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Wie Big Data die Kundenbeziehungen beeinflusst – mit zusätzlichen Informationen vom Segmentierungs- zum Erlebnismanagement

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Homo Connectus

Zusammenfassung

Mit der voranschreitenden Individualisierung der Gesellschaft entsteht eine Vielstimmigkeit der Marktteilnehmer. Zusätzlich revolutioniert die Digitalisierung die Beziehung zwischen Kunden und Unternehmen. Diese beiden Entwicklungen stellen Unternehmen vor die Herausforderung, ihr Produkt- und Serviceportfolio auszudifferenzieren sowie die Kommunikationsaktivitäten verstärkt auf digitale Vertriebskanäle auszuweiten. Daraus ergibt sich eine zunehmende Transparenz am Markt, die eine Integration von Kunden und Unternehmen ermöglicht. Die dabei erzeugten Daten bergen für Unternehmen ein bemerkenswertes Potenzial, ein tieferes Verständnis über ihre Kunden zu erlangen. Hierzu bedarf es des Aufbaus und der Weiterentwicklung entsprechender Fähigkeiten im Unternehmen, sodass laufend neue Informationen über Kunden aus Big Data abgeleitet und anschließend in kundenbezogenen Aktivitäten umgesetzt werden. Der vorliegende Artikel untersucht die erforderlichen Fähigkeiten und zeigt Muster auf, nach denen die abgeleiteten Aktivitäten beschrieben werden können. Dabei wird deutlich, dass die Integration von Big Data hauptsächlich davon abhängt, neue Informationen über Kunden ins Unternehmen aufzunehmen.

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Notes

  1. 1.

    Vgl. Mohr (2014).

  2. 2.

    Vgl. Bharadwaj et al. (2013), Edelman und Singer (2015) und Manyika et al. (2016).

  3. 3.

    Vgl. Srivastava et al. (1999).

  4. 4.

    Vgl. Kohli (1990) und Narver und Slater (1990).

  5. 5.

    Vgl. Narver und Slater (1990) und Kohli (1990).

  6. 6.

    Vgl. Richards und Jones (2008).

  7. 7.

    Vgl. Batenburg und Versendaal (2004) und Jayachandran et al. (2005).

  8. 8.

    Vgl. Pine und Gilmore (1998), Meyer und Schwager (2007) und McKinsey (2016).

  9. 9.

    Vgl. Payne et al. (2008).

  10. 10.

    Vgl. Treacy und Wiersema (1993).

  11. 11.

    Vgl. Boulding et al. (2005), Richards und Jones (2008), Mithas et al. (2005), Coltman et al. (2011) und Vorhies et al. (2011).

  12. 12.

    Vgl. Payne und Frow (2005).

  13. 13.

    Vgl. Bharadwaj et al. (2013), Wiersema (2013), Benson-Armer et al. (2015) und Edelman und Singer (2015).

  14. 14.

    Vgl. Setia et al. (2013).

  15. 15.

    Vgl. Yoo (2015).

  16. 16.

    Vgl. Chen et al. (2012) und Watson (2014).

  17. 17.

    Vgl. Laney (2001).

  18. 18.

    Vgl. Hilbert und López (2011).

  19. 19.

    Vgl. McAfee und Brynjolfsson (2012), Goes (2014), Kallinikos und Constantiou (2015), Kumar (2015), Loebbecke und Picot (2015) und Woerner und Wixom (2015).

  20. 20.

    Vgl. Davenport (2001) und Davenport und Harris (2007).

  21. 21.

    Vgl. Redman (2015).

  22. 22.

    Vgl. Teece et al. (1997), Eisenhardt und Martin (2000) und Winter (2003).

  23. 23.

    Vgl. Tiefenbacher und Olbrich (2016b).

  24. 24.

    Vgl. Nonaka (1991), Walsh und Ungson (1991) und Alavi und Leidner (2001).

  25. 25.

    Vgl. Tiefenbacher und Olbrich (2016a).

  26. 26.

    Vgl. Jayachandran et al. (2005), Richards und Jones (2008) und Kumar et al. (2008).

  27. 27.

    Vgl. O’Reilly und Dunne (2004) und Kim et al. (2002).

  28. 28.

    Vgl. Liu et al. (2002).

  29. 29.

    Vgl. McKinsey (2016).

  30. 30.

    Vgl. Batenburg und Versendaal (2004), O’Reilly und Dunne (2004) und Payne und Frow (2005).

  31. 31.

    Vgl. Vorhies et al. (2011).

  32. 32.

    Vgl. Davenport (2001) und Davenport und Harris (2007).

  33. 33.

    Vgl. Kumar (2015).

  34. 34.

    Vgl. Jayachandran et al. (2005).

  35. 35.

    Vgl. Karimi et al. (2001), Kim et al. (2002), Payne und Frow (2005) und Coltman et al. (2011).

  36. 36.

    Vgl. Wixom und Watson (2001), Moss und Atre (2003), Olbrich et al. (2011) und Turban et al. (2011).

  37. 37.

    Vgl. Logan (2010) und Aiken und Gorman (2013).

  38. 38.

    Vgl. Strong et al. (1997), Ballou und Tayi (1999), und Work (2002).

  39. 39.

    Vgl. Goes (2014) und Qatson (2014).

  40. 40.

    Vgl. Kim et al. (2002), Coltman et al. (2011) und Ernst et al. (2011).

  41. 41.

    Vgl. Reinartz et al. (2004), Payne und Frow (2005) und Jayachandran et al. (2005).

  42. 42.

    Vgl. Wixom und Watson (2001), Hawking und Sellitto (2010), Yeoh und Koronios (2010) und Olbrich et al. (2011).

  43. 43.

    Vgl. Watson (2014).

  44. 44.

    Vgl. O’Reilly und Dunne (2004) und Boulding et al. (2005).

  45. 45.

    Vgl. Reinartz et al. (2004), Kumar et al. (2008), Richards und Jones (2008), Coltman et al. (2011) und Ernst et al. (2011).

  46. 46.

    Vgl. Davenport und Patil (2012) und Wixom et al. (2014).

  47. 47.

    Vgl. Vorhies et al. (2011), Davenport (2001) und Shah et al. (2012).

  48. 48.

    Vgl. Gopaldas (2014).

  49. 49.

    Vgl. Desmet et al. (2015).

  50. 50.

    Vgl. Reinartz et al. (2004) und Ryals (2005).

  51. 51.

    Vgl. Kim et al. (2002) und Vorhies und Morgan (2005).

  52. 52.

    Vgl. Constantiou und Kallinikos (2015).

  53. 53.

    Vgl. Edelman und Singer (2015).

  54. 54.

    Vgl. Li et al. (2011).

  55. 55.

    Vgl. http://blogs.teradata.com/customers/american-eagle-outfitters-getting-to-millenials-through-multi-channel-marketing-and-data/.

  56. 56.

    Vgl. http://www.tableau.com/stories/customer/iscool-grows-revenues-four-fold-five-years-tableau-software.

  57. 57.

    Vgl. http://blogs.teradata.com/customers/hertz-finding-gold-in-integrated-data/.

  58. 58.

    Vgl. Bharadwaj et al. (2013), Wiersema (2013), Benson-Armer et al. (2015) und Edelman und Singer (2015).

  59. 59.

    Vgl. Argyris (1967) und Levitt und March (1988).

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Author information

Authors and Affiliations

  1. Duisburg, Deutschland

    Katja Tiefenbacher

  2. Oestrich-Winkel, Deutschland

    Sebastian Olbrich

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    Frank Keuper

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    Marc Schomann

  3. Hamburg, Germany

    Linda Isabell Sikora

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Tiefenbacher, K., Olbrich, S. (2018). Wie Big Data die Kundenbeziehungen beeinflusst – mit zusätzlichen Informationen vom Segmentierungs- zum Erlebnismanagement. In: Keuper, F., Schomann, M., Sikora, L. (eds) Homo Connectus. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-19133-7_6

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