Why Volkswagen Combined Marketing and CX to Grow Its Brand
Release Date: 09/22/2026
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Why Volkswagen Combined Marketing and CX to Grow Its Brand
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At Volkswagen, existing owners can become “walking advocates” for the brand. So when the company thinks about a message or an audience, it also considers what that message says to the people who already have a Volkswagen in their driveway. That’s where bringing marketing and CX together gets interesting. The customer insights you use to improve the experience can also help shape how you position and grow the brand. This week on The Modern Customer, Rachael Zaluzec, SVP of Customer Experience & Brand Marketing at Volkswagen of America, talks about customer insights, brand growth, AI,...
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info_outlineAt Volkswagen, existing owners can become “walking advocates” for the brand. So when the company thinks about a message or an audience, it also considers what that message says to the people who already have a Volkswagen in their driveway.
That’s where bringing marketing and CX together gets interesting. The customer insights you use to improve the experience can also help shape how you position and grow the brand.
This week on The Modern Customer, Rachael Zaluzec, SVP of Customer Experience & Brand Marketing at Volkswagen of America, talks about customer insights, brand growth, AI, and the role dealerships play in the experience.
Listen to the full episode to learn why Volkswagen brought marketing and CX together, and what other brands can learn from its approach.
Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Follow Blake Morgan on LinkedIn
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