The effect of marketing automation on customer experience
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School of Business |
Bachelor's thesis
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Authors
Date
2016
Department
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
32
Series
Abstract
Marketing automation has gained marketers attention as an ideology that enables to automate traditionally manual marketing tasks. It enables automated, timely and personalized communications to customers. However, as marketing automation is still a young phenomenon, there is very limited amount of academic research about it. Successful customer experiences, on the other hand, have become more and more important as value creators for both customers and organizations. Superior customer experiences create clear competitive advantage. This research discusses the two phenomena and studies the effect of marketing automation on customer experience. Customer journey perspective and the transition from customer relationship management (CRM) to customer experience management (CEM) are discussed regarding customer experience. Furthermore, the concepts of database marketing, personalization, content marketing and lead management are studied for a better understanding of marketing automation. The findings of the research suggest that marketing automation affects customer experience with automated and personalized interactions along customer journeys. Furthermore, the findings indicate that marketing automation has both positive and negative effects on customer experience. Some of the suggested positive effects are personalized and timely customer interactions and increased trust and intimacy of customer relationships. Some of the negative effects are privacy risks and inaccuracy of customer data.Description
Thesis advisor
Pöyry, EssiKeywords
marketing automation, customer experience, customer journey, customer relationship management, customer experience management, database marketing, personalization, content marketing, lead management