How to manage consumer expectations in the 21st century 8th of September 2015 YEAR OF THE GOAT Anders Sundt Jensen, Volkswagen AG
During the last 7 years consumers adopted technologies and changed behaviors faster than ever
Companies which are setting the benchmark for consumers create expectations towards the automotive industry
Changed consumer expectations, driven by technological change are transforming companies
Due to digitalization consumers are ‘Always On’
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
…which ranges from interaction of one to many over one to few to ultimately one to one.
Always On brand relation also means to take all interaction contexts into consideration from limited campaign communication to ongoing interaction
Dependent on audience size and the given context, brand interactions differ in their nature
This two-way perspective offers room to locate any interaction along the consumer journey
And offers room for an ubiquitous data system in constant exchange with all interactions
and distinguish between limited campaign communication and ongoing interaction
Almost no content piece nor touchpoint is limited to one context
We have to ensure that every touchpoint is enabled to deliver the optimum consumer experience
Building Blocks for a holistic Consumer Data View: Analytics & Prediction
Summary: ‚Always On’ can be described as following
Advertising and service on demand
One - to - one
Campaign is always on
One - to - many
SERVICES