Volkswagen Commercial Vehicles Improving customer satisfaction across the UK network

Volkswagen Commercial Vehicles, the most desired brand in the LCV category, has worked with WAA Chosen’s automotive team since 2011.

With a focus on integrated dealer communications, we have worked with the brand to change behaviours and inspire action across the network, launch new vehicles and provide group-firsts in digital events.

Our work in providing a sustainable strategic solution to create exceptional customer service led to Every Moment Matters, a network engagement programme that resulted in the most significant increases in sales and aftersales satisfaction across the group. Utilising a partner rather than customer proposition, coupled with exciting multi-channel communications and a recognition and reward programme that delivered for all staff, Every Moment Matters was a critical component in delivering the brand's ambition.

The marketing team at Volkswagen Commercial Vehicles has always embraced the ambition of our approach, trusting our creatives to innovate in new ways to deliver solutions. For the business-critical launch of the new Crafter van, WAA Chosen developed a unique approach to onboard the network with the complex yet highly desirable proposition the Crafter offered customers in fleet and retail. Based on behavioural insights, we led each Van Centre and its sales teams to create a digital film, the pressure of filming cementing key knowledge and uncovering new angles of the vehicle offer. This was crowned with a real-time edit and reveal that put staff in a short gangster spoof with Martin Kemp. This approach proved highly effective in achieving the objective, but had the additional benefit of creating a long tail of excitement, resulting in the programme being the most talked-about engagement activity amongst staff.