A customer-centric search for triggers as a basis for marketing automation service design

Hannich, Frank; Kaya, Tania; Hüttermann, Marcel

doi:10.1007/978-3-030-72090-2_8

Publication type:	Conference paper
Type of review:	Peer review (publication)
Title:	A customer-centric search for triggers as a basis for marketing automation service design
Authors:	Hannich, Frank Kaya, Tania Hüttermann, Marcel
et. al:	No
DOI:	10.1007/978-3-030-72090-2_8
Proceedings:	Smart services summit : digital as an enabler for smart service business development
Editors of the parent work:	West, Shaun Meierhofer, Jürg Ganz, Christoph
Page(s):	85
Pages to:	93
Conference details:	Third Smart Services Summit 2020, Zurich (online), 23 October - 23 December 2020
Issue Date:	2021
Series:	Progress in IS
Publisher / Ed. Institution:	Springer
Publisher / Ed. Institution:	Cham
ISBN:	978-3-030-72089-6 978-3-030-72090-2
Language:	English
Subjects:	B2C; Customer centricity; Marketing automation; Service design
Subject (DDC):	658.8: Marketing management
Abstract:	This B2C case is about Houzy, a startup and free landlord platform based in Zurich. We used the five trigger sources approach to identify relevant triggers and a gap analysis to create new service design ideas. Our study shows that the five trigger sources approach works well for small and medium-sized enterprises (SMEs) with limited data and resources. We found numerous triggers that generate behavior changes in customers, and we derived service design ideas from triggers not yet addressed by Houzy services.
URI:	https://digitalcollection.zhaw.ch/handle/11475/23384
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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