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Exploring affordances of business intelligence & analytics with regard to customer-oriented work practices
ISBN
978-9860-4910-29
Type
conference paper
Date Issued
2016-06-27
Abstract
The proliferation of digital technologies enhances the possibilities for collecting customer data. This has tremendously increased the interest in the use of business intelligence and analytics (BI&A) to generate knowledge about customers’ behaviour, preferences and demands. Firms have recognised the potential of BI&A; however, they are still unsure about the exact action possibilities of BI&A to enhance their customer orientation. Thus, in this paper, we aim to identify the functional affordances of BI&A with regard to the establishment of customer-oriented work practices. We conducted an interpretive single case study of a bank in Switzerland. Our results reveal seven affordances from the firm’s perspective. These findings enable us to explain how BI&A may be used in the case-study organisation and what its potential outcomes are. Moreover, we highlight the contributions of BI&A to a firm’s customer response and customer orientation capabilities.
Project(s)
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
Proceeding of the 20th Pacific Asia Conference on Information Systems (PACIS 2016)
Publisher
College of Management, National Chung Cheng University
Publisher place
Chiayi
Pages
16
Event Title
20th Pacific Asia Conference on Information Systems (PACIS) 2016
Event Location
Chiayi, Taiwan
Event Date
27.06.-01.07.2016
Official URL
Subject(s)
Division(s)
Eprints ID
248933