as
some part could be replaced by metalloids to reduce the cost and manufacturing plants could
be introduced in eastern part such as India to eliminate the labor cost. Proper diagnosis in the
manufacturing defects by experienced engineers could help in eliminating major problems
and eliminate any obstacle regarding products (Segler, 2018). The use of materials is the
major cause of detraction for their productivity also the grandeur marketing policies adopted
by the company detroit’s the marketing technology. Activities of lagging in automation of
mails or adds regarding marketing in social world makes a huge gap between competitors.
Strength
 In the modern era, the customers are transforming their car into more luxurious
one and hence Audi successfully delivers products with high priority with best
profitable margin.
 Loop feedback from the customers through experience over years help to
maintain an upgradation parameter which enhances the service.
 Dealer encouragement globally through reputation and service extremely
increases the customer satisfaction.
Weakness

 Labor cost increases for Audi being a German company as its expensive when
compared to the other competitors outside European Market.
 Cost of Steel largely fluctuate with the industry and hence Audi is unable to
maintain a steady cost for the product manufactured (Winkelhake, 2018).
Opportunities
 Being a reputed company share market status remains growing in an economic
rate beside being major threats as drop of cost for new technology making the
budget car could process similar technology with adorable price.
 Automation in marketing through various alerts in price drop features and special
offers rates are integrated recently by media
 Social media also comes forward to the reputation to withhold the competitors
and maintain a dynamic relation.
Threats
 Foreign currency exchange rate could process a major threat when dealing in an
international market.
 Social scandals due to any environmental hazard may largely affect customer with
trust issues and harm customer in sales and marketing (REINA, 2018).
2. CRM Program / Project Objectives
The most important aspect of the report is to establish a report to increase the communication
and maintain a dynamic relationship between customers and company. Audi uses the
customer information obtained from services and feedbacks evaluates the result and work in
different sectors with greater efficiency which increases the revenue gap and increases the
Customer relationship with measuring the price war between competitors in market
(Schagaev and Kirk, 2018).
The objectives of the CRM program are to increase -

 Customer retention through various ways such as beginning of online portals which
multiple customers globally to participate in a short time constraint.
 Loyalty with best services by providing promising service equipment’s and developed
stations with experienced workers.
 Customer Obsession with resolves and feedbacks from all possible drivers with
valuable instances which can benefit in every possible way.
 Marketing response rates with different aspects by organizing a strategy to involve
every representative with a benefit of interest in their field (Mullin, 2018).
 Quality with improvement of new technologies beside remembering less utilization of
source and more customer affecting factors.
 Marginal profit or Threshold to grow capital through involvement of various level
innovative ideas in terms of both manufacturing and managements.
 Productivity with reduction in costing with new plans to increase the rate by
infrastructure and development of training programs electronically.
Inclusion of various goals to reach a measurable solution also include-
 Reduction of time in sales between various sales team and leading to Sales
Automation through various ways by involvement of social media masses.
 Research regarding Marketing could transfer to respective department electronically
and cut off meeting time to increase productivity.
 Consumption of time should be reduced to generate reports should be fixed with a
deadline (Vamvakidis, 2018).
The Critical factors which is dependent for success is the evaluation of optimum
information to generate a CRM solution which is possible by introduction of some portal
suite and solution by analyzing the reports obtained from different customers. The data
duplication should be eliminated by introduction of Automation technology. The
information regarding price and materials should be distributed by automation.
Appropriate scheduling of groups and marking calendars could help in maintaining
appropriate catalogs.

3. Selected Vendor Suite and Analytical Capabilities
Audi chooses the System analysis Division (SAP) to meet the consecutive demands and
proposals of the customers. To conduct a report based in the customers complaints and
data regarding the specific points are integrated in the portal with various flexible
parameters. KuBa, the IT platform which concentrates the management of customer
contact and maintain a record through various parameters. The customer focus team
delivered he reports based on the feedback and integrate the sales and marketing process
with the needs.
KuBa an IT platform to find a solution to maintain a healthy CRM can be integrated to
introduce salesforce team in understanding the customer wishes and mapping to provide
appropriate data in technical and consolidated form (Kreutzer et al., 2018).
The large scale information processed by AUDI should be able to use the platform
effectively also in logistics and reflection in CRM portal should be accurate with
negligible delays. The platform should be workable and reactive with respect to the
representatives and customers and should follow a regular upgradation with necessary
recommendation and encourage a long term benefit.
Analytics Capabilities-
From various reports, articles and various automobile magazines a consolidated data tells
that Audi has a challenging market strategy as Sedimentation and target positions in such
strategy of marketing AUDI who mostly prefer on Technology rather than speed and
comfort and hence approaches customers with their aspect of such expectation which
increases the satisfaction level and enhances the loyalty toward company (Dempsey and
Kelliher, 2018). Such management require to emphasize on few characteristics on
marketing policies. These are-
 Identifying their own customer from who believes and understand the importance
of technology and style rather than influencing more on performance of the
product. Tools within the IT platform to import or transfer the data for evaluating
solutions makes easy. Customer planning to re-purchase can be given more

priority based on the sales force data on cloud and evaluate the perception of
previous segment.
 This policy also includes to differentiate the customers according to their basic
needs and choice and value to the selected organization. Simplification and
consolidating the data from various departments (sales and marketing) via some
apps can increase the understanding of customer attributes and behaviors.
Common attributes to create a simple app and attract mass with features as drag
tool and message option is the main feature. Sharing notes from Customer with
their personal experience relating with technical aspect or service relating could
adapt ore trust (Liere-Netheler et al., 2018). Apps to build different stages of
customers relating with decisions could help to interact more with the respective
team of the organization and support at every stage.
 The customers group interaction on various portals with ethics and formulate a
basic outcome before launching any program. Utilization of social media by sales
force to analyze what millions of customers as well as individuals are analyzing
from the recent brand regarding quality and services and send appropriate action
to the vendor. The platform should be able to manage community in various
social media by responding to the post in most appropriate tag with respect to the
influence of workflow.
 Various tailors and offers with valuable experience feed backs to customize the
requirement and set such parameters to meet the needs and preferences.
Connecting different dots with respect to the budgets and allocate each and every
space to recommend post from he customers which could build trust and
opportunities (Marshall et al., 2018).
 Various order handling process could generate with the CRM suite which could
large help to set new parameters with new product quires and successfully make
available to every department of the company in order to consolidate and view
reports in every way.
4. Infrastructure Requirements
The failure or lack in infrastructure arises when the previous architecture fails to cope up
with the new system integrated and consecutively focus in the customers in terms of

customer concentricity regarding decisions and knowledge of managing the key resources
and learning with various responses from the different sectors.
With introduction of new platform customer focus through sedimentation should be
improved in various department of business (Chan eta). The new infrastructure can also help
in cost reducing factor and maximize the revenue in terms of performance and strategies.
The SAP Platform has the analytical skill to approach in most gainful condition with
reducing manual inputs and providing priority to the data eccentricity. Data from the
customers should be imported and consolidated with more easy and computable manner wo
increase the peak efficiency (Siota, 2018).
360view of the customer
A real time customer view which enable to develop an approach to retain loyalty in a
more profitable manner and deliver the products with more effective manner with tracking of
sufficient deadlines mand calculating the cost. The product oriented approach is converted to
customer eccentric in order to obtain enhance quality of information regarding customers and
invest in right technology which could optimize the business as well as the involvement of
the customer hence increasing the dynamic range of customer relationship. The new
integration of the SAP in infrastructure should finely co operate with the sales force team in
both technical and service issue to update the current portfolio of any behavioral change in a
customer due to bad experience (Marta et al., 2018). Condition with respect to technology is
needed to implement in order to develop a data eccentric enterprise widely and implement all
factors of a certain customer in order to obtain good quality.
5. Training
Operation of new CRM system and process is only possible with adequate trainings and
motivation to implement new factors into considerations and evaluate solutions in future. A
culture of customer centric and relationship is adopted in operation as well as sales oriented
culture which should be reflectable to the organization in all levels. Sharing information
across organization should be adopted from previous organizational culture. Some training
procedures should be implemented such as-

 Knowledge on the utilization of new portals to all employees and make out all
possible advantages from the CRM solution.
 Provide some motivational or educational video to the customer to work with the new
features or new CRM system
 Scheduling some appropriate seminar / training for the salesforce team in order to use
appropriate and by consuming less time (Salkin et al., 2018).
 Managerial activities regarding the new CRM system should be motivating factor
beside reducing the communication gap between customers and service with proper
implementation of the usage.
 Communication gap reduction between the critical situation of new CRM should be
reduced by some motivational individual in the organization.
6. Timeline for salesforce marketing implementation
Month 1 (0-30
days)
Introduction of the
new CRM software
to the employees
Setting goals and
giving respective
time frame to the
different
departments
Training of IT and
Project manager new
system
Month 2 (30-60 Implementation of Transferring or Editing or

days) the procedure in new
system
importing data from
the previous system
to new system
customizing several
parameters according
to the need of the
customer
Month 3 (60-90
days)
Implementing new
automation to the
systems
Starting the training
for basic staffs
Feedbacks and
considerations from
the staff
Month 4 (90-120
days)
Adoption to track
usage of the
employees of the
new CRM system
Auditing the process
internally and
performing from the
defects correction
Review of system
from representatives.
7. Estimated Budget
Implementation Total
Project management Costing
Sales Marketing Cloud Software & Implementation Cost
Setting Parameters by salesforce Staff for customers
Data Import and transfer

Training and Support from experienced Staff
Consultation Cost
Annual Cost
Continuous Support
Maintenance od Software
Marketing Cloud Software License
Total $ 2500 per month
$ 2500 x 12 30000 per year

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