Managing lead performance across a national retailer network is no easy task, especially in a premium brand where expectations are high and the stakes are real. For Audi UK, TrackBack has become a core part of how the business understands follow-up activity, drives behavioural change, and ensures that customers are engaged quickly and consistently.
In this detailed testimonial, Chris Garland, a senior stakeholder at Audi UK, outlines how TrackBack supports both day-to-day operations and long-term strategy - from technical integrations and account support to cultural shifts and measurable outcomes.
Starting with Scale
"I joined just as TrackBack was being rolled out across the Audi network. So while I wasn’t there before it was introduced, I was involved right from the point of integration.
We rolled TrackBack out to 125 sites in one go. And that kind of scale carries risk. It was part of a much bigger transformation around lead flow and CRM, so we were expecting technical and operational headaches. But the TrackBack integration itself was incredibly smooth.
There were some commercial challenges and process changes, of course - you can’t ask a large network to change behaviour without some resistance - but technically, the setup was faultless. We had full support from their team, and they worked around the other changes happening in parallel.
It was part of a wider lead management transformation, but TrackBack became the key piece. It gave us something we didn’t have before - performance visibility. We could finally see what was happening after the lead hit the retailer, and more importantly, challenge what wasn’t happening."
Seamless Integration, Even in Complex Projects
"We were changing a lot at once. Lead flows, systems, responsibilities. But from a technical perspective, TrackBack was never the blocker. It sat neatly behind the scenes, integrated without fuss, and just worked. No major bugs, no issues with data feeds - nothing that derailed the project.
Since then, we’ve integrated other products from the TrackBack suite of services - like CheckBack, which we asked TrackBack to develop for us. That was technically quite different, but again, the setup was smooth. The APIs, the way it fed into our systems, the way the data populated - it was all very straightforward.
That matters. Because when you’re running multiple systems across a large network, anything clunky creates noise and slows you down. TrackBack never did that. It was one of the easiest pieces to work with."
Early Reservations - and How They Were Handled
"We had big concerns going in. Integrating anything across a network of our size is always a worry. You’re asking retailers to change how they work, and if the tech doesn’t hold up, the disruption can be huge.
But what TrackBack does really well is operate quietly in the background. It doesn’t force front-end changes. It doesn’t interfere with the tools retailers already use. From a user perspective, it’s pretty much invisible - which is exactly what we wanted.
Because of that, the setup ended up being smoother than anyone expected."
Reliability and Support
"In terms of reliability, it’s probably the best-integrated third-party solution we use. Yes, now and again something will go wrong - that’s life - but the issues are rare, and when they do happen, the TrackBack team jumps on them immediately.
Our Account Director has been instrumental from the start. He was basically the face of TrackBack for us - commercial support, technical queries, rollout questions, all of it. There was a joke early on that he was doing it all with different hats on. Since then, we’ve built relationships with more people across the team, but our Account Director is still a huge part of our success with the platform.
What stands out for me is the proactive support. The team regularly spots issues before we do – which is especially helpful when those issues are with our own systems. Sometimes it’s a data sync issue. Other times, it’s something small that’s tripping up lead flow. In every case, the TrackBack team spots it early and flags it fast. That saves our team time and keeps the network running smoothly. That early warning means we can fix things before they affect performance.
We don’t have to chase for updates or battle for support. The team is responsive, available, and always working to make things better."
Account Management That Adds Real Value
"The relationship has always felt collaborative. Our Account Director and the team don’t just wait for us to raise tickets. They bring ideas to the table, help us work through problems, and understand our business.
That’s helped us improve the programme, not just run it. Whether it’s adding new features, refining SLAs, or helping us respond to changing customer behaviour, they’ve been on the front foot."
Quantifiable Business Impact
"TrackBack has helped us sell more cars - no question. I’ve stood in front of our international colleagues and said exactly that."
"We’ve done the internal analysis, and we know how many additional sales have come off the back of TrackBack. We don’t talk about the number publicly - but it’s five figures. It’s based on our own central lead volume, which is 30% of what the network receives. And we know the impact doesn’t stop there - because the behaviour we’re embedding with those leads carries across into the rest.
It’s changed the culture of follow-up. Before TrackBack, we had no real idea whether leads were being contacted. Mystery shopping showed that a lot weren’t. Now, every single lead gets an attempt, and most are followed up within minutes. Our average response time is around 18 minutes."
From Contact to Conversion - Improving the Entire Funnel
"It’s not just about making the call - it’s about what happens in the call. Over the years, we’ve refined the process. We used to overengineer it - we had long scripts, lists of points salespeople had to mention. But that didn’t deliver the best experience.
Through insight from TrackBack, especially from the Scan process, we’ve been able to simplify. We now focus on what really matters - interpersonal skills, being polite, building rapport, and securing the appointment. That’s what drives conversion, and that’s what we train for.
We also track tenacity. If the first call doesn’t go through, retailers are expected to try again - not just once, but with a plan. One now, one later today, one tomorrow. That structured approach has made a big difference."
Sustaining Behavioural Change
"One of the most interesting things we’ve seen is how behaviour sticks - even after we stop incentivising it.
For example, we’ll focus on a metric for 12 months - maybe speed of response, maybe Scan score, maybe tenacity. We’ll tie it to margin and report on it regularly, and after the year is up, we take it out of the margin structure. But once we remove the incentive, performance doesn’t fall off a cliff. It drops slightly, sure - but most of the behaviour remains.
That tells us the retailers see the value. They’re not just doing it for the money. They’re doing it because they understand it leads to more sales.
That kind of sustained behaviour change is rare. And that’s when you know you’ve embedded something properly."
Managing the Network
"There was some resistance at the start, as you’d expect. But TrackBack doesn’t require retailers to actively use a new system. If they pickup the phone and make the call, they’re using it - even if they don’t know it.
That’s something I’ve fought to protect. I’m sure it’s tempting to overcomplicate it - loading TrackBack with extra data, asking retailers to log in, extract info, manage leads through it. That’s not what it’s for. It’s not a lead management system. It’s a performance management tool.
Our version works because it’s frictionless."
Data-Driven Marketing Decisions
"We use TrackBack data to challenge internal assumptions too - especially in marketing.
At the start of the year, we were seeing a spike in part-exchange leads. Great volume, but low conversion. Scan helped us dig into those calls and understand what was going wrong.
It turned out most of those customers weren’t ready to buy. They were just looking for a valuation. So we took that insight to marketing and updated the messaging. We also scaled back spend on channels that were bringing in lower-quality leads and redirected budget towards sources that were more likely to convert. The data helped us focus on intent, not just volume.
That’s a great example of how TrackBack helps us be more strategic. It’s not just about improving dealer performance, it’s about improving the business as a whole."
Supporting Smarter Marketing
"When you’re custodian of such a significant marketing budget, you want to know those leads are being handled properly. TrackBack gives us that clarity.
It tells us how many were contacted, how many became conversations, what those conversations sounded like, and how many converted. That lets us zero in on the actual issues in the sales funnel.
It helps us isolate where the problem is. If we’re not converting, we can tell whether it’s a lead issue, a process issue, or a retailer issue. Sometimes, TrackBack helps us prove what’s not the problem. That’s just as useful. We can rule out follow-up as the issue and focus elsewhere.
That level of insight protects our investment and helps us make smarter decisions."
Using Data to Focus Efforts
"Because the data is so clear, we don’t have to take blanket action. If a single retailer or region is underperforming, we can focus on that specific area. It makes our efforts more efficient and more impactful.
It also helps us build trust internally. When we go into those meetings, we’ve got evidence - not just assumptions."
What Would the Business Look Like Without TrackBack?
"If we didn’t have TrackBack, I’d be a lot more involved in chasing conversion issues. I’d have to dig into reports, challenge retailers manually, and make a lot more assumptions.
With TrackBack, we’ve got clarity. We can see where the process is working and where it isn’t. That lets us focus our time where it matters.
But it’s not just about saving time. It’s about knowing what’s really happening and having the confidence to act on it."
Looking Ahead
"We’ve been talking with the team about future developments, like WhatsApp and SMS integrations. Those channels are important, especially for re-engaging customers who don’t want to talk right away.
We’re also exploring how AI might play a role in reviewing call quality. Right now, we sample calls. At some point, we may be asked why we’re not reviewing everything. AI could help with that, as long as it’s done properly.
If TrackBack can lead on that and find a way to maintain the quality of Scan but expand the coverage, it’ll be another game-changer."
Audi TrackBack Testimonial: Final Thoughts
A few final questions:
If you could sum up the impact of TrackBack in one sentence, what would you say?
"TrackBack has undoubtedly helped us sell more cars by making sure we speak to every customer at the right time, in the right way."
What would you say to another brand considering TrackBack?
"Ask yourself this: Do you know what your dealers are doing with the leads you give them? Are you confident every one is being contacted properly? Do you know what those conversations sound like?
If the answer is no, then you need TrackBack. It gives you clarity. It gives you insight. And it gives you the confidence that your marketing spend isn’t being wasted."