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Grundlagen zu Customer Insights (Beitrag von Prof. Dr. Stefan Kolb)

In: Customer Insights

Author

Listed:
  • Jonas Rashedi

    (Rashedi Consulting GmbH)

Abstract

Zusammenfassung Dieses Kapitel ist ein Gastbeitrag von Herrn Professor Stefan Kolb, Leiter des Studiengangs BWL-Digital Commerce Management an der Dualen Hochschule Baden-Württemberg (Standort Karlsruhe). Dieser Gastbeitrag legt die Grundlagen für das Themengebiet Customer Insights. Herr Professor Kolb diskutiert zunächst den Begriff „Customer Insights“ (Abschn. 2.1). Danach nimmt er eine differenzierte Sichtweise auf Customer Insights in Abhängigkeit vom Reifegrad der Angebote des betrachteten Unternehmens ein: So lassen sich Customer Insights sowohl zur Entwicklung neuer als auch zur Weiterentwicklung bestehender Angebote nutzen (Abschn. 2.2).

Suggested Citation

  • Jonas Rashedi, 2024. "Grundlagen zu Customer Insights (Beitrag von Prof. Dr. Stefan Kolb)," Springer Books, in: Customer Insights, chapter 2, pages 3-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-43392-5_2
    DOI: 10.1007/978-3-658-43392-5_2
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