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Technology and Disruption: How the New Customer Relationship Influences the Corporate Strategy
Abstract
It is increasingly the case that major changes in the technological environment and customer digital behavior have a significant impact on the way companies manage their customer relationship. Here, the related perspectives of value management are concerned: (a) the design of products and services including the way of interaction with the customer that generate a high customer benefit and (b) the focus of companies on customers with high profit margin and sales potential.
The flow of information is also in two directions. Firstly, one information flow refers to data that originates from the customer. Through digitized customer relationship processes, companies receive more detailed and real-time data about products and services than was the case earlier—this is a noticeably new situation for industries that formerly had limited contact with the end consumer.
Secondly, there is an information flow triggered by the company as it is now easier for enterprises to actively communicate with customers increasingly in real time and individually. This direct marketing has been revolutionized in a digital and networked world, making a long discussed 1:1 marketing approach feasible.
This is an opportunity and a challenge for the corporate strategy at the same time. The ability to extract information from big data and evolve smart data becomes a competitive factor: on the one hand, tailored products and services can be offered to the customer, while on the other hand, the controlling and steering of customer value management in real time is possible.
In the first step, the paper examines the challenges for CRM in a world of disruptive technology. In the second step, it shows how digital transformation changes the flow of information from customer to company and vice versa by looking at different industries. In the third step, the influence on corporate strategy is examined, and a broader definition of CRM is suggested regarding both aspects, the perspective of the company and the perspective (and perception) of the customer.
... Company digital behavior and the technological environment are increasingly having a significant impact on the way companies manage their customer relationship (Krämer, Tachilzik, & Bongaerts, 2017;Wan, 2017). Historical research on ESQ by Wolfinbarger and Gilly (2003) identified website design, fulfillment/reliability, security/privacy, and customer service as key elements in early research. ...
... These early pioneers supported later research by Lau, Kwek, and Tan (2011), which indicated that airline e-ticketing was comprised of five variables including ease of use, website design, assurance, responsiveness, and personalization. Therefore, from the review of the literature and theory, the following five observed variables were included in the study: ease of use (ea), efficiency (ef), personalization (per), website design (wd), and privacy (pc) (Gefen, 2002;Zeithaml et al., 1990;Krämer et al., 2017;Lau et al., 2011;Barnes & Vidgen (2002); Wolfinbarger & Gilly, 2003). This therefore led to the study's following hypothesis: ...
Low-cost carrier (LCC) aviation has exploded globally, which now represents 26% of all passenger seats, while in Southeast Asia LCC passengers have soared to 54%. The purpose of this research was, therefore, to develop and examine the accuracy of a structural equation model of the factors affecting repurchase intention of low-cost carrier passengers in Thailand. Convenience sampling was utilized to obtain a sample of 440 individuals from four Thai low-cost carriers, including Thai AirAsia, Nok Air, Thai Lion Air (Don Muang Airport-DMK), and Thai Smile Airways (Suvarnabhumi Airport-BKK) in 2016. To examine the study’s five latent and 22 observed variables, a 97-item survey was used. Results from the study determined the positive and significant influences that customer satisfaction has on customer loyalty, followed by electronic service quality on customer satisfaction, and customer satisfaction on repurchase intention, respectively.
... Transformasi ini memanfaatkan Transformasi digital Domain Pelanggan secara signifikan mempengaruhi kelangsungan dan penting bagi organisasi untuk berorientasi pasar dan beradaptasi dengan ekspektasi pelanggan yang berkembang pada dinamika pasar. Menurut penelitian dari Krämer et al. (2017), Transformasi digital memungkinkan perusahaan untuk merancang ulang produk dan layanan mereka, dengan fokus pada interaksi pelanggan bernilai tinggi, yang meningkatkan kepuasan dan loyalitas pelanggan. Hasil studi dari (Shrivastava, 2017), menemukan bahwah pergeseran menuju pengalaman pelanggan yang dipersonalisasi sangat penting untuk mempertahankan posisi pasar, terutama di industri seperti komunikasi, di mana harapan pelanggan berubah dengan cepat. ...
Penelitian ini bertujuan untuk menganalisis peranan transformasi digital dalam mendukung keberlangsungan usaha UMKM di Kota Manado. Transformasi digital telah menjadi faktor kunci dalam perkembangan dan keberlangsungan bisnis di era digital saat ini. Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan pilar penting dalam perekonomian lokal, termasuk di Kota Manado. Namun, UMKM sering menghadapi tantangan dalam mengadopsi teknologi digital dan memanfaatkannya secara optimal. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survey melalui angket terhadap 55 pelaku UMKM di Kota Manado dengan teknik purposive sampling. Hasil dari penelitian menunjukkan bahwa Domain Pelanggan secara parsial berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM, Domain Persaingan secara parsial berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM, dan Domain Inovasi secara parsial berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM di Kota Manado. Sedangkan secara simultan, ketiga variabel bebas berpengaruh signifikan terhadap Keberlangsungan Usaha UMKM di Kota Manado. Penelitian ini dapat memberikan kontribusi signifikan dalam memahami bagaimana transformasi digital dapat menjadi motor penggerak keberlangsungan usaha UMKM, khususnya di Kota Manado, yang memiliki potensi ekonomi besar namun masih memerlukan akselerasi dalam bidang digitalisasi. This research aims to analyze the role of digital transformation in supporting the sustainability of MSME businesses in Manado City. Digital transformation has become a key factor in the development and sustainability of business in the current digital era. Micro, Small and Medium Enterprises (MSMEs) are an important pillar in the local economy, including in the City of Manado. However, MSMEs often face challenges in adopting digital technology and making optimal use of it. This research uses a quantitative approach by conducting a survey via questionnaire of 55 MSME actors in Manado City using a purposive sampling technique. Data will be analyzed to identify the opportunities and challenges faced by MSMEs in adopting digital transformation, as well as to evaluate the impact of digital transformation on the sustainability of their businesses. The results of this research are that the Customer Domain partially has a significant effect on the Sustainability of MSME Businesses, the Competition Domain partially has a significant effect on the Sustainability of MSME Businesses, and the Innovation Domain partially has a significant effect on the Sustainability of MSME Businesses in Manado City. Simultaneously, the three independent variables have a significant effect on the sustainability of MSME businesses in Manado City. This research makes a significant contribution in understanding how digital transformation can be a driving force for the sustainability of MSME businesses, especially in the city of Manado, which has large economic potential but still requires acceleration in the field of digitalization.
... Pelanggan sekarang memiliki akses yang lebih cepat ke informasi tentang barang dan jasa berkat Internet, dan mereka lebih sadar akan reputasi dan tanggung jawab sosial sebuah merek (Krämer et al., 2017). Di pasar konsumen, pergeseran struktural dalam orientasi perusahaan terhadap konvergensi harga didukung oleh konvergensi teknologi serta konektivitas di seluruh dunia yang diciptakan oleh adopsi teknologi yang ekstensif oleh pemasok dan pelanggan (Pires et al., 2006). ...
Dalam lanskap digital yang sangat terhubung saat ini, krisis merek perusahaan dapat menyebar dengan cepat dan meningkat di Indonesia, yang berpotensi menyebabkan kerusakan reputasi dan keuangan yang signifikan. Makalah ini membahas tantangan unik dan praktik terbaik untuk mengelola krisis merek korporat di lingkungan jaringan dalam konteks Indonesia. Penelitian ini menyoroti peran penting media sosial dan platform online dalam kemunculan krisis dan strategi manajemen krisis. Penelitian ini menggarisbawahi pentingnya sistem deteksi dini, protokol respons cepat, komunikasi yang transparan di seluruh saluran, dan keterlibatan pemangku kepentingan yang proaktif. Nuansa budaya, seperti pengaruh influencer dan tokoh online, juga dieksplorasi sebagai faktor penting yang membentuk opini publik selama krisis di Indonesia. Makalah ini menguraikan perlunya tim manajemen krisis yang berdedikasi, hirarki pengambilan keputusan yang jelas, dan rencana komunikasi krisis yang jelas yang disesuaikan dengan audiens Indonesia. Pada akhirnya, penelitian ini berkontribusi pada pemahaman yang lebih dalam tentang menavigasi ekosistem digital yang kompleks untuk manajemen reputasi di pasar Indonesia, menawarkan kerangka kerja bagi organisasi untuk melindungi ekuitas merek mereka secara proaktif.
... Such dynamics project the firms in a data-rich environment in which they must develop analytics methods enough flexible to fit structured and unstructured digital data generated within or out of the firms' boundaries (Wedel and Kannan 2016). Data-richness can quickly lead to big data and extracting information from big data is a recognized competitive factor in the digital transformation (Krämer, Tachilzik and Bongaerts 2017). Thanks to a set of recommendations for how to Digital transformation behaviors in the agri-food context: an exploratory analysis successfully introduce big data analytics, firms can master the related organizational renovations while facing the digital transformation (Dremel et al. 2017). ...
Firms cannot avoid digital transformation and nothing could be more
important for them than exploit the digital data created by new technologies. Yet, we still
lack a clear understanding of how firms, especially in agri-food industries, are
transformed by digital technologies. This article contributes to an understanding of how
agri-food firms behave in distinct stages of digital transformation and shows how
digitalization enablers influence these behaviors. This research also empirically
demonstrates that digital data exploitation behaviors change according to the data
sources employed by the firms when trying to develop their products
... Furthermore, by use of CRM airline staff will have a better overview of the passenger. This is consistent with Krämer, Tachilzik and Bongaerts (2017) and Wan (2017), which reported that an airline's digital behavior and the associated technological environment, are increasingly having a significant impact on the way companies manage their customer relationships. Also, CRM is a competitive strategy, and the focus needs to be given to consumers. ...
The degree of digitalization and potential of growth in this sector are the new criteria that split the countries into various groups. The aim of this research is to find an easier and faster method of assessing the level of digitalization for countries, over different periods, having a sample 10 countries from Central and Eastern Europe. The research compares and groups these countries, determining the impact of four additional variables on their digitalization level. There were combined multiple analyses including comparative, cluster and panel analysis. As a result, we defined a new standardized indicator, named Digi-Index, which can be adapted for various time ranges, countries or study groups. Academic researchers or business practitioners can use the Digi-Index, the clusters and their characteristics to build development plans for the digital sector, based on each country's conditions, potential and influence factors.
Bu çalışmanın amacı Sanayi 4.0 dönüşümü bağlamında pazar ve müşteri yönlü IoT uygulamalarının kapsamını değerlendirmek, bu uygulamalara ilişkin olarak kurumsal yenilik ve girişimcilik stratejileri kapsamında düşünsel bir altyapı oluşturmak ve bunları Türk iş yazılımı sektörü bağlamında analiz etmektir. Keşifsel nitelikte tasarlanan bu çalışmada, Türkiye’de iş yazılımları alanında faaliyet gösteren işletmelerle yapılan odak grup çalışmaları ve derinlemesine görüşmelerle, bu işletmelerin sunduğu yeni nesil müşteri odaklı çözümler incelenmiştir. Çalışma bulgularında, iş yazılımları pazarında Sanayi 4.0 dönüşümü için hazır bulunuşluk seviyesinin düşük seyrettiği; bu teknolojilerin kullanımının daha çok perakende ve lojistik gibi alanlarla sınırlı olduğu ve bu alanların daha çok gelişime açık olduğu görülmektedir. Çalışmada, Türk İş Yazılım Sektöründe faaliyet gösteren işletmeler ve müşterileri de dâhil olmak üzere paydaşlar arasında Sanayi 4.0 ve IoT tabanlı rekabetçi stratejilerin geliştirilebilmesi için bir işbirliği modeli önerilmiştir.
Bulgaria has a unique chance of identifying the tourism market using its paleobotanical deposits and geological phenomena that can successfully be included not only in the cultural heritage list but also in the tourist branding. The presence of natural paleontological surface outcrops with a fossil flora from the RhodopeanPaleogene create real conditions for modeling of successful tourist destinations, which is offered for the first time in the country. The tourism resources in the Rhodopesmountain have been identified, with an analysis of the geological conditions, the paleobotanical records and the accessibility to the natural fossil sites in the area of Mesta and PolkovnikSerafimovograbens. An assessment of the potential for development of paleontological tourism in the Rhodopes region was made.
Eine stark an die Nachfrage angepasste Preisgestaltung ist sowohl durch eine dynamische Preisbestimmung (die Preise richten sich nach der Marktsituation) als auch durch eine personalisierte Preisgestaltung möglich (unterschiedliche Kunden erhalten auf sie zugeschnittene Preise). Die Wirkungen für und Bewertungen durch Unternehmen und Endkunden sind dabei unterschiedlich. Auch die Kombination beider Facetten, ein dynamisiertes personalisiertes Pricing als „Ausbaustufe“, ist denkbar. Der einzelne Käufer erhält dann zum Zeitpunkt der Kaufentscheidung einen individuell auf die Person zugeschnittenen Preis. Neben Herausforderungen bei der Abschätzung von Zahlungsbereitschaften in Echtzeit (also zum Zeitpunkt einer konkreten Anfrage) bestehen vor allem in puncto Kommunikation Chancen und Risiken.
Both in private and the business sector, there is a significant increase in the use of videos. Companies take advantage of videos not only as a source of information but also as learning tools. Explainer videos effectively convey complex facts to a target group within a very short time. Characterizing elements are storytelling and a multisensory experience. Explainer videos are usually 1–3 min long. Rather than going into detail, they focus on the most relevant facts. The visualization includes animated illustrations, graphics, photos, and text. This article explores the future potential of explainer videos as a learning tool based on empirical research, academic and practical literature, and experience. Among other sources, findings are based on two empirical studies (representative for the German and US population, 18+ years): the first study focuses on the market potential for online courses in B2C and B2B market segments and the second investigates the effectiveness and efficiency of different explainer video formats (experimental online survey).
Ratingskalen und Matrixbewertungen stellen ein wichtiges und häufig genutztes Instrument in Erhebungen dar. Sie bieten die Chance zu einer aus Teilnehmersicht verständlichen und aus Institutssicht effizienten Aufnahme von Informationen. Mit der stärkeren Nutzung von Mobile Research ergeben sich neue Herausforderungen für die Gestaltung und Verwendung von Ratingskalen. Grundsätzlich besteht die Möglichkeit, durch die Gestaltung der Skalen Einfluss auf die Untersuchungsergebnisse zu nehmen. Dabei erscheinen zwei Faktoren besonders relevant: Erstens die Anzahl der Skalenpunkte und zweitens die Reihung der Skala (positiv zu negativ vs. negativ zu positiv). Die Grundlagen-Literatur zu beiden Einflussfaktoren ist teilweise widersprüchlich. Basierend auf drei Studien mit Experimentaldesigns zum Skalenformat werden die Einflüsse eines veränderten Skalendesigns (Anzahl Skalenpunkte und -reihung) gemessen. Darauf aufbauend werden Empfehlungen für die Handhabung von Ratingfragen innerhalb von Onlinestudien gegeben, die mehrere unterschiedliche Endgeräte (Mixed Devices) einbeziehen.
The article begins by presenting a model for the structuring of customer data which can be used to demonstrate the value of data in different forms of aggregation. Since Customer Value plays a crucial role in this model the term is examined more closely. As part of a value-based customer relationship management critical parameters are customer benefits and customer profitability. Both perspectives are included in the term Customer Value. A segmentation approach is shown which integrates the key measures of customer relationship management: value generation from the customer perspective (“Value to the Customer”) and value generation from the company’s perspective (“Value of the Customer”). The practical application of the method is demonstrated with typical cases concerning both, B2B as well as B2C markets.
Trotz des strategischen Stellwerts scheitern Segmentierungen häufig an der fehlenden nachhaltigen operativen Umsetzbarkeit u.a. im Vertrieb. Der Beitrag stellt den in der Praxis erprobten Value-to-Value-Segmentierungsansatz vor, der die zwei Wertperspektiven des Customer-Value-Managements (Kunden- und Unternehmensperspektive) vereinigt.
Cheap open-access journals raise questions about the value publishers
add for their money.
Realizing that customer retention is more critical than ever, companies have ramped up, their efforts to listen to customers. But many struggle to convert their findings into practical prescriptions for customer-facing employees. Some companies are addressing that challenge, say three Bain & Company consultants, by creating feedback loops that start at the front line. They forgo elaborate, centralized feedback mechanisms in favor of quickly polling customers with the question, How likely are you to recommend us? Firms use the responses to calculate their Net Promoter Score (NPS), a metric everyone in the organization can track. The greatest impact comes from relaying the results immediately to the employees who just served the customers - and empowering those employees to act on any issues raised. Allianz used this method to pinpoint make-or-break customer experiences. Claims representatives in a European insurance operation, for instance, learned that delays in reimbursement were a huge source of frustration for customers. Workers rapidly solved the problem by developing a new set of protocols, which spurred a sizable increase in NPS - and in policy renewals. Over time, NPS feedback can also be compiled into a baseline of customer experience, which firms can then draw upon to field-test ideas or make process and policy refinements. The household fixture maker Grohe did this by tracking the effect that the number of sales calls had on NPS in one of its markets. Grohe saw that scores spiked at three visits and then fell off. In response, it cut back on unproductive customer contact and freed up 25% more sales capacity.
Recent research challenges the idea that greater choice is always desirable, showing that larger assortments can increase choice deferral and switching. The present research demonstrates that even when consumers do make a purchase, the same item may generate lower satisfaction when chosen from a larger as opposed to a smaller assortment. The authors explain this effect in terms of an expectation-disconfirmation mechanism. When assortments are small, consumers have low expectations about their ability to match their preferences. As assortment sizes increase, so do consumers' expectations of the degree of preference match they can achieve. Subsequently, consumers may experience greater negative expectation-disconfirmation or less positive expectation-disconfirmation when a chosen item came from a larger as opposed to a smaller set. Either less positive or more negative disconfirmation leads to lower choice satisfaction. Results from three studies support this expectation-based process and establish this mechanism in addition alternative explanations such as choice overload.
It is increasingly apparent that the financial value of a firm depends on off-balance-sheet intangible assets. In this article, the authors focus on the most critical aspect of a firm: its customers. Specifically, they demonstrate how valuing customers makes it feasible to value firms, including high growth firms with negative earnings. The authors define the value of a customer as the expected sum of discounted future earnings. They demonstrate their valuation method by using publicly available data for five firms. They find that a 1% improvement in retention, margin, or acquisition cost improves firm value by 5%, 1% and .1% respectively. They also find that a 1% improvement in retention has almost five times greater impact on firm value than a 1% change in discount rate or cost of capital. The results show that the linking of marketing concepts to shareholder value is both possible and insightful.
Companies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of top-line growth can usually be captured in a single survey question: Would you recommend this company to a friend? This finding is based on two years of research in which a variety of survey questions were tested by linking the responses with actual customer behavior--purchasing patterns and referrals--and ultimately with company growth. Surprisingly, the most effective question wasn't about customer satisfaction or even loyalty per se. In most of the industries studied, the percentage of customers enthusiastic enough about a company to refer it to a friend or colleague directly correlated with growth rates among competitors. Willingness to talk up a company or product to friends, family, and colleagues is one of the best indicators of loyalty because of the customer's sacrifice in making the recommendation. When customers act as references, they do more than indicate they've received good economic value from a company; they put their own reputations on the line. And they will risk their reputations only if they feel intense loyalty. The findings point to a new, simpler approach to customer research, one directly linked to a company's results. By substituting a single question--blunt tool though it may appear to be--for the complex black box of the customer satisfaction survey, companies can actually put consumer survey results to use and focus employees on the task of stimulating growth.
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