A Data-Driven Approach to Improve the Digital Customer Journey for SMEs - A Case Study On HAILO
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.
Year of publication: |
2021
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Authors: | Heins, Caroline ; Grumbach, Daniela ; Herkert, Deniz ; Schulz, Wolfgang H. |
Published in: |
Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 38.2021, 5, p. 36-43
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Publisher: |
St.Gallen : Thexis Verlag |
Saved in:
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