FAST COMPANY: How do you change the direction of your business?
JERI WARD: Well, first of all, I'm in a very unique position, because our strategic direction for our company is to become the number one premiumm brand globally. And so our department was actually formed just recently. We're essentially a startup within Audi of America that is trying to steer the direction of the company to be able to achieve that key goal. And our mission is to delight customers worldwide. Our team is championing the Audi customer experience.
How do you change the direction of your business?
Jeri Ward is Director of Customer Experience for Audi of America. She is responsible for building customer loyalty to the Audi brand and ensuring that the organization understands and acts on the voice of the customer.
The position is a new one for the company, and Ward’s assignment is crucial because of increased competition for U.S. buyers, as many premium brands increasingly court the favor of upscale consumers.