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Touchpoints entlang der Customer Journey mit Social Media Marketing erfolgreich gestalten

In: Customer Experience Leadership im Tourismus

Author

Listed:
  • Uta Scheunert

    (IU Internationale Hochschule)

Abstract

Zusammenfassung Um Kundenbeziehungen im Sinne eines Customer Relationship Management (CRM) aufzubauen und langfristig zu stärken, gilt es, relevante Touchpoints entlang der Customer Journey zu identifizieren und zu gestalten. Mit Social Media Marketing (SMM) kann rasch und regelmäßig ein relativ großer Empfängerkreis erreicht, durch die zugrunde liegende Interaktion die Beziehung zu den (potenziellen) Kunden intensiviert und Wissen über die Zielgruppe erlangt werden (Li et al., 2021; Wirtz & Balzer, 2023; Liu et al., 2024). Durch die Umsetzung geeigneter SMM-Strategien, ein umfassendes Verständnis über Touchpoints entlang der Customer Journey und die zielgerichtete Ausgestaltung der Touchpoints können Unternehmen relevante Mehrwerte (Stärkung der Kundenbeziehung, Steigerung der Loyalität, Kauf bzw. Wiederkauf) für das Unternehmen generieren.

Suggested Citation

  • Uta Scheunert, 2026. "Touchpoints entlang der Customer Journey mit Social Media Marketing erfolgreich gestalten," Springer Books, in: Marco A. Gardini (ed.), Customer Experience Leadership im Tourismus, pages 323-341, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50094-8_17
    DOI: 10.1007/978-3-658-50094-8_17
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