Automatisation des services : De la technologie au marketing

Résumé 0

Indeed, new automated technologies have proved to be useful for the commercialisation of mass services. However, service companies are not so satisfied with the way automated services are currently used by consumers. The main origin for this gap is a sort of internal mismatch which has existed traditionally between the technological systems designers, and the marketing managers : the former have tended to ignore the latter. A survey conducted amongst consumers of two categories of mass services, banking and railway transportation, shows that this period of unquestioning consideration for new technologies is over : clients expect now the right tools at the right place, which are truly service-orientated, customer-friendly. Based on this evolution, marketing managers must now integrate these new tools into a fine-tuned distribution policy for the whole service offering.