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



Publication type
Conference Paper

Peer reviewed
Yes

Publication status
Published

Year
2018

Conference
Multikonferenz Wirtschaftsinformatik 2018

Venue
Lüneburg, Deutschland

Book title
Proc. Multikonferenz Wirtschaftsinformatik 2018

Place
Lüneburg, Germany

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