Exploring Affordances of Business Intelligence & Analytics with Regard to Customer-oriented Work Practices

Alexander Wieneke, Christiane Lehrer, Reinhard Jung

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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 languageEnglish
Title of host publicationPACIS 2016 Proceedings
EditorsPatrick Y.K. Chau, She-I Chang
Number of pages17
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2016
Article number399
ISBN (Print)9789860491029
Publication statusPublished - 2016
Externally publishedYes
EventThe 20th Pacific Asia Conference on Information Systems. PACIS 2016 - Chiayi, Taiwan, Province of China
Duration: 27 Jun 20161 Jul 2016
Conference number: 20


ConferenceThe 20th Pacific Asia Conference on Information Systems. PACIS 2016
Country/TerritoryTaiwan, Province of China
Internet address


  • Business intelligence and analytics
  • BI&A
  • Customer-oriented work practices
  • Functional affordances

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