Kundepleje

Kundepleje, literally “customer care” in Danish, denotes the activities and processes aimed at maintaining and developing relationships with customers. In business practice it combines elements of customer service, relationship management, and experience design to foster satisfaction, trust, and long-term loyalty.

Core aspects include understanding customer needs through data and feedback, delivering reliable service, and ensuring timely, courteous communication across touchpoints. It covers pre-purchase information, sales support, post-purchase service, and after-sales follow-up.

A central tool is customer relationship management (CRM) systems, which organize data on interactions, preferences, and purchase history. Personalization, segmentation, and proactive outreach are common techniques to tailor experiences and address potential issues before they escalate.

The objectives of kundepleje are to increase customer satisfaction and retention, raise lifetime value, and enhance brand reputation. Effective kundepleje reduces churn and creates a stable revenue base through repeat business and positive referrals.

Metrics used include customer satisfaction (CSAT), net promoter score (NPS), churn rate, and customer lifetime value (CLV). Process governance, staff training, and alignment with overall strategy are critical to sustainable results.

Challenges include data privacy and compliance, particularly under GDPR, resource constraints, and balancing automation with a human touch. Successful implementation requires leadership commitment, clear processes, and integration with marketing, sales, and product teams.

The concept is applicable across sectors—retail, service industries, and B2B—where ongoing relationships are essential. Trends include omnichannel support, self-service options, and loyalty programs designed to reward repeat engagement.