For internal use only

Guideline for
everyday use
The Audi Kundentisch.
Increasing customer satisfaction for greater profitability.
 Satisfied customers are
the key to your success in
the market

Satisfied customers are

loyal customers

Loyal customers secure

your increasing success
in the market

2
Contents.
Your basic knowledge 4
Customer satisfaction is the key to your success – and ours 5
Our strategy: the strategy 2020 6
Your path to greater profitability 9
The top 3 factors for customer satisfaction 10
The fields of activity for customer satisfaction in service 11
Your employees: the strongest factor of delight for customers 13

The Audi Kundentisch 14

The tool for your success: dialogue and direct contact with AUDI AG 15
The objectives of the Audi Kundentisch: mutual success based on Audi Top Service 17
Optimising processes, identifying problems, implementing improvements 19
Primary responsibility lies with the participants 21
The tasks for Kundentisch participants at the dealer 23
The initial Kundentisch agenda at the dealer 25
The path to a solution – in just a few steps 27
These steps in detail 28

This guideline explains the basic principles, procedures and

benefits of our new tool for improving customer satisfaction:
the Audi Kundentisch.
3
 Your basic knowledge

The ability to understand

customers, to delight
them and to ensure they
remain loyal is becoming
increasingly important
when it comes to the suc-
cess of a company.
Rupert Stadler,
Chairman of the Board of Management of AUDI AG

4
Audi is on its way to the top in the pre-
mium segment. It is essential that this
claim is also reflected by the satisfac-
tion of our customers. It is important
that we are able to fulfil the expecta-
tions that customers associate with a
premium brand like Audi.

5
 Your basic knowledge

The strategy 2020 expresses our com-

mon goal: to be number one in cus-
tomer satisfaction, and to delight our
customers around the globe.

Everyone must rise to this challenge,

from the manufacturer to the custom-
er. However, it’s onsite at the dealer-
ships where customer satisfaction is
generated.

This means that you hold the key to

success in your hands: you can inspire
and delight your customers with
Audi Top Service at your dealership.

6
The greatest challenge is faced by you and your dealership.
The performance of every individual counts.
Your dealership forms a key point of contact point between cus-
tomers and the Audi brand. Through your personal support and
direct contact with customers, you form the cornerstone for your
own success in the market, but also the basis for the success of
the entire company. You are the deciding factor when it comes to
customer satisfaction, and it is your actions that create the basis
for customer loyalty. Customer loyalty is also decisive in the prof-
itability of each individual dealership in the long term. After all,
loyal customers will always come back to your dealership, regard-
less of whether they need a service appointment, accessories or a
new vehicle. Whether this happens or not lies in your hands alone.
7
 Your basic knowledge

By achieving all-round customer satisfac-

tion and customer delight, you generate
long-term loyalty and, in turn, higher sales
as a result.

8
Your path to greater profitability.

Loyalty Repeat sales

Customer
Service loyalty Profitability
delight

Positive feed-
back: custo-
Conquest
mer to cus-
tomer

Basis: customer satisfaction

Each individual customer meeting is critical in securing the loyalty

of our customers and achieving long-term success in the market.

9
 Your basic knowledge

Customer satisfaction is affected by six different parameters.

Alternative transporta- Price/performance ratio

Customer treatment
tion communication

Satisfaction with the last workshop visit

Repair quality Processes Appearance

The top 3 factors for customer satisfaction*.

1 Customer care: Creating trust,

conveying expertise

2 Guaranteeing high-quality/
premium-quality repairs

3 Providing adequate alternative

transportation
* Based on a market survey of customer expectations regarding service

10
Audi Top Service always represents the Audi brand values too. High-
quality and progressive processes throughout the company create the
foundation for customer delight by producing a perfect appearance,
premium behaviour and competitive services.

Strategic dimensions for customer satisfaction in service.

Audi Top Service

Behaviour
Appearance
including customer care, qualification,
including image, premium atmosphere
motivation, price communication

Services Processes
including repair quality, including customer satisfaction
alternative transportation surveys, target agreement

Use each customer meeting to impress using the Audi Top Service
strategy. This requires all four fields of activity to be fulfilled and
linked with one another.
11
 Your basic knowledge

Audi Top Service behaviour means that

our employees know the needs and re-
quirements of our customers and adjust
their behaviour accordingly.

12
The behaviour of your employees: a decisive
factor for the satisfaction of our customers.

Requirements for employees

> Friendliness
> Politeness
> Reliability
> Taking sufficient time to speak to customers
> Consulting expertise

When you implement these requirements in a manner consistent

with the values that characterise the Audi Top Service strategy, your
customers will be satisfied. In doing so, you fulfil the basic require-
ments for delighting customers and living up to our customers’ ex-
pectations of a premium manufacturer.
13
 The Audi Kundentisch

Our common goal.

A new path.

The Audi Kundentisch.

14
The tool for your success:
Dialogue and direct contact with AUDI AG.
To better coordinate the various fields of activity that play a role cesses at your dealership, while at the same time facilitating
in sustaining customer satisfaction, we have developed the Audi direct communication with AUDI AG and the importers.
Kundentisch. This is a tool to support you when optimising pro-

Audi Kundentisch
at AUDI AG

Kundentisch
at the importer

Kundentisch
at the dealer

A close connection to AUDI AG.

If topics or factors that cannot be resolved or remedied at your If a solution at importer level is not possible, the importer decides
dealership come up during the course of the Kundentisch at the which topics will be communicated to the Audi Kundentisch at
dealer, you have the ability to forward these onto your importer. AUDI AG.

15
 The Audi Kundentisch

A common dialogue.
Sales and service.

Not a single customer

must be allowed to leave
an Audi partner any less
than satisfied.

The basis for delighting

customers worldwide.

16
The objectives of the Audi Kundentisch:
Mutual success based on Audi Top Service.
The Audi Kundentisch helps you to coordinate the many tasks
required to achieve greater customer satisfaction. It is a tool that
will support you when optimising processes at your dealership,
and it provides rapid access to assistance from the importer and
AUDI AG. With the Kundentisch process, we have created a channel
that extends up to the Board of Management at AUDI AG. For you
as an Audi dealer, this ensures that even problems that extend
beyond your local area can still be solved.

1 Sustainably reducing customer dissatisfaction in sales and

service – each time you are in contact with a customer

2 Forming the basis for sustained customer

delight worldwide

3 Strengthening customer loyalty and increasing

repeat purchase figures

4 Increasing the profitability of each individual

Audi dealer

The Audi Kundentisch is not a one-time activity, but rather

a process with which we want to improve the customer’s
experience now and in the future.
17
 The Audi Kundentisch

The goal of the Audi Kundentisch:

Solve problems.

18
Optimising processes, identifying problems, implementing improvements.
Your dealership is where direct contact with the customer takes
place. For this reason, the Kundentisch at the dealer is the starting
point for our process. This is where all aspects that are relevant
to improving customer satisfaction at dealer level are discussed.
Items that you cannot resolve independently and on your own
authority at your dealership are reported to the Kundentisch at
the importer. The Kundentisch at the importer decides which top-
ics are to be communicated to the Audi Kundentisch at AUDI AG.

• Product topics
Audi Kundentisch • Market topics
at AUDI AG • Customer complaints
• Market reports

Tasks, implementation,
initiatives
Reporting

• Market topics
Kundentisch • Customer complaints
at the importer • Market reports

Implementation, initiatives,
monitoring
Reporting

• Cause analysis
Kundentisch • Finding solutions and implementing initiatives
at the dealer • Monitoring implementation
• Reporting to field staff/the importer

This structure of committees guarantees a successful outcome for the

Audi Kundentisch. These committees represent our promise to elimi-
nate all obstacles on the path to customer delight. To the benefit of
you and your customers.
19
 The Audi Kundentisch

The principle behind the success of the Audi Kundentisch:

Taking responsibility.
The basic prerequisite for the success of the Audi Kundentisch is the commitment and responsibility of its participants.
The first step on the path to success is open and honest communication between all participants – and the three
Kundentisch levels.

20
Primary responsibility lies with the participants.
To breathe life into the Kundentisch process and to make use of
its benefits – these are primarily the responsibilities of its par-
ticipants. For Audi dealers, participants include all department
managers, the general manager and even the receptionist. Out
of this group, one individual is appointed as the quality manager.
This individual is responsible for organising the weekly meeting,
the next Kundentisch level. The quality representative also mon-
itors the implementation of the initiatives that have been agreed
upon together. This procedure allows problems to be identified
on site, but individual dealerships can also rely on direct support
from the higher Kundentisch levels. The result? Noticeably im-
proved customer satisfaction levels thanks to solutions tailored

1 23
recording the minutes of the meeting and communicating with to each individual Audi dealer.

Kundentisch at the dealer Kundentisch at the importer Audi Kundentisch at AUDI AG

• General manager • Audi managing director • Chairman of the Board of Manage-

• Service manager • Audi service manager ment
• Sales manager • Audi sales manager • Member of the Board of Management
• Parts manager • Quality representative for Marketing and Sales
• Reception • Field staff (depending on structure, • Representatives from the depart-
• Quality manager regional manager, field staff) ments of brand strategy, product
• Field staff marketing, quality assurance, techni-
cal development, service, finance etc.

The Audi Kundentisch combines clearly defined responsibilities with

targeted communication – at every level and between these levels.
This approach is vital for the success of the Audi Kundentisch.
21
 The Audi Kundentisch

The process behind the Kundentisch:

Establish the facts.

The central element of the Kundentisch are discussions. Good preparation is extremely important for the Kundentisch to
work efficiently: All the relevant data must be collected and prepared. Similarly, the individual participants must also prepare
conscientiously. It is only if these prerequisites are satisfied that problems can be discussed in a straightforward manner, clear
decisions can be made, and promising initiatives can be implemented. Customer satisfaction surveys are the key measuring
tool for ensuring that topics are properly dealt with by the Kundentisch.

22
The tasks of the Audi Kundentisch participants.
The Audi Kundentisch process is identical at all levels: The clearly
defined model ensures that the participants can use the avail-
able time to achieve results. At the end of each Kundentisch, two
result groups are identified:
1. Problems that can be solved independently and locally.
2. Problems that cannot be solved by the Kundentisch in progress.
These issues are explained, documented and forwarded to the
next Kundentisch level by the quality manager.

Kundentisch at the dealer Kundentisch at the importer Audi Kundentisch at AUDI AG

• Implementation of the Kundentisch • Implementation of the Kundentisch • Implementation of the Kundentisch

(weekly) (monthly) (monthly)
• Analysis of defined indicators • Participation in the first Kunden- • Analysis of topics reported

1 23
• Identification of weaknesses/
development of initiatives
• Definition of relevant topics for the
Kundentisch at the importer
• Recording of the minutes
• Monitoring of the implementation
of agreed initiatives
tisch at the dealer • Development of initiatives;
• Evaluation of reports from partners decision-making
• Accumulation of reports by region • Assignment of tasks and feeding
• Definition of relevant topics for back of information
the Audi Kundentisch at AUDI AG; • Monitoring of the implementation
decision on topics to be reported of initiatives
to the Board of Management and
subsequent forwarding
• Development of initiatives and
feeding back of information in the
form of reports to the Kundentisch
at the dealer
• Monitoring of the implementation
of agreed initiatives

The clear structure of the Kundentisch ensures that discussions are

not disrupted by organisational issues, thereby smoothing the way
to achieving results that remain effective over the long term.
23
 The Audi Kundentisch

Clear paths.
In dialogue.
The initial Kundentisch at the dealer defines responsibilities and
a status quo. This forms the basis for a successful process.

24
The initial Kundentisch agenda at the dealer.

1. Determining the person responsible for organisation, taking minutes, etc.

2. Customer satisfaction status quo – where do we stand?

3. Serious complaint topics from customers

3.1 Discussion of causes
3.2 Serious solution finding
3.3 How can this be avoided in the future?

4. Analysis of existing processes at the dealership

4.1 Where is there potential for improvement; where are the risks?

5. Analysis of known recurring customer complaints

5.1 Cause analysis and initiative definition

6. Evaluation of customer satisfaction survey results (in-depth questions,

repeat repair status, analysis of weaknesses)
6.1 Creating an initiative plan with schedule

7. Preparation of topics that are forwarded to the Kundentisch at the

importer by the field staff

25
 The Audi Kundentisch

A clear struc-
ture. In detail.
Doing the necessary preparation forms the foundation
for successfully resolving issues during the process.

26
The path to a solution — in just a few steps.
By looking at how the Kundentisch works at the dealer in detail, attention of the participants can be focused on developing solu-
you will recognise that only four procedural steps are required. tions for current quality topics. In addition, field staff are available
The individual steps are standardised in such a way that the full to support the Kundentisch on site at the dealer.

Overview of how the Audi Kundentisch works.

0. Prerequisite 1. Preparation 2. Implementation 3. Implementation 4. Monitoring of 1. Prepare the

of decisions implementation next meeting

• Appoint a quality • Select partici- • Present • Implement • Collect new • Select partici-
representative pants evaluation initiatives data pants
• Evaluate • Discuss topics • Report problems • Feedback from • Evaluate relevant
relevant data: • Decision-making that can’t be Kundentisch at data
– Repeat repair • Minutes solved to the the importer • Select topics
status Kundentisch at • Monitor measures
– Identify sources the importer
of customer satis-
faction
– Original state-
ments from
dissatisfied
customers
• Select topics

The Audi Kundentisch is not designed to provide simple answers to

complex issues. However, thanks to its clear structure and the clearly
assigned responsibilities, the Kundentisch is able to develop complex
solutions.
27
 The Audi Kundentisch

0. Prerequisite – the quality representative.

The appointment of the quality representative by the
general manager is the most important task to be
completed prior to the first Kundentisch at the dealer.
The Kundentisch process starts with this decision. The
quality representative researches and analyzes the
relevant data in advance. This individual moderates
and records the minutes of the discussions of the
Kundentisch at the dealer, contacts upper manage-
ment as necessary and evaluates feedback from
upper management.

• Appointment of the quality representative,

the ambassador for customer satisfaction,
by the general manager
• Training of the quality representative as a
moderator for the Kundentisch if necessary
• Introduction to the survey systems for cus-
tomer satisfaction at the Audi dealer and at
AUDI AG
• Specification of the quality representative’s
key competences
• Scheduling of the Kundentisch at the dealer
for the year

28
1. Preparation.
As soon as the quality representative has been appointed, this dealership. In addition, the quality representative coordinates the
individual cooperates with the dealership management in col- organizational tasks associated with the weekly meetings of the
lecting data to form the basis for evaluating quality topics at the Kundentisch at the dealer.

• Evaluation of survey systems:

• customer satisfaction
surveys
• LIS workshop test
• Complaints
Analysis of
• Mystery shopping
weaknesses
• Telephone reports on the topic
• In-house workshop tests of customer
• Repeat repair data satisfaction
• Appointment calendar
for the week
• Identification of challen-
ging customers
• Preparation of the agenda, topic selection
• Scheduling of the meeting room for the
Kundentisch
• Definition of internal participants
• Selection of external participants as required
• Preparation of moderation materials
• Preparation of moderation documents
• Invitation to participants

29
 The Audi Kundentisch

2. Implementation.

• Presentation of evaluation results

• Detailed discussion of selected topics
• Decision-making:
• Initiatives to be implemented at the
dealership immediately
• Topics to be forwarded to the Kundentisch
at the importer for resolution
• For initiatives that can be implemented
immediately:
• Assignment of responsibilities and deadlines
• Agreement of key performance indicators
(KPIs) to measure success
• Upon conclusion of the Kundentisch:
• Recording of the results and delivery of
a report to the importer
• Delivery of the report to each participant
and every employee at the dealer if necessary

30
3. Implementation of decisions.

• Introduction of agreed initiatives by

the particular individual responsible
• Forwarding of the specified topics
to the Kundentisch coordinator at the
importer
• Information and communication with
the manufacturer’s field staff
• Request for consulting assistance from
field staff as required

31
 The Audi Kundentisch

4. Monitoring of implementation.

• Regular monitoring of implementation

of agreed initiatives
• Request for feedback from the individuals
responsible for these initiatives
• Regular measurement of success through
the development of KPI figures
• Request for feedback from the Kundentisch
at the importer
• Provision of consulting assistance as required
• Preparation of a report on the results for the
next Kundentisch at the dealer

32
1. Preparation for the next meeting.
The meeting closes with preparation for the next Kundentisch and
the process then starts from the beginning again.

• Evaluation of survey systems:

• customer satisfaction
surveys
• LIS workshop test
• Complaints
Analysis of
• Mystery shopping
weaknesses
• Telephone reports on the topic
• In-house workshop tests of customer
• Repeat repair data satisfaction
• Appointment calendar
for the week
• Identification of challen-
ging customers
• Evaluation of feedback from Kundentisch at
the importer
• Preparation of the agenda, topic selection
• Scheduling of the meeting room for the
Kundentisch
• Definition of internal participants
• Selection of external participants as required
• Preparation of moderation materials
• Preparation of moderation documents
• Invitation to participants
33
 The Audi Kundentisch

The right time:

Now.
Customer satisfaction is created when the customer and the
brand interact – at the dealer.

34
The Audi Kundentisch is the starting
point for a successful future. With
the support of a close connection to
AUDI AG, together we can take a huge
step toward our goal: to be number
one when it comes to customer satis-
faction.

35
AUDI AG
85045 Ingolstadt

Status: December 2010

Modification rights reserved.