Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/299605 
Year of Publication: 
2020
Series/Report no.: 
ISM Working Paper No. 15
Publisher: 
Books on Demand (BoD), Norderstedt
Abstract (Translated): 
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".
Subjects: 
Beziehungsmarketing
Digitalisierung
Unternehmenskultur
Persistent Identifier of the first edition: 
ISBN: 
978-3-7526-4268-1
Creative Commons License: 
cc-by-sa Logo
Document Type: 
Working Paper

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