Customer centricity, the european way.

Welcoming outstanding industry leaders who bring customer-centric leadership to life is a core element of teaching at the Marketing Center Münster. When taking place as part of the Onboarding of our first-semester Bachelor of Business students, a module run by MCM professors Thorsten Hennig-Thurau and Manfred Krafft, these encounters allow our latest studental cohort to understand what true customer centricity entails — and why putting it into practice is far more challenging than merely claiming it.

After Rocco Bräuniger and Florian Mair previously illustrated how Amazon lives its customer obsession, the Marketing Center was delighted this year to bring a fresh and distinctly European perspective on customer-centric leadership to Universität Münster’s largest lecture hall by welcoming Urs Moeller, Country Manager Germany at Coolblue.

In front of more than 500 students, Urs demonstrated impressively that customer centricity is much more than “effective marketing.” Instead, it represents a holistic approach to designing the entire business — one that enables organic growth through word of mouth and recommendations. Urs Moeller demonstrated how Coolblue earns such outcomes through smart digital experiences as well as friendly, competent service in a growing number of physical stores. Importantly, he presented the mission to do “everything for a smile” as one that places customers at its center while clearly relying on a motivated and happy workforce.

That the Net Promoter Score appeared already on the very first slide — alongside EBITDA — as well as many that followed, sent a strong signal of Coolblue’s strategic priorities and what to expect from the company in the German market in the years ahead.

On behalf of the Marketing Center Münster, we sincerely thank Urs Moeller for joining us and for inspiring the next generation of business leaders — Made in Münster — to put customer centricity into practice.