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Personalized communication: an analysis of the challenges and limitations for Mercedes-Benz
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| 1.05 MB | Adobe PDF |
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Resumo(s)
This study examines the challenges and opportunities of personalized communication at
Mercedes-Benz, based on interviews with experts and customers. Results show that privacy
concerns, generational differences and fragmented data structures are barriers. Younger
customers favour digital channels, while older generations value traditional methods.
Customers expect transparent data usage to build trust, as well as customized, exclusive
communication that maintains confidentiality. Challenges lie in the integration of omnichannel
strategies, the cautious use of AI and targeting according to demographic and price
characteristics. These measures are intended to strengthen the premium positioning of
Mercedes-Benz and improve customer loyalty.
Descrição
Palavras-chave
Personalized communication Customer experience Data privacy Automotive industry Customer journey