How to manage consumer expectations in the 21st century by Anders-Sundt Jensen, Volkswagen AG

1. How to manage consumer expectations in the 21st century
8th of September 2015 YEAR OF THE GOAT
Anders Sundt Jensen, Volkswagen AG

4. During the last 7 years consumers adopted
technologies and changed behaviors faster than ever

5. Companies which are setting the benchmark for consumers
create expectations towards the automotive industry

6. Changed consumer expectations, driven by technological
change are transforming companies

7. Due to digitalization consumers are ‘Always On’

8. 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

9. …which ranges from interaction of one to many over one
to few to ultimately one to one.

10. Always On brand relation also means to take all interaction
contexts into consideration from limited campaign
communication to ongoing interaction

11. Dependent on audience size and the given context, brand
interactions differ in their nature

12. This two-way perspective offers room to locate any
interaction along the consumer journey

13. And offers room for an ubiquitous data system in constant
exchange with all interactions

14. and distinguish between limited campaign communication
and ongoing interaction

15. Almost no content piece nor touchpoint is limited to one
context

16. We have to ensure that every touchpoint is enabled to
deliver the optimum consumer experience

17. Building Blocks for a holistic Consumer Data View:
Analytics & Prediction

18. Summary: ‚Always On’ can be described as following
Advertising and service on demand
One - to - one
Campaign is always on
One - to - many
SERVICES

19. Thank you!