Dr. Bernd Becker, Mobility @Volkswagen
Volkswagen has successfully implemented brand initiatives through taking the sales process online and mobile. In 2009, the Volkswagen Golf GTI was the first automobile to be launched digitally. Over 5 million downloads ensued, making it the top app in 36 countries. 50% of Golf GTI sales were to new owners, and even more astounding, the cost-per-sale ratio was 97% less than at traditional launch.
Closer and more profitable consumer relationships were made possible by innovative usage of digital channels. Dr. Bernd Becker
“Closer and more profitable consumer relationships were made possible by innovative usage of digital channels,” says Dr. Bernd Becker, Head of Consumer Interaction Management at Volkswagen International. “We improved information and service to both Volkswagen dealers and customers.”
Volkswagen desired to further strengthen the relationship with their customers. So they gave them a voice. In car-crazy China, Volkswagen recently asked what kind of car do you want?
The People’s Car Project launched in May, creating a social platform where potential customers could design the car they wanted to drive— and help the automaker create “the Volkswagen model of the future.” Less than two months later, there are over 20,000 registered users, and the car creator option drives over 50% of traffic to the site.
Personalizing digital relationships and experiences is key in today’s marketing strategies. Mobile apps can help do this, especially when one considers the average smartphone user has 30 apps on their phone, 9 of which they have used within the past month. Just think of the marketing possibilities.
Head of Consumer Interaction Management at Volkswagen International
Dr Bernd Becker is Head of Consumer Interaction Management at Volkswagen International Headquarter since 2010.
His responsibilities are Digital Marketing and Customer Relationship Management with a focus on the development and global rollout of central concepts and platforms.
Before this assignment Dr Becker was Managing Director and Global Client Leader at leading consulting companies and agencies.
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