Audi – Aftersales & Service Projects (014)


Support a team establishing a programme of product developments.


Audi UK is this country’s arm of the German premium car manufacturer. The Aftersales Team supports the retail network and is charged with improving service revenues and customer satisfaction.

Issues / Challenges

Reaching the ‘right’ level of rigour that reduced risk but did not slow down the implementation of marketing initiatives.

Aims of the project

To provide guidance, experience and a level of governance for the team as they embarked on their programme of marketing projects.

Measures implemented

The key activity was rigorous initiation to ensure each implementation had been properly thought through and planned. We ran workshops for each product and, together, created Business Cases and Project Initiation Documents. This ensured we had a consistent method and that we asked ourselves all of the difficult but necessary questions. We were able to plug any gaps and identify risks before we started and before we committed effort and cost. We created a simple review and reporting structure appropriate to the scale of the programme to monitor the implementation stage.


The products were all implemented in full or as pilots during the year as planned.

Learning points

Reemphasised the value of the project initiation process, even for small projects.