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Web 2.0 Contributions To Multi-Channel Management

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    Notes on slide 1

    Web 2.0 is defined using three aspects:The social aspect focuses on the type of customer participation, what are they contributing and why?The technical aspects makes the implementation work, think of wiki’s and other technical applicationsBusiness focuses on creating value or using the Web 2.0 implementation for a specific goalTogether they make a Web 2.0 application, none of the aspects are leading

    Multi-channel management is the management, coordination, integration and facilitation of channels and customer interaction. Channels are ways of interaction with the customer, examples are newspapers, books, telephone, internet or physical shops.

    These interactions are often separated into three phases.First is pre-sales, the customer is orientating on the market and products availableAfter making a decision the sales phases is were the contract is made and the goods are deliveredFinally is the after sales phase, in this phase the customer is supported in any matter concerning the product.

    The problem area arises by combining Web 2.0 and MCM Is technology push; it is not a current problem but a push of using new technologiesInteractivity; Web 2.0 main changes are the UGC en user power, this is new to MCMNo previous research

    There is much discussion about Web 2.0 and using the previous described aspects can structured this discussing leading to a shared understanding of the conceptWeb 2.0 is a technology push but what is it able to contribute toGive recommendations to companies to implement Web 2.0 into MCM portfolio

    Ten cases per industry; convenient sample; selected using google/awards/knowledge exchangeData protocol developed using Web 2.0 aspects and mcm channel functions; codifying the website based on decision rulesPublic Website analysis; intercoder reliability check 82%Selecting top 3 usage per channel functionRecommendationsNext, we look into the findings per phase (pre-sales-after)

    Web 2.0 as additional channel

    Main tools are Micro blogging, Publishing, Social Networks and Review & Rating

    Business aspect focuses on creating communities

    fun

    Social network in decision support step in retail industry

    Turning over the control of the channel to the customer.

    Focus on three industriesB2C interaction, not B2B or internalChange of channels -> longitude researchConvenient casesSocial aspect not measuredWhat is “good” usage?

    Misschien 1 of 2 goedtoelichten en de rest niet?

    2 Favorites

    Web 2.0 Contributions To Multi-Channel Management - Presentation Transcript

    1. Web 2.0 contributions to multi-channel management
      An exploratory study of the travel, retail and healthcare industries
      Sjoerd Blauw
    2. 1. 2. 3.
      Introduction
      Analysis
      Conclusions
      - Web 2.0
      - Multi-channel management
      - Problem Area
      - Objective
    3. Web 2.0
      1. Introduction
      Social
      Technical
      Business
      Web 2.0
      Adapted from Stocker, Dosinger et al, 2007
    4. Multi-Channel Management
      1. Introduction
      Management
      Coordination
      Integration Facilitation
    5. Pre-Sales, Sales, After Sales
      1. Introduction
      Bhattacherjee, 2001; Simons, 2006
    6. Problem Area
      1. Introduction
      • Technology push
      • Interactivity of Web 2.0
      • Literaturegap
    7. Main Research Question
      1. Introduction
      How is Web 2.0 able to contribute to multi-channel management
      for business to consumer interaction
      to companies in the travel, retail and healthcare industries?
    8. Objectives
      1. Introduction
      • Web 2.0 description
      • Asses contributions of Web 2.0 to multi-channel management
      • Give recommendations
    9. 1. 2. 3.
      Introduction
      Analysis
      Conclusions
      - Methodology
      • Findings
      • Web 2.0 implementation recommendations
      - Web 2.0
      - Multi-channel management
      - Problem Area
      - Objective
    10. Methodology
      2. Analysis
      • Case study strategy
      Selecting cases
      Crafting instruments and protocols
      Entering the field
      Data analysis
      Research closure
      Eisenhardt, 1989, p.533
    11. Findings: Pre-Sales
      2. Analysis
      • Additional channels
    12. Findings: Pre-Sales
      2. Analysis
      • Technical implementations
    13. Findings: Pre-Sales
      2. Analysis
      • Business aspect: Social networking
    14. Findings: Sales
      2. Analysis
      • Served by traditional channels
    15. Findings: After Sales
      2. Analysis
      • Social networks and Micro blogging
      • “My Pages”
    16. Recommendations (I)
      2. Analysis
    17. Recommendations (II)
      2. Analysis
    18. 1. 2. 3.
      Introduction
      Analysis
      Conclusions
      - Contributions
      - Conclusions
      - Methodology
      • Findings
      • Web 2.0 implementation recommendations
    19. Scientific Contributions (I)
      3. Conclusions
      Figure from 2006
    20. Scientific Contributions (II)
      3. Conclusions
      • The three phases of the channel functions developed by Simons (2006) are not a linear process but a cycle
      After Sales
      Sales
      Pre-Sales
    21. Scientific Contributions (II)
      3. Conclusions
      • The three phases of the channel functions developed by Simons (2006) are not a linear process but a cycle
    22. Limitations
      3. Conclusions
      • Focus on three industries
      • Focus on B2C interaction
      • Limited lifespan research findings
      • Convenient sample
      • Customer perspective
    23. Conclusions
      3. Conclusions
      Yes
      • Is Web 2.0 contributing?
      Interactivity
      • How?
      Publish, Micro blogging, Social networking
      • Which tools?
      Additional channels Decision support
      Pre-Sales
      • When?
    25. Backup Slides
    26. Simons 2007, p.32
      Interactivity models
      Hummel & Lechner, 2002, p. 1
    27. Simons 2007, p.32
      Channel Functions
    28. Simons 2007, p.32
      Channel Contact Types
      adapted from Ebbers, Pieterson et al. (2007) and Pieterson, Teerling et al. (2007)
    29. Simons 2007, p.32
      MCM definition
      Multi-channel management is the coordination, integration and usage of multiple channels using different media, which reinforce each other, to create value for the customer and acquire, retain and develop customers which leads to optimal company returns.
      adapted from Cespedes (1988), Schulze(2000), Stone, Hobbs et al. (2002), Neslin, Grewal et al.(2006), Nieuwehuis & Kan (2006), Sfirtsis (2006) and Rosenbloom (2007)
    30. Simons 2007, p.32
      Web 2.0 Definition
      Web 2.0 is defined as a transformation of the social and technological aspects into business, leading to a redesign of existing business processes or to an evolution of new business models characterized by user participation, openness, and network effects.
      adapted from Stocker, Dösinger et al. (2007) and Musser & O’Reilly (2007)
    31. Simons 2007, p.32
      Industry – NACE – Company list
    32. Simons 2007, p.32
      Decision Rules – Business Aspects
    33. Findings Table
      2. Analysis
      Web 2.0 Usage
      Bhattacherjee, 2001’ Simons, 2007 p.32
    34. Twitter
      Awareness
      Publishing
      Fun
      Social networks
      Twitter
      Publishing
      Review
      & Rating
      Review & Rating
      Social networks
      Social networks
    35. No Web 2.0 applications usedall sales steps are performed using traditional channels
    36. “My Pages”
      Twitter
      “My Pages” / Newsletters
      Telephone
      Chat
      Social networks
      Social networks
      Various tools
    37. Recommendations Complete
      2. Analysis
      Fun channels
      Web 2.0 in sales phase
      Chat channels for calamity support and distress relief
      Integration of social networks
      Social network in decision support step in retail industry
      Micro blogging healthcare industry
    38. Scientific Contributions Complete
      3. Conclusions
      Turning over the control of the channel to the customer.
      the degree of change is much higher compared to offline media
      Many partial Web 2.0 implementations are used.
      The barrier between offline and online channels is diminishing
      Web 2.0 is appears that Web 2.0 is used as an extra feature besides traditional forms of communication
      The three phases of the channel functions developed by Simons (2006) are not a linear process but a cycle
      The data protocol developed and used in this research can be reused in future research

    + sjoerdblauwsjoerdblauw, 2 months ago

    custom

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    The presentation used to defend my master thesis re more

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