Abstract:

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 result from the everyday life of our customers? How can findings be transferred from model development to communications throughout an entire organisation? How can we turn insights into action faster and with better results across organisational functions?