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Customer Journey Mining – Erweiterung des Customer-Journey-Ansatzes mit Process Mining

In: Dialogmarketing Perspektiven 2022/2023

Author

Listed:
  • Timo Gutmann

    (Hochschule Pforzheim)

  • Rebecca Bulander

    (Hochschule Pforzheim)

  • Bernhard Kölmel

    (Hochschule Pforzheim)

Abstract

Zusammenfassung In diesem Beitrag wird das Thema Customer Journey Mining anhand eines Beispieldatensatzes eines niederländischen Kreditinstituts aufgezeigt. Hierfür wird nach einer allgemeinen Einführung in das Thema ein Teil der Customer Journey mit seinen Customer Touchpoints im Kreditvergabeprozess betrachtet und ausgewertet. Im Anschluss daran wird auf die Potenziale, aber auch die Herausforderungen von Customer Journey Mining eingegangen.

Suggested Citation

  • Timo Gutmann & Rebecca Bulander & Bernhard Kölmel, 2023. "Customer Journey Mining – Erweiterung des Customer-Journey-Ansatzes mit Process Mining," Springer Books, in: Deutscher Dialogmarketing Verband e.V. (ed.), Dialogmarketing Perspektiven 2022/2023, pages 51-68, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40753-7_3
    DOI: 10.1007/978-3-658-40753-7_3
    as

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