A conceptual model for global multi-channel customer management

Abstract

Previous Global CRM research has recommended that scholars reassess all of CRM systems in global environment (Ward 2005; Ramaseshan et al., 2006). Channel management is one CRM systems component much influenced by the behaviour of customers in relation to the implementation and use of channel management CRM component. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points through out customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis. A conceptual model has been developed to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle.