Author: tivar.kelmendi

As a condensation of the brand identity and as a link between brand identity and brand image, brand positioning has a very important importance in the context of brand management. A brand is worthless as long as it has not...

How often have we heard from those responsible in companies: ‘We have so much data, we just need to evaluate it properly.’ Improving customer centricity begins with a company’s customer data. Here, creating a powerful customer-value model is an important...

It is assumed that — regardless of whether B2B or B2C — customers have, on average, already made 70% of their purchase decision before they come into contact with a salesperson, digitally or in person. McKinsey’s consumer decision journey assumes...

In a study, Zalando found that for 65% of customers transparency on the topic of sustainability is important when buying fashion, but only 20% of customers inform themselves. 50% of customers state that ethical working conditions are important to them,...

More than half of all German companies still evaluate customer feedback by hand. Measuring customer satisfaction thus still has enormous digitalisation potential. The majority of German companies (75%) do systematically collect data on the satisfaction of their customers; however, when...

Customer centricity is to be understood not as a state, but as a continuous improvement process. Improving customer centricity sounds good, but is challenging for many companies. It turns out that the term is frequently not understood correctly. What customer...