Expanding the universe of marketingsharif.edu › ~albadvi › Crmses7.pdf · ïThe interception...
Transcript of Expanding the universe of marketingsharif.edu › ~albadvi › Crmses7.pdf · ïThe interception...
U-CRM
Expanding the universe of marketing
Forthcoming, Journal of the Academy of Marketing Science
OEM vehicle gateway with connection to in-car sensors
ñ ATX technologies (SOS/security services)
ñ Mercedes Benz (road-side assistance)
ñ Mercedez Benz (client assistance center)
ñ Web-based infor-mation services
ñ Emergency services and stolen vehicle tracing (fire/police/ambulance)
ñ Technical support & technicians dispatching for field support
ñ DaimlerChrysler inf. services, door unlocking
ñ CNN interactive, stock, news, sports and weather
Protected vehicle system for safety/ security
Service/ content providers, databases, and gateway
Emergency services, field services, repair shops.
UMTSGPRSGSM
Wirelessnetwork Internet, WAN
Third-party service providersFixed end-systemIn-car systems
Mercedes Benz TeleAid System (USA)
Service ProvidersIntegrators
Example
GPS
Integrating Product Information and Customer Relation Management
With Telematics as an enabler for VRM, CRM could be liftedto a new level of customer services
Whatís happening?ï Otis Elevators notify maintenance people automatically when something is amiss. Customers donít need to phone ñ the message is simply sent over the net.
Whatís happening?
ï Bank of America customers can handle savings, investments and credit card payments from various financial institutions on one website. Behind the scenes, software travels among the different sites gathering data and completing transactions.
Parallel revolutions
ï Einstein proposed alternative concepts of spaceñ Space interacts with the volume, shape, and size of objects
ñ Space and time can be fractured into visual elements
Types of Commerce
Ubiquitous networksU-CRM
Cell phone networkm-CRM
Internete-CRM
Transportation networkMarketing & Sales
FoundationType of commerce
UU--CRMCRMUbiquitous Customer Relationship
Management
ï The use of ubiquitous (ever-present, Omni-present) networks to support personalized and uninterrupted communications and transactions between a firm and its various products and customers to provide a level of value over, above, and beyond traditional Marketing.
ï ‹ ber-commerce
UU--CRMCRM
ï An alternative view of time and space for business and marketing
ï Commerce & Marketing have been flattened to two dimensions
ï Multiple connections are being reduced to a single point
U-space
Unique
(time-space specific)
The hyper-real The post-human
The node The network
Ultra-conscious(extends/enhances awareness)
Unconscious(behind or out of conscious awareness)
Ubiquitous
(time-space independent)
Attenuation marketing
Amplification marketing
Contextual marketing Transcension marketing
Matrixmarketing
Transformationmarketing
Immersionmarketing
Nodalmarketing
Implications for Researchers
ï Revalidate existing theoriesï Build new theoriesï Understanding new forms of marketing & CRM
ï Amplifying and attenuating consciousness
Bounded rationality
ï Consumers are capable of a wide variety of reasoning errors when making decisions
ï Managers have difficulty in managing a multitude of customers on a one-to-one basis
Implications for CRM
ï What will u-CRM do to a business and industry over time?
ï How can firms use the u-space framework?ï What will u-CRM do to the structure of the markets & firms?
Implications for customers
One issue: Customer data privacy
Technology as a Threat to Privacy: Ethical Challenges
Text
Plain text
Text/GPRS
E-mailAdvanced text messages
ImageVideo Downloads
Video Streaming
BlueprintsPhotographsPicture messages
Movie previewVideo messages
InteractivityMovies
NowNow
SoonSoon
TomorrowTomorrow
Technology Road MapTechnology Road Map
The power of The power of TechnologyTechnology
The Advent of New Technology
ButÖ
ï Big Brother has just identified you as a potential threat to the homeland security!
The right to ì Privacyî
ï The right to privacy is defined as a right to be alone. Justice Louis D. Brandeis
ï Exclusion from Publicity. Neetling et al., 1996
ï There is a relationship between privacy, freedom & human dignity. McGarry, 1993
Different Categories of Private Information
ï Privacy as a concept is closely related to information:ñ Private Communicationsñ Privacy of Bodyñ Personal Informationñ Information about oneís possessions
Ethical Implications
ï The main ethical impact of information technology relates to accessibility and the manipulation of information.ñ It becomes easier to access a personís private information by more people.
ñ The processing of information (merging, repackaging, integration of information) cannot be seen as ethically neutral.
Areas of Threat to Privacy
ï The electronic monitoring of people in the workplace.
ï The interception and reading of e-mail messages.ï Databanking: the integration of personal information from a variet of databases into one central database.
ï The increasing use of buying cards.ï Hackers and crackers which break into your computer systems.
Implications to the Society
ï Privacy refers to what I would prefer to keep hidden, but at the social level, modesty refers to what normatively ought to remain hidden in the society.
ï The growth of large information businesses like telecommunication companies that specialize in the processing and trade of person-related information, brings concerns regarding the violation of modesty.
A busybody society
ï Exposing peopleís personal habits ultimately creates a busybody atmosphere where everybody is minding everybody elseís business, leading to the degradation of social standards.
Conclusion
ï The use of technology in the processing of information, poses important questions with regard to personís right to privacy.
ï This right is directly linked to the right to freedom and human dignity.
ï Practical guidelines in the handling of these challenges can be formulated to the norms of freedom, truth and human rights.