Das digitale Dilemma an der Spitze des Kundenerlebnisses
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In den letzten zwei Jahrzehnten hat unsere Welt im Zuge der Entwicklung der Informations- und Kommunikationstechnologien umfassende und tiefgreifende Ver�nderungen erfahren. Wir stehen am Beginn einer neuen �ra, der digitalen �ra. Der Zugang zu Informationen war noch nie so einfach, was weltweit die Entstehung vernetzter Gesellschaften beg�nstigt hat. Infolge dieser Ver�nderungen hat sich die Macht in die H�nde der Kunden verlagert, da diese immer anspruchsvoller gegen�ber Marken werden und eine st�rkere Personalisierung der Dienstleistungen erwarten. Unternehmen haben ihrerseits keine andere Wahl, als in den Augen der sogenannten "versierten Verbraucher" transparenter und sichtbarer zu werden. Das Aufkommen digitaler Tools hat Unternehmen daher dazu veranlasst, ihren Ansatz in Bezug auf das Kundenerlebnis zu �berdenken. Heute geht es nicht mehr nur darum, bei Preis und Qualit�t wettbewerbsf�hig zu sein, sondern den Kunden ein einzigartiges Erlebnis zu bieten. Doch so einfach das auch klingen mag, die meisten Unternehmen trauen sich nicht, den vollst�ndigen Sprung in die digitale Transformation zu wagen. Obwohl Big Data die gr� te Chance darstellt, bleibt es f�r Marken auch eine gewaltige Herausforderung.
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