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Homo Connectus pp 319-354 | Cite as

Connected Customer sucht Connected Enterprise – eine Standortbestimmung

  • Christian Janiesch
  • Florian Imgrund
  • Marcus Fischer
  • Axel Winkelmann
Chapter

Zusammenfassung

Markteintrittsbarrieren werden reduziert, Dienstleistungen werden zunehmend digitalisiert, standortbezogene Abhängigkeiten verschwinden und Informations- sowie Wechselkosten sinken nachhaltig. Die Digitalisierung zwingt nicht nur Unternehmen zu neuen Strategien und Innovationen, sondern resultiert in veränderten Eigenschaften und Ansprüchen heutiger Kunden. Beschleunigt durch die Vernetzung von Menschen, Produkten und Orten hat sich das Kundenbild des Connected Customer ausgebildet, dessen Präferenzen, Wünsche und Kaufentscheidungen maßgeblich durch die Kommunikation und Interaktion mit Unternehmen beeinflusst werden. Mit dem Ziel, den Ansprüchen des Connected Customer gerecht zu werden, müssen Unternehmen eine integrierte Kundenerfahrung über alle verfügbaren Kommunikationskanäle gewährleisten. Dies setzt insbesondere ein effektives Prozessmanagement, eine adäquate Integration von Daten und Geschäftsprozessen sowie die Unterstützung durch echtzeitfähige Analysesysteme voraus.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  • Christian Janiesch
    • 1
  • Florian Imgrund
    • 1
  • Marcus Fischer
    • 1
  • Axel Winkelmann
    • 1
  1. 1.WürzburgDeutschland

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