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A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design

In: Smart Services Summit

Author

Listed:
  • Frank Hannich

    (Zurich University of Applied Sciences)

  • Tania Kaya

    (Zurich University of Applied Sciences)

  • Marcel Hüttermann

    (Zurich University of Applied Sciences)

Abstract

This B2C case is about Houzy, a startup and free landlord platform based in Zurich. We used the five trigger sources approach to identify relevant triggers and a gap analysis to create new service design ideas. Our study shows that the five trigger sources approach works well for small and medium-sized enterprises (SMEs) with limited data and resources. We found numerous triggers that generate behavior changes in customers, and we derived service design ideas from triggers not yet addressed by Houzy services.

Suggested Citation

  • Frank Hannich & Tania Kaya & Marcel Hüttermann, 2021. "A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design," Progress in IS, in: Shaun West & Jürg Meierhofer & Christopher Ganz (ed.), Smart Services Summit, pages 85-93, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-72090-2_8
    DOI: 10.1007/978-3-030-72090-2_8
    as

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