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Strategie-Initiative "Customer-Experience- Management" – Kundenbegeisterung bei der Porsche AG

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  • Löffler, Michael
  • Gouthier, Matthias

Abstract

Für Porsche bedeutet Kundenbegeisterung nicht zuletzt, das "Porsche-Leistungsversprechen" sportlicher und exklusiver Mobilität bei jedem Markenkontakt zu erfüllen. Mit der Strategie-Initiative des Customer-Experience-Managements wird ein Ansatz vorgestellt, wie Porsche exzellente Kundenbetreuung und Kundenbegeisterung planvoll angeht. Die konkrete Umsetzung wird anhand von ausgewählten Beispielen der Porsche AG illustriert, und es werden verallgemeinernde Anregungen für die Verwirklichung bei anderen Unternehmen formuliert.

Suggested Citation

  • Löffler, Michael & Gouthier, Matthias, 2017. "Strategie-Initiative "Customer-Experience- Management" – Kundenbegeisterung bei der Porsche AG," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(1), pages 54-63.
    • Handle: RePEc:zbw:hsgmrs:275894
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    References listed on IDEAS

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