Winning over lifelong customers with data: Three tips from Volkswagen

Low Lai Chow

This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.

Winning over lifelong customers with data: three tips from Volkswagen

Low Lai Chow

"At Volkswagen, we realised early last year that a lot of data that was resting with the marketing team, the sales team was not aware of, or was not able to use," said Suniti Kapoor, the German automotive company's head of digital marketing, at Asia's Customer Festival, held in Singapore in October 2014.

Data can be a great tool to boost customer loyalty, insofar as it can be actionable at all. As Kapoor observed, it can be as simple as empowering frontline staff with the right data...

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