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Enabling customer relationship management: Multi‐channel content model and management for financial eservices
| Content Provider | Semantic Scholar |
|---|---|
| Author | Kundisch, Dennis Wolfersberger, Peter Klöpfer, Elisabeth |
| Copyright Year | 2001 |
| Abstract | With the advent of the Internet and the ongoing visualisation and digitalisation, segmentation approaches widely used in the past to target customer groups are outdated. In the Information Age Economy one-to-one marketing approaches are applied using information technology (IT) to individually target customers according to their specific needs and preferences (for the future importance of individualisation and one-to-one communication for successful (e-)business-strategies see e.g. (Zerdick et al. 2000; Merz 1999; Buhl & Wolfersberger 2000). On mass information and customisation systems see e.g. (Gilmore & Pine 2000, Piller 2000, Hansen 1995; Hansen & Scharl 1998). Currently, the financial services industry as an example of one of the most important eServices industries is undergoing a fundamental shift since it is questionable whether the traditional approach of just selling financial commodity products in increasingly transparent and global markets will still be profitable in the future (see e.g. Buhl et al. 2001; The Economist 2000). Most likely, a financial intermediary that 'owns' the customer (trust) relationship will be the only one able to enhance the shareholder value of the company in the long run. Particularly The Economist (2000) presents some evidence that no shareholder value has been created by traditional banking institutions in the last years. Therefore Customer Relationship Management (CRM) that enables financial services firms to individually and professionally manage their customer accounts keeping 'economically valuable' customers and repelling and eliminating 'economically invaluable' ones has become increasingly important. For an assessment of the MIS research into CRM see (Romano 2001). |
| File Format | PDF HTM / HTML |
| DOI | 10.1080/14241270109389952 |
| Alternate Webpage(s) | http://journals.sfu.ca/mediajournal/index.php/jmm/article/download/166/48 |
| Alternate Webpage(s) | https://doi.org/10.1080/14241270109389952 |
| Volume Number | 3 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
