Authors: Gottfried Vossen, Heike Trautmann, Karsten Kraume, Leschek Homann, Markus Heuchert, Matthias Carnein
Tags: 2017, conceptual modeling, Jörg Becker
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.Read the full paper here: https://link-springer-com.proxy2.hec.ca/chapter/10.1007/978-3-319-70625-2_7
