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Volkswagen’s premium utility vehicles are sold across more than 50 dealership locations in Germany. Given the unique considerations involved in selling premium models, the brand wanted to evaluate how customers experienced interactions at the dealership – with a view to optimising this critical touchpoint.
Skopos designed a programme of auditor-led evaluations, using realistic use cases and scenarios. Trained auditors visited dealerships posing as prospective customers interested in specific premium vehicles, allowing an authentic, first-hand assessment of the sales experience.
The findings provided Volkswagen with clear, practical direction to refine its sales training programme. As a result, dealership interactions were made more accessible, engaging, and customer-centric – strengthening the journey for potential buyers and supporting higher levels of conversion.
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