Enhancing the Customer Journey with Digital Self-Services

Christoph Tienken (), Jonathan Rösler () and Thomas Friedli ()
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Christoph Tienken: University of St. Gallen
Jonathan Rösler: University of St. Gallen
Thomas Friedli: University of St. Gallen

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 231-251 from Springer

Abstract: Abstract The digital transformation is increasingly gaining momentum in the B2B industry and thereby governs important agenda items of several board members. In this regard, marketing and sales organizations are one of the business areas that seek to seize the different opportunities from using digital technologies. The advancements in digital technologies will increasingly drive the digital transformation in marketing and sales. In search of future growth, differentiation, and enhanced customer experience, many companies look for new ways to exploit the different digital technologies available. One emerging avenue in this domain is the use of digital-self services that allow customers to find answers to their specific problems or questions on their own. The authors present six different case studies that outline how leading companies implemented digital self-services to cope with identified customer problems at a certain stage of their customer journey.

Keywords: Digital self-services; Customer journey; Digital transformation; Digital sales and marketing; Sales and marketing; Case studies (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_13

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DOI: 10.1007/978-3-031-30720-1_13

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