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Data-Driven Sales Success—Customer Intelligence Evolution at ZSH (MLP)

In: Customer Intelligence

Author

Listed:
  • Lars G. Volkmann

    (ZSH GmbH Finanzdienstleistungen)

  • Manuel Marini

    (Marini Systems GmbH)

  • Jonathan Höhn

    (Marini Systems GmbH)

Abstract

Digital data silos, lengthy Excel loops, and gut-feeling decisions often hinder many financial companies from gaining a clear view of customer profiles. ZSH GmbH—a subsidiary of the MLP Group—demonstrates that it is possible to overcome this situation. In collaboration with Marini Systems, a Customer Data Platform (CDP) was developed that consolidates customer, contract, commission, and marketing data, enriches it using AI, and serves as a foundation for both strategic management and daily sales decisions. The methodological backbone is the Customer Intelligence Evolution Framework (CIEF) with five clearly structured stages. This article combines scientific insights with practical experience and illustrates the potential that can be unlocked in the form of higher data quality, shorter sales cycles, and increasing cross-selling rates.

Suggested Citation

  • Lars G. Volkmann & Manuel Marini & Jonathan Höhn, 2026. "Data-Driven Sales Success—Customer Intelligence Evolution at ZSH (MLP)," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 115-124, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51109-8_7
    DOI: 10.1007/978-3-658-51109-8_7
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