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Die Perspektive des Kunden erfassen

In: Kunden begeistern

Author

Listed:
  • Elke Benning-Rohnke

    (Benning & Company
    zeb.rolfes.schierenbeck.associates)

  • Sebastian Martin

    (zeb.rolfes.schierenbeck.associates)

Abstract

Zusammenfassung Kundenerlebnisse gestalten sich an Touchpoints. Jedes Erlebnis umfasst mehrere sensorische Ebenen und Erlebnisdimensionen. Es gibt unterschiedliche Prototypen, um Kundenerlebnisse zu verbessern. Die Prototypen unterscheiden sich in der Haltung des Unternehmens und in der Art und Weise welche und wie Daten erhoben werden. Diese Prototypen sind nicht überschneidungsfrei und es unterliegt ihnen keine bessere oder schlechte Bewertung. Es gibt verschiedene Methoden, die Qualität von Kundenerlebnissen und Kundenloyalität zu messen. Der Net Promoter Score (NPS) ist eine Kennzahl, die die Weiterempfehlungsbereitschaft misst. Der Vorteil der Methode liegt in seiner Einfachheit. So gut wie alle Unternehmen, die Praxisberichte zu diesem Buch beigetragen haben, verwenden ihn.

Suggested Citation

  • Elke Benning-Rohnke & Sebastian Martin, 2023. "Die Perspektive des Kunden erfassen," Springer Books, in: Elke Benning-Rohnke & Joachim Hasebrook & Mirjam Pütz (ed.), Kunden begeistern, chapter 2, pages 19-37, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38264-3_2
    DOI: 10.1007/978-3-658-38264-3_2
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