Integrated cloud-based solutions
Swedish performance EV manufacturer Polestar is a well-known automotive brand that makes electric performance cars. Polestar primarily sells its vehicles directly to customers but is represented by a network of “Spaces” across the globe. These Spaces are operated by either Polestar directly or independent operators who work closely with the brand to manage their customer facing locations, so that they are aligned with Polestar standards. As part of its plans for digital solutions, Polestar was looking for a good solution to manage their network audit program efficiently across its global operations.
Polestar has a direct-to-consumer approach in Europe and Asia, while in North America, they lean towards the traditional dealership model due to different market regulations. To manage these differences, Polestar needed an audit tool that could
support the different market approaches in terms of the sales model, frequency of audits, and standards for the different markets. Examples of the types of audits include customer experience, facility, and process guidelines.
Polestar needed a system with functionality to create action plans for any deficiency identified as part of the audit. Such action plans can be assigned to the respective Space managers with specific timelines for implementation. Earlier, communication was being done through email, phone, and text messages, which was inefficient at best.
Polestar did not have an audit program in place yet, so they needed a system that was flexible in allowing changes during and after implementation. As such, they wanted to find a solution that would also be cost effective for them in the long run when making enhancements.
PRISM stood out as a modern platform that was flexible and would allow us to connect our systems directly to Optimum’s server. We also liked that there were no added costs for additional users or for the further development of the system, just a set monthly fee,
said Gabriel S., Project Manager at Polestar.
Polestar looked at a few different systems to create their audit program and after careful review decided on PRISM, Optimum Info’s Dealer Audit Management Solution.
Implementation was a smooth process; a few highlights of the process include:
The audit program was implemented in parallel with the system in a phased approach, which allowed Polestar to define its tool and program requirements according to its needs. Optimum Info not only worked with Polestar to create the requirements of the system but also provided insight into how to design their first audit program.
Optimum’s team was always helpful in proposing new ideas on how to best configure the system. Optimum’s account manager used his automotive experience to suggest what would work and not work for Polestar.
Optimum Info PRISM system is designed with the end-user in mind and is extremely easy to use and navigate. The field auditors could use the system with little training. At the same time, Optimum created training guides for dealers and auditors on how to use the system. After a
quick 30-minute system introduction and after completing 1-2 audits on their own, auditors knew very well how to use the new system. PRISM also has a function that helps auditors know how to assess if a standard is fulfilled or not, making it very user friendly.
Optimum provided quick support in cases where Polestar encountered issues. Optimum was able to resolve issues quickly and efficiently, which
saved time and resources for Polestar.
I spoke to a colleague who has done these kinds of implementations before, and she said it would normally take extremely long to configure this kind of system, even just fixing small bugs could drag out in time. Everything with Optimum has been very smooth when coming across issues. By just sending a message, Optimum is quick to jump on the issue and resolve it as soon as possible,
Gabriel commented.
Polestar runs different audits in Europe, Asia, and will in the future, in North America. PRISM allows Polestar to
run and track three different audit setups to support each region in one system.
Each of the regions has different processes and diverse types of questions. For example, due to the more traditional
retail model in North America, its North American retailers require more security in terms of paperwork, thus their audits will have standards pertaining to this.
In Europe they do not conduct purchase transactions in Polestar Spaces and as a result do not have these types of standards.
In PRISM, you can create a new standard or choose one (or many) from your standard library to include into a new audit, which allows for great flexibility and ease of use.
Any new standard created can be automatically added into the library for convenience next time. Optimum also helped Polestar define the different user roles. For example, they have global users who can access all audits for every market and local representative users for each individual market. There are also users who can edit and those who can only view certain parts of the system.
Prior to PRISM, Polestar would push out tasks that needed to be fixed to Space Managers without any proper standardization or tracking program in place. With PRISM, they learned how to formulate their action items in a way that was more easily understood and is easy to track and implement. Messaging of operations standards were clear, and the follow-up process was simplified.
Polestar is a very customer-centric brand, which is why the audits target customer experience. When conducting audits, auditors use tablets at the Spaces to directly assess
the audit standards and attach images of resolved actions or issues. This has allowed Polestar HQ to track and verify the completion of action items and work together with Space managers to resolve the issues.
In Gabriel’s words,
We have the aim of creating a premium luxury customer experience and PRISM has enabled us to clearly communicate what we expect from our Spaces. With the audits it has been clear which elements Space managers need assistance with, to be compliant with our standards.
Our North American colleagues are already using other Optimum products, APEX and
AMOS. Optimum’s modular ecosystem of products allows us to synergize with other future products of theirs. Since the interface is similar you can easily get comfortable using and navigating the system,
Gabriel noted.
So far Polestar has conducted audits in retail Spaces but are looking at including them at their handover locations as well; these are locations where customers go to pick up their car after purchasing. There is also the potential to use PRISM in other areas of the business such as mystery shopping programs in the future.
Following the success of PRISM, Polestar is now implementing DPRO, Optimum Info’s Dealer Profile Management system. Since DPRO as well as other Optimum Info products share the same ecosystem, it is easy to connect the data between the systems.
Gabriel concluded,
It’s been very clear that Cim [our account manager] has been interested in Polestar from day one. He's been eager to understand what we do differently from other brands and interested in our business model. His interest and enthusiasm have made the discussions we've had in relation to the audit tool, to DPRO, and other parts of the business, really interesting. He knows what works well and what doesn't. It has been a great collaboration.
Diana is a Senior Marketing Associate at Optimum Info, a business solutions company providing tailored software solutions for manufacturers to improve franchise network development and after-sales operations. Utilizing her experience in client engagement, Diana strives to create interesting and insightful articles to engage and inform OEMs.
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