| Authors |
|
| Publication date |
2021
|
| Book title |
Proceedings of the European Marketing Academy
|
| Book subtitle |
50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain, 25-28 May 2021
|
| ISBN (electronic) |
|
| Event |
50th Annual European Marketing Academy Conference (EMAC)
|
| Pages (from-to) |
10-12
|
| Number of pages |
2
|
| Publisher |
European Marketing Academy
|
| Organisations |
-
Faculty of Economics and Business (FEB) - Amsterdam Business School Research Institute (ABS-RI)
|
| Abstract |
This study investigates how firms can use personalized non-incentive marketing instruments to encourage the use of particular channels. It thereby specifically explores whether customer characteristics extracted from the firm's database may be used to (1) identify customers’ needs prior to their telephone-center call, (2) predict the likelihood of a customer-initiated contact on certain topics through the offline channel, and (3) steer customers from offline to online channels.
|
| Document type |
Conference contribution
|
| Note |
Session: Challenges in Omnichannel Customer Management (A2021-102340).
|
| Language |
English
|
| Published at |
http://proceedings.emac-online.org/index.cfm?abstractid=A2021-102340
|
|
Permalink to this page
|
