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Augmented Marketing: Delivering Tech-Empowered Human Interaction

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2021, vol. 12, issue 2, 28-32

Abstract: Customer interface - the way customers communicate with companies - is a big part of the customer experience. In industries such as hospitality, healthcare, professional services, and even high-tech, some customer interfaces are mainly fronted by humans. The concierges, nurses, consultants, and key account managers are critical resources in their fields, and machines are not a match for their abilities to deliver the right experience. But it takes years to recruit and develop the competencies of these people before they can perform their best. The circumstance makes companies challenging to scale, essentially creating a limit to growth. Augmented marketing offers a solution to this problem. Digital interfaces can provide new alternative ways for customers to interact with brands and companies. Although a digital interface cannot wholly replace human-to-human interaction, it can make the scarce human resources work faster and smarter.

Keywords: Customer Interface; Digital Tools; Knowledge Bases; Tiered Services; Virtual Assistance (search for similar items in EconPapers)
JEL-codes: L81 M31 O33 O35 (search for similar items in EconPapers)
Date: 2021
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Handle: RePEc:rdc:journl:v:12:y:2021:i:2:p:28-32