Zusammenfassung
Der moderne Kunde, der sich primär im digitalen Raum aufhält, sich dort informiert und dort auch gerne Kaufentscheidungen trifft, gleicht einem unbeständigen, flüchtigen und schwer zu fassenden PHANTOM, das bestimmte Eigenschaften in sich vereint: Durch die schiere Menge an Informationen im Internet ist er pseudoinformiert. Auf seiner Kundenreise ist er hyperbequem und in seinen Kaufentscheidungen autonom. Er interessiert sich nicht für Ihr Produkt oder Sie als Anbieter, sondern nur für das, was er von Ihnen bekommt, er ist nutzenorientiert. Er verwendet gerne moderne Technologie, die ihm sein Leben leichter macht, und setzt technologische Erfahrungen voraus: Er ist technologieversiert. Seine Loyalität wird immer geringer, er ist opportunistisch. Und bei all dem ist er ständig in Bewegung, physisch und in seinen Erwartungen: Er ist mutierend-mobil. All diese Eigenschaften vereint der moderne Kunde in seinem Namen: ein PHANTOM, das sich auf der Flucht vor dem Vertrieb befindet.
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Rainsberger, L. (2022). Der moderne Kunde – das PHANTOM. In: Der moderne Kunde – das PHANTOM. Edition Sales Excellence. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-36358-1_3
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