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Customer Intelligence: Strategien und Use Cases zur Nutzung von Kundendaten

Customer Intelligence: Strategien und Use Cases zur Nutzung von Kundendaten

          
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About the Book

Dieses Buch zeigt, wie Unternehmen Kundendaten systematisch in messbaren Mehrwert umwandeln können - mit praxisnahen Frameworks, Use Cases und Tools. Ob Golden Record, Customer Data Platform oder KI-gestützte Personalisierung: Die Beiträge von Expert*innen aus Praxis und Wissenschaft liefern konkrete Lösungen für datengetriebenes Marketing, Vertrieb, Service und Compliance. Es zeigt sich: Erst das Zusammenspiel aus datenbasierter Analyse, menschlicher Empathie und klar strukturierten Prozessen schafft nachhaltige Kundenbindung und wirtschaftlichen Erfolg. Daher werden auch die strategischen und organisatorischen Voraussetzungen in den Fokus gerückt.

Das Herausgeberwerk richtet sich an Fach- und Führungskräfte in Marketing und Vertrieb sowie an Lehrende, Forschende und Studierende, die mithilfe von Kundendaten zukunftsorientierte Geschäftsmodelle gestalten möchten. Es lädt dazu ein, bestehende Prozesse zu hinterfragen und neue Potenziale zu entdecken.

"Selten kommt es vor, dass Praktiker ihr Wissen so offen und strukturiert teilen. In diesem Buch ist genau dies der Fall: Erfahrene Unternehmer, Führungskräfte und Data Scientists geben ihren Erfahrungsschatz preis. Ich möchte die Leserinnen und Leser ermutigen, die Erkenntnisse dieses Buches als Kompass zu nutzen - in einer Welt, die zwar von Daten überflutet wird, zugleich aber nach klarer Orientierung sucht. Die hier behandelten Strategien und Use Cases werden Sie inspirieren, Customer Intelligence nicht als technische Pflichtübung, sondern als zentrales Element Ihrer Unternehmensphilosophie zu begreifen. Letztlich entscheidet nicht die Menge der Daten über den Unternehmenserfolg, sondern wie intelligent diese genutzt werden." (Prof. Dr. Dr. h.c. mult. Hermann Simon, Simon-Kucher & Partners)



Table of Contents:
Strategien zur Nutzung von Kundendaten.- Konkrete Use Cases und Geschäftsideen hinter den Use Cases.- Herausforderungen bei der praktischen Umsetzung.- Wertvolle Hinweise für Marketingentscheider.


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Product Details
  • ISBN-13: 9783658484620
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 526
  • Sub Title: Strategien und Use Cases zur Nutzung von Kundendaten
  • ISBN-10: 3658484624
  • Publisher Date: 21 Nov 2025
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Width: 168 mm


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