Table A.2: Technology Sophistication in Marketing

||**Face-to-face chat**|**Online chat**|**Structured surveys**|**Customer**<br>**Relation-**<br>**ship**<br>**Management**<br>**software (CRM)**|**Big Data Analytics**<br>**or Machine Learning**<br>**algorithms (AI)**|
|---|---|---|---|---|---|
|**Functionality**|Collecting<br>qualitative<br>data, gaining in-depth<br>insights,<br>building rap-<br>port with customers.|Real-time<br>communica-<br>tion<br>with<br>customers,<br>collecting<br>feedback,<br>handling<br>customer<br>queries.|Designing<br>surveys,<br>collecting<br>structured<br>feedback,<br>analyzing<br>responses.|Managing<br>customer<br>data,<br>tracking<br>inter-<br>actions,<br>automating<br>marketing<br>campaigns,<br>analyzing<br>customer<br>behavior.|Advanced<br>analytics,<br>machine<br>learning,<br>predictive<br>modeling,<br>real-time data process-<br>ing.|
|**Integration**|No integration|Basic integration with<br>CRM systems and data<br>analysis tools.|Moderate<br>integration<br>with data analysis tools<br>and CRM systems.|Good integration with<br>other business systems,<br>including email market-<br>ing, social media, and<br>sales platforms.|Seamless<br>integration<br>with<br>multiple<br>data<br>sources,<br>CRM<br>sys-<br>tems,<br>and<br>marketing<br>platforms.|
|**Automation**|No automation|Basic automation for re-<br>sponses and data collec-<br>tion; advanced features<br>available in some tools.|Moderate level of au-<br>tomation for survey dis-<br>tribution and response<br>collection, but manual<br>analysis<br>is<br>often<br>re-<br>quired.|High level of automa-<br>tion<br>for<br>tracking<br>in-<br>teractions,<br>segmenting<br>customers, and running<br>marketing campaigns.|High level of automa-<br>tion for data collection,<br>analysis, and generating<br>insights.|
|**Rank**|5|4|3|2|1|
|**Reason for Ranking**|Least sophisticated due<br>to the absence of in-<br>tegration and automa-<br>tion, although valuable<br>for qualitative insights.|Efective<br>for<br>immedi-<br>ate<br>customer<br>interac-<br>tion but lacks the so-<br>phistication in automa-<br>tion and integration of<br>higher ranks.|Useful<br>for<br>structured<br>feedback, but lower au-<br>tomation and integra-<br>tion limit its sophisti-<br>cation compared to top<br>ranks.|Strong integration and<br>automation,<br>making<br>it highly efective for<br>comprehensive<br>cus-<br>tomer management and<br>marketing.|Highest<br>sophistica-<br>tion due to advanced<br>analytics,<br>seamless<br>integration,<br>and<br>high<br>automation for action-<br>able insights.|
|**Technology**<br>**Exam-**<br>**ples**|In-person<br>Interviews,<br>Focus Groups, Mystery<br>Shopping|WhatsApp Business, In-<br>tercom, LiveChat|SurveyMonkey,<br>Qualtrics,<br>Google<br>Forms|Salesforce,<br>HubSpot<br>CRM, Zoho CRM|Google Analytics|
|**Launch Year**|N/A|2018 (WhatsApp Busi-<br>ness), 2011 (Intercom),<br>2002 (LiveChat)|1999<br>(SurveyMonkey),<br>2002 (Qualtrics), 2008<br>(Google Forms)|1999 (Salesforce), 2014<br>(HubSpot CRM), 2005<br>(Zoho CRM)|2005|
|**Cost**|Cost of time and travel<br>(varies),<br>$2,000-$5,000<br>per<br>session<br>(Focus<br>Groups),<br>$20-$100<br>per<br>shop<br>(Mystery<br>Shopping)|Free<br>or<br>$5/month<br>(WhatsApp<br>Business),<br>$39-$139/seat/month<br>(Intercom),<br>$20-<br>$59/user/month<br>(LiveChat)|Free<br>or<br>$25-<br>$75/user/month<br>(SurveyMonkey),<br>Based<br>on<br>invitation<br>(Qualtrics),<br>Free<br>or<br>up to $18/user/month<br>(Google Forms)|$1,000-$10,000/month<br>(Salesforce),<br>$1,170-<br>$4,300/month<br>(Hub-<br>Spot<br>CRM),<br>Free<br>or<br>$20-$50/user/month<br>(Zoho CRM)|Free or $150,000/year|
|**ChatGPT ranking**|1|2|3|4|5|
|**Estimated time in a**<br>**task**|4 hours|2 hours|1.5 hours|1 hour|30 minutes|

Source: The table draws upon various sources of information including desk research, and websites of various companies including Google, Salesforce, Hubspot, Zoho, SurveyMonkey, Qualtrics, WhatsApp, Intercom, and LiveChat. *CHATGPT estimates the time for collecting customer feedback, following similar characteristics of a given firm. The prompt for these estimates and CHATGPT ranking is available in the appendix.