Audi and Volkswagen
Customer care staff at car manufacturers Audi and Volkswagen
can call up information from the knowledge database within seconds.
Knowledge Database @sk
Efficient customer communication is essential for companies operating globally. The fact is, glossy brochures and product catalogues can no longer cope with the sheer range of product types and technical details. As always, the solution is 'Vorsprung durch Technik' - in this case, the "@sk" information platform. This enables Audi AG's Customer Care Centre to come up with the right answer to every customer query. The system supplies up-to-date information about the equipment and operation of different car models, delivery dates and local dealers with-in seconds.
Since not long Volkswagen also optimizes its customer service in Germany with "@sk". About 350 employees are now well informed and able to advise their customers fast at any time.
Knowledge-base:"@sk what you want"
With the number of customer contacts at the Customer Care Centre continually increasing, the supply of information to customer advisers must always be spot on. Audi is therefore focusing on optimising information management as part of a comprehensive CRM strategy.
The aim is to expand and structure the communications flow between customers, customer care and operating departments, taking internal job responsibilities into account. Relevant information is thereby linked to a central, unified knowledge database. Audi tested a series of products made by well-known software suppliers before opting for Munich-based Hyperwave.
At the heart of the product portfolio for enterprise knowledge and content management is Hyperwave's IS/6 server platform. Based entirely on standard Internet technologies, the server supplies comprehensive functions via a web browser, and open interfaces enable it to be easily integrated into the existing IT architecture of a company.
This includes supplying, passing on and controlling information, plus ensuring easy access and intuitive content presentation. From the overview of all information categories, users can select the document or folder structure they want and expand it at will. An opening page provides an update of new and important information.
Integral approach
Audi pursues an integral CRM approach, as the integration of @sk with the SAP CRM 4.0-based central CRM platform KuBa (client database) shows. This solution means Audi Customer Care is in a position to handle efficient procedures and at the same time draw on the necessary information base.
@sk's architecture provides all the elements required for a knowledge portal. It links knowledge and content management plus collaboration with various sources of information and numerous back-end systems. The unique interface between the SAP Client and the web-based Hyperwave solution enables direct access to @sk data from SAP - which is a technological advantage. Over 50% of visits to @ask come from KuBa.
Easy to use
@sk handles 'pure knowledge', i.e. knowledge that is not allocated to a particular customer question. This makes repeated searches for relevant information easier. Both the user surface and the admin level are completely web-based. This allows cross-referencing of different documents and topic clusters, which are linked to each other via hyperlinks.
The knowledge database contains a search function allowing navigation at different levels and within different categories. Following an internal usage analysis, all information was allocated to specific information types and cross-referenced. These 'info-clusters' distinguish between sales manuals, dealer correspondence, brochures, company statements and technical information. The @sk system supports clustering into 'collections'.
After logging into the system, users are offered an opening page/ portal that steers them rapidly to the most commonly used enquiry routines. Users can search for documents under various headings such as 'specialist areas', check out news or access their own bookmarks and memos. 'Active documents' ensure that users only see what they are entitled to see.
Along with ample attributes for full-text searches, the main enquiry topics are quickly accessed. For more complicated enquiries, two communications functions are available to call-centre staff. These they use for e-mailing their info-manager and experts who represent certain Audi and Volkswagen specialist areas.
Web access and central administration
The knowledge-base is constructed on an architecture that caters for both the decentralised structure of a call centre with currently over 1,500 user licences (Audi Germany and Italy; Volkswagen Germany) and enquiry places, and a low-cost administration system at the computer centre. With Volkswagens the system is used since May 2005 by approx. 350 users in customer service for the german market.
Altogether four servers, two of it front-end, one core and one server for the outsourced search, provide the appropriate computing performance. The entire information platform runs on a Linux operating system, communicating with the call centre via an IP dedicated line..
Using networked knowledge
The database in the web-based knowledge memory currently stores over 280,000 documents, and the number is rising. Even complete applications such as the Wheels and Tyres Catalogue and the fully animated quattro GmbH presentation (so far only available on CD) are accessible on @sk.
With the @sk Knowledge database, a high-performance system is available that can be administered from any point but makes company knowledge available centrally. That is particularly important for further types of use. The result is a wealth of data of interest to customers, ranging from technical vehicle information via sales manuals to press and marketing documents. Customer care staff can access up-to-date, consistent information rapidly via the @sk Knowledge database that was previously only available on local hard disks or in unstructured paper-based formats.
The transparent information system makes life much easier for employees and specialist departments alike, and customer satisfaction is enhanced. For the company, that means improved quality of reaction.
In the future, Audi plans to tailor the knowledge management system for international importers. Italian importer Autogerma is already successfully using @ask with over 16,000 documents and discussions with other European importers are well under way.