Topic: When Audi Customer service get's it right

[ChiMaster]

Recently on Audiworld there was a quote from an Audi press release:

DETROIT - Audi AG has an ambitious $15-billion investment slated for the next five years, with 70% earmarked for new product.

One item the auto maker may be cutting from its investment plan, however, is manual transmissions for the U.S.

"It's conceivable in the U.S. we may dispense with manuals," Johan de Nysschen, executive vice president of Audi of America Inc., says.

Manual-transmission installation rates in the U.S. continue to fall. And despite ongoing efforts to reinforce the brand's sporty characteristics, Audi cannot ignore the reality that most U.S. customers - as opposed to Europeans - simply do not want to deal with a clutch pedal, de Nysschen says.

"For us, the S-Tronic represents the best of both worlds," he says, referring to Audi's version of parent Volkswagen Group's successful automated manual transmission, named Direct Shift Gearbox.

The S-Tronic is a dual-clutch manual transmission fitted with an electrohydraulic module that automatically actuates the clutch. The high-tech transmission can shift gears on its own, just like an automatic transmission, or allows the driver to shift gears sequentially, without a clutch pedal.

The poster went on to say that we should post a request on Audi USA to keep MT's in the US.
Here's the response from Audi:


Dear Sam:

Thank you for contacting Audi of America.

We certainly appreciate you taking the time to let us know about your
opinions on manual transmission.   We welcome feedback from our
customers regarding their experience and preferences.   This information
is extremely important to us in planning for future production, and provides the guidelines for working toward what our owners truly enjoy and want in their Audis.

To that end, your note has been forwarded to the appropriate individuals
at Product Planning.   We look forward to hearing from you again if we
can help with any information or be of any further assistance.

Again, thank you for contacting Audi.

Marjorie
AudiTalk


Followed by


Dear Sam:

Thank you for contacting Audi of America.

As we stated earlier, we certainly appreciate you taking the time to let us know about your opinions on manual transmission, and your note has been forwarded to the appropriate individuals in Product Planning. We look forward to hearing from you again if we can help with any information or be of any further assistance.

In the meanwhile, please be assured that manual transmission will continue to be offered on TT, R8, S4, RS4, A4, A3 plus upcoming Sport Coupe models. This point was stated at the press conference, but not reported in the articles which have appeared.
 
Again, thank you for contacting Audi.

Marjorie
AudiTalk



Now here's what I liked about this (other than the fact that we'll keep MT's).
The response was not canned (that I can tell) or condescending, it was an actual response, closely followed by a followup on the action taken.

All I can say is nice work  - Someone there gets it.

[Timmy!]

Wonderful news!  Glad to hear someone cares!!

[Theta Tau 87]

So, the short answer is that everything from Audi will be available with a manual except the A/S6 and A/S8.  Hopefully these cars will at least be made available with the S-Tronic in the future.  The S6/8 deserve a proper transmission with a clutch rather than a torque converter (even if they don't have the 3rd pedal.)

[Hopers]

Sam you deserve an at a boy !!!!! and Karma points too!!

[ChiMaster]

Thanks Hopers,

Turns out the response was canned, a couple of others on AW got the same answer verbatum.
I'll still give them kudos for the response though  it was well thought out.

Marjorie,

Thanks for the response.
This type of communication goes a long way in forging brand loyalty.



It was kind of you to say so, Sam.  We do truly care deeply about our loyal owners and will continue to do our best to give them the cars and service they want.  Thank you for responding.

Marjorie
AudiTalk

[Hopers]

You know so it was canned,but it does show that someone was listening to you,that is the key listening to your customers.

[Castle]

I am impressed with Audi's willingness to hear from its consumer.  As some experienced, David (can't remember his last name) from AoRH that is employed in the product planning group was very eager to get our responses about the brand.  As an Audi fan, I sleep a bit better now.

[ChiMaster]

It really doesn't matter to me that it was canned in this case, it answered the question instead of giving me some crap like thank you please buy more Audi's.  IMO this shows that they are listening and responding. As I mentioned in my response its this kind of communication that fosters brand loyalty.

[Legato]

Where did you submit this letter to?  I'd be interested to give my two bits towards further production of a manual transmission.

[ChiMaster]

auditalk@audi.com