Abstract
Literature on cross channel communication design shows that customer interaction is too often implemented from a technology viewpoint which keeps us from a fundamental design of the problem and solution. Implementations that have started from a technical or business case point of view have not been very successful.
Customer interaction is using processes, Customer Relationship Management (CRM) or portals from a functional viewpoint but is not constructed from a Performance in Social Interaction theory (\(\varPsi \)-theory) In literature we have found channel characteristics and a maturity model that can help us reach the cross communication goal. With these findings in mind, we have defined our channel and service concepts. We summed up the usable concepts we need, to change the perception of multichannel and introduce a design that starts from communication and realises a cost effective way of integration existing and emerging channels.
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Mulder, M.A.T. (2016). Cross Channel Communication Design Critical Literature Review. In: Aveiro, D., Pergl, R., Gouveia, D. (eds) Advances in Enterprise Engineering X. EEWC 2016. Lecture Notes in Business Information Processing, vol 252. Springer, Cham. https://doi.org/10.1007/978-3-319-39567-8_11
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