Interview – Joshua Wood, Director of CX and Digital Innovation, Audi Australia

Joshua Wood is currently Director of CX & Digital innovation at Audi Australia.

With over 15 years automotive industry experience, Josh has worked across many large scale Digital, CRM & Marketing strategies with automotive brands such as Toyota, Lexus, Volkswagen & Audi.

The automotive industry is going on through rapid change with the evolution of vehicle connectivity, on-demand mobility services and the electrification of vehicles. The biggest change to this industry is actually customers themselves, particularly how they interact with Automotive Dealers and Brands now and in the future.

Josh heads up the team at Audi Australia responsible for managing this digital transformation as well as the broader refocusing of the business on CX and customer loyalty.

 Q: During your time at Audi, what are some of the biggest changes you have seen in customer experience? What do you think has made the biggest impact (positive or negative)?

A: Today the customer is super-informed, all information is at their fingertips and the online experience plays a much larger role in brand consideration & ownership, however, the human element is still very important in both purchase and ownership experience. Ultimately customer expectations are higher and brands need to deliver on these expectations.

Q: How do you stay on top of current marketing trends?

A: Networking and collaboration works for me. Audi and Volkswagen have a huge global network where we can share best practice & approaches etc. Also, bench-marketing and networking across different industries provides a rich source of information on marketing trends.

Q: What do you find most challenging in your role and how do you overcome this?

A: Developing and maintaining a strong CX culture. Developing good culture is challenging and even harder to maintain. Particularly when there is volatility and disruption in markets and greater complexity in the world we live in. It is important to keep things simple e.g. focus on core objectives & behaviours and have clear purpose. Remove complexity where possible.

Q: What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?

A: In Automotive, we will see a greater range of mobility services being offered as well as a significant influx of fully electric vehicles launched into market. Customer experience and engagement across the whole vehicle ownership will become the differentiator between brands.

 Q: Are there any quotes or pieces of advice that have helped you through your marketing and overall career success?

A: Get the fundamentals right and reduce complexity for customers at all touchpoints

Q: What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on-site?

A: Focus on developing a culture that seeks to remove complexity and friction within your business, partners and ultimately for your customer.