A Data-Driven Approach to Improve the Digital Customer Journey for SMEs - A Case Study On HAILO

Caroline Heins, Daniela Grumbach, Deniz Herkert and Wolfgang H. Schulz

Marketing Review St.Gallen, 2021, vol. 38, issue 5, 36-43

Abstract: In the current, rapidly changing environment, understanding the customer journey and continuously improving the customer experience are key success factors for competing successfully in the online business. A case study of HAILO, a German-based OEM, shows the impact of a data-driven approach and derived activities on providing a customised digital experience in order to be successful in the digital age.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276158

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