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Erschienen in:
7 Rules of Attraction – Mit kundenorientierten Diensten erfolgreich in der Digitalen Transformation Kapitel lesen Erstes Kapitel lesen

2019 | OriginalPaper | Buchkapitel

4. Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive

verfasst von : Markus Heuchert, Benjamin Barann, Ann-Kristin Cordes, Jörg Becker

Erschienen in: Digital Customer Experience

Verlag: Springer Fachmedien Wiesbaden

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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.
Vorheriges Kapitel Konstruktion eines Omni-Channel-Frameworks für Sales & Service in KMU in der B2B-Telekommunikationsindustrie
Nächstes Kapitel Evaluation der organisationalen UX-Gestaltungskompetenz
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Metadaten
Titel
Entwicklung eines Entity-Relationship-Modells und eines Verknüpfungskonzeptes – eine Betrachtung des Omni-Channel-Managements aus einer Information Systems-Perspektive
verfasst von
Markus Heuchert
Benjamin Barann
Ann-Kristin Cordes
Jörg Becker
Copyright-Jahr
2019
Buch
Digital Customer Experience

Print ISBN: 978-3-658-22541-4

Electronic ISBN: 978-3-658-22542-1

Copyright-Jahr: 2019

DOI
https://doi.org/10.1007/978-3-658-22542-1_4

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