Reference book:
Customer dialog
Management

First, Prof. Dr. Nils Hafner demonstrates the necessity of an integrated customer dialogue strategy and presents approaches for optimization. Gregorio Uglioni, the “CX-Goalkeeper”, demonstrates the need for a human-centered culture as the basis for the design of customer dialogues, while Prof. Dr. Dominik Georgi and Prof. Jan-Erik Baars measure and support this culture with newly developed management tools and key performance indicators. Dr. Sebastian Pyka and Dr. Uwe Stuhldreier use the holistic example of customer dialog management at HUK24 to show which concepts have already been implemented at mature companies. The example can therefore be seen as a beacon for very good automated customer dialog management.

In a second part, Prof. Dr. Claudia Bünte will focus on the degree of use of artificial intelligence and its potential in marketing, while Prof. Dr. Ralf Kreutzer from HWR Berlin will provide a concise overview of the possibilities of modern marketing automation. Dr. Sarah Seyr from Lucerne University of Applied Sciences and Arts will focus on the role of data collection and use. Finally, Dominic Boller and Dr. Severin Lienhard give examples of automated dialogs that sell.

The third part of the book is dedicated to customer dialogs in service, which are often neglected in practice. The organizational form of the customer contact center, which Harald Henn from CEX Trendradar describes, is more relevant than ever. Rémon Elsten, founder of the Service Excellence Cockpit, outlines the most important key figures and benchmarks in customer service. Anna Rozumowski and Prof. Dr. Marc K. Peter show that even automated contacts are essentially based on the basic prerequisite of trust, using a wide range of research results and a high level of practical understanding. The same applies to the experiment by Sophie Hundertmark from Lucerne University of Applied Sciences and Arts on the design of optimal chatbots “Be the bot”. The practical examples of Swisscard AECS by Dr. Kai Duttle and CSS Krankenversicherung by Gary Bachmann round off this volume.

In a fourth part, Prof. Dr. Edy Portmann from the University of Fribourg takes a look into the future and classifies the importance of customer dialogues using the example of conversation theory. He shows how artificial intelligence (AI) can become a sustainable and human-centered technology of the future using fuzzy logic. Finally, Prof. Dr. Nils Hafner and Sophie Hundertmark show the role of Large Language Models for the automation of customer dialogs.