Jeri Ward

Se’s Got Y€u AudiB‚cƒ of America’s Director of Customer Experience by Melissa J. Knight

ON FOUR WHEELS SHE DRIVES AN S4 front lines talking with manual; on two wheels it’s a Ducati our customers every Monster, and on the waters it’s a 28-foot day. JD Powers recently Sunsation powerboat. Jeri Ward, of recognized them with an America’s first-ever Director of Customer “Outstanding Customer Experience, surely enjoys the thrill of the Service” award. ride, and professionally she’s had a fast one. MK: So these programs Armed with a Masters in Business question owners beyond Administration and a Masters in Engineering product performance? Management, Jeri powered her way to the JW: Yes, we engage top. Formerly Consumer Marketing Manager them on topics regarding at Ford Motor Company, in March of their discovery, shopping, 2007 she joined Audi as General Manager, service, brand communica- Marketing Communications and Product tions and experiences. Launch. In 2009 she became General The Customer Experience Manager of Customer Advocacy, Interactive Team will also work to Marketing and Launch Strategy, and in drive loyalty by introduc- November of 2011 she was appointed to ing new projects and her current position on the Executive Team. programs. Audi, being a Speaking on the phone from Virginia progressive brand, aims for headquarters, Jeri sounded energized continuous improvement about steering Audi on the road to becom- and we’re doing just that. ing the number one premium brand. MK: Since you joined MK: I’m excited about the creation AoA in 2007 the brand of your new position because it shows has evolved from being that Audi, after two years of record known primarily for growth, is still asking “How can it get upscale sport vehicles better than this?” and “What else is Photo: Audi Press such as the S4 and A4, possible?” and that’s an enlightened into a brand that manu- way to function in the world. experts and a resource to the rest of the factures luxury vehicles such as the A8 JW: Audi is not a brand that settles organization regarding owner insights. We and A7. We’ve also seen the addition of for the status quo. The formation of the look at what people are telling us through Q models and Audi will be extending that Customer Experience Team was driven surveys and work across departments line. Audi is now serving three groups with by a desire to increase loyalty, build internally to meet, or exceed, customer distinctly different values, social interests fans and improve customer experience expectations about their Audi experience. and activities. How do you segment the across the company. By making invest- Audi Driver’s Circle is a group of 7000 data—by model, group and then brand? ments in the team, Audi is looking owners: 6000 new car owners and 1000 JW: We’re interested in making to make the power of the brand felt CPO owners, who we asked to serve on improvements for all Audi customers. by customers at every touchpoint. a monthly online panel. Through surveys, You’re right in the ways the brand is grow- MK: Besides overseeing ACNA, they provide feedback on new ideas and ing outward. As we’ve increased brand you also oversee the Audi Driver’s past experiences. The Driver’s Circle is awareness, in consideration of the A7, Circle, Voice of Customer Program a first step and will become a part the A8 and new A6, we’ve added conquest and Customer Call Center. Please Voice of the Customer Program we will customers from Mercedes and BMW. But in describe each of these key areas. create as an umbrella effort that also regard to demographics and psychograph- JW: The Customer Insights team focuses aggregates data from other channels. ics, we’re seeing consistent themes no on owner insights and loyalty. It’s a new The Customer Call Center is based matter what model Audi customers drive, team that will serve as subject matter in Auburn Hills, MI, and they are on the continued on page 73…

Spring 2012 quattro quarterly 71 JERI WARD Continued from page 71

and in terms of the ways they tell us they want to bring Audi into their lifestyles. Besides supplying brilliant basics such as advanced engineering, we want to surprise and delight consumers from retail through the dealer network and make them feel valued as an owner. The billboard we ran in the neighbor- hood of an R8GT owner not only promoted the brand, and the model, but the owner also took pride in being recognized. While we can’t put up a billboard for every new Audi owner, we want the Audi customer experience to reinforce the brand value and exceed expectations, and we’re working cross-functionally within the company to make that a reality. MK: The billboard was definitely a surprise and delight. What delights can we expect in the new relation- ship between AoA and ACNA? JW: My colleague Doug Clark and I collaborate with Executive Director Karen Chadwick and the ACNA Board. We’re providing additional support in terms of tools and access; we helped redesign the website, and we’re contributing more power and resources such as agency support, flags and banners and behind- the-scenes access to events like auto shows. In order to take the club to the ahead of their closest competitor (and cars in front in the end. Still, everyone in next level, we’re working with the Board eventual third place finishers) in the the squad can be proud of this result.” and with chapter leadership on events. HPD-Honda. As darkness fell with around (Audi R18 TDI #2): “Audi Right now there are 7000 Audi Club two hours remaining #3 car made contact Sport Team Joest did a fantastic job. Our R18 members in 28 chapters and we’d like to with a slower car, costing around four laps TDI had a good set-up. Allan (McNish) and increase engagement for owners. In addition in the pits for repairs—thankfully not so Dindo (Capello) did a perfect job of driv- to seeing classic Audi models out on the bad as to break up the eventual one-two ing. We had a tremendous battle with our track we’re thrilled to see newer models finish for Audi. The #2 car with the team’s teammates. But the HPD-Hondas and the such as the R8 and TTRS. We know that veteran drivers brought the car home to Rebellion- cars chased us for a long club enthusiasts will appreciate the launch- victory and a toast of Florida orange juice. time as well. We were always able to work ing of the new RS5, S6, S7 and S8 this year. An fantastic start to a brand new series as out a small advantage but that could also MK: Moving to the theory that well as a great test for Le Mans in June. have easily gone wrong with the many cau- ideals power the world’s greatest Dr. Wolfgang Ullrich (Head of Audi tion periods. The car was running well but brands, tell us what is Audi’s ideal? Motorsport): “Obviously, it’s nice that traffic was a real challenge and the tempera- JW: In terms of customer experience after the tenth pole position for Audi at tures around noon, when I was sitting in the we want to build relationships. Customers Sebring we managed to achieve the tenth cockpit for a long time, were pretty high. It are advocates for the brand and we count victory as well. For us, it was a great start was tough clinching victory here. Everyone in on a strong fan base. Social media is a big into the season and the new FIA World the team and at home at Audi can be proud part of what we do in addition to working Endurance Championship. We had three of this. It’s great that we won the anniversary with our dealers. The brand is on a roll. cars here that were running at absolutely race and the WEC opener here. But we’re We want to harness our position, make equal speed. They allowed us to score already looking forward to the next race sure customers feel valued at every point this one-two victory. Unfortunately, there when we’ll have something in our hands that and work proactively to build positive was a small problem with the third car production development will benefit from momentum in order to reach our target of which prevented us from having all three yet again as well: a hybrid vehicle.” being the premier luxury brand.

Spring 2012 quattro quarterly 73