Zusammenfassung
Die digitale Transformation drängt Unternehmen dazu, zunehmend Technologien zu implementieren, um den Kundenanforderungen gerecht zu werden. Der Omni-Channel-Ansatz ist ein neuer Trend, der es z. B. von Händlern erfordert, die Kundenperspektive einzunehmen, um ein konsistentes Erlebnis für den Kunden über alle Kanäle und Berührungspunkte hinweg zu bieten. Obwohl diese Weiterentwicklung zwangsläufig IT für die Umsetzung erfordert, liegt der Schwerpunkt der bisherigen Forschung im Bereich Marketing. In diesem Artikel wird ein Entity-Relationship-Modell und ein Verknüpfungskonzept entwickelt, welches aus Sicht der Information Systems-Disziplin die Kommunikation zwischen Marketing und IT unterstützt.
Schlüsselwörter
- Omni-Channel Management
- Entity-Relationship-Modell
- Customer Experience Management
Überarbeiteter Beitrag basierend auf Heuchert et al. (2018) An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept, Tagungsband zur Multikonferenz Wirtschaftsinformatik (MKWI) 2018, Paul Drews, Burkhardt Funk, Peter Niemeyer und Lin Xie (Hrsg.), S. 435–446.
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Danksagung
Dieser Artikel ist eine Übersetzung von: Heuchert et al. 2018. An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept. In Proc. Multikonferenz Wirtschaftsinformatik 2018. Lüneburg, Germany. Er ist Teil des Projektes „RISE_BPM“, welches im Rahmen des Marie-Skłodowska-Curie-Finanzhilfeabkommens Nr. 645751 mit Mitteln aus dem Forschungs- und Innovationsprogramm Horizont 2020 der Europäischen Union gefördert wird.
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Heuchert, M., Barann, B., Cordes, AK., Becker, J. (2019). Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive. In: Robra-Bissantz, S., Lattemann, C. (eds) Digital Customer Experience. Edition HMD. Springer Vieweg, Wiesbaden. https://doi.org/10.1007/978-3-658-22542-1_4
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