During the research phase, the team engaged with 16 groups of car owners to explore Volkswagen's after-sales customer service and online/offline community activities. Here are the key takeaways from these interviews
Customers generally find the after-sales service at the depot to be unfriendly.
The most common issues faced by Volkswagen owners include delayed responses from the original factory, unanswered calls for maintenance appointments, and inconvenience in inquiring about maintenance fees.
Volkswagen owners exhibit a high level of brand loyalty, with community activity 1.5 times higher than that of other brands. They are particularly enthusiastic about participating in car gatherings.
Fuchs car owners prefer visual-first community app services.
While customers are satisfied with the performance and price of Volkswagen cars, the subpar after-sales service may impact their decision to purchase another Volkswagen in the future.
On the Volkswagen platform, car owners prioritize real-time vehicle condition updates and problem resolution over brand news and activities.
Volkswagen owners exhibit a 150% higher posting rate compared to owners of other brands, indicating a greater inclination towards sharing feedback.
There is a heightened demand among Volkswagen customers for access to maintenance methods, historical records, and continuous updates on vehicle condition.
Global Brand Specification
Adhering to Volkswagen's global brand standards presents a challenge, particularly regarding member login and registration procedures. The existing specification mandates a complex process, necessitating innovative solutions to streamline user interaction and minimize redundant operations.
Time Constraints
The project must align with Volkswagen's marketing plan, demanding completion and release of the app within a strict 3-month timeframe. To meet this deadline, the team collaborated closely, prioritizing tasks and features for efficient delivery.
Data Restrictions
Recording maintenance information across various vehicle maintenance plants lacks uniformity and may involve sensitive personal data. Selecting pertinent information while respecting user privacy is essential. Additionally, facilitating communication between brand stakeholders and maintenance plants necessitates careful data selection and organization.
Community CRM
Driving Tools
24/7 Online Service
Ease of Use
Visual Appeal
Usability
Since its launch in May 2019, My Volkswagen has sparked enthusiastic discussions among car owners and garnered numerous downloads across various Volkswagen groups. The online after-sales service has also been successfully integrated into digital platforms.
In mid-June 2019, Volkswagen hosted a brand event in Taichung. Starting from May, the brand initiated a warm-up campaign on the app and regularly sent push broadcast reminders. As a result, registration was fully booked one week before the event.
During the event, Volkswagen engaged with owners through My Volkswagen, inviting them to participate in games at the event venue and share their accomplishments and activities on the community platform.
In the maintenance record section, Volkswagen owners can swiftly access maintenance information such as dates, mileage, and costs. After reviewing past maintenance records, owners can also locate nearby vehicle maintenance facilities and promptly schedule their next service appointment.
Addressing Volkswagen owners' focus on driving pleasure, My Volkswagen offers comprehensive driving information, encompassing parking options, refueling locations, roadside assistance, and real-time road conditions.
The community and social features foster connectivity among all car owners, facilitating information exchange and fulfilling Volkswagen's need for car owner data collection.
The 24/7 online customer service function helps defray Volkswagen's customer service costs while providing owners with an immediate channel to contact customer support.