A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design

Frank Hannich (), Tania Kaya () and Marcel Hüttermann ()
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Frank Hannich: Zurich University of Applied Sciences
Tania Kaya: Zurich University of Applied Sciences
Marcel Hüttermann: Zurich University of Applied Sciences

A chapter in Smart Services Summit, 2021, pp 85-93 from Springer

Abstract: 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.

Keywords: Trigger-based marketing; Customer centricity; Marketing automation; B2C; Trigger sources; Service design (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-030-72090-2_8

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

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