Henning AhlertKundenservice im Spannungsfeld zwischen Kostenoptimierung und Kundenzufriedenheit
Entwicklung eines anwendbaren Konzeptes zur Strategie- und Umsetzungsplanung für BtC Serviceorganisationen (vor dem Hintergrund eines kontinuierlichen Wandels durch technologische Entwicklungen sowie die daraus resultierenden Änderungen der organisatorischen und prozessualen Anforderungen)
Innovatives Dienstleistungsmanagement, volume 48
Hamburg 2024, 338 pages
ISBN 978-3-339-13830-9 (print) |ISBN 978-3-339-13831-6 (eBook)
Rezension
Die Idee zu der Arbeit entwickelte sich auf der Basis langjähriger Beobachtungen des Kundenservice-Marktes und des Kundenservice verschiedener Unternehmen.
About this book englishenglish
For companies, customer service causes high investments and ongoing costs in technology, organisation, and processes in order to be able to process customer concerns quickly, simply (with low complexity) and satisfactorily with a high first contact resolution rate.
For companies, this is an area of tension between the desire for customer satisfaction and regular, permanent cost optimisation in customer service. Technological developments, such as omni-channel management of contact channels, chatbots and artificial intelligence, can offer opportunities to support customer satisfaction and reduce costs. In addition, the introduction of such systems influences the processes and organisation in customer service during ongoing daily operations. If the systems are not implemented properly, there is a risk of customer dissatisfaction.
Against the background of technological innovations, companies are thus faced with the challenge of developing a strategy and implementation plan for customer service that considers the simultaneous optimisation of the area of tension between cost optimisation and customer satisfaction and gives recommendations for action for operationalisation in practice.
This work shows the content of the tension between cost optimisation and customer satisfaction as well as a concept for the creation of a strategy and implementation plan in customer service and its possible operationalisation in companies beyond the service organisation.
The results of an expert survey in the empirical part of the thesis suggest the relevance and the need for an applicable concept for strategy and implementation planning and give indications for the necessary contents. The area of tension between cost optimisation and customer satisfaction will permanently exist in various forms, but it appears to be resolvable under certain conditions described in this thesis.
Keywords
DigitalisierungKostenoptimierungKundenanliegenKundenserviceKundenzufriedenheitRoot Cause ManagementServiceorganisationServicequalitätIhr Werk im Verlag Dr. Kovač
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