Customer Service Process for Volkswagen With Product Design Consulting
4–5k
PLN higher average sale
What a car sells for at VW Home compared with traditional sales channels, in złoty.
1 in 2
Chose the better gearbox
Customers picking the more expensive DSG, against a market average of 25%.
16
Deals closed in December
During year-end sales, with only two buyers drawn in by the campaign.
The client
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Volkswagen Home is the brand’s first concept store anywhere in the world: two hundred square metres of wood, moss and stone in Warsaw, with the cars in it and a five-star service model around them.
The space took its cues from the Arteon Gran Turismo’s lamps and grille, and the architecture came from the mode:lina design studio.
The challengeWhat the teams actually needed
A consulting report put the problem plainly. Around a million people who had bought a car in the previous decade rated the car, the service and their willingness to buy the brand again.
Challenge 01A great car is not enough
Of customers who called their car superb but were unhappy with the service, only one in ten would buy from the brand again.
Challenge 02Good service rescues a mediocre car
A quarter of those who rated their car poorly but loved the service said they would come back — which makes service roughly two and a half times more decisive than the vehicle.
Challenge 03Dealers had to come with it
Changing the brand’s approach meant bringing dealers on board, and the team expected resistance.
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What we did
A showroom designed around the experience, not the stock
Netguru was invited into the project to help turn that research finding into a place customers actually want to be.
A store that feels like a home
The space was built around customer experience first, with the cars placed inside it rather than the other way round.
Cars shown down a live camera
Staff can walk a customer around a car remotely, broadcast live through an iPhone camera — the first T-Roc sold that way shortly after launch, to a buyer who never touched it.
Adopted faster than expected
Dealers adapted to the scheme quickly rather than defensively, and low-level employees were brought into the experiment too.
Assessed as far as Taiwan
The concept was received warmly across the wider VW world, with other units now weighing how it might work in their own countries.
Client testimonial
We have built an impressive building. But without Netguru's insights, we would be stuck on the ground-floor forever.
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What’s next