Abstract
This B2C case is about Houzy, a startup and free landlord platform based in Zurich. We used the five trigger sources approach to identify relevant triggers and a gap analysis to create new service design ideas. Our study shows that the five trigger sources approach works well for small and medium-sized enterprises (SMEs) with limited data and resources. We found numerous triggers that generate behavior changes in customers, and we derived service design ideas from triggers not yet addressed by Houzy services.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Adestra. (2015). Marketing vs. Machine—Marketers and the rise of technology. Adestra.
Belz, C. (2016). Marketing Heatmap II-Marketing-Effizienz, Marketing-Organisation und-Prozesse, Cross Cahnnel und Kunden zum Kauf führen. Marketing Review St. Gallen, 33(2), 16–25.
Brown, T. (2008). Design thinking. Harvard Business Review, 86(6), 84.
Cebulsky, M., & Günther, J. (2015). Der digitale Versicherungskunde: anspruchsvoll, vernetzt und mobil. In Marktplätze im Umbruch (pp. 141–148). Springer Vieweg, Berlin, Heidelberg.
Das Houzy-Team. (2020). Houzy. https://www.houzy.ch/team
Dyche, J., & O’Brien, M. (2002). The CRM handbook: A business guide to customer relationship management. Addison-Wesley Professional.
Effendi, A., Soetjipto, B. E., & Widiati, U. (2016). The implementation of cooperative learning model tsts and carousel feedback to enhance motivation and learning outcome for social studies. Journal of Research & Method in Education (IOSR-JRME), 6(3), 131–136.
Eppler, M. J., & Hoffmann, F. (2012). Design Thinking im Management. Zur Einführung in die Vielfalt einer Methode. Zeitschrift OrganisationsEntwicklung, 2, 4–7.
Hannich, F. M., & Hüttermann, M. (2020). Trigger-based Marketing–Tiki-Taka im digitalen Kundenbeziehungsmanagement. In CRM goes digital (pp. 267–279). Wiesbaden: Springer Gabler.
Heimbach, I., Kostyra, D. S., & Hinz, O. (2015). Marketing automation. Business & Information Systems Engineering, 57(2), 129–133.
Heinonen, K., Strandvik, T., Mickelsson, K. J., Edvardsson, B., Sundström, E., & Andersson, P. (2010). A customer-dominant logic of service. Journal of Service management, 21(4), 531–548.
Jennings, M. D. (2000). Gap analysis: Concepts, methods, and recent results. Landscape Ecology, 15(1), 5–20.
Lambe, P. (2008). Knowledge-based CRM: A map. Extraído el, 14.
Little, J. D. (2001). Marketing automation on the internet. In 5th Invitational Choice Symposium (pp. 1–5).
Mero, J., Tarkiainen, A., & Tobon, J. (2020). Effectual and causal reasoning in the adoption of marketing automation. Industrial Marketing Management, 86, 212–222.
Murphy, D. (2018). Silver bullet or millstone? A review of success factors for implementation of marketing automation. Cogent Business & Management, 5(1), 1546416.
MyHouzy – Die digitale Plattform für Ihr Zuhause. (2020). Houzy. https://www.houzy.ch/.
Nguyen, T. H., Sherif, J. S., & Newby, M. (2007). Strategies for successful CRM implementation. Information Management & Computer Security.
Stauss, B. (2011). Der Kundenbeziehungs-Lebenszyklus. In Grundlagen des CRM (pp. 319–341). Gabler.
Schweizer Dialogmarketing Verband [SDV]. (2017). Dialogmarketing Report Schweiz 2017. Frauenfeld, Switzerland: SDV.
Uebernickel, F., Brenner, W., Pukall, B., Naef, T., & Schindlholzer, B. (2015). Design Thinking: Das Handbuch. Frankfurter Allgemeine Buch.
Unsere Partner. (2020). Houzy. https://www.houzy.ch/unsere-partner
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Yüksel, I. (2012). Developing a multi-criteria decision making model for PESTEL analysis. International Journal of Business and Management, 7(24), 52.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Hannich, F., Kaya, T., Hüttermann, M. (2021). A Customer-Centric Search for Triggers as a Basis for Marketing Automation Service Design. In: West, S., Meierhofer, J., Ganz, C. (eds) Smart Services Summit. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-72090-2_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-72090-2_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-72089-6
Online ISBN: 978-3-030-72090-2
eBook Packages: Business and ManagementBusiness and Management (R0)