IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-21688-7_22.html
   My bibliography  Save this book chapter

Keep in touch – Evaluierung der Touchpoint Performance entlang der B2B Customer Journey

In: Marketing und Sales Automation

Author

Listed:
  • Fabienne Halb

    (Technologiebranche)

  • Uwe Seebacher

    (Technologiebranche)

Abstract

Zusammenfassung Der wachsende Einfluss von Kundenerlebnisstrategien stellt B2B-Unternehmen in vielen Branchen vor große Herausforderungen. Die traditionelle Erfolgsformel, zur richtigen Zeit in den richtigen Märkten zu sein, überlegene Produkte und Dienstleistungen anzubieten oder der kostengünstigste Produzent zu sein, genügt nicht mehr, um sich einen nachhaltigen Wettbewerbsvorteil zu sichern. Das Kundenerlebnis wird zum kritischen Erfolgsfaktor. Im Beitrag wird ein Touchpoint-Evaluierungstool vorgestellt, das Industrieunternehmen die Erhebung der Wirkung ihrer Maßnahmen an den einzelnen Touchpoints erlaubt.

Suggested Citation

  • Fabienne Halb & Uwe Seebacher, 2021. "Keep in touch – Evaluierung der Touchpoint Performance entlang der B2B Customer Journey," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 22, pages 317-326, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_22
    DOI: 10.1007/978-3-658-21688-7_22
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-21688-7_22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.