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2017 | OriginalPaper | Chapter

Customer Engagement Value

Author : Prof. Dr. Thorsten Wiesel

Published in: Kundenwert

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Der Begriff Customer Engagement gewinnt in Wissenschaft und Praxis gleichermaßen zunehmend an Bedeutung. Er beschreibt den integrativen Ansatz zum Aufbau und Ausbau einer wechselseitigen Beziehung zum Kunden, welche maßgeblich in der Einbindung des Kunden in Unternehmensaktivtäten besteht. Der Customer Engagement Value stellt dabei einen wichtigen Bestandteil zur Quantifizierung dieses Ansatzes dar. Dabei liefert er ein Vorgehen zur monetären Bewertung transaktionaler (Kauf von Gütern oder Dienstleistungen) sowie nichttransaktionaler (Empfehlungen, Einfluss auf andere Kunden und Feedback) Wertbeiträge von Kunden. Er kann somit als Maß zur Einschätzung der Attraktivität von Kunden sowie als Entscheidungsgrundlage für die Ausgestaltung integrativer Marketingmaßnahmen dienen.
Dieses Kapitel vermittelt eine ganzheitliche Perspektive des Customer Engagements Values, welche den Weg der Konzeptualisierung über die formale Operationalisierung bis hin zu Beispielen für die Einbindung des Customer Engagements in Marketinginitiativen beschreibt. Dabei stellt der Customer Engagement Value ein wertorientiertes Konzept dar, welches als monetäre Kenngröße mit vier eigenständigen Komponenten formuliert wird: dem Customer Lifetime Value, Customer Referral Value, Customer Influencer Value und dem Customer Knowledge Value.

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Footnotes
1
Man könnte argumentieren, dass der Customer Lifetime Value (CLV) eine übergeordnete Metrik darstellen sollte, die in Wert aus transaktionalen und nicht-transaktionalen Komponenten aufgeteilt werden kann. Während man theoretisch davon ausgehen könnte, dass der CLV alle Aspekte der Wertschaffung durch den Kunden beinhaltet, wurde dieser in der Praxis und in der akademischen Literatur wiederholt lediglich mit dem tatsächlichen Kaufverhalten gleichgesetzt (z. B. Gupta et al. 2006; Venkatesan und Kumar 2004).
 
2
Ein wichtiger Aspekt bei der Messung des CRV ist das Problem der Doppelerfassung. Obwohl für den CLV und CRV separate Metriken eingesetzt werden, können sie nicht für alle Kunden zusammengezählt werden. Der CLV eines Kunden ist möglicherweise dem CRV des Kunden ähnlich, der ihn erfolgreich an das Unternehmen vermittelt hat.
 
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Metadata
Title
Customer Engagement Value
Author
Prof. Dr. Thorsten Wiesel
Copyright Year
2017
DOI
https://doi.org/10.1007/978-3-658-10920-2_6