Using Customer Data and Feedback to Optimize Products and Services
Journal
Management for Professionals
ISBN
978-3-658-45797-6
Type
book section
Date Issued
2025-02-13
Author(s)
Editor(s)
Sabine Kirchem
Martin Stadelmann
Mario Pufahl
David Laux
Abstract
The market’s increasing diversity of providers, products, and services confronts today’s companies with expanding customer demands and desires for immediate, individual treatment. Systematically managing customer data and concretely collecting and using feedback makes an effective and efficient customer approach possible, and also facilitates the individualization and optimization of services and products. This chapter deals with the preconditions, options for action, and effects of individualized service design. First, we discuss the necessity of data collection and enrichment as a basis for the use of customer data. Subsequently, we demonstrate possibilities and design measures in interaction and performance optimization through concrete examples. At the end of the chapter, we summarize relevant findings for decision-makers with guiding questions for a management-oriented approach in customer-data-centric product and service design.
Language
English
Keywords
Customer Data
Products
Services
Data Collection
Service Design
Optimization
Product Design
Book title
CRM Goes Digital
Design and Use of Digital Customer Interface in Marketing, Sales and Service
Publisher
Springer Fachmedien Wiesbaden
Publisher place
Wiesbaden
Start page
249
End page
260
Division(s)