Closing the offline/online gap: interacting with your customer

Marc Drüner and Hendric Halley

Understanding the customer is one of the biggest challenges a marketer faces in his/her daily work life.

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...

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