Interviewbuch 2012 englisch Seite 14

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Luca de Meo   VW 15 automotiveIT 2012 munications channel In the future our customers won t just experience our mo dels interactively There will increasingly be an expansion of the services and acces sories offered online With the exchanges customers can look for their vehicles and contact the appropriate dealer directly In a recent interview with automoti veIT Professor Willi Diez said Smart phones cannot replace the test drive To put it differently do such tools at best provide an incentive for a test drive No digital application can completely re place the haptic experience that a car of fers But new devices will make an increa singly realistic virtual product experience possible The customer arriving at the dealership will be steadily better informed and will already have finished a large part of his purchase decision making The main task of our future digital features will be to support him in that decision as well as possible Which channels currently give you the greatest input about customer desires Today we are in contact with our customers via nearly all the communications chan nels This is true for retail as well as our Website and our social media offerings all the way to personal customer service But we still get most of our input from personal workshops with committed customers In our so called car clinics we show proto types meaning the cars of tomorrow to potential target groups and determine cu stomers acceptance as well as ideas for im provements In this way we can optimize products from the customers standpoint long before they are introduced And in the future Customer forums on the Internet and the topic of netnography are becoming more important The latter involves listening to relevant tips on products and services on the blogs and forums as well as inviting top bloggers to virtual working groups where new concepts are worked out with modera tors and designers Is the classic car brochure on the way out does the future belong to the iPad As they become more prevalent product apps for tablet PCs will take on more and more importance This is mainly due to the technical options that for example elec tronic catalogs offer whether it is the in tegration of product videos individualized configuration choices or links to customer relationship management or social media applications Today we are in contact with our customers via nearly all the communications channels