Closing the offline / online gap:
Interacting with your customer
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Understanding the customer is one of the biggest challenges a marketer faces in his / her daily work life. A thorough understanding of the customer is the basis for a positive interaction.
The starting points for the project approach described in this paper were questions that the Volkswagen organisation needed to answer in order to allow for sustainable internal change:
- Where and how do I, as a marketer, really get the information to understand what kind of needs and wants result from the everyday life of our customers?
- How can findings be transferred from model development to communications throughout an entire organisation?
- How can we turn insights into action faster and with better results across organisational functions?
Date of publication:
S327_11Number of pages:
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