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Customer orientation should be the core engine of every organisation while IT can be considered as the enabler to generate competitive advantages along customer processes in marketing, sales and service. Research shows that customer relationship management (CRM) enables organisations to perform better and experience indicates that organisations that focus on customer orientation are more successful. With marketplace organisations such as Amazon, Alibaba or Conrad shaping the future of customer centricity and information technology, German B2B organisations need to shift their value contribution from product-centric to customer-centric. While these organisations are currently attempting to implement CRM software and putting their customers more into focus, the question remains how organisations are approaching the implementation of CRM and whether these attempts are paying off in terms of business performance.
Social commerce
(2022)
The concept of “social commerce” refers to a synthesis of e-commerce and social media. Despite the rapid growth in users of and revenues from social commerce, so far little in-depth research has been conducted in Germany on this topic. The goal here, therefore, is to conduct schematic research of the literature and an online survey of German consumers to analyze the potential opportunities for companies.
Customer Success Management is the next evolution in complex sales that drives growth. Moreover, Customer Success Management is a modern holistic sales philosophy and part of a professional customer experience management strategy. The following conceptual paper discusses fundamental thoughts based on value-based selling, customer success focus, and a clear view on a perspective beyond selling that will gain importance in the future.