Towards Efficient and Informative Omni-Channel Customer Relationship Management

被引：8

作者：

Carnein, Matthias ^{[1
]}

Heuchert, Markus ^{[1
]}

Homann, Leschek ^{[1
]}

Trautmann, Heike ^{[1
]}

Vossen, Gottfried ^{[1
]}

Becker, Jorg ^{[1
]}

Kraume, Karsten ^{[1
]}

机构：

[1] Univ Munster, European Res Ctr Informat Syst ERCIS, Munster, Germany

来源：

ADVANCES IN CONCEPTUAL MODELING, ER 2017 | 2017年 / 10651卷

关键词：

Omni-channel CRM; Big data analytics; Customer segmentation; Data architecture;

D O I：

10.1007/978-3-319-70625-2_7

中图分类号：

TP39 [计算机的应用];

学科分类号：

081203 ; 0835 ;

摘要：

Nowadays customers expect a seamless interaction with companies throughout all available communication channels. However, many companies rely on different software solutions to handle each channel, which leads to heterogeneous IT infrastructures and isolated data sources. Omni-Channel CRM is a holistic approach towards a unified view on the customer across all channels. This paper introduces three case studies which demonstrate challenges of omni-channel CRM and the value it can provide. The first case study shows how to integrate and visualise data from different sources which can support operational and strategic decision. In the second case study, a social media analysis approach is discussed which provides benefits by offering reports of service performance across channels. The third case study applies customer segmentation to an online fashion retailer in order to identify customer profiles.

引用

页码：69 / 78

页数：10

共 15 条

[1] [Anonymous], 2015, ACCENTURE DIGITAL TR
[2] [Anonymous], 2009, DESIGNING INTERACTIO
[3] Density-Based Clustering over an Evolving Data Stream with Noise
Cao, Feng
Ester, Martin
Qian, Weining
Zhou, Aoying
[J]. PROCEEDINGS OF THE SIXTH SIAM INTERNATIONAL CONFERENCE ON DATA MINING, 2006, : 328 - +
[4] Carbone LP., 1994, MARK MANAG, V3, P8
[5] Carnein M., 2017, P 17 C DAT SYST BUS, P33
[6] An Empirical Comparison of Stream Clustering Algorithms
Carnein, Matthias
Assenmacher, Dennis
Trautmann, Heike
[J]. ACM INTERNATIONAL CONFERENCE ON COMPUTING FRONTIERS 2017, 2017, : 361 - 366
[7] Chen YX, 2007, KDD-2007 PROCEEDINGS OF THE THIRTEENTH ACM SIGKDD INTERNATIONAL CONFERENCE ON KNOWLEDGE DISCOVERY AND DATA MINING, P133
[8] DAMA International, 2009, DAMA GUID DAT MAN BO
[9] Hartigan J. A., 1979, Applied Statistics, V28, P100, DOI 10.2307/2346830
[10] Understanding Customer Experience Throughout the Customer Journey
Lemon, Katherine N.
Verhoef, Peter C.
[J]. JOURNAL OF MARKETING, 2016, 80 (06) : 69 - 96

← 1 2 →