Strategy Aligned Process Selection for Mobile Customer Services
Ragnar Schierholz (University of St. Gallen, Switzerland), Lutz M. Kolbe (University of St. Gallen, Switzerland) and Walter Brenner (University of St. Gallen, Switzerland)
Copyright: © 2009
In this chapter we analyze how companies define their customer value proposition and how the selection of successful mobile customer services is done in alignment with this strategic positioning. We derive a set of five different strategic goals (price leadership, product quality leadership, customer intimacy leadership, accessibility leadership, innovation leadership) and apply this classification to case studies we analyzed. We show interdependencies between the strategic premises and the processes selected for being supported by mobile technology, resulting in typical properties which qualify processes for mobilization. These are used to derive guidelines for strategy aligned process selection when implementing mobile customer services.