It is assumed that - regardless of whether B2B or B2C - customers have already made an average of 70% of the purchase decision before…

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…

Customer experience management is a relatively new construct. The term lacks a clear definition, although it is used extensively, especially in blogs and studies. Thus,…

Brand positioning, as a condensation of brand identity and as a link between brand identity and brand image, plays a very important role in brand…

Customers are paying more and more attention to price. You would think that price management would be a high priority for companies. Unfortunately, this is…

The development of a strategy is characterized by a high degree of complexity. This results from the need for an integrated approach, as decisions do…

Service-Dominant Logic has introduced the concept of co-creation or customer engagement. Service-Dominant Logic assumes that the customer is always a component of an organization's value…

The Customer Centricity Think Tank 2021 was conducted in collaboration with the Center for Sales & Retail at the HWZ. The name think tank is…

More than half of all German companies still evaluate customer feedback manually. Measuring customer satisfaction therefore still has enormous potential for digitization. The majority of…