The customer is king – which aspects of communication put the user in focus
Traditionally, corporate communication takes place according to the push principle. Here, companies present themselves according to the approach of "our trade shows, our flyers, our awards," etc. However, the new, predominantly digital communication requires more than that. The corporate messages should be placed along the customer journey and focused entirely on the well-known motto "the customer is king"...
How customer centricity drives corporate communications
"The customer is queen" - so familiar, so not-new. The topic of customer centricity is old hat, at least in the jargon of companies and consultants. However, the concept and also the demands on its implementation are undergoing major changes due to digitalization, new tools and increasingly fluid transitions between communication disciplines. Uwe Schubert, the German chief strategist at FleishmanHillard, explains in an interview why it is important for successful corporate communications to think not...