Nudging Along the Customer Journey

Interaction channel choices during the customer journey have significant consequences for both consumers and service providers. Especially in service industries with high interaction frequency, both customer experience and cost per interaction can vary drastically. As a new experiment demonstrates, subtly nudging customers in the right direction can be an effective lever when navigating these issues.

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Year of publication:	2018
Authors:	Maas, Peter ; Bieler, Martin ; Borchert, Maximillian ; Barwitz, Niklas
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 35.2018, 4, p. 88-96
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/275995 [Handle] RePEc:zbw:hsgmrs:275995 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337480