Feature Audi
https://www.audi.co.uk/uk/web/en/find-and- buy/business-and-fleet/
fleet-range.html
BMW
https://www.bmw.co.uk/en/topics/buying/ business-corporate/
fleet-managers.html
Hangin’ on the telephone
This is the first year that phone calls have not formed part of our main assessment of manufacturer websites. You could argue that they were never an online function anyway, and they now play a comparatively minor role next to digital communication. Toyota, for example, has a ‘fill out a form’ call back function but does not publish a Joe Public contact number on its site. These elements contributed to our decision to move phone calls out of the
scored section, but we made them anyway because, one: the website is the first port of call for an OEM’s phone number, and two: is it so unreasonable to expect a huge company that publishes a customer service number to answer a simple product question? Apparently so. We called each one with the same query from our live chat and social media assessments: ‘does [a popular model] have rear parking sensors as standard?’ Despite the strength of its fleet site, Vauxhall just did not pick up, and we
gave up after 10 minutes of waiting. We could not get through to Kia, either. In a 14-minute call, Volkswagen’s agent started off sighing a lot, then embarked on a bizarre, rambling response, which failed to definitively answer the question; they clearly did not have the foggiest and resorted to reading irrelevant literature at us. Audi obviously uses the same call centre, and we endured a 13-minute
call. However, the agent was polite, and we waited while they tried to find an answer (the ‘technical team’ mentioned by both VW group brands proved elusive) but they eventually offered to get back to us later. BMW and Nissan were the only manufacturers that actually answered our question, but both struggled with the concept that we were enquiring about a car we did not already own. Ford – as usual – and Hyundai told us to ‘ask a dealer’. The latter was better, because it got straight to the point, and we were off the phone in less than two minutes. The former’s agent was polite and friendly, but its ‘press one for…’ menus are labyrinthine. Mercedes was the benchmark. It did not actually answer the question, but it got one thing absolutely right: basic customer service etiquette. The polite and professional agent responded quickly and immediately confessed that they did not have the information to hand. They instantly followed that up by taking our contact details and offering to get back to us later.
Live chat (new): We logged onto each manufacturer’s live chat service and asked if a popular model was fitted with rear parking sensors. Fast, accurate, and polite responses – be they from humans or AI – were what we looked for. If they could not answer our question, we were forgiving of those that at least cut to the chase and said so quickly.
Social media: We like informative social media feeds with useful information. It does not have to be fleet-themed, but we appreciate those that are. Wishy-washy self-promo has no truck with us.
Social media messaging (new): Same as live chat. We sent each brand a
direct message on Twitter and ranked its response (if any) using the exact same metrics.
Dealer finder: A basic but crucial function. The best are easy to find and let you filter by service – even better if those filters include things fleets need.
Mobile site: Users are more likely to encounter a site in this format, so it needs to configure to a phone or tablet screen as neatly as possible and without losing any of the desktop’s features.
Extras: Added features, functions, and content with fleets in mind show willing by the manufacturer, and they go down a storm with us.
Ease of use
Linear access to key vehicle info via the ‘Models’ tab. Three clicks for a base price, two more gets you the configurator with model-specific data.
Design Design
No change from last year. Smart enough, but lacks the flair of the former tiled layout.
Configurator
Seriously swish, with 2D, 3D and video-style views and well-presented info, although rivals have more fluid movements. You can toggle the backgrounds behind the car, too.
Brochure download
No change from last year. As far as we can tell, Audi does not have brochures on its website. Social media messaging
Second responder at 34 minutes and answered our question. No further details, though. Live chat “As our Customer Services
Team is not
technically trained, we empower our Authorised Retailer Network to assist in answering our customers’ concerns or questions.” Honestly, why bother?
Dealer finder
Easily found via the main menu dropdown. Works fine, but lacks fleet-specific features. Social media
EV walkaround guides on YouTube are useful. Celebrity pictures from the Henley Festival sums up the theme for the rest.
Mobile site
Far more concise in mobile form; does away with the desktop site’s redundant header image and condenses business and fleet links into a neat dropdown menu.
Extras
TCO and contract hire calculators, EV-4-Me tool to establishes suitability for electric, chauffeur section.
No change since 2022, and it could really do with an update. Functional, but the fleet pages have not changed in years.
Configurator
Not quite as swanky as Audi’s but better laid out, more intuitive, and lots of key information, including BIK, is displayed in a really immediate and accessible way.
Brochure download
Really easy to access via a link at the bottom of the page, but you can’t download one without handing over your personal details.
Social media messaging
Clear and detailed response in 25 minutes (fastest of the lot) with links to relevant pages and offers of further help.
Live chat
Human being. Politely asked if we’d mind waiting while they checked. Extremely comprehensive response seven minutes after we initiated the chat.
Dealer finder
A click from the fleet homepage, but you have to squint at the font. You can book a service or appointment, but nothing more than that.
Social media
YouTube channel is really well laid out, with useful explainer videos grouped by model and range, among others. Mainly promo elsewhere.
Mobile site
Easier to read than the desktop site, because the font is larger, but the plug for the app at the top of the page is annoying.
Extras
Nine fleet manager guides, although some are now out-of-date, BIK guide and info for drivers, chauffeur and specialist section.
Ease of use
One click on ‘Models’ brings up the entire range with starting prices; another on ‘Build and Price’ launches the configurator with instantly visible info.
Verdict 43% Verdict 61%
www.businesscar.co.uk | August 2023 | 25
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