University of Twente Student Theses
Optimizing the online consumer journey of a traditional digital marketing agency: Making interactions with customers more effective and efficient
Deursen, Amber van (2024) Optimizing the online consumer journey of a traditional digital marketing agency: Making interactions with customers more effective and efficient.
|
PDF
1MB |
| Abstract: | This thesis examines the design criteria for developing digital touchpoints in the customer journeys of traditional digital marketing agencies. Despite extensive research on digital touchpoints in broader contexts, there is limited insight into optimizing these for digital marketing agencies. Using the case study of 'Growing Lemon,' a digital marketing agency in the Netherlands, the study identifies key touchpoints and stages where they have the most impact on customer experience. The findings offer both theoretical and practical guidelines to help digital marketing agencies enhance customer satisfaction and loyalty. This study employs a qualitative research methodology using semi-structured interviews with clients. The data collection involved purposive sampling to select participants, and thematic analysis was used to interpret the findings. The combined insights were used to propose a redesigned customer journey framework for digital marketing agencies. The study at Growing Lemon reveals that digital touchpoints are essential throughout the customer journey. The current customer journey effectively meets service quality and communication objectives but lacks in creativity and proactive strategy suggestions. Enhancing the journey involves increasing proactivity, improving online visibility, and refining communication processes. Overall, Growing Lemon should focus on a client-centric approach, optimizing both digital and personal interactions to improve the customer journey. |
| Item Type: | Essay (Master) |
| Clients: | Growing Lemon, Hengelo, Netherlands |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/103200 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page