Torsten Wingenter is responsible for the worldwide social media activities of Lufthansa German Airlines. Before, he took care of strategy and business development of Lufthansa Miles & More â€“ Europeâ€™s leading frequent flyer program. During this time he also conducted fundamental research with world wide focus groups about the future of customer loyalty which lead him ultimately to the foundations of social media. Customer engagement became a new pillar of customer loyalty for Miles & More and for the understanding of todayâ€™s customers at Lufthansa. Therefore Lufthansa decided to go new ways with its approach to social media while fostering the heritage and strong values of the brand at the same time.
His broad background in business and economics - in combination with sociology as part of his PhD - helped him fundamentally to understand the essence of social media and future trends. During his time as executive assistant to Dr. August Oetker, proprietor of Germanyâ€™s most well-known family business, he developed a profound understanding of focusing on customer needs. With his affinity with internet and mobile devices all this comes to a perfect match for him in todayâ€™s challenges of social media.