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

Stephan Bingemer and Martin Ohlwein

No 15, ISM Working Papers from International School of Management (ISM), Dortmund

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".

Keywords: Beziehungsmarketing; Digitalisierung; Unternehmenskultur (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:ismwps:299605

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