How to become a customer-focused organization and create customer value?

30. Juni 2022

Topic: How to become a customer-focused organization and create customer value?
Date: Thursday, 30th of June
Time: 09:00 - 12.00, followed by a lunch 
Location: 11-1071 Hilti Innovation Room
Who: Prof. Dr. Peter Maas
Language: English

How to become a customer-focused organization and create customer value?

The goal of the event is to bring together different generations of people, practitioners and students, corporate executives and general agents – which naturally are close to the customers - to discuss from various perspectives changing needs and wants from customers approaching markets. The insurance industry is far behind other markets regarding digital transformation and customer orientation. So, the question will be disputed what insurers can learn from other industries that already went through these processes of change. To reach the goal the participating students from our Services Marketing course will present the key insights and learnings from their real-world service encounters -mostly service failures - as a trigger for discussion. This part will be followed by a short key note by Conny Kalcher, Chief Group Customer Officer at Zurich Insurance Group, who spent more than 20 years in a similar function at LEGO Group in Billund / Denmark. Additionally, I will take the role of a moderator but will also give some scientific background insights if needed. At least, we want to have an open exchange without any hierarchical, structural or cultural restrictions, which easiest can be reached in a setting provided by SQUARE.

 

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