EPISODE 07: Thomas Maiwald-Immer, Managing Director, DACH at QuestionPro GmbH talks about customer expectations in Germany, CX misconceptions and more.
The expectations from marketing teams are higher than ever. Success requires a strategic mix of tools, from journey mapping and omnichannel engagement to voice-of-the-customer (VoC) programs and AI-powered automation—all aimed at creating data-driven, customer-centred campaigns that resonate across channels.
But it’s not just about the tools; it’s about using them to unlock deeper insights that reveal not only what customers want but also how to better anticipate their needs.
“Business leaders must focus on data-driven decision making. By elaborating customer insights and journey data, leaders can make more informed and also strategical investments that resonate with their customers,” says Thomas Maiwald-Immer, Managing Director, DACH at QuestionPro GmbH.
Welcome to our CX Dialogues video series! In this episode, we talk to Thomas about customer expectations in Germany, CX misconceptions and more.
READ MORE: CX Dialogues: Jamie Thorpe, Chief Experience Officer at Ipsos UK
Top Three CX Insights:
- German customers increasingly demand experiences that feel uniquely tailored to them, not only in offers and recommendations but also in communication and engagement style.
- Overemphasis on scores like NPS or CSAT can overshadow more meaningful initiatives, such as resolving actual customer pain points or “closing the loop” by acting on feedback.
- The integration of journey management and VoC tools powered by AI will unlock deeper insights, enabling businesses to better understand customer trends, behaviours, and needs, which is crucial for long-term growth and relevance.
READ MORE: CX Dialogue: Jonathan Roomer, Chief Customer Officer at YuLife
Watch the full video for more.
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