Digital Customer

Digital Customer
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    December 1969
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TRACK: INTERNET AND THE DIGITAL ECONOMY Minitrack: Digital Customer Engagement This is a minitrack concentrating on the systematization and intentionality digital customer management as a business process. One of the most recent advancements in the use of internet for customer-level business management is the ability to track individual customers’ activities, approach them proactively, provide customized offerings and manage customer lifecycles. Moving from managing the community to managing its individual members is the common denominator in many related developments. Customer co-created contents, service processes and virtual experiences represent some of the growing domains in this field. On a more practical level, the customer-specificity of the internet browsing experience in e-commerce applications and web stores is growing. While social media, mobile interaction and virtual worlds have already enabled customer-specific engagement, cutting edge applications using e.g. human-computer-interaction and artificial intelligence represent the near future. The cutting edge of e-marketing practices, such as digital customer engagement, requires awareness of the realities and possibilities of information systems management. At marketing-centric venues such as pure marketing and even e-commerce conferences, the starting point is often too much on the would-be-nice-to-have or whouses-it-the-most type of dialogues. Digital marketing research without information systems understanding also ignores the fact that many of the developments are and will continue to be technology-pushed, and that these technologies emerge from IS and computer science disciplines. Implementation and the management of the systems and infrastructure can also be mistakenly taken for granted. We encourage submissions from both cutting edge technology and business application. Fields of research that can be used to contribute to the minitrack include e.g. ! electronic word-of-mouth, ! automated customer response systems, ! collaborative technology, ! social media marketing, ! online customer service, sales force and sales support digitalization, ! recommender applications, ! interactive persuasive technologies, as well as ! digital key account management practices We seek research papers, case studies, conceptualizations and practitioner reports related to contemporary and cutting edge digital customer engagement. The degree of 2.7.12 Page 1 of 3 novelty in both the technology employed and innovativeness of business implementation will be given considerable weight in the evaluation of the papers. Relevant topics for this minitrack include (but not limited to): • Methods and practices of digital customer engagement … in e-commerce applications … in social media … in m-commerce … in customer relationship management … in virtual worlds … in cloud computing … in on- and offline word-of-mouth exchanges Creating customer-specificity with digital means … in product and service offerings … in systems design … in interaction, influence and persuasion patterns … in pricing Theoretical explorations of business-critical customer engagement and interaction … in the area of consumer behavior … in the area of selling and sales management … in the area of information systems management … in the area of psychology and sociology of the digital realm … in the area of human-to-computer interaction Persuasive systems design Tracking, measuring and following customer behavior Algorithms and artificial intelligence automating customer-specificity Metrics and data management solutions for understanding customer behavior in the digital space Targeting and proactively approaching customers Tailoring messages and offerings to individual consumers Building recommender applications to involve customers in the tailoring of their own customer experience Distinctions between business-to-consumer and business-to-business implementations • • • • • • • • • • Minitrack Leaders Petri Parvinen (primary contact) Aalto University, Finland Email: [email protected] Christy Cheung Hong Kong Baptist University Sophie Xiao Hong Kong Baptist University Harri Oinas-Kukkonen University of Oulu, Finland Petri Parvinen works as Professor of Sales Management at the Department of Marketing at Aalto University, Finland. Aalto University, merged from the Helsinki School of Economics, Helsinki University of Technology and the University of Arts and Design in Helsinki, is a globally leading innovation-hub. Dr. Parvinen leads an interdisciplinary team of scientists concentrating on e-selling, with a strong emphasis on the cutting edge: e.g. real-life business experimentations, persuasive profiling algorithms and e-selling 2.7.12 Page 2 of 3 applications. He has hands-on experience of start-up management and has worked e.g. as the Managing Director and Associate Dean of the Helsinki University of Technology Executive School of Business. Dr. Parvinen has produced over 50 different academic publications, scholarly articles having appeared in e.g. Journal of Management Studies, Industrial Marketing Management, Journal of Business and Industrial Marketing and the Academy of Marketing Science Review. Christy M.K. Cheung is Associate Professor at Hong Kong Baptist University. She received her PhD from City University of Hong Kong. Her research interests include virtual community, knowledge management, social media, and IT adoption and usage. Her research articles have been published in MIS Quarterly, Decision Support Systems, Information & Management, Journal of the American Society for Information Science and Technology, and Information Systems Frontiers. Christy received the Best Paper Award at the 2003 International Conference on Information Systems and was the PhD fellow of 2004 ICIS Doctoral Consortium. Bo Sophia Xiao is an assistant professor of Computing and Information Systems in the Department of Computer Science at Hong Kong Baptist University. She received her PhD in Management Information Systems from the University of British Columbia. Her research interests include human–computer interaction; virtual communities and social networking; online trust, risk, and deception; and online consumer decision support. Her research has been published in top journals in the field of Information Systems, including Management Information Systems Quarterly and Information Systems Research. Harri Oinas-Kukkonen is Professor of information systems in the Department of Information Processing Science at the University of Oulu, Finland. His main research interests are the next generation of the web, behavior change, persuasive systems design, social knowledge, and innovation creation. His research has been published in major scientific journals. He has previously participated the HICSS conference several times, published papers in it and organized the "Social networks and collaboration" minitrack in it. He has a long experience in editing journals and organizing scientific conferences. 2.7.12 Page 3 of 3