IBM powers Audi UK to enhance digital customer experience

IBM will assist Audi UK to redesign Audi’s website to enhance digital customer experience.
Audi digital
Audi has achieved 59 percent increase in UK online sales inquiries during the course of 2020 despite an almost 30 percent industry decline in new UK car sales during the Covid-19 pandemic.

With 90 percent of its car purchases starting online, Audi UK tapped IBM iX, the business design arm of IBM Global Business Services, to reimagine its customers’ digital journey from initial inquiry to ownership.

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.

“Through our collaboration with IBM, Audi UK has the most effective cloud-based online platform across the entire VW Group, building a smarter experience for customers interacting with our brand,” Antony Roberts, head of Digital at Audi UK, said.

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.

IBM built the Audi analytics platform using Adobe Analytics which has helped provide actionable marketing insights, and pinpoints site performance improvement opportunities, resulting in Audi reducing customer submission errors by 90 percent.

Audi content editors are now able to complete everyday changes themselves, freeing developers to focus on more complex tasks. Audi has created libraries of reusable components that has reduced initial setup time of new features from weeks to minutes.

Developers are now able to deliver functionality up to 75 percent faster than before; new solutions built this year include a test-drive booking application, a vehicle maintenance scheduler and a part-exchange calculator.