Using Customer Data and Feedback to Optimize Products and Services

Laura Braun () and Sven Reinecke ()
Additional contact information
Laura Braun: Dr. Braun Innovation GmbH
Sven Reinecke: University of St. Gallen, Institute for Marketing & Customer Insight

A chapter in CRM Goes Digital, 2025, pp 249-260 from Springer

Abstract: Abstract The market’s increasing diversity of providers, products, and services confronts today’s companies with expanding customer demands and desires for immediate, individual treatment. Systematically managing customer data and concretely collecting and using feedback makes an effective and efficient customer approach possible, and also facilitates the individualization and optimization of services and products. This chapter deals with the preconditions, options for action, and effects of individualized service design. First, we discuss the necessity of data collection and enrichment as a basis for the use of customer data. Subsequently, we demonstrate possibilities and design measures in interaction and performance optimization through concrete examples. At the end of the chapter, we summarize relevant findings for decision-makers with guiding questions for a management-oriented approach in customer-data-centric product and service design.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-658-45798-3_19

Ordering information: This item can be ordered from
http://www.springer.com/9783658457983

DOI: 10.1007/978-3-658-45798-3_19

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().