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Freude am Fahren: Kunden zu Fans machen

In: Kunden begeistern

Author

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  • Melanie Schillinger

    (BMW Group)

Abstract

Zusammenfassung In den kommenden Jahren werden viele Branchen vor tiefgreifenden Umbrüchen und Veränderungen stehen, da sich die Wünsche und Erwartungen der Kunden an Unternehmen stetig weiterentwickeln. So auch in der Automobilbranche: Das Segment der Premium-Automarken rückt immer näher zusammen in dem, was diese anbieten, leisten und verkörpern. Aus Sicht der Produktqualität herrscht ein Kopf-an-Kopf-Rennen auf höchstem Niveau. Wirft man einen Blick auf den Bereich Kundeninteraktion, so gibt es hier die größten Optimierungspotenziale und damit die Chance, sich im Wettbewerb abzuheben. BMW will hierbei eine Vorreiterrolle einnehmen.

Suggested Citation

  • Melanie Schillinger, 2023. "Freude am Fahren: Kunden zu Fans machen," Springer Books, in: Elke Benning-Rohnke & Joachim Hasebrook & Mirjam Pütz (ed.), Kunden begeistern, chapter 14, pages 191-206, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38264-3_14
    DOI: 10.1007/978-3-658-38264-3_14
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