Shaping the Transformation to a Customer-Committed Organization

Mathias Weber ()
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Mathias Weber: G&P Markenberatung GmbH

Chapter Chapter 3 in Customer-Committed, 2025, pp 37-68 from Springer

Abstract: Abstract Exciting customer experiences are created from the inside out—from the employee to the customer. How customer-committed a brand is, depends on the internal operationalization. Based on the strategic foundation, many factors must therefore work together perfectly within the company: The customer receives the right product with the right process via the right channel at the right time. It is also essential to have the right people with the right attitude. It is people who not only design offers and processes for customers, but whose behavior becomes directly or indirectly perceptible to customers. In the following chapter, we will look more closely at the components that make up a customer-committed organization. This also involves the question of how those responsible can actively manage the change process, which tools can be used in this process, and how internal stakeholders can be involved.

Date: 2025
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DOI: 10.1007/978-3-658-47701-1_3

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