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Sponsorship is a central component of corporate public relations. Its effectiveness must be scrutinised in the same way as other measures within the framework of marketing controlling in order to have reliable information for marketing budget decisions. Is it worthwhile for companies to invest resources and money in sponsoring sports or cultural events?
The Customer Centricity Score is a suitable indicator, a simple measurement tool that maps the degree of customer centricity of the organisation and enables companies to identify the levers for more customer orientation.
For some time now, a correct and important trend among many large companies has been to take customer orientation seriously and not only to live it internally, but also to transport it externally in communication. An essential element here is the corporate design of the company – this should embody the brand values and make it clear to its customers: “We are here for you, you are important to us”.
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