An IS Perspective on Omni-Channel Management along the Customer Journey: Development of an Entity-Relationship-Model and a Linkage Concept
Heuchert Markus, Barann Benjamin, Cordes Ann-Kristin, Becker Jörg
Abstract
The digital transformation forces organisations to increasingly embed technology to catch up with customer demands. The omni-channel approach is one recent trend that requires taking the customer's perspective and offering a consistent experience across channels and touchpoints. While this development clearly necessitates IT for implementation, past research primarily stems from the marketing domain. In this article, we present an entity-relationship-model and a linkage model that takes an IS perspective and thereby enables communication between marketing and IT.
Keywords
Customer Experience Management; Entity-Relationship-Model; Omni-Channel Management