The advancement of Information and Telecommunication Technologies allows new types of interaction between companies and customers. Companies face the question which potentials can be exploited using new communication and transaction channels and which challenges must be overcome in doing so. The design of the interaction between customer and company is of crucial importance. Depending on the process requirements different alternatives of communication can be chosen. The following case study describes a project and the implemented solution integrating a mobile channel into the acquisition process of a health insurance provider. It gives insight into a way of using mobile channels and what aspects a company needs to take into account when implementing solutions using mobile technology.
Language
English
Keywords
M-Commerce
Customer Knowledge Management
Customer Relationship Management (allgemein)
Fallstudie
Interaktionsmanagement
Kampagnenmanagement
Marketing
Multi Channel Management
HSG Classification
not classified
Refereed
Yes
Book title
Proceedings of the DEXA '03 - Workshop Mobile Commerce Technologies and Applications
Publisher
IEEE Computer Society
Publisher place
Los Alamitos, California
Start page
877
End page
881
Pages
5
Event Title
14th International Conference on Database and Expert Systems Applications (DEXA)
