Audi Service – Customer Profiling
July 19, 2021
Last year, we created a new solution for a challenge which is present at all types of different OpCo’s: Customer Profiling.
We started this project in the Automotive section, at Porsche and later on also implemented a version of the solution at Audi Sales. The Audi Sales team worked hard on the pilot of the project with several dealers. Based on this analysis, several mailings has been send and other marketing campaigns were initiated based on this project.
Because of this project, the Audi Service team was also interested in this solution. However, to make it work for their customers, the tool needed a few alterations. In the Audi Service version of the Customer Profiling dashboard we are looking at a different kind of customers. At the sales domain, every car driver in The Netherlands can be a potential customer. In the service domain, this set of customers is a lot smaller, only current Audi owners are potential customers of the Audi Service locations. Additionally, Audi Service did want to add an extra dimension, namely the probability of churn. In this way Audi Service can use this tool with two goals: keep current customers in-house and on the other hand, find new customers for their service propositions.
Currently we are piloting this solution at several different dealers.
Kevin Haver
Lead Data Scientist
Ellen Mik
Senior Data Scientist