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Wege zu einem überzeugenden Customer Engagement

In: Marke und digitale Medien

Author

Listed:
  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung Die Erreichung eines umfassenden Customer Engagements wird für immer mehr Unternehmen erfolgsentscheidend. In vielen Bereichen gilt: Nur, wer die Kunden zum „Mitmachen“ motiviert, wird langfristig im Markt überleben können. Das Customer-Engagement-Management zielt darauf ab, die Kunden in eine unendliche Customer Journey einzubinden. Hierzu ist es wichtig, den Kunden immer wieder Impulse zur Interaktion zu vermitteln. Die Grundlage hierfür ist ein leistungsstarkes Customer-Relationship-Management, das die relevanten Kundendaten verfügbar macht. Besonders wichtige Formen des Customer Engagements versucht das Rating- und Review-Management zu erreichen. Eine umfassende Einbindung der Kunden erfolgt bei Ideen-Management und Co-Creation. Ein Controlling muss sicherstellen, dass das angestrebte Engagement auch die gewünschten Effekte erzielt.

Suggested Citation

  • Ralf T. Kreutzer, 2025. "Wege zu einem überzeugenden Customer Engagement," Springer Books, in: Thomas Heun & Stefanie Dänzler (ed.), Marke und digitale Medien, edition 3, pages 103-117, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46355-7_7
    DOI: 10.1007/978-3-658-46355-7_7
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