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How platforms are transforming customer information management

How platforms are transforming customer information management PurposeThe purpose of this paper is to explain how ecosystems and platforms have evolved to manage customer information and to identify the management, research and teaching implications of this evolution.Design/methodology/approachThis paper is based on research and industrial experience of two of the co-authors in customer relationship management, further developed with other co-authors in the field of business models, the research and teaching experience of the university authors and cross-functional literature reviews in the areas of strategy, marketing, economics, organizational behaviour and information management.FindingsThis paper shows that digitalization, cloud computing and new information-based platforms are beginning to change how customer information is being managed, creating new opportunities for improving marketing, customer relationship management and business strategy.Research limitations/implicationsThe impact of platforms on the management of customer information needs to be confirmed by primary empirical research.Practical implicationsThis paper identifies the need for senior marketing management to examine closely how internal and external/public customer information platforms may enhance their capability for managing customers and setting new strategic directions.Social implicationsThe emergence of giant multi-sided platforms has clear implications for data protection and privacy, which need to be explored more in research.Originality/valueThis paper highlights the move to customer information platforms and identifies how senior managers should consider them as an option for better customer information management and as a basis for new business strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Bottom Line Managing Library Finances Emerald Publishing

How platforms are transforming customer information management

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References (48)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0888-045X
DOI
10.1108/BL-08-2017-0024
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to explain how ecosystems and platforms have evolved to manage customer information and to identify the management, research and teaching implications of this evolution.Design/methodology/approachThis paper is based on research and industrial experience of two of the co-authors in customer relationship management, further developed with other co-authors in the field of business models, the research and teaching experience of the university authors and cross-functional literature reviews in the areas of strategy, marketing, economics, organizational behaviour and information management.FindingsThis paper shows that digitalization, cloud computing and new information-based platforms are beginning to change how customer information is being managed, creating new opportunities for improving marketing, customer relationship management and business strategy.Research limitations/implicationsThe impact of platforms on the management of customer information needs to be confirmed by primary empirical research.Practical implicationsThis paper identifies the need for senior marketing management to examine closely how internal and external/public customer information platforms may enhance their capability for managing customers and setting new strategic directions.Social implicationsThe emergence of giant multi-sided platforms has clear implications for data protection and privacy, which need to be explored more in research.Originality/valueThis paper highlights the move to customer information platforms and identifies how senior managers should consider them as an option for better customer information management and as a basis for new business strategies.

Journal

The Bottom Line Managing Library Finances – Emerald Publishing

Published: Nov 13, 2017

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