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Virtuelle Kundenintegration

Die Bedeutung der Digitalisierung für die Interaktion bei der Kundenintegration
  • Anika Peschl
Living reference work entry
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Um einen genauen Fit zwischen einem Produkt und den Wünschen sowie Bedürfnissen von Kunden herzustellen, nutzen Unternehmen neben Marktforschungsaktivitäten zunehmend die Möglichkeit der Kundenintegration in den Innovationsprozess. Insbesondere da Interaktionen zwischen Kunden sowie zwischen Kunden und Mitarbeitern des Unternehmens einen wichtigen Erfolgsfaktor für eine gewinnbringende Kundenintegration darstellen, können elektronische Medien als Instrumente zur Verbesserung des Austauschs dienen. Vor diesem Hintergrund werden in diesem Beitrag die Grundlagen zu dem Thema Kundenintegration aufgezeigt und die Motive der Kundenbeteiligung sowie die damit verbundenen Chancen und Herausforderungen seitens Unternehmen erläutert. Schließlich wird dargelegt, wie virtuelle Communities, virtuelle Stimuli und mobile Endgeräte die digitale Kundenintegration in den Innovationsprozess unterstützen können. Im abschließenden Fazit wird diskutiert, ob und wie durch diese digitalen Medien die Qualität und Quantität von Interaktionen im Rahmen der Kundenintegration erhöht werden können.

Schlüsselwörter

Kundenintegration Digitalisierung Interaktion Innovationsprozess Produktentwicklung 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.Fakultät für WirtschaftswissenschaftenUniversität Duisburg-EssenEssenDeutschland

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