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Customer Engagement Value

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Kundenwert

Zusammenfassung

Der Begriff Customer Engagement gewinnt in Wissenschaft und Praxis gleichermaßen zunehmend an Bedeutung. Er beschreibt den integrativen Ansatz zum Aufbau und Ausbau einer wechselseitigen Beziehung zum Kunden, welche maßgeblich in der Einbindung des Kunden in Unternehmensaktivtäten besteht. Der Customer Engagement Value stellt dabei einen wichtigen Bestandteil zur Quantifizierung dieses Ansatzes dar. Dabei liefert er ein Vorgehen zur monetären Bewertung transaktionaler (Kauf von Gütern oder Dienstleistungen) sowie nichttransaktionaler (Empfehlungen, Einfluss auf andere Kunden und Feedback) Wertbeiträge von Kunden. Er kann somit als Maß zur Einschätzung der Attraktivität von Kunden sowie als Entscheidungsgrundlage für die Ausgestaltung integrativer Marketingmaßnahmen dienen.

Dieses Kapitel vermittelt eine ganzheitliche Perspektive des Customer Engagements Values, welche den Weg der Konzeptualisierung über die formale Operationalisierung bis hin zu Beispielen für die Einbindung des Customer Engagements in Marketinginitiativen beschreibt. Dabei stellt der Customer Engagement Value ein wertorientiertes Konzept dar, welches als monetäre Kenngröße mit vier eigenständigen Komponenten formuliert wird: dem Customer Lifetime Value, Customer Referral Value, Customer Influencer Value und dem Customer Knowledge Value.

Dieses Kapitel basiert auf Kumar et al. (2010) Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research 13 (3): 297–310, DOI:10.1177/1094670510375602. Der Autor bedankt sich bei Herrn Carsten Stobwasser für seine Hilfe beim Erstellen dieses Kapitels.

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Notes

  1. 1.

    Man könnte argumentieren, dass der Customer Lifetime Value (CLV) eine übergeordnete Metrik darstellen sollte, die in Wert aus transaktionalen und nicht-transaktionalen Komponenten aufgeteilt werden kann. Während man theoretisch davon ausgehen könnte, dass der CLV alle Aspekte der Wertschaffung durch den Kunden beinhaltet, wurde dieser in der Praxis und in der akademischen Literatur wiederholt lediglich mit dem tatsächlichen Kaufverhalten gleichgesetzt (z. B. Gupta et al. 2006; Venkatesan und Kumar 2004).

  2. 2.

    Ein wichtiger Aspekt bei der Messung des CRV ist das Problem der Doppelerfassung. Obwohl für den CLV und CRV separate Metriken eingesetzt werden, können sie nicht für alle Kunden zusammengezählt werden. Der CLV eines Kunden ist möglicherweise dem CRV des Kunden ähnlich, der ihn erfolgreich an das Unternehmen vermittelt hat.

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Authors and Affiliations

  1. Westfälische Wilhelms-Universität Münster, Münster, Deutschland

    Prof. Dr. Thorsten Wiesel

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  1. Prof. Dr. Thorsten Wiesel
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Editors and Affiliations

  1. Retailing & Consumer Sciences, The University of Arizona, Tucson, Arizona, USA

    Sabrina Helm

  2. LS für BWL, insb. Marketing, Heinrich-Heine-Universität, Düsseldorf, Nordrhein-Westfalen, Germany

    Bernd Günter

  3. LS Marketing, Universität Paderborn, Paderborn, Germany

    Andreas Eggert

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Wiesel, T. (2017). Customer Engagement Value. In: Helm, S., Günter, B., Eggert, A. (eds) Kundenwert. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10920-2_6

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