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Modelling Customer Relationships in eBusiness Illustrated through the Mobile Industry.pdf

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Modelling Customer Relationships in eBusiness Illustrated through the Mobile Industry

th 16 Bled Electronic Commerce Conference eTransformation Bled, Slovenia, June 9 - 11, 2003 Modelling Customer Relationships in e-Business Illustrated through the Mobile Industry Alexander Osterwalder Ecole des HEC, Université de Lausanne, 1015 Lausanne Tel: (+41 21) 692.3420, Fax: (+41 21) 692.34.05 alexander.osterwalder@hec.unil.ch Yves Pigneur Ecole des HEC, Université de Lausanne, 1015 Lausanne Tel: (+41 21) 692.3416, Fax: (+41 21) 692.34.05 yves.pigneur@hec.unil.ch Alexander Osterwalder, Yves Pigneur Abstract The goal of this paper is to provide an ontological approach to modelling customer relationships, which helps managers optimize channels, improve customer acquisition, retention and add-on selling particularly in an e-business context. The advantages of a systematic approach are multiple. Modelling and mapping customer relationships allows a better understanding of the way a company interacts with its customers. A formal description is also communicable between the various stakeholders. Further, conceptually seized customer relationships are comparable to the customer relationships of competitors. Finally, a formal approach eases design and transformation. We illustrate the model with two examples of the mobile industry at the level of distribution channels and customer relationships for acquiring and retaining customers. 1. Introduction Customer Relationship Management, short CRM, is one of the current management and Information Systems (IS) buz