Abstract
In the off-line world, capable sales representatives align their advisory approach with their customer´s individual profile to improve the quality of the process and the likelihood of a positive outcome for both parties. However, we see a movement away from the classical advisory settings towards “omni-channel” strategies, where companies serve their customers through a combination of on-line and off-line channels. In this short paper, we undertake a first investigation of how specific characteristics in the customer profile could affect the advisory success and introduce the "OPTI-model". We illustrate the application of our model using the example of Digital Investment Services, knowing that the financial services industry is one area where “omni-channel” strategies have become highly relevant.
| Original language | English |
|---|---|
| Title of host publication | 30th Bled eConference |
| Subtitle of host publication | Digital Transformation - From Connecting Things to Transforming our Lives |
| Editors | Andreja Pucihar, Mirjana Kljajić Borštnar, Christian Kittl, Pascal Ravesteijn, Roger Clarke, Roger Bons |
| Publisher | University of Maribor Press |
| Pages | 629-636 |
| Number of pages | 8 |
| ISBN (Electronic) | 9789612860431 |
| Publication status | Published - 2017 |
| Externally published | Yes |
| Event | 30th Bled eConference: Digital Transformation - From Connecting Things to Transforming our Lives - Bled, Slovenia Duration: 18 Jun 2017 → 21 Jun 2017 Conference number: 30 |
Conference
| Conference | 30th Bled eConference |
|---|---|
| Abbreviated title | BLED 2017 |
| Country/Territory | Slovenia |
| City | Bled |
| Period | 18/06/17 → 21/06/17 |
Keywords
- Customer interaction
- Customer profile
- Digital banking
- Digital sales
- Omni-channel management