Why Volkswagen Combined Marketing and CX to Grow Its Brand

What happens when the people who craft a brand’s promise also truly understand how customers experience it?

In this episode of The Modern Customer, Rachael Zaluzec, SVP of Customer Experience & Brand Marketing at Volkswagen of America, shares how they combined these two functions to shape brand growth with customer insight.

For Volkswagen, the brand story doesn’t end when someone buys a car. Customers often have their own stories and connections to the brand. As Rachael explains, existing customers can become “walking advocates” who help amplify Volkswagen’s message.

Key Highlights From Our Conversation

• Why Volkswagen combined marketing and CX
• How CX insights can strengthen brand strategy
• What existing customers can teach brands about growth
• How AI supports both the contact center and the in-vehicle experience
• Why dealerships remain critical to the customer experience

Volkswagen is bringing marketing and CX closer together to connect the brand promise with the experience customers actually have.

Listen to the full episode to hear how Volkswagen connects marketing and CX to strengthen and grow its brand.

🎧 Listen to the full episode of The Modern Customer Podcast. Stream now on Apple Podcasts, Spotify or your favorite podcast platform.