Dobot

Defining and designing a financial business, brand and product.

Audi

Customer Feedback Experience

Making feedback part of the experience.

Audi

Test Drive & Delivery

Creating moments to remember.

76

Reinvigorating an iconic West Coast brand.

Audi

Kundenbegeisterung

Creating lifelong fans with a customer-centric experience.

Massage Envy

Rejuvenating a massive wellness business across brand, space and experience.

Technovation

Creating an energetic new brand for women entrepreneurs.

mediaX

Branding Stanford’s industry affiliate program dedicated to the intersection of people and tech.

ZERO1

Uniting two disparate industries under one cohesive brand.

Health Builders

Telling a story of hope in a country scarred by conflict.

Challenge

Audi is a brand that represents innovation and progress, and the company strives to bring these values to life across every brand touchpoint. Working with our client, we uncovered an area where Audi’s approach didn’t live up to their ordinarily progressive standards and had fallen back into stale category conventions—the way in which they solicited customer feedback. Their current approach was centered on lengthy, standardized surveys that tested customers’ patience. We saw an opportunity to reshape this interaction: To create an approach that feels more progressive and modern, while at the same time capturing more robust and relevant feedback.

Approach

While most companies start by articulating what’s important for them, we started with a deep understanding of our customers’ needs. What type of feedback was important to them? What did they want the company to know? We took this perspective to Audi executive leadership and dealers and used it to articulate an innovative vision for feedback that goes beyond surveys. From there we embarked on an iterative and collaborative approach to develop feedback tools that change the way Audi captures, analyzes and displays customer input.

  • Strategy
  • Research
  • UX / UI
  • Prototyping
  • Communications

Challenge

Audi is a brand that represents innovation and progress, and the company strives to bring these values to life across every brand touchpoint. Working with our client, we uncovered an area where Audi’s approach didn’t live up to their ordinarily progressive standards and had fallen back into stale category conventions—the way in which they solicited customer feedback. Their current approach was centered on lengthy, standardized surveys that tested customers’ patience. We saw an opportunity to reshape this interaction: To create an approach that feels more progressive and modern, while at the same time capturing more robust and relevant feedback.

Approach

While most companies start by articulating what’s important for them, we started with a deep understanding of our customers’ needs. What type of feedback was important to them? What did they want the company to know? We took this perspective to Audi executive leadership and dealers and used it to articulate an innovative vision for feedback that goes beyond surveys. From there we embarked on an iterative and collaborative approach to develop feedback tools that change the way Audi captures, analyzes and displays customer input.

  • Strategy
  • Research
  • UX / UI
  • Prototyping
  • Communications

Capturing feedback at critical moments

We started applying this approach to the existing sales and service feedback experience. Instead of two 50-question surveys full of 10-point scales, endless radio buttons and questions that often weren’t relevant to a customer’s experience, we focused on understanding the critical interactions that shape sales and service experiences—allowing them to compare their expectations to what actually happened.

Capturing feedback at critical moments

We started applying this approach to the existing sales and service feedback experience. Instead of two 50-question surveys full of 10-point scales, endless radio buttons and questions that often weren’t relevant to a customer’s experience, we focused on understanding the critical interactions that shape sales and service experiences—allowing them to compare their expectations to what actually happened.

Crafting the experience

This feedback mechanism comes to life with a user-centric, interactive and intuitive interface that provides customers with an experience that is aligned with the innovation they expect from Audi. The custom backend captures critical data points and more robust verbatim feedback that provides dealers and Audi with information and insight that is driving change across the experience.

Crafting the experience

This feedback mechanism comes to life with a user-centric, interactive and intuitive interface that provides customers with an experience that is aligned with the innovation they expect from Audi. The custom backend captures critical data points and more robust verbatim feedback that provides dealers and Audi with information and insight that is driving change across the experience.

i

We worked with dealer and management teams at Audi to reimagine the kinds of feedback that would be most useful to them as they work to elevate the Audi experience. All questions on the new survey speak directly to real customer experiences as opposed to their dealer’s performance. We implemented advanced text analytics to convert the open-ended feedback—as well as the experience sorting and questions on recommendation and follow-up—into relevant data and learnings.

Well, hello.

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-288-3300
hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-288-3300
hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

Well, hello.

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-288-3300
hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040

VBP Orange

201 Post Street, Suite 200
San Francisco, CA 94108
+1 415-288-3300
hello@vbporange.com

New Business

Brian Diecks
Director of Client Services and Production

+1 415-962-3040