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How Volkswagen Group Personalizes Every Mile of the Customer Journey

16 Jul 2025 · 1 min

Watch on YouTube

0:58

Short interview-style video where two speakers discuss Volkswagen Group's effort to personalize the customer journey. They emphasize the emotional nature of buying a car, the centrality of customer trust to revenue and risk, and the move from siloed brand data toward a single tech stack using Salesforce products (Marketing Cloud, Sales Cloud, Service Cloud, Data Cloud) to create a 360° customer view and enable personalization across presales, sales and aftersales.

Chapters

Buying a car is a very emotional thing. It's close to your heart. We have a huge responsibility to take care of our customers and our brands.
Each brand has its own data structure and its own customer group.
Everyone was looking at the customer from a different perspective.
What's at stake is really trust in the brand. Our revenues, our sales numbers, our risk.
That'S where we talk about creating one tech stack. No matter how complex the situation is, anything is possible. With Salesforce. Our aim within the Volkswagen group is to do personalization across presales, sales and after sales. Right now we're using marketing cloud, sales cloud service cloud and data cloud. Data cloud is our holy grail to create that 360 degree view of our customer and share it across the organization.
That's a huge step forward for us to easily integrate different data models to one single place.
So bringing together organizations that used to work in silos, there's a whole mindset.