Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

The Virtuous Circle of Omnichannel CRM

Version 1 : Received: 14 May 2021 / Approved: 16 May 2021 / Online: 16 May 2021 (21:07:10 CEST)

How to cite: Cattrall, D.; Castello, S. The Virtuous Circle of Omnichannel CRM. Preprints 2021, 2021050359 (doi: 10.20944/preprints202105.0359.v1). Cattrall, D.; Castello, S. The Virtuous Circle of Omnichannel CRM. Preprints 2021, 2021050359 (doi: 10.20944/preprints202105.0359.v1).

Abstract

This paper extends previous research on the influence of social media and digital channels on customer purchase behaviour by presenting a new omnichannel purchasing model. We characterise that model as a “virtuous circle” as it centres around customer use of social media and has potential to benefit both customers and companies. We illustrate that model with a worked example, discuss approaches to its implementation and evaluate its use in the context of a business case study. The model creates a framework that combines elements of digital marketing, social CRM, omnichannel CRM, and customer experience and engagement. This paper bridges academic and industry practitioner communities across those fields.

Subject Areas

digital marketing, social CRM, omnichannel CRM, customer experience management, customer engagement, marketing automation, B2B / B2C marketing

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