Start Date
10-12-2017 12:00 AM
Description
Digital technologies enable transformations in the co-creation of value between customers and suppliers: Customers become more empowered and more customer-produced data become available, i.e. big data. While big data offers promising opportunities to gain new customer information, these changes put companies under pressure to apply this information to achieve sustainable customer intimacy. We base our research on the Dynamic Capabilities Theory and refer to our conceptual framework from previous research to investigate how companies should exploit new customer information derived from big data and how existing capabilities need to be advanced to increase customer intimacy. As a starting point we qualitatively reviewed big data success stories published by IT vendors and identified four patterns in the actions taken to exploit new customer information. From investigating the relationships between these patterns and the involved capabilities we introduce different data-driven business work schemes to increase customer intimacy.
Recommended Citation
Tiefenbacher, Katja and Olbrich, Sebastian, "Applying Big Data-driven Business Work Schemes to Increase Customer Intimacy" (2017). ICIS 2017 Proceedings. 18.
https://aisel.aisnet.org/icis2017/General/Presentations/18
Applying Big Data-driven Business Work Schemes to Increase Customer Intimacy
Digital technologies enable transformations in the co-creation of value between customers and suppliers: Customers become more empowered and more customer-produced data become available, i.e. big data. While big data offers promising opportunities to gain new customer information, these changes put companies under pressure to apply this information to achieve sustainable customer intimacy. We base our research on the Dynamic Capabilities Theory and refer to our conceptual framework from previous research to investigate how companies should exploit new customer information derived from big data and how existing capabilities need to be advanced to increase customer intimacy. As a starting point we qualitatively reviewed big data success stories published by IT vendors and identified four patterns in the actions taken to exploit new customer information. From investigating the relationships between these patterns and the involved capabilities we introduce different data-driven business work schemes to increase customer intimacy.