Digital Transformation in Sales and Marketing at Company A: Evaluating the Impact of Digital Tools on Daily Operations and Customer Actions
Reisinger, Sophie Marie (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052917795
https://urn.fi/URN:NBN:fi:amk-2025052917795
Tiivistelmä
This thesis explores the impact of digital transformation within the sales and marketing departments of Company A, a German mid-size company. The purpose of this study is to assess how digital tools influence operational workflows, employee satisfaction, and customer engagement in a business-to-business (B2B) context. Company A commissioned this research to support its strategic efforts to digitalize core functions and strengthen its competitive positioning through data-driven innovation.
The development task focused on evaluating specific tools - Dialogify, Microsoft Copilot Studio, SalesViewer, and Google Analytics - with respect to their usability, strategic fit, and impact on performance. The theoretical framework draws on the Technology Acceptance Model (TAM), Kotter’s 8-Step Change Model, and the Weighted Scoring Method (MCDA), offering a comprehensive lens for understanding digital tool adoption and organizational readiness.
A qualitative research approach was applied, combining expert interviews with internal stakeholders and external digital transformation professionals. A chatbot prototype and AI- readiness survey further supported the development phase. The key findings indicate that tools like Microsoft Copilot and Dialogify have high potential for automation and productivity gains but require robust training and change management strategies to ensure adoption. The study also found that digital workload can lead to stress if not supported by leadership and structured onboarding. Additionally, digital touchpoints like chatbots showed strong potential for enhancing customer experience, particularly when measured via KPIs such as Customer Satisfaction Score (CSAT) and First Contact Resolution (FCR).
The research concludes that digital transformation efforts must be supported by human-centric strategies - such as transparent communication, cross-departmental collaboration, and regular training - to achieve lasting success. The thesis provides actionable recommendations, including implementing AI-specific KPIs, strengthening intercultural team exchanges, and leveraging structured tool evaluations with TAM questionnaires. These findings not only benefit Company A but also contribute to broader academic discourse on digital tool adoption in sales and marketing.
The development task focused on evaluating specific tools - Dialogify, Microsoft Copilot Studio, SalesViewer, and Google Analytics - with respect to their usability, strategic fit, and impact on performance. The theoretical framework draws on the Technology Acceptance Model (TAM), Kotter’s 8-Step Change Model, and the Weighted Scoring Method (MCDA), offering a comprehensive lens for understanding digital tool adoption and organizational readiness.
A qualitative research approach was applied, combining expert interviews with internal stakeholders and external digital transformation professionals. A chatbot prototype and AI- readiness survey further supported the development phase. The key findings indicate that tools like Microsoft Copilot and Dialogify have high potential for automation and productivity gains but require robust training and change management strategies to ensure adoption. The study also found that digital workload can lead to stress if not supported by leadership and structured onboarding. Additionally, digital touchpoints like chatbots showed strong potential for enhancing customer experience, particularly when measured via KPIs such as Customer Satisfaction Score (CSAT) and First Contact Resolution (FCR).
The research concludes that digital transformation efforts must be supported by human-centric strategies - such as transparent communication, cross-departmental collaboration, and regular training - to achieve lasting success. The thesis provides actionable recommendations, including implementing AI-specific KPIs, strengthening intercultural team exchanges, and leveraging structured tool evaluations with TAM questionnaires. These findings not only benefit Company A but also contribute to broader academic discourse on digital tool adoption in sales and marketing.