CX: Successful management of emotions Positive customer experiences and respectively resulting emotional bonds facilitate sustainable business relationships. A central variable in the customer’s experience ... read more

Off to the Dark Side of the Iceberg You probably know the common iceberg analogy: We are only aware of the tip above water, while the rest remains underneath the surface. The same is true for human ... read more

Successful segmentation with pictures Don’t say it with flowers, say it with pictures. Even market research effectively takes advantage of the fact that a picture is worth a thousand words. Based on a study dealing with ... read more

How does your brand taste? Do you know what your brand tastes like? Most interviewees find it difficult to put associations and images from their minds into words. In collaboration with Prof. Ulrich Enneking and ... read more