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YOTG Hamburg - Anders-Sundt Jensen Volkswagen AG - How to manage consumer expectations in the 21st century

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How to manage consumer expectations in the 21st century by Anders-Sundt Jensen, Volkswagen AG

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YOTG Hamburg - Anders-Sundt Jensen Volkswagen AG - How to manage consumer expectations in the 21st century

  1. 1. How to manage consumer expectations in the 21st century 8th of September 2015 YEAR OF THE GOAT Anders Sundt Jensen, Volkswagen AG
  2. 2. During the last 7 years consumers adopted technologies and changed behaviors faster than ever
  3. 3. Companies which are setting the benchmark for consumers create expectations towards the automotive industry
  4. 4. Changed consumer expectations, driven by technological change are transforming companies
  5. 5. Due to digitalization consumers are ‘Always On’
  6. 6. Always On brand relation needs to accomplish the permanent shift to consumer centricity… CONSUMER CENTRICITY WHO ARE WE INTERACTING WITH AND WHAT DOES HE NEED? WE OFFER A NEW CAR AND HOPE WE FIND SOMEONE WHO NEEDS IT PRODUCT CENTRICITY
  7. 7. …which ranges from interaction of one to many over one to few to ultimately one to one.
  8. 8. Always On brand relation also means to take all interaction contexts into consideration from limited campaign communication to ongoing interaction
  9. 9. Dependent on audience size and the given context, brand interactions differ in their nature
  10. 10. This two-way perspective offers room to locate any interaction along the consumer journey
  11. 11. And offers room for an ubiquitous data system in constant exchange with all interactions
  12. 12. and distinguish between limited campaign communication and ongoing interaction
  13. 13. Almost no content piece nor touchpoint is limited to one context
  14. 14. We have to ensure that every touchpoint is enabled to deliver the optimum consumer experience
  15. 15. Building Blocks for a holistic Consumer Data View: Analytics & Prediction
  16. 16. Summary: ‚Always On’ can be described as following Advertising and service on demand One - to - one Campaign is always on One - to - many SERVICES
  17. 17. Thank you!

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