{"id":19075,"date":"2022-12-01T12:01:54","date_gmt":"2022-12-01T11:01:54","guid":{"rendered":"https:\/\/hub.hslu.ch\/ikm\/?p=19075"},"modified":"2026-02-09T14:30:49","modified_gmt":"2026-02-09T13:30:49","slug":"e-commerce-take-aways-7-und-8-digitale-kundenservices-und-chatbots-bei-online-shops-omni-channel-management","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/ikm\/2022\/12\/01\/e-commerce-take-aways-7-und-8-digitale-kundenservices-und-chatbots-bei-online-shops-omni-channel-management\/","title":{"rendered":"E-Commerce Take Aways 7 und 8 \u2013 Digitale Kundenservices und Chatbots bei Online-Shops &amp; Omni-Channel-Management"},"content":{"rendered":"\n<p class=\"is-style-default\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#Kunde\">Der Kunde im Zentrum (7)<\/a><\/li>\n\n\n\n<li><a href=\"#Zukunft\">OMNI-Channel &#8211; die flexibelste Customer Journey &amp; die Zukunft der Retailer (8)<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Kunde\">Der Kunde im Zentrum<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"468\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7-702x468.jpg\" alt=\"\" class=\"wp-image-19076\" style=\"width:711px;height:474px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7-702x468.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7-300x200.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7-768x512.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7-600x400.jpg 600w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7-928x619.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_7.jpg 1079w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p><strong>Thema:<\/strong> Digitale Kundenservices und Chatbots bei Online-Shops<\/p>\n\n\n\n<p><strong>Dozenten:<\/strong> &nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/sophie-hundertmark\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sophie Hundertmark<\/a>&nbsp;(Chatbot Consultant, Researcher, Lecturer) und&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/nilshafner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Prof. Dr. Nils Hafner<\/a>&nbsp;(Dozent, Speaker, Blogger und Professor f\u00fcr Kundenmanagement)<\/p>\n\n\n\n<p>Der Kunde wird f\u00fcr ein Unternehmen immer mehr zum&nbsp;<strong>wichtigsten Gut<\/strong>. Ohne zufriedene Kunden, die regelm\u00e4ssig im Unternehmen Geld ausgeben, wird es f\u00fcr Unternehmen schwierig, am Markt zu bestehen. Dieser Fokus war mir schon vor den beiden Unterrichtstagen mit&nbsp;<strong>Nils Hafner<\/strong>&nbsp;bewusst. Aber wieviel sich in den letzten Jahren rund um das Thema Kundenmanagement gewandelt hat und was es alles f\u00fcr neue M\u00f6glichkeiten gibt, hat mich beeindruckt.<\/p>\n\n\n\n<p>Eine gute&nbsp;<strong>Customer Experience<\/strong>&nbsp;hat viele Facetten und ist ein komplexes Gebilde, das verschiedenen Stufen beinhaltet. Ich finde, die folgende Grafik zeigt sehr gut auf, wie komplex es ist, eine gute Customer Experience aufzubauen und was alles n\u00f6tig dazu ist.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"328\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_7-702x328.jpg\" alt=\"\" class=\"wp-image-19077\" style=\"width:827px;height:386px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_7-702x328.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_7-300x140.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_7.jpg 747w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p>Die wichtigsten Learnings, die ich aus dieser Grafik entnehme, sind seine&nbsp;<strong>Kundengruppen&nbsp;<\/strong>zu kennen und die&nbsp;<strong>Touchpoints&nbsp;<\/strong>zu bestimmen. Hat man diese Hausaufgaben erledigt, gilt es mit dem gesammelten Daten und den geeigneten Tools die&nbsp;<strong>Strategie<\/strong>&nbsp;umzusetzen.<\/p>\n\n\n\n<p>Neben der Gesamtsicht auf die Customer Experience fand ich die nachstehenden Punkte sinnbildlich f\u00fcr das Thema Kundenmanagement und seine T\u00fccken.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 15%\"><div class=\"wp-block-media-text__content\">\n<p>Interessiert wie der Beitrag von <a href=\"https:\/\/www.linkedin.com\/in\/simon-krummenacher\/\" target=\"_blank\" rel=\"noreferrer noopener\">Simon Krummenacher<\/a> (Leiter E-Commerce bei Transa Backpacking AG) weitergeht?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/der-kunde-im-zentrum-e-commerce-take-away-michael-m-nussbaumer\/?trackingId=0tCafZMMRpmPfZ1sN1iN9w%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">Lesen Sie die ausf\u00fchrliche Version des Artikels auf Linkedin.<\/a><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"334\" height=\"436\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_7.jpg\" alt=\"\" class=\"wp-image-19087 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_7.jpg 334w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_7-230x300.jpg 230w\" sizes=\"auto, (max-width: 334px) 100vw, 334px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Zukunft\">OMNI-Channel &#8211; die flexibelste Customer Journey &amp; die Zukunft der Retailer<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"360\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_8-1-702x360.jpg\" alt=\"\" class=\"wp-image-19080\" style=\"width:804px;height:412px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_8-1-702x360.jpg 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_8-1-300x154.jpg 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_8-1-768x394.jpg 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_8-1-928x476.jpg 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Beitrag_8-1.jpg 1512w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p><strong>Thema:<\/strong> Omni-Channel-Management<\/p>\n\n\n\n<p><strong>Dozentin: <\/strong><a href=\"https:\/\/www.linkedin.com\/in\/alexachere\/\" target=\"_blank\" rel=\"noreferrer noopener\">Alexandra Scherrer<\/a>, CEO Carpathia \/ Omni Channel Spezialistin<\/p>\n\n\n\n<p>Eine Einkaufswelt \u2013 station\u00e4r und\/oder online; oder besser keine Differenzierung mehr: 24\/7 ge\u00f6ffnet, von \u00fcberall und jedem Gadget erreichbar, je nach Vorlieben und Gebrauch \u2013 der Kunde entscheidet: Willkommen im OMNI-Channel. Eine Unternehmung mit On- und Offline-Pr\u00e4senz.<\/p>\n\n\n\n<p>Klingt super. Ist es auch. F\u00fcr die Kunden h\u00f6chst flexibel \u2013 er entscheidet selbst, auf welchem Kanal er was machen will.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"702\" height=\"362\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_8-702x362.png\" alt=\"\" class=\"wp-image-19081\" style=\"width:833px;height:430px\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_8-702x362.png 702w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_8-300x155.png 300w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_8-768x396.png 768w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_8-928x479.png 928w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Bild_8.png 1004w\" sizes=\"auto, (max-width: 702px) 100vw, 702px\" \/><\/figure>\n\n\n\n<p>Das zeigt auch ein Blick in die Konsumententypen:<em>&nbsp;<\/em>Showroomer, Pure Onliner, Webroomer und Pure Offliner. Bis auf den Pure Offliner f\u00fchrt kein Weg an Online vorbei \u2013 egal ob zur Kaufvorbereitung oder zum Abschluss.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00abEin Grossteil der station\u00e4ren Eink\u00e4ufe geht ein Online-Besuch voraus. Wieviel Umsatz verloren geht, wenn keinen inspirierenden Online-Auftritt vorhanden ist \u2013 kann nur gesch\u00e4tzt werden\u00bb<\/p>\n<cite>Alexandra Scherrer<\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\">Ist OMNI-Channel die Eier-legende-Wollmilchsau?<\/h3>\n\n\n\n<p>K\u00f6nnte. Wenn konsequent gelebt. Zudem ist es ein USP f\u00fcr die station\u00e4ren Retailer gegen\u00fcber den Online Pure Playern \u2013 und ein m\u00f6glicher Weg in die Zukunft. Wenn konsequent gelebt. Dies zeigt, dass vermehrt auch Onliner wie Galaxus mit Station\u00e4ren Touchpoints (Showrooms) punkten.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 15%\"><div class=\"wp-block-media-text__content\">\n<p>Interessiert wie der Beitrag von&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/alban-bislimi-4a7858186\/\" target=\"_blank\" rel=\"noreferrer noopener\">Alban Bislimi<\/a> (E-Business-Manager bei HORNBACH Baumarkt (Schweiz) AG) weitergeht?<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/pulse\/omni-channel-die-flexibelste-customer-journey-der-take-nussbaumer\/?trackingId=hOz3V%2FM4QW%2BiMr6AyLsMrA%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">Lesen Sie die ausf\u00fchrliche Version des Artikels auf Linkedin.<\/a><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"334\" height=\"436\" src=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_8.jpg\" alt=\"\" class=\"wp-image-19088 size-full\" srcset=\"https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_8.jpg 334w, https:\/\/hub.hslu.ch\/ikm\/wp-content\/blogs.dir\/489\/files\/sites\/8\/Person_8-230x300.jpg 230w\" sizes=\"auto, (max-width: 334px) 100vw, 334px\" \/><\/figure><\/div>\n\n\n\n<p><strong>An weiteren Wissens-Snacks interessiert? Hier geht\u2019s zum <a href=\"https:\/\/hub.hslu.ch\/ikm\/2022\/11\/15\/e-commerce-take-aways-5-und-6-logistik-im-onlinehandel-und-shop-systeme\/\">dritten Teil<\/a><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Im Rahmen des CAS E-Commerce Management an der Hochschule Luzern schreiben die Teilnehmenden \u00fcber ihr pers\u00f6nliches E-Commerce Take Away, ein Wissens-Snack direkt aus dem Unterricht. Gegen H\u00e4lfte des Kursprogramm erfahren die Teilnehmenden wie es sich mit digitalen Kundenservices im E-Commerce verh\u00e4lt. Des Weiteren schauen sie in die Zukunft der Retailer. Was sie dabei lernen und f\u00fcr sich mitnehmen, halten sie in ihrem pers\u00f6nlichen Beitrag fest.<\/p>\n","protected":false},"author":247,"featured_media":19211,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"11217,16154,17034,7091,10991,15801","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[19461,86671,4668],"tags":[53980,86093,86588,53994],"class_list":["post-19075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-marketing-und-kommunikationsmanagement","category-weiterbildung","tag-customer-journey","tag-e-commerce","tag-kundenmanagement","tag-omni-channel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>E-Commerce Take Aways 7 und 8 \u2013 Digitale Kundenservices und Chatbots bei Online-Shops &amp; 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