Abstract:

In a market place where achieving competitive advantage through product differentiation alone is seen as only part of the equation, the creation of a unique customer experience is seen as the new battleground. The question is how does one capture, define and measure, and then deliver those attributes that are at the heart of customers' expectations of a specific brand. This paper discusses how Volkswagen UK has risen to meet this challenge and broken away from traditional concepts of customer satisfaction measurement. In doing so, it has put customer feedback at the heart of its brand strategy to deliver 'An excellent customer experience every time, with nothing left to chance' at the same time heralding a change in focus.