Modelling Customer Relationships in e-Business

Détails

ID Serval
serval:BIB_47511E6F2C1A
Type
Actes de conférence (partie): contribution originale à la littérature scientifique, publiée à l'occasion de conférences scientifiques, dans un ouvrage de compte-rendu (proceedings), ou dans l'édition spéciale d'un journal reconnu (conference proceedings).
Collection
Publications
Titre
Modelling Customer Relationships in e-Business
Titre de la conférence
BLED eCommerce Conference 2003 Proceedings
Auteur(s)
Osterwalder A., Pigneur Y.
Adresse
Bled, Slovenia
Statut éditorial
Publié
Date de publication
2003
Peer-reviewed
Oui
Langue
anglais
Résumé
The goal of this paper is to provide an ontological approach to modelling customer relationships, which helps managers optimize channels, improve customer acquisition, retention and add-on selling particularly in an e-business context. The advantages of a systematic approach are multiple. Modelling and mapping customer relationships allows a better understanding of the way a company interacts with its customers. A formal description is also communicable between the various stakeholders. Further, conceptually seized customer relationships are comparable to the customer relationships of competitors. Finally, a formal approach eases design and transformation. We illustrate the model with two examples of the mobile industry at the level of distribution channels and customer relationships for acquiring and retaining customers.
Création de la notice
19/11/2007 11:24
Dernière modification de la notice
03/03/2018 16:49
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