Multichannel in a complex world

The proliferation of devices and channels has brought new challenges to just about every organisation in delivering consistently good customer experiences and effectively joining up service provision with marketing activity, data and content. A good multichannel strategy and execution is increasingly becoming essential to marketers and customer experience professionals from every sector. This report seeks to identify the key issues, challenges and opportunities that surround multichannel and provide some best practice insight and principles on the elements that are key to multichannel success. As part of the research for this report, we spoke to six experienced customer experience and marketing practitioners from large organisations across different sectors. In Multichannel Marketing: Metrics and Methods for On and Offline Success, Akin Arikan (2008) said: ‘Because customers are multichannel beings and demand relevant, consistent experiences across all channels, businesses need to adopt a multichannel mind-set when listening to their customers.’ It was clear from the companies interviewed for this report that it remains challenging for many organisations to maintain consistency across so many customer touchpoints. Not only that, but the ability to balance consistency with the capability to fully exploit the unique attributes of each channel remains an aspiration for many. The proliferation of devices and digital channels has added complexity to customer journeys, making issues around the joining up of customer experience and the attribution of value of key importance to many. Whilst senior leaders within the organisations spoken to seem to be bought in to multichannel, this buy-in was not always replicated across the rest of the organisation and did not always translate into a cohesive multichannel strategy. A number of companies were undertaking work around customer journey mapping and customer segmentation, using a variety of passive and actively collected data in order to identify specific areas of poor customer experience and create action plans for improvement. Others were undertaking projects using sophisticated tracking and tagging technologies to develop an understanding of the value and role of specific channels and to provide better intelligence to the business on attribution that might be used to inform future investment decisions. A consistent barrier to improving customer experience is the ability to join up many different legacy systems and data in order to provide a single customer view and form the basis for delivery of a more consistent and cohesive multichannel approach. Whilst there remain significant challenges around multichannel, there are some useful technologies allowing businesses to develop better insight into customer motivation and activity. Nonetheless, delivery of seamless multichannel experience remains a work-inprogress for many

Q-Strategy: A Bidding Strategy for Market-Based Allocation of Grid Services

The application of autonomous agents by the provisioning and usage of computational services is an attractive research field. Various methods and technologies in the area of artificial intelligence, statistics and economics are playing together to achieve i) autonomic service provisioning and usage of Grid services, to invent ii) competitive bidding strategies for widely used market mechanisms and to iii) incentivize consumers and providers to use such market-based systems. The contributions of the paper are threefold. First, we present a bidding agent framework for implementing artificial bidding agents, supporting consumers and providers in technical and economic preference elicitation as well as automated bid generation by the requesting and provisioning of Grid services. Secondly, we introduce a novel consumer-side bidding strategy, which enables a goal-oriented and strategic behavior by the generation and submission of consumer service requests and selection of provider offers. Thirdly, we evaluate and compare the Q-strategy, implemented within the presented framework, against the Truth-Telling bidding strategy in three mechanisms – a centralized CDA, a decentralized on-line machine scheduling and a FIFO-scheduling mechanisms

Business intelligence as the support of decision-making processes in e-commerce systems environment

The present state of world economy urges managers to look for new methods, which can help to start the economic growth. To achieve this goal, managers use standard as well as new procedures. The fundamental prerequisite of the efficient decision-making processes are actual and right information. Managers need to monitor past information and current actual information to generate trends of future development based on it. Managers always should define strictly what do they want to know, how do they want to see it and for what purpose do they want to use it. Only in this case they can get right information applicable to efficient decision-making. Generally, managers´ decisions should lead to make the customers´ decision-making process easier. More frequently than ever, companies use e-commerce systems for the support of their business activities. In connection with the present state and future development, cross-border online shopping growth can be expected. To support this, companies will need much better systems providing the managers adequate and sufficient information. This type of information, which is usually multidimensional, can be provided by the Business Intelligence (BI) technologies. Besides special BI systems, some of BI technologies are obtained in quite a few of ERP (Enterprise Resource Planning) systems. One of the crucial questions is whether should companies and firms buy or develop special BI software, or whether they can use BI tools contained in some ERP systems. In respect of this, there is a question if the modern ERP systems can provide the managers sufficient possibilities relating to ad-hoc reporting, static and dynamic reports and OLAP analyses. A one of the main goals of this article is to show and verify Business Intelligence tools of Microsoft Dynamics NAV for the support of decision-making in terms of the cross-border online purchasing. Pursuant to above-mentioned, in this article authors deal with problems relating to managers´ decision-making, customers´ decision-making and a support of its using the BI tools contained in ERP system Microsoft Dynamics NAV. A great deal of this article is aimed at area of multidimensional data which are the source data of e-commerce systems.Business Intelligence, decision-making, e-commerce system, cross-border online purchasing, multi-dimensional data, reporting, data visualization

How incidental values from the environment affect decisions about money, risk, and delay

How different are £0.50 and £1.50, or "a small chance" and "a good chance", or "three months" and "nine months"? Our experiments show that people behave as if these differences alter after incidental everyday experiences. Preference for a £1.50 lottery rather than a £0.50 lottery was stronger after exposure to intermediate supermarket prices. Preference for "a good chance" of winning rather than "a small chance" was stronger after predicting intermediate probabilities of rain. Preference for consumption in "three month" rather than "nine months" was stronger after planning for an intermediate birthday. These fluctuations offer a direct challenge to economic accounts which translate monies, risks, and delays into subjective equivalents by stable functions. The decision by sampling model, in which subjective values are rank positions constructed from comparisons with samples of monies, probabilities, or delays, predicts these effects and indicates a primary role for sampling in decision making

What is a Good Plan? Cultural Variations in Expert Planners’ Concepts of Plan Quality

This article presents the results of a field research study examining commonalities and differences between American and British operational planners’ mental models of planning. We conducted Cultural Network Analysis (CNA) interviews with 14 experienced operational planners in the US and UK. Our results demonstrate the existence of fundamental differences between the way American and British expert planners conceive of a high quality plan. Our results revealed that the American planners’ model focused on specification of action to achieve synchronization, providing little autonomy at the level of execution, and included the belief that increasing contingencies reduces risk. The British planners’ model stressed the internal coherence of the plan, to support shared situational awareness and thereby flexibility at the level of execution. The British model also emphasized the belief that reducing the number of assumptions decreases risk. Overall, the American ideal plan serves a controlling function, whereas the British ideal plan supports an enabling function. Interestingly, both the US and UK would view the other’s ideal plan as riskier than their own. The implications of cultural models of plans and planning are described for establishing performance measures and designing systems to support multinational planning teams

What attracts vehicle consumers’ buying:A Saaty scale-based VIKOR (SSC-VIKOR) approach from after-sales textual perspective?

Purpose: The increasingly booming e-commerce development has stimulated vehicle consumers to express individual reviews through online forum. The purpose of this paper is to probe into the vehicle consumer consumption behavior and make recommendations for potential consumers from textual comments viewpoint. Design/methodology/approach: A big data analytic-based approach is designed to discover vehicle consumer consumption behavior from online perspective. To reduce subjectivity of expert-based approaches, a parallel Naïve Bayes approach is designed to analyze the sentiment analysis, and the Saaty scale-based (SSC) scoring rule is employed to obtain specific sentimental value of attribute class, contributing to the multi-grade sentiment classification. To achieve the intelligent recommendation for potential vehicle customers, a novel SSC-VIKOR approach is developed to prioritize vehicle brand candidates from a big data analytical viewpoint. Findings: The big data analytics argue that “cost-effectiveness” characteristic is the most important factor that vehicle consumers care, and the data mining results enable automakers to better understand consumer consumption behavior. Research limitations/implications: The case study illustrates the effectiveness of the integrated method, contributing to much more precise operations management on marketing strategy, quality improvement and intelligent recommendation. Originality/value: Researches of consumer consumption behavior are usually based on survey-based methods, and mostly previous studies about comments analysis focus on binary analysis. The hybrid SSC-VIKOR approach is developed to fill the gap from the big data perspective

Auctioning Bulk Mobile Messages

The search for enablers of continued growth of SMS traffic, as well asthe take-off of the more diversified MMS message contents, open up forenterprises the potential of bulk use of mobile messaging , instead ofessentially one-by-one use. In parallel, such enterprises or valueadded services needing mobile messaging in bulk - for spot use or foruse over a prescribed period of time - want to minimize totalacquisition costs, from a set of technically approved providers ofmessaging capacity.This leads naturally to the evaluation of auctioning for bulk SMS orMMS messaging capacity, with the intrinsic advantages therein such asreduction in acquisition costs, allocation efficiency, and optimality.The paper shows, with extensive results as evidence from simulationscarried out in the Rotterdam School of Management e-Auction room, howmulti-attribute reverse auctions perform for the enterprise-buyer, aswell as for the messaging capacity-sellers. We compare 1- and 5-roundauctions, to show the learning effect and the benefits thereof to thevarious parties. The sensitivity will be reported to changes in theenterprise's and the capacity providers utilities and prioritiesbetween message attributes (such as price, size, security, anddelivery delay). At the organizational level, the paper also considersalternate organizational deployment schemes and properties for anoff-line or spot bulk messaging capacity market, subject to technicaland regulatory constraints.MMS;EMS;Mobile commerce;SMS;multi-attribute auctions

Outsourcing Back Office Services in Small Nonprofits: Pitfalls and Possibilities

Presents findings on small nonprofits' administrative, finance, and other office support needs; reasons and conditions for outsourcing as well as barriers; methods for evaluating options; and guiding principles. Examines three business models