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Digital Dialog Insights 2017

Customer Centricity – Kluft zwischen Anspruch und Wirklichkeit

Im Rahmen der Digital Dialog Insights, die in Kooperation der Hochschule der Medien, Stuttgart, und United Internet Media entsteht, wurden über 120 Dialogmarketing-Experten aus unterschiedlichen Branchen sowie rund 1000 Nutzer von WEB.DE und GMX befragt. Dabei wurden neben der Bedeutung der Customer Centricity für das Dialogmarketing auch die Investitionsbereitschaft und Herausforderungen von den Experten benannt. Darüber hinaus wurde das Konzept der User Centricity eingeführt und im Kontext untersucht. Konkret wird dabei unter User Centricity das Erkennen und Berücksichtigen des Verhaltens und der Bedürfnisse des digitalen Nutzers verstanden.

Die Studie gibt somit Antworten auf folgende Fragen:

  • Welche Bedeutung hat Customer Centricity für Unternehmen?
  • Wird Customer Centricity gelebt?
  • Wird User Centricity als Voraussetzung von Customer Centricity gelebt?
  • Welche Instrumente werden genutzt?
  • Was denken und empfinden die User über Customer Centricity?

KEY INSIGHTS

  • Customer Centricity ist von sehr hoher Bedeutung für den Unternehmenserfolg. Das sagen 85 Prozent der befragten Experten. Customer Centricity ist laut drei Viertel der befragten Experten Bestandteil der erklärten Unternehmensstrategie und mehr als jeder zweite Experte hält in seiner Branche Kundenorientierung für wichtiger als Produktorientierung.
  • Knapp 50 Prozent der Experten bescheinigen ihren Unternehmen und Branchen, dass Customer Centricity gelebte Praxis ist und über alle Touchpoints hinweg funktioniert.
  • Die Voraussetzungen für erfolgreiche Customer Centricity Communication ist hohe Datenqualität sowie User Centricity bezüglich Design und Tools. CC auf User-Seite äußerst gewünscht: 75 Prozent wünschen sich, dass Unternehmen sie als Konsument verstehen und individuell behandeln.
  • Ein Drittel der User hat jedoch den Eindruck, dass Unternehmen nicht viel über die Erwartungen/ Wünsche/ Bedürfnisse wissen und dementsprechend bei der Werbeansprache nicht richtig übersetzen.
  • E-Mail spielt weiterhin als Kommunikationsweg mit Unternehmen eine wichtige Rolle. Die Nutzungsabsicht für digitale Gutscheine und digitale Prospekte nimmt weiter zu.

Hier finden Sie die ausführliche Studie.

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