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Volkswagen Group UK has appointed Nick Ratcliffe as its customer experience director.
Ratcliffe’s varied career over the last three decades has seen him working with volume and premium automotive brands, as well as heading contact centre and technology-based businesses in the telecoms sector.
He was head of marketing for Audi UK between 2013 and 2016, and led major developments in digital, data analytics and customer relationship management.
Ratcliffe will oversee the newly created Customer Experience function, comprising Volkswagen Group’s existing customer service, customer quality and CRM activities.
He will look to incorporate e-commerce, connected services and enhanced capabilities in customer analytics and customer experience strategy.
Ratcliffe said: “As Volkswagen Group’s biggest national sales company outside of Germany, it’s important the UK leads the way in shaping the customer experience of the future.
“I’m looking forward to giving this vital and rapidly-changing area the dedicated focus it requires at Board of Management level.”
Alex Smith, Volkswagen Group UK managing director, said: “Nick’s deep understanding of customer experience and digitisation makes him a brilliant asset to Volkswagen Group, and I’m looking forward to working with him and our Brand Directors to start shaping this important discipline for our business.”