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Dieses Buch stellt Erhebungstechniken, Analysetechniken und Modelle vor, die dabei helfen, Kundenbedrfnisse besser zu verstehen und zu bedienen. Nur wenn wir verstehen, was einen Kunden bewegt und welche Faktoren welchen Einfluss auf sein Verhalten haben, knnen wir die einzelnen Touchpoints der Kundenreise zielorientiert gestalten, im besten Fall individualisiert und angepasst fr den einzelnen Kunden. Durch die Digitalisierung stehen an den einzelnen Offline- und Online-Touchpoints immer mehr digitale Daten zur Verfgung. Immer performantere IT-Lsungen, das maschinelle Lernen sowie neuronale Netze erlauben es uns, diese umfangreichen Datenmengen zu diesem Zweck auszuwerten. Jonas Rashedi zeigt kompakt und praxisnah, wie das gelingt.
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