Professor Krafft, head of the Chair of Marketing Management, spoke with Sebastian Fischer as part of the Science|Talk organized by PIA DYMATRIX and shared current research findings on contemporary customer loyalty management. PIA DYMATRIX is one of the leading German software, solution and service providers for data-driven marketing automation in the DACH region.

In his presentation, Professor Krafft highlighted emerging topics such as customer data privacy or sustainability in customer loyalty programs. While the lecture was primarily based on current research findings from recent publications or projects, practical examples also ensured that theory and practice were vividly combined.

The entire Science|Talk was recorded on video and can be accessed here.