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03.08.2022 11:42
HSHL study: Digital user experience is becoming the most important differentiator in marketing
How do B2B customers develop in the digital world? How are the revolutionary technological changes in the recent past and the uncertain future prospects affecting digital business contacts? What do companies have to consider in order to be up to date in five years? The Marketing Foresight Lab at the Hamm-Lippstadt University of Applied Sciences (HSHL) investigated these questions together with proven experts from B2B marketing.
The most important results for companies with a view to customers in five years at a glance:
• The digital customer experience becomes the most important competitive advantage
• Digital self-service channels will become the standard (sometimes also for complex products)
• Personal customer contact will decrease in quantity and at the same time gain in importance in terms of quality
The prevailing perception of the experts is that digitization in Germany is still going on with the “handbrake on”, while at the same time customer expectations are increasing.
In five years at the latest, complex purchasing processes will increasingly be carried out digitally and individually along the entire customer journey. The reasons for this are, among other things, that the decision-makers of the “boomer” generation are retiring and the younger generation is demanding more transparency and speed through digital processes. Order processes in which twenty documents are filled out by hand are simply no longer possible. The “Amazonification” of the user experience is becoming a must. The products themselves are more and more in the background. The digital customer experience and visibility on the Internet, on the other hand, will become the flagship of companies.
Further information:
All results of the Marketing Foresight Lab can be found here: https://www.hshl.de/forschungsprojekt-dks/
The Marketing Foresight Lab at Hamm-Lippstadt University examines future developments in the marketing of B2B companies. In the present study on the topic “How will B2B customers develop in the next five years and what does that mean for digital customer contact?”, the experts Anja Sommerfeld (rosami) and the experts Mark Herten (Publitek GmbH), Klaus-Peter Grave (Smart CJM GmbH) and Patrick Renner (Raumtänzer GmbH). The expert discussion was chaired by Prof. Dr. Uwe Kleinkes and Marcel Hildebrand. In addition, master’s student Jannik Dieckmann is currently working on the
change in digital customer contact in B2B business and also took part in the event.
The Marketing Foresight Lab is part of the project https://www.digital-verbunden.netwhich is carried out by the Hamm-Lippstadt University of Applied Sciences together with InnoZent OWL and the Dortmund Business Development Agency.
Scientific contacts:
Prof. dr. Uwe Kleinkes: [email protected]
Marcel Hildebrand: [email protected]
Further information:
https://www.hshl.de/forschungsprojekt-dks/ Research project “Digital Customer Interface”
Features of this press release:
journalists, business representatives
Society, media and communication sciences, economy
nationwide
Research / knowledge transfer, research results
Deutsch
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