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Towards Efficient and Informative Omni-Channel Customer Relationship Management

  • Matthias CarneinEmail author
  • Markus Heuchert
  • Leschek Homann
  • Heike Trautmann
  • Gottfried Vossen
  • Jörg Becker
  • Karsten Kraume
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10651)

Abstract

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.

Keywords

Omni-channel CRM Big data analytics Customer segmentation Data architecture 

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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Matthias Carnein
    • 1
    Email author
  • Markus Heuchert
    • 1
  • Leschek Homann
    • 1
  • Heike Trautmann
    • 1
  • Gottfried Vossen
    • 1
  • Jörg Becker
    • 1
  • Karsten Kraume
    • 1
  1. 1.European Research Center for Information Systems (ERCIS)University of MünsterMünsterGermany

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