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

Thank you!