Prof. Dr. Oliver Errichiello

Brand expert and consumer philosopher

"The more communication thunderstorms and digitization, the more important human-to-human trust becomes. The fact that AI is desperately trying to appear "human" suggests all the more strongly that humans demand the flexibility and pragmatism of real people. Most importantly: a computer knows no responsibility and no loyalty, only algorithms. However: customer service is mostly relevant when it comes to questions, problems and irregularities. It is precisely in this field that long-term oriented companies separate themselves from KPI-driven short-term management. Brands have to decide whether they see human and competent customer service as an intensive personnel cost factor or as the most effective means of customer care and customer acquisition and thus as part of sales and marketing. After all, in times of dwindling advertising effectiveness, the most effective means of customer acquisition is personal recommendation."

Prof. Dr. Oliver Errichiello is a brand expert and consumer philosopher. After his studies, he worked for many years for the Institute for Brand Technology in Geneva in the field of brand management and brand strategy for globally operating companies.