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New channels/old channels: Customer management and multi-channels

机译：新渠道/旧渠道：客户管理和多渠道

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Purpose - This paper seeks to concern itself with the implications for the management of customer relationships of pursuing a multi-channel approach. Design/methodology/approach - The case study method is used in analysing the situation of four organizations from the UK financial services industry. A conceptual framework covering structural, people and process elements is utilized to examine the challenges to be overcome in providing an integrated approach to customer management. Findings - The addition of new channels alongside those already in existence opens up new areas of the organization to customer contact and creates significant challenges in relation to staff roles and existing processes for interacting with customers. Channel integration is a strategic issue potentially requiring structural changes to the organization and changes in the behaviour of customers. Research limitations/implications - This exploratory research suggests the need for studies in relationship marketing to take cross-disciplinary approaches in investigating what organizational forms operate most effectively in multi-channel environments. There is also a need to develop a better understanding of how different groups of customers use different channels and of how service quality dimensions operate in this environment. Practical implications - Multi-channel customer management adds another dimension to traditional methods of segmenting customers and requires sophisticated understanding of the way that customers use channels. The addition of new channels offers a range of opportunities for interacting directly with the customer, raising new questions about how best to manage customer communications holistically. Originality/value - The paper contributes to one's understanding of the implications for organizations in managing customers in a multi-channel environment.
机译：目的-本文力图关注采用多渠道方法对客户关系管理的影响。设计/方法/方法-案例研究方法用于分析来自英国金融服务业的四个组织的状况。利用涵盖结构，人员和流程元素的概念框架来研究在提供集成的客户管理方法时要克服的挑战。调查结果-在现有渠道的基础上增加新渠道，为组织与客户联系开辟了新领域，并在员工角色和与客户互动的现有流程方面提出了重大挑战。渠道整合是一个战略性问题，可能需要对组织进行结构性更改以及改变客户的行为。研究的局限性/含意-这项探索性研究表明，关系营销研究需要采取跨学科方法来研究哪种组织形式在多渠道环境中最有效地运作。还需要更好地了解不同的客户群体如何使用不同的渠道以及在这种环境下服务质量维度如何运作。实际意义-多渠道客户管理为传统的客户细分方法增加了另一个维度，并且需要对客户使用渠道的方式有深入的了解。新渠道的增加为直接与客户互动提供了一系列机会，从而引发了有关如何最好地整体管理客户沟通的新问题。创意/价值-本文有助于人们理解组织在多渠道环境中管理客户的意义。

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