Kundenerlebnis als Wettbewerbsvorteil

The authors illustrate through concrete case studies (Apple, Mini, O2, Red Bull, Segafredo Zanetti, SevenOne Media, and VW GTI) how leading companies leverage customer experience as a competitive advantage. They provide a strategic framework along with a 5-step plan that includes the essential tools for implementation: target group segmentation and selection, positioning, branding, service, and innovation. It is truly no fun being a customer in Germany. Department stores have turned into warehouses. Products are not innovative. Service is often forgettable. This must come to an end - such is the provocative demand of the authors. Finally take your customers seriously! "Customer Experience as a Competitive Advantage" presents the customer experience model developed by Bernd Schmitt at Columbia University, which has proven successful in practice. It shows how customers perceive your company.