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2022 | OriginalPaper | Chapter

8. Customer Centricity: Die Kundenbedürfnisse und die Kundenkontaktpunkte in den Mittelpunkt stellen

Authors: Andreas Krämer, Thomas Burgartz

Published in: Kundenwertzentriertes Management

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Der Begriff der Kundenzentrierung hat sich zu einem Schlagwort im Marketing entwickelt. Kaum ein Manager wird heute von sich behaupten, das eigene Unternehmen agiere nicht kundenzentriert, auch wenn es schwerfällt, den Begriff an konkreten Handlungsweisen festzumachen (geschweige denn, diesen gesamthaft zu beschreiben). Vor diesem Hintergrund wird zunächst der Perspektivwechsel von einer Produkt- hin zu einer Kundenorientierung erläutert. Damit Kundenzentrierung im Unternehmen gelebt werden kann, sind Voraussetzungen zu schaffen. Dies betrifft Aspekte wie Führungsstil, Organisation, Kommunikation, Kundenprozesse und -informationen sowie Kunden-Kennziffern und Controlling. Im Rahmen des operativen Marketings ist zu prüfen, inwieweit die einzelnen Elemente im Marketingmix kundenbedürfnisorientiert ausgestaltet werden können. In vielen Fällen bezieht sich dies auf das Element Produkt- oder Serviceerlebnis (vgl. hierzu das Interview zur Relevanz der Customer Centricity im stationären Handel). Einbezogen und detailliert diskutiert werden in diesem Rahmen aber auch Pricing-Mechanismen, die dem Kunden eine Beteiligung an der Preisbildung einräumen. Beim Modell „Pay-What-You-Want“ handelt es sich um eine extreme, aber in den letzten Jahren intensiver diskutierte Form: Der Kunde entscheidet völlig autark über den Preis.
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Metadata
Title
Customer Centricity: Die Kundenbedürfnisse und die Kundenkontaktpunkte in den Mittelpunkt stellen
Authors
Andreas Krämer
Thomas Burgartz
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-658-36413-7_8