Volkswagen Group UK is aiming to ensure “continued quality and customer satisfaction” with the appointment of Nick Ratcliffe as its new customer experience director.

Operating across Volkswagen Passenger Cars, Volkswagen Commercial Vehicles, Audi, Seat and Škoda brands, Ratcliffe will oversee the manufacturer’s existing customer service, customer quality and CRM activities in the UK, with the mandate to incorporate e-commerce, connected services and enhanced capabilities in customer analytics and customer experience strategy.

Commenting on his appointment, 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.”

The Volkswagen Group UK said that Ratcliffe’s varied career over the last three decades has seen him working in lead roles with volume and premium automotive brands, as well as heading contact centre and technology-based businesses in the telecoms sector.

One of those roles was as head of marketing for Audi UK between 2013 and 2016, in which he led major developments in digital, data analytics and customer relationship management.

Alex Smith, Volkswagen Group UK managing director, said: “Nick’s deep understanding of customer experience and digitalisation 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.”