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Datenbasiert zum Vertriebserfolg – Customer Intelligence Evolution der ZSH (MLP)

In: Customer Intelligence

Author

Listed:
  • Lars G. Volkmann

    (ZSH GmbH Finanzdienstleistungen)

  • Manuel Marini

    (Marini Systems GmbH)

  • Jonathan Höhn

    (Marini Systems GmbH)

Abstract

Zusammenfassung Digitale Datensilos, langwierige Excel-Schleifen und Bauchentscheidungen erschweren in vielen Finanzunternehmen einen klaren Blick auf die Kundenprofile. Die ZSH GmbH – ein Tochterunternehmen der MLP-Gruppe – demonstriert, dass es möglich ist, diesen Zustand zu überwinden. Zusammen mit Marini Systems entstand eine Customer Data Platform (CDP), die Kunden-, Vertrags-, Provisions- und Marketingdaten zusammenführt, KI-gestützt anreichert und als Basis für strategische Steuerung ebenso wie für tägliche Vertriebsentscheidungen dienen kann. Methodisches Rückgrat bildet das Customer Intelligence Evolution Framework (CIEF) mit fünf klar strukturierten Stufen. Der Beitrag verbindet wissenschaftliche Erkenntnisse mit Praxiserfahrungen und zeigt, welches Potenzial sich in Form von höherer Datenqualität, kürzeren Vertriebszyklen und wachsenden Cross-Selling-Quoten erschließen lässt.

Suggested Citation

  • Lars G. Volkmann & Manuel Marini & Jonathan Höhn, 2025. "Datenbasiert zum Vertriebserfolg – Customer Intelligence Evolution der ZSH (MLP)," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 131-141, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48463-7_7
    DOI: 10.1007/978-3-658-48463-7_7
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