Closing the offline/online gap: interacting with your customer
Marc Drünertrommsdorff + drüner, Germany
Hendric HalleyVolkswagen AG, Germany
INTRODUCTION
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...