Audi's Three Steps to a Winning Crm Strategy Essay example
E. Thompson, A. Bona
14 January 2004
Audi's Three Steps to a Winning CRM Strategy
This case study shows how Audi takes reactive, proactive and selective approaches to customer relationship management. It believes its three-step strategy will create lasting ties with customers.
Customer Relationship Management:
Creating Business Value for CRM
What is a CRM strategy, and how does it relate to and integrate with other enterprise business strategies, processes and operations? Audi is a leading manufacturer in the prestige automobile market.
In 2002 it produced more than 735,000 cars, generating revenue of over 22.6 billion euros. Audi is part of the …show more content…
Entire contents © 2004 Gartner, Inc. All rights reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice.
and its customers is often a result of negative experiences like repairs and maintenance. There is often difficulty in convincing dealers that it would be worth their while to give valuable customer data back to the manufacturer.
Objective: Audi sees CRM as a strategic marketing discipline for systematically acquiring and retaining customers. It is taking a long-term approach to CRM in that, at any one moment, it is involved with between 30 and 50 different projects around the world. This case study looks at the results of some of the first 50 projects. Audi's approach can be summarized using Gartner's Eight
Building Blocks of CRM Framework (see "The Eight