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Enhancing the Customer Journey with Digital Self-Services

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Christoph Tienken

    (University of St. Gallen)

  • Jonathan Rösler

    (University of St. Gallen)

  • Thomas Friedli

    (University of St. Gallen)

Abstract

The digital transformation is increasingly gaining momentum in the B2B industry and thereby governs important agenda items of several board members. In this regard, marketing and sales organizations are one of the business areas that seek to seize the different opportunities from using digital technologies. The advancements in digital technologies will increasingly drive the digital transformation in marketing and sales. In search of future growth, differentiation, and enhanced customer experience, many companies look for new ways to exploit the different digital technologies available. One emerging avenue in this domain is the use of digital-self services that allow customers to find answers to their specific problems or questions on their own. The authors present six different case studies that outline how leading companies implemented digital self-services to cope with identified customer problems at a certain stage of their customer journey.

Suggested Citation

  • Christoph Tienken & Jonathan Rösler & Thomas Friedli, 2023. "Enhancing the Customer Journey with Digital Self-Services," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 231-251, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_13
    DOI: 10.1007/978-3-031-30720-1_13
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