Abstract
It is increasingly the case that major changes in the technological environment and customer digital behavior have a significant impact on the way companies manage their customer relationship. Here, the related perspectives of value management are concerned: (a) the design of products and services including the way of interaction with the customer that generate a high customer benefit and (b) the focus of companies on customers with high profit margin and sales potential.
The flow of information is also in two directions. Firstly, one information flow refers to data that originates from the customer. Through digitized customer relationship processes, companies receive more detailed and real-time data about products and services than was the case earlier—this is a noticeably new situation for industries that formerly had limited contact with the end consumer.
Secondly, there is an information flow triggered by the company as it is now easier for enterprises to actively communicate with customers increasingly in real time and individually. This direct marketing has been revolutionized in a digital and networked world, making a long discussed 1:1 marketing approach feasible.
This is an opportunity and a challenge for the corporate strategy at the same time. The ability to extract information from big data and evolve smart data becomes a competitive factor: on the one hand, tailored products and services can be offered to the customer, while on the other hand, the controlling and steering of customer value management in real time is possible.
In the first step, the paper examines the challenges for CRM in a world of disruptive technology. In the second step, it shows how digital transformation changes the flow of information from customer to company and vice versa by looking at different industries. In the third step, the influence on corporate strategy is examined, and a broader definition of CRM is suggested regarding both aspects, the perspective of the company and the perspective (and perception) of the customer.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bendle, N., & Bagga, C. (2016). The metrics that marketers muddle. Sloan Management Review, Spring, 57(3), 73.
Bernasek, A., & Mongan, D. (2015). All you can pay: How companies use our data to empty our wallets. New York, NY: Nation Books.
Bongaerts, R., & Krämer, A. (2014). Value-to-Value-Segmentierung im Vertrieb. Marketing Review St. Gallen, 31(4), 12–20.
Christensen, C., Wang, D., & van Bever, D. (2013). Consulting on the cusp of disruption. Harvard Business Review, 91(10), 106–114.
Constine, J. (2015). Facebook’s playbook for monetizing messenger and WhatsApp. Available from http://techcrunch.com/2015/07/29/ease-them-into-it/ (accessed March 30, 2016).
D’Emidio, T., Dorton, D., & Duncan, E. (2015). Service innovation in a digital world. McKinsey Quarterly, February 2015.
Diehl, K., & Poynor, C. (2010). Great expectations?! Assortment size, expectations, and satisfaction. Journal of Marketing Research, 17(April), 312–322.
Eisenbrand, R. (2016). Warum Google nicht mehr alles ist. Absatzwirtschaft, 2016(1/2), 44–45.
Eisenbrand, R., & Mühle, C. (2016). Messenger marketing. Absatzwirtschaft, 2016(1/2), 38–40.
Gupta, S., Lehmann, D., & Stuart, J. (2004). Valuing customers. Journal of Marketing Research, 41(1), 7–18.
Krämer, A. (2010). Strategien der Preisbildung und was die Unternehmensberaterbranche daraus lernen kann. Vortrag auf dem Deutschen Beratertag, Wiesbaden, Oktober 21, 2010.
Krämer, A. (2015). Pricing in a VUCA world: How to optimize prices, if the economic, social and legal framework changes rapidly. In O. Mack et al. (Eds.), Managing in a VUCA world (pp. 115–128). New York, NY: Springer.
Krämer, A., & Burgartz, T. (2015). Customer value controlling: Combining different value perspectives. Business and Management Studies, 1(2), 11–19.
Krämer, A., & Tachilzik, T. (2016). Die Zukunft von Big Data im Vertrieb. Sales Management Review, 2016(2), 64–71.
Krämer, A., & Kalka, R. (2016). Dynamic Pricing: Verspielt Amazon das Vertrauen seiner Kunden? Absatzwirtschaft.de. Available from http://www.absatzwirtschaft.de/dynamic-pricing-verspielt-amazon-das-vertrau-en-seiner-kunden-75271 (accessed March 30, 2016).
Markey, R., Reichheld, F., & Dullweber, A. (2009). Closing the customer feedback loop. Harvard Business Review, 87(12), 43–47.
Macmanus, R. (2011). Social magazines: What’s their business model? Available from http://readwrite.com/2011/01/18/social_magazines_business_model (accessed March 30, 2016).
Merrifield, R. (2015). The internet of things is changing how we manage customer relationships. Harvard Business Review. Available from https://hbr.org/2015/06/the-internet-of-things-is-changing-how-we-manage-customer-relationships (accessed March 30, 2016).
Osterwalder, A., Pigneur, Y., & Wegberg, J. (2010). Business model generation. Hoboken, NJ: John Wiley & Sons Inc.
Payback (2016). Dialoque marketing. Available from http://www.payback.net/de/leistungen/dialogmarketing/ (accessed March 30, 2016).
Reichheld, F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–54.
van Noorden, R. (2013). The true cost of scientific publishing. Nature, 495(3), 426–429.
Tachilzik, T. (2012). Social CRM: Das Thema der Zukunft. Hamburg: Vortrag Konferenz Social Media. 25 Sept 2012.
Tachilzik, T. (2013). Die Zeit des Data Minings. Acquisa, 2013(01), 12–14.
Wolf, M. (2015). Think again: Tech and media outlook 2016. Wall Street Journal WSJD Live Conference 2015. Available from http://www.wsj.com/articles/think-again-nine-top-insights-into-tech-and-media-for-2016-1445618763 (accessed March 30, 2016).
Ziegler, B. (2016). Wie man seine Konkurrenz gläsern macht. Absatzwirtschaft, 2016(1/2), 41–42.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Krämer, A., Tachilzik, T., Bongaerts, R. (2017). Technology and Disruption: How the New Customer Relationship Influences the Corporate Strategy. In: Khare, A., Stewart, B., Schatz, R. (eds) Phantom Ex Machina. Springer, Cham. https://doi.org/10.1007/978-3-319-44468-0_4
Download citation
DOI: https://doi.org/10.1007/978-3-319-44468-0_4
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-44467-3
Online ISBN: 978-3-319-44468-0
eBook Packages: Business and ManagementBusiness and Management (R0)