Customer experience management in digital channels with marketing automation
1University of Oulu, Faculty of Information Technology and Electrical Engineering, Department of Information Processing Science, Information Processing Science
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Superior customer experience and successful customer experience management can create a competitive advantage that is difficult to match by the competitors. However managing customer experience successfully the customer experience needs to be considered in the context of multiple marketing channels and multiple customer segments which requires a lot of resources. With the difficult financial conditions today the use of technology and marketing automation offer companies a chance to work efficiently across the marketing channels and segments. Managing customer relationships and customer experience has been studied quite extensively before. In recent years the scope in the research has moved more from customer relationship management (CRM) to customer experience management (CEM). Segmentation of the customers origins from the 1950s and it is one of the fundamental concepts of marketing. Also digital marketing and using technology in the marketing has been studied quite a lot in the past decades. However using technology and specially marketing automation as a tool to manage customer experience has not been studied. Since customer experience is seen one of the most important concepts of marketing in the coming years and companies are all the time looking a ways how to enhance their marketing with better use of software these two concepts make an interesting combination. In this study I have combined the customer experience management with marketing automation. My main research question is how customer experience can be managed with marketing automation. The sub questions are what kind of channels can be used in the digital marketing and how customers can be segmented effectively. I’ll answer these questions by reviewing the research that has already been made in these areas and with a case study of the customer experience and marketing automation in a company called Fintoto. The literature research includes customer experience and it’s management, segmentation, digital marketing channels and use of technology in marketing. Based on this research is built a framework which is used the case study to analyze the customer experience and marketing automation of Fintoto. Main results were that there is a way how customer experience can be managed with marketing automation. The main argument is that as customer experience happens in the touch-points where customer interacts with the company with the use of marketing automation technology the respond can differ and be most optimal one for each customer. The data gathered from the customers can be used with marketing automation to tailor the right response or message for each customer.
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