Harvard Business manager

Harvard Business manager

Das Wissen der Besten.

Eine Kultur des Ausprobierens

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Mit Onlineexperimenten können Unternehmen viel besser erforschen, was ihre Kunden wollen, und neue Angebote testen. Die Tools und Technologien dafür sind vielerorts längst verfügbar, aber es hapert an der Umsetzung. Manager müssen einen Kulturwandel anstoßen, der Experimente fördert.

Von Stefan Thomke  

Kurz vor der trubeligen Reisesaison zu den Feiertagen im Dezember 2017 machte der Chefdesigner von Booking.com einen radikalen Vorschlag: Er wollte ein völlig neues Layout der Unternehmenswebsite testen. Statt dem Besucher wie bisher zahlreiche Vorschläge für Hotels, Ferienwohnungen und Sparangebote zu machen, sollte die neue Website mit einem kleinen Fenster auskommen, in das der Kunde ledigl

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Harvard Business manager

Eine Kultur des Ausprobierens

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