Date

Mar - Jul 2017
(5 months)

Industry

Automotive Industry

Client

Audi Volkswagen Korea Ltd.
(PMO: EY (Ernst & Young))

Problem

• Difficult in defining the R&R between two big companies in order to make a partnership with KakaoTalk
• The sales team, the finance team, and the marketing team all look at the project from their point of view, so it's difficult to get everyone's consent in it

Volkswagen Korea eCommerce implementation strategy

Overview

We defined the To-Be Business Process by establishing the direction for improvement as strengthening Lead Generation, increasing convenience of the contracting process and strengthening customer care.

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My Roles

• Identified customers’ major pain points by studying current purchase journey
• Presenting a break through car shopping experience by eCommerce with Kakao, the leading O2O mobility service provider, supported by key sales policies
• Established 4 stage with 24 events along the customer journey through shopping & owning a vehicle and gathered front features/contents & platform operation requirements
• Benchmarked the competitors; Cars.com, True Car, Autotrader etc
• Interviewed the sales staffs of 4 diffrent branches and found the meaningful results

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Work Process

1-1. Business Analysis

• Review VW’s Strategic Direction
• Analysis of Current Business Issues
• Analysis of AS-IS Customer Journey
• Benchmarking

1-2. AS-IS Process Analysis

2-1. To-be Process Design

• Derive the Improvement Direction (Process Impact Analysis)

2-2. To-be eCommerce Model

• Draw up Changeable Factors on eCommerce Platform
• Draw up Future Customer Journey
• Benchmarking

2-3. Policy (Recommendations) 2-4. eCommerce Service Feature on eCommerce P/F

• Draw up the Major Service and Sub-functions
• Define R&R between eRetailer and VWK

2-4. Roadmap

• Phased Roadmap
• Define Next-Task

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Result