Putting the Customer in the Front Seat: Volkswagen Drives Customer Satisfaction with Mysaptm Crm
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چکیده
CUSTOMER SATISFACTION WITH MYSAPTM CRM Manufacturing and marketing cars used to be relatively straightforward: in a manufacturer-driven market, consumers were content to buy what was being produced. But times have changed. Intense, global competition and increased market transparency have given buyers more choices and more leverage. In this consumer-driven market, manufacturers must make every conceivable effort to please their customers, take their wishes and concerns seriously, anticipate market trends, and respond swiftly. That’s why Wolfsburg, Germany–based Volkswagen AG, part of Volkswagen Group, decided to implement the mySAPTM Customer Relationship Management (mySAP CRM) solution.
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