VL "Customer Centricity" (engl.)
Vorlesungsinhalte
The main goal of the lecture “Customer Centricity” is to provide well-founded insights into the following topics:
- Introduction to Customer Centricity (aims, essential metrics, definitions, dissociations, customer life time cycle, strategic framework)
- Regulatory framework (legal foundations, permissions)
- Strategy, organization (structure and processes) and change management
- Customer acquisition
- Customer retention (cross- and upselling, multichannel optimization of communication and sales, loyalty programs and churn prevention)
- Winback/Reacquisition of customers
- Closed learning loops along the customer life time cycle
Informationen und Zeiten
Vorlesung
Zeiten werden nach Ankündigung in STiNE angegeben.
Übung
Zeiten werden nach Ankündigung in STiNE angegeben.