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Praxisbeispiel Channel Management bei Swisscom - Konsistente Kundenerlebnisse über alle Kanäle

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  • Mignot, Stephan

Abstract

Der Telekom-Markt ist gesättigt. Die Anbieter müssen trotz Kostendruck und sinkenden Umsätzen Gewinne erwirtschaften. Ein wichtiger Schritt dazu ist es, Kunden zu halten und die Kundenbeziehung zu erweitern. Swisscom will ihre Kunden nicht primär mit Verträgen binden, sondern auch mit emotionalen Werten. Dies setzt voraus, dass das Kundenerlebnis positiv und auf allen Kanälen wirkungsorientiert abgestimmt ist. Das Instrument heisst Channel Management. Dazu ist Swisscom auch organisatorisch modern aufgestellt.

Suggested Citation

  • Mignot, Stephan, 2018. "Praxisbeispiel Channel Management bei Swisscom - Konsistente Kundenerlebnisse über alle Kanäle," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(3), pages 28-34.
    • Handle: RePEc:zbw:hsgmrs:275979
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