Customer Centric Business Models - Two Steps Beyond Customer Relation Management

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Introduction
• Customer Centric Business Models
• Customer Relationship Management (CRM) - A Short Review
• Beyond CRM – Customer Centric Strategies for the Future
• From Customer Relationship Management to Customer Chain Management
• The Customer Centric Index – A New Measurement Approach
• Measuring Customer Orientation
• The Customer Centric Index (CCI)
• Customer Centricity in the German SME Sector
• Empirical Research in German SMEs
• Interpretation of Research Results
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation examines the evolution of business models in relation to customer-centric strategies, particularly in the context of dynamic and demanding market conditions. It seeks to explore the transition from Customer Relationship Management (CRM) to more advanced customer-driven approaches and the emergence of a new concept, Customer Chain Management.

• The limitations of CRM and the need for more comprehensive customer-centric strategies.
• The development and application of a Customer Centric Index (CCI) to measure the customer orientation of businesses.
• Empirical research on customer orientation in German small and medium-sized enterprises (SMEs).
• The potential benefits and challenges of implementing customer-centric business models.
• The impact of customer-centricity on business performance and profitability.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the research problem and the relevance of customer-centric business models in today's dynamic market environment. It outlines the research methodology and the structure of the dissertation.
• Customer Centric Business Models: This chapter reviews the concept of Customer Relationship Management (CRM) and its limitations. It then explores emerging customer-centric strategies and the concept of Customer Chain Management, which bridges the gap between CRM and Supply Chain Management.
• The Customer Centric Index – A New Measurement Approach: This chapter presents the development and validation of a new measurement instrument, the Customer Centric Index (CCI). It outlines the methodology for assessing customer orientation and how the CCI can be used to compare different businesses.
• Customer Centricity in the German SME Sector: This chapter presents the findings of an empirical study conducted in German SMEs. It explores the prevalence of customer orientation among these businesses and investigates the relationship between customer orientation and profitability.

Schlüsselwörter (Keywords)

This dissertation focuses on customer-centric business models, Customer Relationship Management (CRM), Customer Chain Management, customer orientation, the Customer Centric Index (CCI), empirical research, German SMEs, profitability, and market dynamics.