Publications

C-Suite Customer Journey

Innovations Qualitative methods Target group insights

Customer relations in the B2B top segment stand out due to their special complexity and sensitivity with high customer value. With quantitative surveys from top customers, questions frequently remain unanswered: What do we really understand by excellent service quality? Which development tasks do customers identify that go above and beyond day-to-day operations? Questions to be answered by the highest echelons within the company, in order to develop guidelines for the company’s future direction.

Thanks to the study concept for top management surveys presented here, the involvement of a difficult target group can be achieved, which can ultimately lead to a discourse based on partnership that results in genuine innovations.

Download publication (published in Planning and Analysis, special edition, 2013)

C-Suite Customer Journey

AUTHORSDr. Nicole Lehnert
Dr. Anita Petersen
LANGUAGESEnglish
Download publication
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