{"id":12797,"date":"2017-01-05T15:20:51","date_gmt":"2017-01-05T14:20:51","guid":{"rendered":"https:\/\/doubleyuu.com\/?p=12797\/"},"modified":"2020-07-28T15:12:56","modified_gmt":"2020-07-28T13:12:56","slug":"digital-customer-relationship-2","status":"publish","type":"post","link":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/","title":{"rendered":"Digital Customer Relationship"},"content":{"rendered":"

Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit institutes last year outrageous. Let me briefly explain: My credit institute sent me a notice, stating that my checking account was overdrawn. They threatened to lock my credit card and the deposits on my account, if I don\u2019t balance my overdraft immediately. However, in my case this letter was clearly inappropriate because my account was covered. Even if the letter would have been sent to me 15 years ago, I\u2019d still think my credit institute failed with digital customer relationship. Nevertheless, it wouldn\u2019t have had the same scope, resulting into the decision that I did change my credit institute. In the context of our eight dimensions of the digital transformation I want to talk about the background of this story and what customer relationship means for companies.<\/p>\n

Indispensable: a central CRM-System<\/h2>\n

In the old days there were mainly three ways to get in touch with a company: personally by visiting a shop, over the phone or by mail. Nowadays customers can use the internet and reach out to companies in many different ways. This doesn\u2019t only include e-mails but also search engines, adverts, recommendations, pop-ups, ad links and so on. And also personal communication still exists. Therefore, one thing is of mayor importance regarding contemporary digital customer relationship management: As a provider I have to manage my customers\u2019 data centrally. Otherwise I have no chance to meet my clients with the necessary customer friendliness. This way my former credit institute for instance actually might have known that I already owned various covered accounts so that they hopefully wouldn\u2019t have sent this letter to me in the first place.<\/p>\n

Minimum requirements: fast and friendly<\/h2>\n

This leads us to the next point: customer friendliness. The internet demands a highly customer-centric communication approach since it\u2019s characterized by transparency and public feedback. At this point I recall a very entertaining and absurd twitter conversation between Daniel Kempkens and the Telecom. Actually, it\u2019s not about this extreme example, in which a client had to wait eight months for a promised service, it\u2019s rather about the new attitude. The customer expects that his requests is being handled fast and friendly. Fast means no later than tomorrow. And friendly means, well, friendly. This is exactly the opposite of the letter from my credit institute. While customers of the Generation X and the Baby Boomers might be still aware of this, it\u2019s not even a request of customers from the Generation Y that needs to be mentioned. It\u2019s just a matter of course.<\/p>\n

Freedom for the customer advisor!<\/h2>\n

The crucial question for companies in this case is how they can adjust their customer service to the new requirements. The mentioned central CRM system won\u2019t suffice, after all, it must also be used. Namely, by the staff. We have met clients at doubleYUU that are technically well equipped or at least very open to new technologies. But it took some time until their employees were able to keep up with the pace. In the last ten years it was fine to take care of customers\u2019 requests within four weeks. And for the really difficult cases the hands were tied anyway because internal policy restricted unilateral action from the beginning. From these established processes a concrete task results: Customer service employees need to be guided in a way so that they can act on their own. Consequently, digital customer relationship isn\u2019t only a technological and process-related challenge, it\u2019s also a management task.<\/p>\n

I always like to tell an example of an online retailer for shoes in this context: A woman called and asked if she could return shoes that she has currently purchased. Everybody who has ever asked such a question knows how people in Germany would have reacted, such like: \u201cAccording to our policy you can return ordered goods only for a shopping voucher. Please download our form\u2026\u201c \u2013 if you are lucky. But in this case the Sales Rep asked: \u201cWhy do you want to return the shoes?\u201c The woman answered: \u201cMy husband who ordered them unfortunately died.\u201c Then, the client advisor decided to refund the money, he took the shoes back and sent her a bouquet of flowers.<\/p>\n

I\u2019d say: Most German customer services departments would not have sent flower bouquets in this case. You can only talk about digital customer service, if employees are managed in a way that enables adequate and spontaneous reactions.<\/p>\n

And dear, former credit institute: Your way might be long, but doubleYUU would love to help you!<\/p>\n

Here are the links to our Digital Leadership Academy and our networking analysis.<\/p>\n

Or would you like to start with an impulse lecture? Anytime!<\/p>\n

\"Bild<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit institutes last year outrageous. Let me briefly explain: My credit institute sent me a notice, stating that my checking account was overdrawn. They threatened to […]<\/p>\n","protected":false},"author":3,"featured_media":26972,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[725],"tags":[],"class_list":["post-12797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"aioseo_notices":[],"yoast_head":"\ndoubleYUU: Digital Customer Relationship<\/title>\n<meta name=\"description\" content=\"Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"doubleYUU: Digital Customer Relationship\" \/>\n<meta property=\"og:description\" content=\"Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit\" \/>\n<meta property=\"og:url\" content=\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\" \/>\n<meta property=\"og:site_name\" content=\"doubleYUU\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-05T14:20:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-28T13:12:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Willms Buhse\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Willms Buhse\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\"},\"author\":{\"name\":\"Willms Buhse\",\"@id\":\"https:\/\/doubleyuu.com\/en\/#\/schema\/person\/d2fefb37f916a660f912c606e9a13de4\"},\"headline\":\"Digital Customer Relationship\",\"datePublished\":\"2017-01-05T14:20:51+00:00\",\"dateModified\":\"2020-07-28T13:12:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\"},\"wordCount\":809,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\",\"url\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\",\"name\":\"doubleYUU: Digital Customer Relationship\",\"isPartOf\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg\",\"datePublished\":\"2017-01-05T14:20:51+00:00\",\"dateModified\":\"2020-07-28T13:12:56+00:00\",\"description\":\"Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit\",\"breadcrumb\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage\",\"url\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg\",\"contentUrl\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg\",\"width\":1600,\"height\":1200},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/doubleyuu.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Digital Customer Relationship\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/doubleyuu.com\/en\/#website\",\"url\":\"https:\/\/doubleyuu.com\/en\/\",\"name\":\"doubleYUU\",\"description\":\"Wir machen digitale Transformationen. Erfolgreich.\",\"publisher\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/doubleyuu.com\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/doubleyuu.com\/en\/#organization\",\"name\":\"doubleYUU\",\"url\":\"https:\/\/doubleyuu.com\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/doubleyuu.com\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/07\/dy-500px.png\",\"contentUrl\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/07\/dy-500px.png\",\"width\":500,\"height\":86,\"caption\":\"doubleYUU\"},\"image\":{\"@id\":\"https:\/\/doubleyuu.com\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/doubleyuu\/\",\"https:\/\/en.wikipedia.org\/wiki\/Willms_Buhse\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/doubleyuu.com\/en\/#\/schema\/person\/d2fefb37f916a660f912c606e9a13de4\",\"name\":\"Willms Buhse\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/doubleyuu.com\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/05\/uu7-96x96.jpg\",\"contentUrl\":\"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/05\/uu7-96x96.jpg\",\"caption\":\"Willms Buhse\"},\"description\":\"Dr. Willms Buhse, CEO und Gr\u00fcnder von doubleYUU, bringt mit Digital Leadership die Innovationen des Silicon Valley in die B\u00fcros der deutschen F\u00fchrungsetagen. Die Bundeskanzlerin Angela Merkel und viele Top-Manager z\u00e4hlen zu seinen Kunden. Er h\u00e4lt Vortr\u00e4ge in Harvard, am Massachusetts Institute of Technology (MIT) und an deutschen Elite-Universit\u00e4ten in Berlin, M\u00fcnchen oder Hamburg. Dr. Willms Buhse gilt \u00fcber deutsche Grenzen hinaus als Vordenker der digitalen Elite. Wie kein Zweiter versteht er es, Ideen und Impulse aus der digitalen Welt auf die Realit\u00e4t deutscher Unternehmen zu \u00fcbertragen.\",\"url\":\"https:\/\/doubleyuu.com\/en\/author\/willms-buhse\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"doubleYUU: Digital Customer Relationship","description":"Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/","og_locale":"en_US","og_type":"article","og_title":"doubleYUU: Digital Customer Relationship","og_description":"Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit","og_url":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/","og_site_name":"doubleYUU","article_published_time":"2017-01-05T14:20:51+00:00","article_modified_time":"2020-07-28T13:12:56+00:00","og_image":[{"width":1600,"height":1200,"url":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg","type":"image\/jpeg"}],"author":"Willms Buhse","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Willms Buhse","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#article","isPartOf":{"@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/"},"author":{"name":"Willms Buhse","@id":"https:\/\/doubleyuu.com\/en\/#\/schema\/person\/d2fefb37f916a660f912c606e9a13de4"},"headline":"Digital Customer Relationship","datePublished":"2017-01-05T14:20:51+00:00","dateModified":"2020-07-28T13:12:56+00:00","mainEntityOfPage":{"@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/"},"wordCount":809,"commentCount":0,"publisher":{"@id":"https:\/\/doubleyuu.com\/en\/#organization"},"image":{"@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage"},"thumbnailUrl":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg","articleSection":["Blog"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/","url":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/","name":"doubleYUU: Digital Customer Relationship","isPartOf":{"@id":"https:\/\/doubleyuu.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage"},"image":{"@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage"},"thumbnailUrl":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg","datePublished":"2017-01-05T14:20:51+00:00","dateModified":"2020-07-28T13:12:56+00:00","description":"Not that customers were undemanding before the digitalization of the business world. But I find the letter that I received from one of my credit","breadcrumb":{"@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#primaryimage","url":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg","contentUrl":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2015\/04\/CRM.jpg","width":1600,"height":1200},{"@type":"BreadcrumbList","@id":"https:\/\/doubleyuu.com\/en\/2017\/01\/05\/digital-customer-relationship-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/doubleyuu.com\/en\/"},{"@type":"ListItem","position":2,"name":"Digital Customer Relationship"}]},{"@type":"WebSite","@id":"https:\/\/doubleyuu.com\/en\/#website","url":"https:\/\/doubleyuu.com\/en\/","name":"doubleYUU","description":"Wir machen digitale Transformationen. Erfolgreich.","publisher":{"@id":"https:\/\/doubleyuu.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/doubleyuu.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/doubleyuu.com\/en\/#organization","name":"doubleYUU","url":"https:\/\/doubleyuu.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/doubleyuu.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/07\/dy-500px.png","contentUrl":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/07\/dy-500px.png","width":500,"height":86,"caption":"doubleYUU"},"image":{"@id":"https:\/\/doubleyuu.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/doubleyuu\/","https:\/\/en.wikipedia.org\/wiki\/Willms_Buhse"]},{"@type":"Person","@id":"https:\/\/doubleyuu.com\/en\/#\/schema\/person\/d2fefb37f916a660f912c606e9a13de4","name":"Willms Buhse","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/doubleyuu.com\/en\/#\/schema\/person\/image\/","url":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/05\/uu7-96x96.jpg","contentUrl":"https:\/\/doubleyuu.com\/wp-content\/uploads\/2020\/05\/uu7-96x96.jpg","caption":"Willms Buhse"},"description":"Dr. Willms Buhse, CEO und Gr\u00fcnder von doubleYUU, bringt mit Digital Leadership die Innovationen des Silicon Valley in die B\u00fcros der deutschen F\u00fchrungsetagen. Die Bundeskanzlerin Angela Merkel und viele Top-Manager z\u00e4hlen zu seinen Kunden. Er h\u00e4lt Vortr\u00e4ge in Harvard, am Massachusetts Institute of Technology (MIT) und an deutschen Elite-Universit\u00e4ten in Berlin, M\u00fcnchen oder Hamburg. Dr. Willms Buhse gilt \u00fcber deutsche Grenzen hinaus als Vordenker der digitalen Elite. Wie kein Zweiter versteht er es, Ideen und Impulse aus der digitalen Welt auf die Realit\u00e4t deutscher Unternehmen zu \u00fcbertragen.","url":"https:\/\/doubleyuu.com\/en\/author\/willms-buhse\/"}]}},"_links":{"self":[{"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/posts\/12797","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/comments?post=12797"}],"version-history":[{"count":0,"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/posts\/12797\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/media\/26972"}],"wp:attachment":[{"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/media?parent=12797"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/categories?post=12797"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/doubleyuu.com\/en\/wp-json\/wp\/v2\/tags?post=12797"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}