Abstract
The proliferation of digital technologies enhances the possibilities for collecting customer data. This has tremendously increased the interest in the use of business intelligence and analytics (BI&A) to generate knowledge about customers’ behaviour, preferences and demands. Firms have recognised the potential of BI&A; however, they are still unsure about the exact action possibilities of BI&A to enhance their customer orientation. Thus, in this paper, we aim to identify the functional affordances of BI&A with regard to the establishment of customer-oriented work practices. We conducted an interpretive single case study of a bank in Switzerland. Our results reveal seven affordances from the firm’s perspective. These findings enable us to explain how BI&A may be used in the case-study organisation and what its potential outcomes are. Moreover, we highlight the contributions of BI&A to a firm’s customer response and customer orientation capabilities.
| Original language | English |
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| Title of host publication | PACIS 2016 Proceedings |
| Editors | Patrick Y.K. Chau, She-I Chang |
| Number of pages | 17 |
| Place of Publication | Atlanta, GA |
| Publisher | Association for Information Systems. AIS Electronic Library (AISeL) |
| Publication date | 2016 |
| Article number | 399 |
| ISBN (Print) | 9789860491029 |
| Publication status | Published - 2016 |
| Externally published | Yes |
| Event | The 20th Pacific Asia Conference on Information Systems. PACIS 2016 - Chiayi, Taiwan, Province of China Duration: 27 Jun 2016 → 1 Jul 2016 Conference number: 20 http://www.pacis2016.org |
Conference
| Conference | The 20th Pacific Asia Conference on Information Systems. PACIS 2016 |
|---|---|
| Number | 20 |
| Country/Territory | Taiwan, Province of China |
| City | Chiayi |
| Period | 27/06/2016 → 01/07/2016 |
| Internet address |
Keywords
- Business intelligence and analytics
- BI&A
- Customer-oriented work practices
- Functional affordances