Summary

"Customer Experience Management: What really matters?"

Social media are changing consumer behaviour radically. They stimulate the dialogue about products and services and thus raise market transparency. But whether the offer convinces the customer depends on the intensity of brand experience and the relevance of the salesman’s arguments. Whether one can convey both is determined by his knowledge of the interaction history of the buyer. Corresponding Data arise from the close interaction between manufacturers and dealers. This is the prerequisite of a compelling customer experience. Data is the oil of the 21st century.

Source: Dmoch, T. (2014), “Customer Experience Management: What really matters“, Automobilwoche. Sonderveröffentlichung Connected Car Customer Experience, No.1, p. 4-6.