Customer Touchpoint Management Und Die Relevanz Von Social Media Im Customer Experience Management
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Customer Touchpoint Management Und Die Relevanz Von Social Media Im Customer Experience Management
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Author : Stefan Schlatter
language : de
Publisher: GRIN Verlag
Release Date : 2020-07-01
Customer Touchpoint Management Und Die Relevanz Von Social Media Im Customer Experience Management written by Stefan Schlatter and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-01 with Business & Economics categories.
Forschungsarbeit aus dem Jahr 2019 im Fachbereich BWL - Customer-Relationship-Management, CRM, Note: A, Robert Gordon University Aberdeen, Sprache: Deutsch, Abstract: Das Wissensziel dieser Arbeit ist ein vertiefter Einblick in das Touchpoint-Management im Zusammenhang zum Customer Experience Management, wobei der Begriff Touchpoint in Übereinstimmung mit Kundenbewertungsportalen definiert wird. Die Arbeit erforscht, wie diese Betroffenen mit der ansteigenden Komplexität und Indirektheit der Interaktion mit Kunden umgehen. Dabei richte ich den Fokus auf die Touchpoints in Verbindung mit Social Media. Durch diese Verknüpfung entstehen viele neue Kontaktpunkte. Deshalb werden bei den Interviews die Marketing-Verantwortlichen befragt, wie sie dieses Phänomen wahrnehmen und wie sie damit umgehen, keinen direkten Einfluss nehmen zu können. Damit diese Frage beantwortet werden kann, wird als Erhebungsinstrument das offene Leitfadeninterview verwendet. Für die Auswertung der Interviews dient die Grounded Theory. Durch die zunehmende Relevanz der Social Media im Customer Experience Management müssen Marketing-Verantwortliche eine stetig wachsende Zahl an Touchpoints organisieren. Gleichzeitig schwindet der direkte Einfluss der Marketingmaßahmen, da in den Social Media oftmals keine direkten, sondern zunehmend indirekte Kundenkontakte möglich sind.
Customer Experience Management
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Author : Bernd H. Schmitt
language : en
Publisher: John Wiley & Sons
Release Date : 2010-07-09
Customer Experience Management written by Bernd H. Schmitt and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-09 with Business & Economics categories.
In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken. Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector. A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Customer Experience For Dummies
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Author : Roy Barnes
language : en
Publisher: John Wiley & Sons
Release Date : 2014-10-29
Customer Experience For Dummies written by Roy Barnes and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-29 with Business & Economics categories.
Gain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises. The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. You'll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more. Gives you the tools you need to target customers more precisely Helps you implement new social and mobile strategies Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels Explains how a fully-engaged customer can help you outperform the competition Learn how to respond effectively to customer feedback Your brand's reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.
Social Customer Experience
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Author : Dave Evans
language : en
Publisher: John Wiley & Sons
Release Date : 2014-04-14
Social Customer Experience written by Dave Evans and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-14 with Business & Economics categories.
Social Customer Experience: Engage and Retain Customers through Social Media builds on the prior works of author Dave Evans. As an update to Evans’s earlier book Social Media Marketing, the new Social Customer Experience connects the early cases presented in 2010 with significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This latest edition offers a blueprint for transforming your organization’s disparate social initiatives into a unified social experience strategy. Most people know that social technologies are transforming business, but few understand how those changes are happening across the organization. Whether in marketing, communications, customer care, digital media or product development these changes shape the way in which business manage the experience their customers have with the brand. Filled with practical examples of what to do, and illustrated with cases taken from real companies, Social Customer Experience fills in the gaps for companies who want to do more with social than just listen and experiment. Part I lays the groundwork by explaining the three waves of change that combine to form social customer experience: social technologies and their impact on Web 1.0 digital infrastructures; social customers and their impact on marketing and support operations; and the new discipline of customer experience management that is reframing the old sales-and-service-centric ways of thinking about how companies relate to customers. Part I concludes by defining the social customer experience ecosystem, both on and off your own web domain. Part II, “Your Social Presence,” puts you on the ground, with tactics and examples for how to apply social technologies and achieve your business objectives, how to measure and analyze social data and show business value, and how to implement a best-practice approach to avoid common traps and pursue proven opportunities. Part III digs deeper into the five building blocks of social customer experience: organization, platform, content, people and tools. What’s a social experience organization look like? What systems need to be in place? How do you get the most out of the social “objects” – content and other assets – that are the byproduct of great social customer experiences? How do connections between customers – the social graph – come into play? And what applications will you use – literally, what will you empower your customers to do? Part III answers these questions in the practical, method-driven style of authors Dave Evans and Joe Cothrel. Social Customer Experience features detailed exercises that show you how to translate learning into action, hands-on tutorials using today’s social media tools and platforms, and compelling, modern case studies from organizations of all sizes—from the Fortune 500 to nonprofits and mom-n-pop main-street shops. As a bonus, the book also features resources and references to connect readers with the current thought leaders and sources of timely information. If you’re interested in business, and how business is being reshaped by social technology, Social Customer Experience will show you a path to a new relationship with your customers, customers not only buy your products and services but get more out of them and go on to become partners in your business–selling, supporting, and innovating on your behalf.
Customer Experience In Modern Marketing
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Author : James Seligman
language : en
Publisher: Lulu.com
Release Date : 2012-11-01
Customer Experience In Modern Marketing written by James Seligman and has been published by Lulu.com this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-01 with Business & Economics categories.
Customer Experience Management in Modern Marketing is a dynamic approach to the co-creation of value through the relationship. The book, chapter by chapter provides information, examples of how to develop and create a lasting experience for your customers
Transform Customer Experience
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Author : Isabella Villani
language : en
Publisher: John Wiley & Sons
Release Date : 2019-01-18
Transform Customer Experience written by Isabella Villani and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-18 with Business & Economics categories.
Your customers are your future. Smartphones, social media and the internet have given customers access to more information than ever before. If your business fails them, they will switch to your competitor and never return. So how do you keep them? By mapping their journeys, identifying potential hazards and reshaping your business with customer experience (CX) at its heart. From services to products, online to in-person, small-scale to multinational, your customers’ loyalty depends on how you interact with them. Transform Customer Experience is your ultimate guide to putting your customer first. Author and CX expert Isabella Villani shows how you can implement a customer strategy from planning to execution. Transform Customer Experience offers real-life insights into effective strategies for developing and implementing Customer Experience (CX) programs in a range of corporate, governmental and non-profit environments. • Shows you how to address dimensions of diversity in the customer base • Outlines customer journey mapping • Discusses the implications of customers’ omnichannel engagement • Addresses the importance of positive employee experience in establishing a supportive CX culture. Transform Customer Experience explains why you need to embed customer experience in your organisation and shows you how to do it.
Customer Journey Mapping Customer Journey Persona Und Touchpoints Der Ergo Direkt
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Author : Christian Halder
language : de
Publisher: GRIN Verlag
Release Date : 2021-06-29
Customer Journey Mapping Customer Journey Persona Und Touchpoints Der Ergo Direkt written by Christian Halder and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-29 with Business & Economics categories.
Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Fernhochschule, Veranstaltung: Digitales Marketing & Social Media, Sprache: Deutsch, Abstract: In dieser Arbeit wird das Ziel verfolgt, anhand einer konkret entwickelten Persona entlang der Customer Journey am Beispiel der ERGO Direkt Touchpoints zu finden und zu erläutern. Darüber hinaus werden anhand drei festgelegter KPIs Touchpoints nach ihrem Zielerreichungsgrad gemessen und bewertet. Mithilfe der Erkenntnisse sollen Handlungsempfehlungen abgeleitet werden. Inwiefern besteht am Beispiel der ERGO Direkt, einem Onlineversicherer, ein Optimierungsbedarf entlang der Customer Journey und deren Touchpoints? Der Begriff 'Customer Journey' ist in den letzten Jahren zu einem bekannten Schlagwort in der Marketingliteratur geworden. Im Eigentlichen beschreibt eine Customer Journey die Interaktion zwischen einem Kunden und einem Unternehmen hinweg über mehrere Phasen. Während in der Literatur die Inhalte zunehmen, hat die Customer Journey die Breite der Unternehmenspraxis noch nicht erreicht. In der letzten Zeit beschäftigen sich zunehmend Unternehmen mit dieser Thematik und führen sogar eigene Managementstellen hierfür ein. So hat beispielsweise das Unternehmen United Airlines direkt eine Managementstelle neben dem Chief Executive Officer kreiert. Die steigende Bedeutung führt die Unternehmen dazu, sich mit der Customer Journey zu beschäftigen und diese für sich zu bewerten. Im Zuge dessen lassen sich viele Unternehmen beobachten, wie sie anhand ihres Geschäftsmodells eine Customer Journey konzipieren. Ein Blick in die Zukunft und auf die Weiterentwicklung der Customer Journey wird oftmals nicht gewagt. Viele Unternehmen sträuben sich diesbezüglich vor der Komplexität und Unsicherheit der Informationen. Obgleich dem Wissen, dass hierdurch Erkenntnisse und zukünftige Kundenerwartungen resultieren, welche bereits zum jetzigen Zeitpunkt helfen richtige Entscheidungen und Weichen für die Zukunft zu stellen.
Customer Contact Management
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Author : Raimund Lenz
language : de
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2019-03-18
Customer Contact Management written by Raimund Lenz and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-18 with Business & Economics categories.
Das vorliegende Buch fokussiert in seiner Kernthese auf die Fragestellung, was sich unter dem Begriff »Value Shopping« verbirgt. Es werden die Grundlagen des Kundenbeziehungsmanagements dargestellt, welches die logische Konsequenz unserer Entwicklung zu einer Postwachstumsgesellschaft ist. Unerlässlich ist der kritische Umgang mit Total- und Partialmodellen, die das Konsumenten- und Käuferverhalten in der On- und Offl ine-Welt diskutieren. Die Kundenzufriedenheit als eine der bedeutendsten Bindungsursachen wird anhand ausgewählter Modelle erläutert und auf ihre Praxisrelevanz überprüft. Aufbauend auf idealtypischen Kundenzyklen werden die phasenbezogenen Managementaufgaben wissenschaftlich zugeordnet und anhand von Beispielen aus der Praxis erläutert. Der Instrumentarien-Mix im CCM (Customer Contact Management) fokussiert auf Dialogmarketing/No-Line-Systemen und deren Umsetzung und Erfolgsmessungen. Bis hin zur interaktiven Wertschöpfung wird der State of the Art von CCM anschaulich dargestellt.
Touchpoint Culture
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Author : Bernhard Keller
language : de
Publisher: Haufe-Lexware
Release Date : 2020-01-08
Touchpoint Culture written by Bernhard Keller and has been published by Haufe-Lexware this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-08 with Business & Economics categories.
Folgen Sie dem roten Leitfaden durch die verschiedensten Unternehmensbereiche und holen Sie sich mit Best Practices namhafter Unternehmen einzigartige Einblicke, wie heutzutage das Thema "Touchpoint Kultur" gelebt wird. Damit erhalten Sie eine perfekte Anleitung, um eine eigene, authentische Kultur aufzubauen, um in allen Bereichen nachhaltig und optimal aufgestellt zu sein. Dieses Buch ist somit die perfekte Ergänzung zu Touchpoint-Management, dem ersten Werk des erfolgreichen Herausgeberduos. Es ist Inspirationsquelle, hochkarätiges Fach-Knowhow sowie Wirkungsbeleg durch die vielen Beispiele von Firmen, die bereits erfolgreich mit Touchpoint Management arbeiten. Eine Übersicht der Touchpoint-Management Buchreihe finden Sie unter shop.haufe.de/touchpointmanagement Inhalt - TPM und Organisationsentwicklung - TPM und Mitarbeiter - TPM und Top-Management - TPM und Research - TPM und (Online-) Marketing - TPM und Sortiment & Pricing - TPM und Vertrieb - TPM und CRM - TPM und CX - TPM und Controlling - TPM und Datenschutz
Soziale Medien
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Author : Christian König
language : de
Publisher: Springer-Verlag
Release Date : 2014-04-02
Soziale Medien written by Christian König and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-02 with Social Science categories.
Die nicht-reaktiven Verfahren der Datenerhebung aus Sozialen Medien stehen hier im Kontrast zu klassischen Erhebungsinstrumenten der empirischen Sozialforschung. Dienste wie Facebook und Twitter enthalten Daten in einer völlig neuen Dimension – aber auch mit völlig neuen Ansprüchen und Herausforderungen. Ausgehend von der Frage nach der Verknüpfung von Daten aus Sozialen Medien mit klassischen Erhebungsmethoden werden zentrale Aspekte der Daten- und Stichprobenqualität, Möglichkeiten der Visualisierung, Methoden des Social Media Monitorings sowie des Datenschutzes von Fachvertretern der akademischen Sozial- wie der kommerziellen Marktforschung und der amtlichen Statistik vorgestellt.