Cultural Aspects of Multi-Channel Customer Management: A Case Study in Italy

Channel management is one of CRM systems component much influenced by the behaviour of customers in relation to its implementation and use. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contacts with the organization’s multi-channels can occur at several touch points throughout the customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis. In this paper the author has conducted a case study in an Italian multinational organization, to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The author has used a content analysis technique to define the themes of the case study and then articulated Structuration theory to define the cultural values dimensions that influence multichannel customer management in Italy. The research findings identified the cultural dimensions, which should be considered while adopting multi-channel customer strategy in Italy