This document explores the contributions of Web 2.0 to multi-channel management across the travel, retail, and healthcare industries, focusing on business-to-consumer interactions. It highlights the transformative potential of Web 2.0 technologies, such as social networking and microblogging, in enhancing customer engagement throughout pre-sales, sales, and after-sales processes. The findings emphasize the cyclical nature of channel functions and the necessity for businesses to adapt to the evolving landscape of customer communication.

1. Web 2.0 contributions to multi-channel managementAn exploratory study of the travel, retail and healthcare industriesSjoerd Blauw

2. 1. 2. 3.IntroductionAnalysisConclusions- Web 2.0- Multi-channel management- Problem Area- Objective

3. Web 2.01. IntroductionSocialTechnicalBusinessWeb 2.0Adapted from Stocker, Dosinger et al, 2007

4. Multi-Channel Management1. IntroductionManagementCoordinationIntegration Facilitation

5. Pre-Sales, Sales, After Sales1. IntroductionBhattacherjee, 2001; Simons, 2006

6. Problem Area1. Introduction Technology push

7. Interactivity of Web 2.0

8. LiteraturegapMain Research Question1. IntroductionHow 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?

9. Objectives1. Introduction Web 2.0 description

10. Asses contributions of Web 2.0 to multi-channel management

11. Give recommendations1. 2. 3.IntroductionAnalysisConclusions- MethodologyFindings

12. Web 2.0 implementation recommendations- Web 2.0- Multi-channel management- Problem Area- Objective

13. Methodology2. Analysis Case study strategySelecting casesCrafting instruments and protocolsEntering the fieldData analysisResearch closureEisenhardt, 1989, p.533

14. Findings: Pre-Sales2. AnalysisAdditional channelsFindings: Pre-Sales2. AnalysisTechnical implementationsFindings: Pre-Sales2. AnalysisBusiness aspect: Social networkingFindings: Sales2. AnalysisServed by traditional channelsFindings: After Sales2. Analysis Social networks and Micro blogging

15. “My Pages”Recommendations (I)2. Analysis

16. Recommendations (II)2. Analysis

17. 1. 2. 3.IntroductionAnalysisConclusions- Contributions- Conclusions- MethodologyFindings

18. Web 2.0 implementation recommendationsScientific Contributions (I)3. ConclusionsFigure from 2006

19. Scientific Contributions (II)3. ConclusionsThe three phases of the channel functions developed by Simons (2006) are not a linear process but a cycle After SalesSalesPre-Sales

20. Scientific Contributions (II)3. ConclusionsThe three phases of the channel functions developed by Simons (2006) are not a linear process but a cycleLimitations3. ConclusionsFocus on three industries

21. Focus on B2C interaction

22. Limited lifespan research findings

23. Convenient sample

24. Customer perspectiveConclusions3. ConclusionsYesIs Web 2.0 contributing?InteractivityHow?Publish, Micro blogging, Social networkingWhich tools?Additional channels Decision supportPre-SalesWhen?

25. Backup Slides

26. Simons 2007, p.32Interactivity modelsHummel & Lechner, 2002, p. 1

27. Simons 2007, p.32Channel Functions

28. Simons 2007, p.32Channel Contact Typesadapted from Ebbers, Pieterson et al. (2007) and Pieterson, Teerling et al. (2007)

29. Simons 2007, p.32MCM definitionMulti-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.32Web 2.0 DefinitionWeb 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.32Industry – NACE – Company list

32. Simons 2007, p.32Decision Rules – Business Aspects

33. Findings Table2. AnalysisWeb 2.0 UsageBhattacherjee, 2001’ Simons, 2007 p.32

34. TwitterAwarenessPublishingFunSocial networksTwitterPublishingReview & RatingReview & RatingSocial networksSocial networks

35. No Web 2.0 applications usedall sales steps are performed using traditional channels

36. “My Pages”Twitter“My Pages” / NewslettersTelephoneChatSocial networksSocial networksVarious tools

37. Recommendations Complete2. AnalysisFun channelsWeb 2.0 in sales phaseChat channels for calamity support and distress reliefIntegration of social networksSocial network in decision support step in retail industryMicro blogging healthcare industry

38. Scientific Contributions Complete3. ConclusionsTurning over the control of the channel to the customer.the degree of change is much higher compared to offline mediaMany partial Web 2.0 implementations are used.The barrier between offline and online channels is diminishingWeb 2.0 is appears that Web 2.0 is used as an extra feature besides traditional forms of communicationThe three phases of the channel functions developed by Simons (2006) are not a linear process but a cycleThe data protocol developed and used in this research can be reused in future research