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Ran an den Kunden – So wird die Customer Journey zum Erfolgstrip

In: Marketing und Sales Automation

Author

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  • Roger Voland

    (T-Systems)

Abstract

Zusammenfassung Die digitalen Technologien revolutionieren nicht nur die Art und Weise, wie Unternehmen arbeiten, sie beeinflussen auch grundlegend die Rolle des Marketings. Denn der Kunde hat sich fundamental verändert; sowohl in seiner Entscheidungsfindung als auch in seinen Erwartungen an die Hersteller, Produkte und Dienstleister. Diese Revolution gilt im Consumer-Bereich ebenso wie im B2B-Sektor. Was Mitarbeiter in ihrer Freizeit zu schätzen gelernt haben, möchten sie in der Businesswelt nicht mehr missen. Damit erlangt Marketing Automation eine zentrale Bedeutung. Produktinformationen allein genügen schon lange nicht mehr, um Kunden langfristig für sich zu gewinnen. Um die Customer Journey zum Erfolgstrip zu machen, ist mehr notwendig. Was das ist, erfahren Sie im nachfolgenden Beitrag.

Suggested Citation

  • Roger Voland, 2021. "Ran an den Kunden – So wird die Customer Journey zum Erfolgstrip," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 13, pages 179-192, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_13
    DOI: 10.1007/978-3-658-21688-7_13
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