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After-Sales-Feedback mit Kundenkonferenzen
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Informationen ber die Kunden(un)zufriedenheit mit der Anbieterleistung sind die unverzichtbare Basis fr ein nachhaltig wertschpfendes Management von Kundenbeziehungen. Mit Customer Focus Groups in Form von Kundenkonferenzen steht ein schlankes, flexibles und hochsensibles Instrument fr die Erfassung von Kunden-Feedbacks zur Verfgung, das im After-Sales-Marketing bisher nur vereinzelt eingesetzt wird. Sven Winkler analysiert dieses Instrument. Innerhalb einer verhaltenswissenschaftlich fundierten Konzeption des qualitativen Marktforschungsansatzes vermittelt er konkretes Handlungswissen, das es ermglicht, eine Entscheidung ber den Instrumenteinsatz zu treffen, diesen zu organisieren, zu strukturieren und methodisch-technisch zu realisieren.
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