As a specialized conference during the trade fare, the CeBIT Digital Marketing Arena offers exciting discussions in 2017 too – in particular regarding the shift to customer-focused thinking in marketing, sales, and service and the realignment of concepts and processes.
This year's conference program starts by spotlighting the challenges and success factors in realigning the areas of marketing, sales, and service to a stronger customer orientation as well as the identification and realization of innovative digital customer benefits. In the age of digital and global competition, the "digital experience" as the "customer experience through direct and indirect digital processes" is of key importance when it comes to gaining a competitive advantage. No matter if this involves convenience benefits for customers as part of digital information and ordering possibilities, the additional benefits through digital product and service extensions, or the service experience of customers regarding processes and interactions with digitally better informed sales and service staff – the digital space offers companies a host of opportunities for creating more and better customer benefits.
When realizing this potential, it's ultimately not only a question of using technologies in the right way, but also about establishing the corresponding customer-focused thinking in the organization and in the processes. Both the technological issues and the organizational and process-related challenges will be the subject of numerous lectures and panel discussions at the 2017 CeBIT Digital Marketing Arena.