How platforms are transforming customer information management

Abstract

The purpose of this paper is to explain the development of ecosystems and platforms to manage customer information, and to identify the management, research and teaching implications of this evolution. Design/methodology/approach This article is based on research and industrial experience of two of the co-authors in customer relationship management, further developed with other co-authors in the field of business models, the research and teaching experience of the university authors, and cross-functional literature reviews in the areas of strategy, marketing, economics, organizational behaviour and information management. Findings The findings of this paper show that digitalization, cloud computing and new information-based platforms are beginning to change how customer information is being managed, creating new opportunities for improving marketing, customer relationship management and business strategy. Research limitations/implications Needs confirmation of views by primary empirical research. Practical implications Identifies the need for senior marketing management to examine closely how internal and external/public customer information platforms may enhance their capability for managing customers and setting new strategic directions. Originality/value Highlights the move to customer information platforms and identifies how senior managers should consider them as an option for better customer information management and as a basis for new business strategies.

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