Summary

"The unmanageable Customer"

Digitalisation has revolutionised customer service. Today, customers expect a dialogue on par with the company. In exchange, they are willing to cooperate in value chain. The customer stands no longer at the end of the value chain, but takes part therein. Companies must reflect this change in consumer behaviour saying goodbye to the traditional division of work. Consumers do not accept the separation of responsibilities in marketing, sales or customer service.

Quelle: Hanitsch, M. and Dmoch, T. (2013),“The unmanageable customer“, Unternehmen & Trends. Sonderausgabe zur CEBIT, p. 28-29.