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)


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.


Omni-channel CRM Big data analytics Customer segmentation Data architecture 


  1. 1.
    Accenture: digital transformation in the age of the customer (2015).
  2. 2.
    Cao, F., Ester, M., Qian, W., Zhou, A.: Density-based clustering over an evolving data stream with noise. In: Conference on Data Mining (SIAM 2006), pp. 328–339 (2006)Google Scholar
  3. 3.
    Carbone, L.P., Haeckel, S.H.: Engineering customer experiences. Mark. Manag. 3(3), 8–19 (1994)Google Scholar
  4. 4.
    Carnein, M., Assenmacher, D., Trautmann, H.: An empirical comparison of stream clustering algorithms. In: Proceedings of the ACM International Conference on Computing Frontiers (CF 2017), pp. 361–365 (2017)Google Scholar
  5. 5.
    Carnein, M., Homann, L., Trautmann, H., Vossen, G., Kraume, K.: Customer service in social media: an empirical study of the airline industry. In: Mitschang, B., Ritter, N., Schwarz, H., Klettke, M., Thor, A., Kopp, O., Wieland, M. (eds.) Proceedings of the 17th Conference on Database Systems for Business, Technology, and Web (BTW 2017), Stuttgart, Germany, pp. 33–40 (2017)Google Scholar
  6. 6.
    Chen, Y., Tu, L.: Density-based clustering for real-time stream data. In: Proceedings of the 13th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2007, San Jose, California, USA, pp. 133–142. ACM (2007)Google Scholar
  7. 7.
    Hartigan, J.A., Wong, M.A.: A k-means clustering algorithm. Appl. Stat. 28(1), 100–108 (1979)CrossRefzbMATHGoogle Scholar
  8. 8.
    DAMA International: The DAMA Guide to the Data Management Body of Knowledge - DAMA-DMBOK. Technics Publications, LLC, USA (2009)Google Scholar
  9. 9.
    Lemon, K.N., Verhoef, P.C.: Understanding customer experience throughout the customer journey. J. Mark. 80(6), 69–96 (2016)CrossRefGoogle Scholar
  10. 10.
    Peppers, D., Rogers, M.: The One to One Future. Currency, New York (1993)Google Scholar
  11. 11.
    Saffer, D.: Designing for Interaction: Creating Innovative Applications and Devices (Voices That Matter). New Riders, San Francisco (2009)Google Scholar
  12. 12.
    Trautmann, H., Vossen, G., Homann, L., Carnein, M., Kraume, K.: Challenges of data management and analytics in omni-channel CRM. Technical report 28, European Research Center for Information Systems, Münster, Germany (2017)Google Scholar
  13. 13.
    Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Mark. 68(1), 1–17 (2004)CrossRefGoogle Scholar
  14. 14.
    Verhoef, P.C., Kannan, P., Inman, J.J.: From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. J. Retail. 91(2), 174–181 (2015)CrossRefGoogle Scholar
  15. 15.
    Wedel, M., Kamakura, W.A.: Market Segmentation, 2nd edn. Springer, New York (2000). CrossRefGoogle Scholar

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

Personalised recommendations