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  • Using AI in reputation management

    A company's reputation is of crucial importance nowadays. It is strongly influenced by customer reviews, discussions in social media and online reporting and has an enormous impact. The use of artificial intelligence (AI) opens up completely new fields of action here. In this specialist article, we take a look at the diverse applications of AI in reputation management and their impact on the business world.

    Customer ServiceHartmut Deiwick6 minutes

  • Community building - 6 myths about novel brand strategy

    Brand communities are communities among customers based on a common bond with a brand. It can be a company, an individual, or an idea. Customers gradually become fans. But the strategy of community building is still quite new, which is why many myths have formed around it.

    BrandDr. Irene Y. Kilubi4 minutes

  • Proper community management must be crisis-proof - 4 wonderful starting points

    We can never be prepared for everything, but with every crisis we can gain new experience that we can draw on in the future. We should take advantage of new opportunities that are offered to us now. We should take advantage of this time. We can rethink business plans, get rid of dependencies that are not necessary. Good community management is half the battle, so let's focus on it in the coming days.

    Social MediaDr. Irene Y. Kilubi5 minutes

  • Service Design - How customer experience creates added value

    Tldr: Improving brands means improving service systems. Products are becoming more and more similar. The competition is getting bigger and bigger. The demand is finite. Most markets today are predatory markets. Even in new markets, consolidation through displacement takes place quite quickly, as currently shown by the fierce competition in the e-scooter segment, for example. Service is the real differentiation factor, which is why we choose products and repeat purchases. Service shows the company's attitude, how it really promises to meet customer needs. We should understand marketing as a moment of truth in every customer contact, as an attitude that the brand has a decisive influence on the feelings, thoughts and actions of our customers, users, referrers, fans and consumers. A product without service design is not a product. Service is what makes a product come alive. Service makes the attitude in a product tangible. Service makes a brand successful.

    Strategy / VisionKai Bösterling15 minutes