publication . Master thesis . 2016

Customer experience management in digital channels with marketing automation

Mattila, J. (Juho);
Open Access English
  • Published: 01 Feb 2016
  • Publisher: University of Oulu
  • Country: Finland
Abstract
Superior customer experience and successful customer experience management can create a competitive advantage that is difficult to match by the competitors. However managing customer experience successfully the customer experience needs to be considered in the context of multiple marketing channels and multiple customer segments which requires a lot of resources. With the difficult financial conditions today the use of technology and marketing automation offer companies a chance to work efficiently across the marketing channels and segments. Managing customer relationships and customer experience has been studied quite extensively before. In recent years the sco...
Subjects
free text keywords: Information Processing Science
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