Erfolgreiche Kundenrückgewinnung: Verlorene Kunden Identifizieren, Halten Und Zurückgewinnen
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Matthias Neu und Jana G�nter geben einen kompakten �berblick �ber das Thema Kundenr�ckgewinnungsmanagement. Dabei stellen sie den mehrstufigen Kundenr�ckgewinnungsprozess dar und erl�utern dessen systematischen Ablauf. Sie zeigen die Notwendigkeit und den Implementierungsbedarf eines systematischen Kundenr�ckgewinnungsmanagements auf und erkl�ren dabei auch personalpolitische Aspekte und Voraussetzungen. Praxisbezogene Beispiele unterst�tzen das Verst�ndnis einer erfolgreichen Kundenr�ckgewinnung und deren Umsetzung.
In den vergangenen Jahren ist in zahlreichen Branchen das Anspruchsniveau der Kunden stark gestiegen. Aus diesem Grund nahm vielfach auch die Bereitschaft der Kunden zu, sich �ber objektiv oder subjektiv gerechtfertigte Missst�nde zu beschweren und ggf. die Kundenbeziehung zu beenden. Die R�ckgewinnung von unzufriedenen Kunden bietet f�r Unternehmen erhebliche Potenziale. Denn zahlreiche Kunden w�ren bereit, ihre Entscheidung zu korrigieren, falls das Unternehmenschnell und angemessen in einen Dialog mit ihnen tritt.
Dr. Matthias Neu ist seit 1993 Professor für Betriebswirtschaftslehre und Marketing an der Hochschule Darmstadt. Er hat für zahlreiche Unternehmen (z.B. Automobilhersteller und -händler, Immobilienunternehmen, Kreditinstitute etc.) ein aktives Kundenrückgewinnungsmanagement eingeführt und umfangreiche Studien zu diesem Thema erstellt.
Jana Günter studierte Betriebswirtschaftslehre (B.Sc.) an der Hochschule Darmstadt. Derzeit geht sie ihrem Masterstudium (Master of Business Management, M.A.) an der Hochschule Niederrhein nach.
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