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.

MoreLess

Year of publication:	2021
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
Publisher:	St.Gallen : Thexis Verlag

freely available

Full text |

More access options

Check Google Scholar

In libraries world-wide (WorldCat)

In German libraries (KVK)

subito order

I need help

More details

Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/276158 [Handle] RePEc:zbw:hsgmrs:276158 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337643