The Influence of Marketing Automation on Customer Service
HOANG, LY (2015)
Jyväskylän ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201901211448
https://urn.fi/URN:NBN:fi:amk-201901211448
Tiivistelmä
Marketing has changed immensely since the rise of digitalisation. Direct marketing is not as effective as it was before. The core of digital marketing is now to create personalised and customised contents for the customers. Digital marketing also increases the demand for higher attention for customer service.
Marketing automation serves the needs of the marketer in understanding their customer better to creating customer-personalised contents and approaches. Although marketing automation is being used by companies more and more nowadays, it has not reached a high level of academic attention. Therefore, the research existed with a sole purpose to figure out how marketing automation works and how it affects customer service. The research would hopefully act as a base for the company’s application to their own context.
The research was carried out with qualitative method, using semi-structured interviews. Interviewees were experienced specialists in marketing and were working in companies that utilized marketing automation. Qualitative content analysis was implemented to conclude the findings.
The study reveals the benefits and threats of marketing automation regarding its influence to customer service. It considered the customer’s perspective of automation. Main findings revolved around the implementation of the software in companies, its impact on their customer service, customer’s perception of marketing automation and competency advantages. Contrary opinions were raised, however, it was resulted from each company’s marketing automation strategy.
Marketing automation serves the needs of the marketer in understanding their customer better to creating customer-personalised contents and approaches. Although marketing automation is being used by companies more and more nowadays, it has not reached a high level of academic attention. Therefore, the research existed with a sole purpose to figure out how marketing automation works and how it affects customer service. The research would hopefully act as a base for the company’s application to their own context.
The research was carried out with qualitative method, using semi-structured interviews. Interviewees were experienced specialists in marketing and were working in companies that utilized marketing automation. Qualitative content analysis was implemented to conclude the findings.
The study reveals the benefits and threats of marketing automation regarding its influence to customer service. It considered the customer’s perspective of automation. Main findings revolved around the implementation of the software in companies, its impact on their customer service, customer’s perception of marketing automation and competency advantages. Contrary opinions were raised, however, it was resulted from each company’s marketing automation strategy.