Name: Der Konkurrenz Ein Kundenerlebnis Voraus: Customer Experience Management - 111 Tipps Zu Touchpoints, Die Kunden Begeistern
Brand: Atlantic Books
SKU: 9783658105273
Price: 7466.0 INR
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Der Konkurrenz Ein Kundenerlebnis Voraus: Customer Experience Management - 111 Tipps Zu Touchpoints, Die Kunden Begeistern

by Karin Glattes

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ISBN13: 9783658105273
Binding: Paperback
Subject: N/A
Publisher: Springer Gabler
Publisher Imprint: Springer Gabler
Publication Date: June 27, 2016
Pages: 274
Original Price: USD 74.99
Language: German
Edition: 1. Aufl. 2016
Item Weight: 486 grams
BISAC Subject(s): Marketing / General

About The Book

Produkte und Dienstleistungen werden immer austauschbarer. Unternehmen suchen nach Alleinstellungsmerkmalen, die ihnen die Möglichkeit geben, sich von Mitbewerbern zu unterscheiden und sich gegenüber Kunden wie Mitarbeitern zu profilieren. Eine Lösung: Customer Experience Management (CXM bzw. CEM), denn professionelles CXM macht aus Kunden wie Mitarbeitern begeisterte und emotional gebundene Markenbotschafter, die Empfehlungen aussprechen und sich positiv an Ihre Erlebnisse erinnern. Das wirkt sich direkt auf den Umsatz aus! Und das ist nötig, denn Produkte und Dienstleistungen alleine werden immer austauschbarer. Statt entscheidungsrelevante Kontaktpunkte dem Zufall oder einzelnen Mitarbeitern zu überlassen, werden diese konsequent und strukturiert "bespielt". So wird die "alte" Währung Kundenzufriedenheit durch neue Begriffe erweitert: NPS (Net Promotor Score), Loyalität und emotionale Bindung sind Messgrö en des CX Ansatzes - sowohl intern als auch extern. In Deutschland fristet das CXM - au er in wenigen Konzernen - noch weitgehend ein Schattendasein. Dies ist im englischsprachigen Raum völlig anders. Dort wird CXM seit Längerem als strategischer Ansatz und Erfolgsmodell in vielen Branchen genutzt. Für das Buch führte die Autorin Interviews mit Experten aus führenden angelsächsischen Unternehmen aus verschiedenen Branchen und Unternehmensgrö en. Das kondensierte Know-how ist in diese Best-Practice Sammlung eingeflossen, die zeigt - welche CXM-Bausteine es gibt- was bei der Implementierung und Anwendung zu beachten ist - welche Fehler zu vermeiden sind - welche Tipps beherzigt werden sollten und - wie Sie/Ihr Unternehmen einen maximalen Nutzen aus CXM ziehen.Das Buch vermittelt somit - mit nur so viel Theorie wie nötig - den Fahrplan, wie Unternehmen CXM erfolgreich als strategische Erfolgssäule implementieren und nutzen können. Es macht auch deutlich, dass CXM ein mittel- bis langfristiger Ansatz ist, der einen Kulturwandel im Unternehmen bedeutet!

About The Author

Karin Glattes, Inhaberin von UnternehmenKunde in Bonn, sorgt dafür, dass Unternehmen für Kunden unterscheidbar werden. In ihrem Beratungsansatz kombiniert die gebürtige Österreicherin ihre Joberfahrung aus PR/Marketing, CRM/Change-Management-Beratung, Service/Kundenkommunikation und Personalentwicklung, um für Endkunden ein überzeugendes Gesamtbild zu schaffen.

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