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Augmented Marketing: Delivering Tech-Empowered Human Interaction

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  • TANASE, George Cosmin

Abstract

Customer interface - the way customers communicate with companies - is a big part of the customer experience. In industries such as hospitality, healthcare, professional services, and even high-tech, some customer interfaces are mainly fronted by humans. The concierges, nurses, consultants, and key account managers are critical resources in their fields, and machines are not a match for their abilities to deliver the right experience. But it takes years to recruit and develop the competencies of these people before they can perform their best. The circumstance makes companies challenging to scale, essentially creating a limit to growth. Augmented marketing offers a solution to this problem. Digital interfaces can provide new alternative ways for customers to interact with brands and companies. Although a digital interface cannot wholly replace human-to-human interaction, it can make the scarce human resources work faster and smarter.

Suggested Citation

  • TANASE, George Cosmin, 2021. "Augmented Marketing: Delivering Tech-Empowered Human Interaction," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 12(2), pages 28-32, August.
    • Handle: RePEc:rdc:journl:v:12:y:2021:i:2:p:28-32
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    File URL: http://crd-aida.ro/RePEc/rdc/v12i2/3.pdf
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Interface; Digital Tools; Knowledge Bases; Tiered Services; Virtual Assistance;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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