Category: Customer Centricity

To better understand the process for improving customer centricity, it is important, as a first step, to look more closely at possible deficits in optimising customer centricity: Customer centricity is a dominant logic that concerns leadership, culture, competency management and...

Often customer centricity is now reduced to culture. All you need is a customer-centric culture and then the topic of customer centricity practically flies along by itself. It’s not that simple. But culture has an influence — or is an...

The service-dominant logic introduced the concept of co-creation, or customer engagement. The service-dominant logic assumes that the customer is always a component of an organisation’s value creation. In recent years, the possibilities for steering and integrating the customer into value...

The dimension of customer-value-based decision making refers to decision-making that systematically increases the value for the customers, but also for the organisation. In the literature, a heterogeneous understanding of the terms has developed with regard to customer value. In addition,...

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...