Customer Relationship Management

Customer Relationship Management

“We’re building a CRM Centre of Competence for the Volkswagen Group.”

Here at Audi Business Innovation we have set ourselves the goal of pooling and further developing expert knowledge and capabilities in a CRM Centre of Competence. As part of this, we work in agile teams assembled from the various divisions of the Volkswagen Group and its integration partners. In these teams, we provide the technical as well as the software architecture skills and operate on the Large Solution level of the SAFe framework.


As a Centre of Competence, we are supporting a group programme that is considered to be one of the largest CRM projects in Europe across sectors. Its aim is to implement a globally standardised customer relationship management system for the group based on Salesforce. Work is being done on multi-brandable processes and templates that will enable a homogenous CRM landscape across all distribution levels. This allows all the Volkswagen Group’s key markets an even more customer-centric perspective and way of working, so that they can entirely inspire their end customers.


  • Sales Cloud solution design
  • Service Cloud solution design
  • Marketing Cloud solution design
  • Experience Cloud solution design
  • Integration architecture
  • Data sharing and visibility design
  • Enterprise architecture
  • Salesforce CI/CD pipeline design
  • Project management (focus roll-out)
  • Requirements engineering
  • Market communications


Product Owner | Product Manager | Salesforce Architect | Solution Architect | Rollout Steering


Our projects include the implementation of a globally applicable template for B2C and B2B use cases in Salesforce which was developed in close cooperation with selected markets and is already being used there. In addition, we are responsible for the development of the dealer integration in ONE.CRM with all facets from lead processing through to the development and control of collaborative campaigns.

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Your Audi Business Innovation Team