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Die Balanced Scorecard als Basis einer Customer Care Scorecard zur Konzeption einer systematischen Kundenpflege

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  • Klein, Nicole
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    Abstract

    Die wirtschaftliche Entwicklung der letzten Zeit hat gezeigt, wie schwierig es für die Unternehmen ist, langfristigen Erfolg zu gewährleisten. Nachdem in der Vergangenheit die meisten Faktoren innerhalb der Firmen wie beispielsweise Kosteneinsparungen oder Prozessoptimierung bereits auf dem Prüfstand waren und optimiert wurden, erkennen immer mehr Unternehmen die Bedeutung ihrer Kunden und der damit verbunden Gestaltung der Anbieter-Kundenbeziehungen. Bislang sind die Ansätze in dieser Richtung häufig noch zu unstrukturiert und daher kaum in der Lage, das mögliche Erfolgspotential auszuschöpfen. Dieser Beitrag stellt einen auf Basis der Balanced Scorecard entwickelten Customer Care Ansatz vor, der es Unternehmen ermöglicht, die Beziehungen zu ihren Kunden systematisch zu professionalisieren und somit die Chance zur Erreichung höherer Unternehmensziele zu nutzen. Zudem wird die Problematik aufgegriffen, so genannte Soft Facts zu quantifizieren und somit hinsichtlich ihrer Beiträge zur Zielerreichung überprüfbar zu machen und sie so den bislang vorherrschenden Hard Facts anzupassen. --

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    Bibliographic Info

    Paper provided by University of Tübingen, School of Business and Economics in its series Tübinger Diskussionsbeiträge with number 322.

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    Date of creation: 2009
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    Handle: RePEc:zbw:tuedps:322

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    Related research

    Keywords: Balanced Scorecard; Customer Care; Kundenorientierung; Kundenbetreuung; Kundenzufriedenheit; Kundenbindung;

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    Cited by:
    1. Frontczak, Robert, 2009. "Valuing options in Heston's stochastic volatility model: Another analytical approach," Tübinger Diskussionsbeiträge 326, University of Tübingen, School of Business and Economics.
    2. Heger, Diana & Zaby, Alexandra K., 2009. "The propensity to patent with horizontally differentiated products: An empirical investigation," Tübinger Diskussionsbeiträge 324, University of Tübingen, School of Business and Economics.
    3. Kleinert, Jörn & Zorell, Nico, 2010. "The export-magnification effect of offshoring," Tübinger Diskussionsbeiträge 330, University of Tübingen, School of Business and Economics.
    4. Heger, Diana & Zaby, Alexandra K., 2009. "The propensity to patent with vertically differentiated products: An empirical investigation," Tübinger Diskussionsbeiträge 325, University of Tübingen, School of Business and Economics.
    5. Zaby, Alexandra K., 2009. "The propensity to patent in oligopolistic markets," Tübinger Diskussionsbeiträge 323, University of Tübingen, School of Business and Economics.
    6. Heuer, Nina, 2010. "Occupation-specific south-north migration," Tübinger Diskussionsbeiträge 328, University of Tübingen, School of Business and Economics.

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