Customer Relationships in the Digital Age: Research Progress

Partnership

2/11/2019
One year after the start of the research cooperation project between the Business Unit Perfect Welding at Fronius, the Steel Division of voestalpine, and the B2B-Marketing department of the Johannes Kepler University Linz (JKU), and the theory is being put into practice: the industry partners and their customers are testing the theoretical model with the aim of maintaining customer intimacy in the digital age. 
research cooperation Fronius, voestalpine, JKU
Meeting of the cooperation partners (from left): Prof. Thomas Werani (JKU), Maria Hochmayr (JKU), Bernhard Freiseisen (Fronius), Harald Langeder (Fronius), Werner Dressler (voestalpine), Wolf-Dieter Hohl (voestalpine), Wolfgang Mitterdorfer (voestalpine), Harald Scherleitner (Fronius)

At the heart of the four-year economic research project is the question of how digitization will change customer relationships, with a particular focus on the automotive industry. To answer this question, JKU has created a model which illustrates the processes involved in building customer relationships. Employees and customers of Fronius and voestalpine are now testing this model against their own practical experiences. The theoretical model forms the basis for the planned empirical study.

Fronius and voestalpine are using the cooperation with JKU to identify the opportunities and risks that digitization brings, meaning that both companies can actively prepare for the effects of digital transformation in the field of customer relationship management.

In a joint business meeting with the cooperation partners, research progress up to now was assessed and the next steps were also discussed.