From Satisfaction to Strategy: How Generative AI Reinforces Customer-Centric Business and Redefines Workforce Skills

In an era marked by technological acceleration, customer satisfaction remains a key driver of competitive differentiation. This paper revisits the strategic role of customer-centricity in modern businesses and expands upon it through the lens of generative artificial intelligence (GenAI). While traditional approaches to customer relationship management emphasize human insight and service quality, emerging AI technologies—such as large language models, recommendation engines, and conversational assistants—enable new modes of interaction, personalization, and feedback analysis. Drawing on a case study of the German food delivery startup Oh!Salad, the study explores how GenAI can enhance customer satisfaction and reshape marketing and service strategies. Furthermore, the paper examines the evolving skillsets required by employees operating in AI-augmented environments, arguing that organizations must not only embrace technical innovation but also cultivate adaptive, collaborative, and ethical capabilities among their workforce. This interdisciplinary investigation bridges marketing strategy, organizational development, and workforce transformation in the age of generative AI.

在技术迭代加速的时代，客户满意度仍是企业塑造竞争差异化的核心驱动力。本文重新审视了现代企业中以客户为中心的战略作用，并从生成式人工智能（Generative Artificial Intelligence，GenAI）的视角对其展开拓展深化。尽管传统客户关系管理模式侧重人本洞察与服务质量，但新兴人工智能技术——如大语言模型（Large Language Model，LLM）、推荐引擎与对话助手——催生了全新的交互、个性化与反馈分析范式。本研究以德国外卖初创品牌Oh!Salad为案例，探究生成式人工智能如何提升客户满意度，并重塑营销与服务战略。此外，本文还考察了人工智能赋能工作环境下，员工所需掌握的动态演进技能体系，并提出企业不仅需拥抱技术创新，更要在员工队伍中培育适应性、协作能力与伦理素养。这项跨学科研究架起了生成式AI时代下营销战略、组织发展与员工队伍转型之间的桥梁。