Web 2.0 Contributions To Multi-Channel Management
•Download as PPTX, PDF•
5 likes•1,015 views
The presentation used to defend my master thesis research project from Delft University of Technology and Accenture.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (16)
Similar to Web 2.0 Contributions To Multi-Channel Management
Similar to Web 2.0 Contributions To Multi-Channel Management (20)
Recently uploaded
Recently uploaded (20)
Web 2.0 Contributions To Multi-Channel Management
- 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
- 7. Interactivity of Web 2.0
- 10. Asses contributions of Web 2.0 to multi-channel management
- 12. Web 2.0 implementation recommendations- Web 2.0 - Multi-channel management - Problem Area - Objective
- 16. Recommendations (II) 2. Analysis
- 21. Focus on B2C interaction
- 22. Limited lifespan research findings
- 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
Editor's Notes
- 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?