Abstract
The importance of digital technologies is continuously increasing for the customers and thereby also for the companies. Examples for the digital transformation are the usage of smartphones and other gadgets as well as social media channels as Twitter and Facebook. The changing behavior of the customers has an impact on the relationship between a customer and a company. In order to adapt the clients care accordingly the changed attitude itself has to be understood. Therefore, the customer behavior without digital technologies is compared to the one influenced by the digital transformation and differences are accentuated. Following it is pointed out how to deal with these differences in the customer relationship. Also, the question will be answered what the consequences are if notwithstanding the digital transformation the marketing strategy is not changed.
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Hahn, S.M.L. (2019). Influence of Digital Transformation on the Customer Relationship. In: Silhavy, R., Silhavy, P., Prokopova, Z. (eds) Computational Statistics and Mathematical Modeling Methods in Intelligent Systems. CoMeSySo 2019 2019. Advances in Intelligent Systems and Computing, vol 1047. Springer, Cham. https://doi.org/10.1007/978-3-030-31362-3_20
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