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Nudging Along the Customer Journey

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Listed:
  • Maas, Peter
  • Bieler, Martin
  • Borchert, Maximillian
  • Barwitz, Niklas

Abstract

Interaction channel choices during the customer journey have significant consequences for both consumers and service providers. Especially in service industries with high interaction frequency, both customer experience and cost per interaction can vary drastically. As a new experiment demonstrates, subtly nudging customers in the right direction can be an effective lever when navigating these issues.

Suggested Citation

  • Maas, Peter & Bieler, Martin & Borchert, Maximillian & Barwitz, Niklas, 2018. "Nudging Along the Customer Journey," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(4), pages 88-96.
    • Handle: RePEc:zbw:hsgmrs:275995
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