|Publication type:||Conference paper|
|Type of review:||Peer review (publication)|
|Title:||A customer-centric search for triggers as a basis for marketing automation service design|
|Proceedings:||Smart services summit : digital as an enabler for smart service business development|
|Editors of the parent work:||West, Shaun|
|Conference details:||Third Smart Services Summit 2020, Zurich (online), 23 October - 23 December 2020|
|Series:||Progress in IS|
|Publisher / Ed. Institution:||Springer|
|Publisher / Ed. Institution:||Cham|
|Subjects:||B2C; Customer centricity; Marketing automation; Service design|
|Subject (DDC):||658.8: Marketing management|
|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.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Organisational Unit:||Institute of Marketing Management (IMM)|
|Appears in collections:||Publikationen School of Management and Law|
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Hannich, F., Kaya, T., & Hüttermann, M. (2021). A customer-centric search for triggers as a basis for marketing automation service design [Conference paper]. In S. West, J. Meierhofer, & C. Ganz (Eds.), Smart services summit : digital as an enabler for smart service business development (pp. 85–93). Springer. https://doi.org/10.1007/978-3-030-72090-2_8
Hannich, F., Kaya, T. and Hüttermann, M. (2021) ‘A customer-centric search for triggers as a basis for marketing automation service design’, in S. West, J. Meierhofer, and C. Ganz (eds) Smart services summit : digital as an enabler for smart service business development. Cham: Springer, pp. 85–93. Available at: https://doi.org/10.1007/978-3-030-72090-2_8.
F. Hannich, T. Kaya, and M. Hüttermann, “A customer-centric search for triggers as a basis for marketing automation service design,” in Smart services summit : digital as an enabler for smart service business development, 2021, pp. 85–93. doi: 10.1007/978-3-030-72090-2_8.
Hannich, Frank, et al. “A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design.” Smart Services Summit : Digital as an Enabler for Smart Service Business Development, edited by Shaun West et al., Springer, 2021, pp. 85–93, https://doi.org/10.1007/978-3-030-72090-2_8.
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