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2022 | OriginalPaper | Chapter

4. Customer-Experience-Management

Authors : Karsten Kilian, Ralf T. Kreutzer

Published in: Digitale Markenführung

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Beim Customer-Experience-Management (CEM) gilt es zunächst, verschiedene Aufgabenfelder zu unterscheiden. Anschließend kann und sollte bei der Ausgestaltung zwischen Produkten und Dienstleistungen (Services) unterschieden werden. Von zentraler Bedeutung ist zudem die Abgrenzung vom Wettbewerb. Anschließend gilt es, die eigene Customer Experience für die Kunden optimal auszugestalten und zur weiteren Optimierung regelmäßig zu überprüfen.

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Metadata
Title
Customer-Experience-Management
Authors
Karsten Kilian
Ralf T. Kreutzer
Copyright Year
2022
Book
Digitale Markenführung

Print ISBN: 978-3-658-34350-7

Electronic ISBN: 978-3-658-34351-4

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-658-34351-4_4