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Customer-Experience-Management bei Covestro

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  • Fraunhoffer, Julia

Abstract

Unternehmen und Kunden haben heute über zahlreiche Medien Berührungspunkte. Die Digitalisierung fördert neue Erwartungen bezüglich Informationsverfügbarkeit, Kontaktarten und Geschwindigkeit. Dies erfordert, neue Geschäftsfunktionen zu integrieren, um über Kundenerfahrungen ein besseres Verständnis der Kundenwünsche zu bekommen. Die Firma Covestro nutzt die Mittel des CustomerExperience-Managements. Hier wird gezeigt, wie gemeinsam mit Kunden ein neuer Product Finder entwickelt wurde.

Suggested Citation

  • Fraunhoffer, Julia, 2019. "Customer-Experience-Management bei Covestro," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(4), pages 72-79.
    • Handle: RePEc:zbw:hsgmrs:276050
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    References listed on IDEAS

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    1. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
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