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Customer Experience im digitalen Zeitalter. Eine Analyse der Entwicklungen und Zukunftspotenziale am Beispiel der Tom Tailor GmbH

Customer Experience im digitalen Zeitalter. Eine Analyse der Entwicklungen und Zukunftspotenziale am Beispiel der Tom Tailor GmbH

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Das Ziel der Arbeit ist es herauszufinden, welchen Herausforderungen sich das Customer Experience Management im Zuge der voranschreitenden Digitalisierung stellen muss und welche Vorkehrungen getroffen werden müssen, um ein nachhaltiges und erfolgreiches Kundenerlebnis zu generieren und damit die ökologischen Ziele des Unternehmens zu unterstützen. Als erstes gilt es die Bereiche rund um das Thema Customer Experience (kurz: CE) und Customer Experience Management zu definieren, indem unter anderem der Managementprozess und die zentralen Zielsetzungen aufgezeigt werden, sowie eine Abgrenzung zum Customer-Relationship-Management (kurz: CRM) geschaffen wird. Folglich wird die Bedeutung einer Marke für eine erfolgreiche Customer Experience anhand des Identitätsorientierten Ansatzes erläutert. Auf Basis eines grundlegenden Verständnisses über Customer Experience und die Wichtigkeit einer einheitlichen Markenidentität, werden im darauffolgenden Kapitel die Veränderungen und Herausforderungen des CEM im digitalen Zeitalter beleuchtet. Schließlich folgt die Vorstellung dreier Maßnahmen und Instrumente, denen sich das digitale CEM bedienen kann. Angefangen mit der Bedeutung von Brand Codes über die Implementierung einer Omni-Channel-Strategie bis hin zur Konzipierung einer Customer Journey Map. Der Praxisteil wird durch die Vorstellung der sechs Best Practice Beispiele eingeleitet und wagt damit einen Blick in die Zukunft des Customer Experience Managements. Darauf folgt die Beurteilung der Customer Experience von Tom Tailor entriert durch die Einordnung der Marke im Modesegment. Abschließend wird eine Handlungsempfehlung für Tom Tailor gegeben, die auf den Trends und der beurteilten Customer Experience beruht.


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Product Details
  • ISBN-13: 9783346418746
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 42
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 334641874X
  • Publisher Date: 23 Apr 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 68 gr


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