Kerstin Helmes was born in 1987 in Lexington, Kentucky. She grew up bilingually, speaking German and English, and later moved to Berlin, Germany. Here, she began her business studies at the Freie Universit„t. After a year abroad she recieved her Bachelor?s of Science in Business Administration. During her studies Kerstin obtained practical work experience through various internships at Manpower Engineering, an NH Hotel and a hospital. She also worked for the Kentucky Education Television Network. All of these experiences taught her about companies and their customers which motivated her to write this paper. Presently, she is doing her Masters in Munich.