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Mit Customer Experience Management die Digitalisierung meistern: Die Rolle von Unternehmenskultur und -organisation

Author

Listed:
  • Bingemer, Stephan
  • Ohlwein, Martin

Abstract

Confronted with digitization, many companies establish customer experience management (CEM) as a measure to become a customer-centric organization. Based on a pre-study of 25 qualitative interviews with executives from different industries, this paper derives a conceptual approach that helps managers to effectively drive the necessary changes that come along with digitization. This work suggests that digitization is much more a matter of culture and adoption than it is one of technological capabilities and IT invest. This paper provides a segmentation and guides managers confronted with the task to lead their companies towards the "holy grail of digitization".

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Handle: RePEc:zbw:ismwps:299605
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