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class="h5 has-text-color" style="color:#00ffb5"><strong>STUDIE</strong></p> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:60%"> <h2 class="wp-block-heading">„CX-Management 202x“ – Was die Customer Experience in der Travel- und Hospitality Branche jetzt braucht</h2> <p>Finden Sie heraus, wie Ihr Unternehmen von effektivem Customer Experience Management profitieren kann.</p> <div class="wp-block-buttons"> <div class="wp-block-button is-style-fill scroll-cta"> <a href="#" class="wp-block-button__link no-border-radius white set-scroll to-scroll-cta" style="color: #0a0a0a; " > Download </a> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:25%"></div> </div> </article> </section> <section class="section-content section-white" style="background-color: #ffffff;color: #0a0a0a;"> <article class="container"> <div class="wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:125px"></div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:60%"> <p>Physischer Schlüssel und Schlüsselkarte waren (vor-)gestern, radefy oder Aero Guest – smarte guest relation apps – sind heute! Und was ist morgen? Das Customer Experience Management in Travel & Hospitality erlebt gerade einen beispiellosen Innovations-Push. Der Grund dafür: Die Pandemie als Innovationsmotor zum einen und zum anderen – endlich – der Schulterschluss von CXM und Digitalisierung. Denn Customer Experience gibt der Digitalisierung Ziel und Richtung und Digitalisierung verhilft dem Experience Management raus aus der eher qualitativen Marken- und Marketingecke hinein in ein größeres, faktenbasiertes und steuerungsorientiertes Management-Spielfeld mit viel mehr Innovations-Kraft. Stichwort hier ist Phygital – das Blending von analoger und digitaler Customer Experience hin zu etwas neuem: dem Kundenerlebnis der Zukunft!</p> <p>Das ist der Hintergrund von „The Future is bright“ – einer aktuellen Entscheiderstudie der Travel & Hospitality Practice von Prophet. Interviews mit 20 Entscheider:innen und -Expert:innen von Top 20  Unternehmen und Organisationen (darunter Franz Leenaars von TUI, Karl Pojer von DSR Deutsche Seereederei, Julian Pfitzner von HapagLloyd Cruises, Markus Orth von Lufthansa City Center oder Matthias Lange von DER Touristik), dazu eine explorative quantitative Studie, internationaler research und Beratungs- und Projekterfahrung aus mehreren Dutzend Kundenprojekten – das sind die Zutaten. Ziel der Studie: 1. Einen umfassenden Überblick zum Status des Experience Management gepaart mit einem mutigen Blick nach vorn erarbeiten und dabei 2. Besonderes Augenmerk auf das Phygital-Phänomen richten, der nahtlosen Orchestrierung analoger und digitaler touchpoints i.S. der Erschließung neuer Wachstums- und Effizienzpotenziale.</p> <h2 class="wp-block-heading" id="h-ausgewahlte-ergebnisse-der-studie">Ausgewählte Ergebnisse der Studie:</h2> <ul class="disc wp-block-list"> <li>Travel und Hospitality steht jetzt am Tipping Point zu einer ganz deutlichen Weiterentwicklung des Customer Experience Management. Die Großen sind längst auf dem Weg und stecken zum Teil mitten in großen Umsetzungsprojekten, die jetzt und in den nächsten Jahren für den Kunden spürbar werden; andere haben nun endgültig verstanden: CXM ist nicht nice to have, sondern zentraler Werttreiber des Geschäftsmodells </li> <li>Nicht nur durch Pandemie und Fachkräftemangel ist und bleibt die Balance von high tech und high touch die Gretchenfrage der Industrie. Doch die Antworten werden andere. Im Spannungsfeld zwischen Wachstum und Effizienz gewinnen Fragen wie: „Welche Kunden sind eigentlich heute und in Zukunft noch bereit, für persönlichen Service zu bezahlen“ besondere Bedeutung. Und high touch verliert im Auge des Kunden an Wertschätzung, wenn dieser die Erinnerung an die eigene Restaurantpräferenz dem Datenmanagement und nicht der Aufmerksamkeit des Servicepersonals attribuiert    </li> <li>Technologie, Daten – sind natürlich essentielle Erfolgsfaktoren des CXM und gleichzeitig ist die Industrie hier chronisch benachteiligt, weil zu klein in Einfluss und Budgets und zu zaudernd. Hier gibt es keine Patentrezepte aber z.B. die Erkenntnis, dass (notgedrungen) die Verantwortung für CXM häufiger in die Hände von CIO oder CTOs wandert</li> <li>Methodisches Wissen und Kompetenz hinken oft hinterher – Customer Touchpoint Maps, eine Effizienzbetrachtung in Richtung eines Return on Experience Invest (RoXI) oder neue smarte Wirkungs-Kennzahlen jenseits von NPS und CusSat und nicht ex-post, sondern live oder antizipierend sind zumeist Fehlanzeige</li> <li>CXM hat noch keine organisatorische Heimat gefunden – als relativ junge Funktion sind die strukturellen Optionen vielfältig. Die richtige Aufhängung hängt stark vom Entwicklungsstand und der Größe der Organisation ab</li> </ul> <p>Auf 64 Seiten liefert „The Future is Bright“ zudem eine Menge konkrete Hilfestellung – von Prinzipien des Experience Designs über neuartige Kennzahlen, mögliche operating models bis hin zu 7 Thesen von denen eine, aus unserer Prophet-Sicht besonders wichtige, den Experience Northstar fordert. Keine starke Experience ohne starke, relevante Marke.</p> <p>Insofern versteht sich unsere Experience-Studie als vielfältiger Impuls – gezielter Ideengeber für die Unternehmen, die schon weiter sind auf ihrer „Customer Journey“ und als 360°-big picture für diejenigen, die jetzt gerade begreifen, dass Customer Experience das Kernprodukt, wenn nicht sogar die Existenzberechtigung der Industrie sind.</p> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:15px"></div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:25%"> <div id="sidebar-block_e3173676986ba548d38ed7d8fc25de06" class="thinking-sidebar-wrapper"> <div class="author-block"> <h3 class="title">Authors</h3> <ul class="author-list"> <li class="leadership-container"> <a href="/author/joerg-meurer" class="leader"> <div class="profile-img"> <div class="profile-halo"></div> <img decoding="async" data-del="avatar" alt="" height="150" 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value="Strategy">Strategie</option> <option value="Policy">Recht</option> <option value="Operations">Operations</option> <option value="Research & Development">Forschung & Entwicklung</option> <option value="Purchasing">Einkauf</option> <option value="Digital / Technology">Digital / Technology</option> <option value="Distribution">Vertrieb</option> <option value="Finance">Finanzen</option> <option value="Customer Experience">Kundenerlebnis</option> <option value="Personal / HR">Personal / HR</option> <option value="Communication/PR">Kommunikation / Pressearbeit</option> <option value="Product / Innovation">Produkt / Innovation</option> <option value="Marketing">Marketing / Vermarktung</option> <option value="Design">Design</option> <option value="Brand">Marke</option> </select> <span class="bottom-line trans"></span> <svg class="icon white"> <use xlink:href="#i-down-chevron"></use> </svg> </label> </div> <div class="form-row"> <label for="country" class="dropmenu-wrapper" aria-label="Country"> <select id="country" class="connect-country" name="country"> <option value="" selected="selected">Land*</option> <option value="AF">Afghanistan</option> <option value="EG">Ägypten</option> <option value="AX">Åland</option> <option value="AL">Albanien</option> <option value="DZ">Algerien</option> <option value="AS">Amerikanisch-Samoa</option> <option value="VI">Amerikanische Jungferninseln</option> <option value="AD">Andorra</option> <option value="AO">Angola</option> <option value="AI">Anguilla</option> <option value="AQ">Antarktis</option> <option value="AG">Antigua und Barbuda</option> <option value="GQ">Äquatorialguinea</option> <option value="AR">Argentinien</option> <option value="AM">Armenien</option> <option value="AW">Aruba</option> <option value="AC">Ascension</option> <option value="AZ">Aserbaidschan</option> <option value="ET">Äthiopien</option> <option value="AU">Australien</option> <option value="BS">Bahamas</option> <option value="BH">Bahrain</option> <option value="BD">Bangladesch</option> <option value="BB">Barbados</option> <option value="BY">Belarus (Weißrussland)</option> <option value="BE">Belgien</option> <option value="BZ">Belize</option> <option value="BJ">Benin</option> <option value="BM">Bermuda</option> <option value="BT">Bhutan</option> <option value="BO">Bolivien</option> <option value="BA">Bosnien und Herzegowina</option> <option value="BW">Botswana</option> <option value="BV">Bouvetinsel</option> <option value="BR">Brasilien</option> <option value="VG">Britische Jungferninseln</option> <option value="IO">Britisches Territorium im Indischen Ozean</option> <option value="BN">Brunei Darussalam</option> <option value="BG">Bulgarien</option> <option value="BF">Burkina Faso</option> <option value="BI">Burundi</option> <option value="EA">Ceuta, Melilla</option> <option value="CL">Chile</option> <option value="CN">Volksrepublik China</option> <option value="CP">Clipperton</option> <option value="CK">Cookinseln</option> <option value="CR">Costa Rica</option> <option value="CI">Côte d’Ivoire (Elfenbeinküste)</option> <option value="DK">Dänemark</option> <option value="DE">Deutschland</option> <option value="DG">Diego Garcia</option> <option value="DM">Dominica</option> <option value="DO">Dominikanische Republik</option> <option value="DJ">Dschibuti</option> <option value="EC">Ecuador</option> <option value="SV">El Salvador</option> <option value="ER">Eritrea</option> <option value="EE">Estland</option> <option value="FK">Falklandinseln</option> <option value="FO">Färöer</option> <option value="FJ">Fidschi</option> <option value="FI">Finnland</option> <option value="FR">Frankreich</option> <option value="GF">Französisch-Guayana</option> <option value="PF">Französisch-Polynesien</option> <option value="GA">Gabun</option> <option value="GM">Gambia</option> <option value="GE">Georgien</option> <option value="GH">Ghana</option> <option value="GI">Gibraltar</option> <option value="GD">Grenada</option> <option value="GR">Griechenland</option> <option value="GL">Grönland</option> <option value="GB">Großbritannien</option> <option value="GP">Guadeloupe</option> <option value="GU">Guam</option> <option value="GT">Guatemala</option> <option value="GG">Guernsey (Kanalinsel)</option> <option value="GN">Guinea</option> <option value="GW">Guinea-Bissau</option> <option value="GY">Guyana</option> <option value="HT">Haiti</option> <option value="HM">Heard- und McDonald-Inseln</option> <option value="HN">Honduras</option> <option value="HK">Hongkong</option> <option value="IN">Indien</option> <option value="ID">Indonesien</option> <option value="IM">Insel Man</option> <option value="IQ">Irak</option> <option value="IR">Iran</option> <option value="IE">Irland</option> <option value="IS">Island</option> <option value="IL">Israel</option> <option value="IT">Italien</option> <option value="JM">Jamaika</option> <option value="JP">Japan</option> <option value="YE">Jemen</option> <option value="JE">Jersey (Kanalinsel)</option> <option value="JO">Jordanien</option> <option value="KY">Kaimaninseln</option> <option value="KH">Kambodscha</option> <option value="CM">Kamerun</option> <option value="CA">Kanada</option> <option value="IC">Kanarische Inseln</option> <option value="CV">Kap Verde</option> <option value="KZ">Kasachstan</option> <option value="QA">Katar</option> <option value="KE">Kenia</option> <option value="KG">Kirgisistan</option> <option value="KI">Kiribati</option> <option value="CC">Kokosinseln</option> <option value="CO">Kolumbien</option> <option value="KM">Komoren</option> <option value="CD">Demokratische Republik Kongo</option> <option value="KP">Demokratische Volksrepublik Korea (Nordkorea)</option> <option value="KR">Republik Korea (Südkorea)</option> <option value="HR">Kroatien</option> <option value="CU">Kuba</option> <option value="KW">Kuwait</option> <option value="LA">Laos</option> <option value="LS">Lesotho</option> <option value="LV">Lettland</option> <option value="LB">Libanon</option> <option value="LR">Liberia</option> <option value="LY">Libyen</option> <option value="LI">Liechtenstein</option> <option value="LT">Litauen</option> <option value="LU">Luxemburg</option> <option value="MO">Macao</option> <option value="MG">Madagaskar</option> <option value="MW">Malawi</option> <option value="MY">Malaysia</option> <option value="MV">Malediven</option> <option value="ML">Mali</option> <option value="MT">Malta</option> <option value="MA">Marokko</option> <option value="MH">Marshallinseln</option> <option value="MQ">Martinique</option> <option value="MR">Mauretanien</option> <option value="MU">Mauritius</option> <option value="YT">Mayotte</option> <option value="MK">Mazedonien</option> <option value="MX">Mexiko</option> <option value="FM">Mikronesien</option> <option value="MD">Moldawien (Republik Moldau)</option> <option value="MC">Monaco</option> <option value="MN">Mongolei</option> <option value="ME">Montenegro</option> <option value="MS">Montserrat</option> <option value="MZ">Mosambik</option> <option value="MM">Myanmar (Burma)</option> <option value="NA">Namibia</option> <option value="NR">Nauru</option> <option value="NP">Nepal</option> <option value="NC">Neukaledonien</option> <option value="NZ">Neuseeland</option> <option value="NI">Nicaragua</option> <option value="NL">Niederlande</option> <option value="AN">Niederländische Antillen</option> <option value="NE">Niger</option> <option value="NG">Nigeria</option> <option value="NU">Niue</option> <option value="MP">Nördliche Marianen</option> <option value="NF">Norfolkinsel</option> <option value="NO">Norwegen</option> <option value="OM">Oman</option> <option value="XO">Orbit</option> <option value="AT">Österreich</option> <option value="TL">Osttimor (Timor-Leste)</option> <option value="PK">Pakistan</option> <option value="PS">Palästinensische Autonomiegebiete</option> <option value="PW">Palau</option> <option value="PA">Panama</option> <option value="PG">Papua-Neuguinea</option> <option value="PY">Paraguay</option> <option value="PE">Peru</option> <option value="PH">Philippinen</option> <option value="PN">Pitcairninseln</option> <option value="PL">Polen</option> <option value="PT">Portugal</option> <option value="PR">Puerto Rico</option> <option value="TW">Republik China (Taiwan)</option> <option value="CG">Republik Kongo</option> <option value="RE">Réunion</option> <option value="RW">Ruanda</option> <option value="RO">Rumänien</option> <option value="RU">Russische Föderation</option> <option value="BL">Saint-Barthélemy</option> <option value="MF">Saint-Martin</option> <option value="SB">Salomonen</option> <option value="ZM">Sambia</option> <option value="WS">Samoa</option> <option value="SM">San Marino</option> <option value="ST">São Tomé und Príncipe</option> <option value="SA">Saudi-Arabien</option> <option value="SE">Schweden</option> <option value="CH">Schweiz</option> <option value="SN">Senegal</option> <option value="RS">Serbien</option> <option value="SC">Seychellen</option> <option value="SL">Sierra Leone</option> <option value="ZW">Simbabwe</option> <option value="SG">Singapur</option> <option value="SK">Slowakei</option> <option value="SI">Slowenien</option> <option value="SO">Somalia</option> <option value="ES">Spanien</option> <option value="LK">Sri Lanka</option> <option value="SH">St. Helena</option> <option value="KN">St. Kitts und Nevis</option> <option value="LC">St. Lucia</option> <option value="PM">Saint-Pierre und Miquelon</option> <option value="VC">St. Vincent und die Grenadinen</option> <option value="ZA">Südafrika</option> <option value="SD">Sudan</option> <option value="GS">Südgeorgien und die Südlichen Sandwichinseln</option> <option value="SR">Suriname</option> <option value="SJ">Svalbard und Jan Mayen</option> <option value="SZ">Swasiland</option> <option value="SY">Syrien</option> <option value="TJ">Tadschikistan</option> <option value="TZ">Tansania</option> <option value="TH">Thailand</option> <option value="TG">Togo</option> <option value="TK">Tokelau</option> <option value="TO">Tonga</option> <option value="TT">Trinidad und Tobago</option> <option value="TA">Tristan da Cunha</option> <option value="TD">Tschad</option> <option value="CZ">Tschechische Republik</option> <option value="TN">Tunesien</option> <option value="TR">Türkei</option> <option value="TM">Turkmenistan</option> <option value="TC">Turks- und Caicosinseln</option> <option value="TV">Tuvalu</option> <option value="UG">Uganda</option> <option value="UA">Ukraine</option> <option value="HU">Ungarn</option> <option value="UY">Uruguay</option> <option value="UZ">Usbekistan</option> <option value="VU">Vanuatu</option> <option value="VA">Vatikanstadt</option> <option value="VE">Venezuela</option> <option value="AE">Vereinigte Arabische Emirate</option> <option value="US">Vereinigte Staaten von Amerika (USA)</option> <option value="GB">Vereinigtes Königreich Großbritannien und Nordirland</option> <option value="VN">Vietnam</option> <option value="WF">Wallis und Futuna</option> <option value="CX">Weihnachtsinsel</option> <option value="EH">Westsahara</option> <option value="CF">Zentralafrikanische Republik</option> <option value="CY">Zypern</option> </select> <span class="bottom-line trans"></span> <svg class="icon white"> <use xlink:href="#i-down-chevron"></use> </svg> </label> </div> <div class="form-row state-province-row hidden"> <label for="state_province" class="dropmenu-wrapper" aria-label="State or Province"> <select id="state_province" class="connect-state-province" name="state_province"> <option value="" selected="selected">Staat oder Provinz*</option> <option value="AK">Alaska</option> <option value="AL">Alabama</option> <option value="AR">Arkansas</option> <option value="AS">Amerikanische Samoa-Inseln</option> <option value="AZ">Arizona</option> <option value="CA">Kalifornien</option> <option value="CO">Colorado</option> <option value="CT">Connecticut</option> <option value="DC">D.C.</option> <option value="DE">Delaware</option> <option value="FL">Florida</option> <option value="FM">Mikronesien</option> <option value="GA">Georgia</option> <option value="GU">Guam</option> <option value="HI">Hawaii</option> <option value="IA">Iowa</option> <option value="ID">Idaho</option> <option value="IL">Illinois</option> <option value="IN">Indiana</option> <option value="KS">Kansas</option> <option value="KY">Kentucky</option> <option value="LA">Louisiana</option> <option value="MA">Massachusetts</option> <option value="MD">Maryland</option> <option value="ME">Maine</option> <option value="MH">Marshall Islands</option> <option value="MI">Michigan</option> <option value="MN">Minnesota</option> <option value="MO">Missouri</option> <option value="MP">Marianas</option> <option value="MS">Mississippi</option> <option value="MT">Montana</option> <option value="NC">North Carolina</option> <option value="ND">Norddakota</option> <option value="NE">Nebraska</option> <option value="NH">New Hampshire</option> <option value="NJ">New Jersey</option> <option value="NM">Neu Mexiko</option> <option value="NV">Nevada</option> <option value="NY">New York</option> <option value="OH">Ohio</option> <option value="OK">Oklahoma</option> <option value="OR">Oregon</option> <option value="PA">Pennsylvania</option> <option value="PR">Puerto Rico</option> <option value="PW">Palau</option> <option value="RI">Rhode Island</option> <option value="SC">South Carolina</option> <option value="SD">Süddakota</option> <option value="TN">Tennessee</option> <option value="TX">Texas</option> <option value="UT">Utah</option> <option value="VA">Virginia</option> <option value="VI">Britische Jungferninseln</option> <option value="VT">Vermont</option> <option value="WA">Washington</option> <option value="WI">Wisconsin</option> <option value="WV">West Virginia</option> 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