Conception of a Sustainability Customer Relationship Management (SusCRM) for providers of sustainable mobility
The issue of sustainability and its importance for new approaches for more resource efficiency and lowering emissions in production of goods – as part of the Environmental Management Information Systems (EMIS) – get in recent years increasingly important. In addition this work focuses on the demand of goods and services and develops an approach to promote sustainable consumption with the help of Information and Communication Technology (ICT), with focus on the mobility domain. The work is thus attributable to EMIS research field and settled between the disciplines of business informatics and environmental computer science.
From a sustainability perspective, mobility is on the one hand an important factor for economy and society. On the other hand, the provision of infrastructure and means of transport and its use consumes enormous resources and causes serious environmental and health damage. Techniques, concepts and services for sustainable mobility have been developed for some time. By the current discussions on electric mobility or in the Smart City context they renewed importance.
Existing offers get acceptance but only reluctantly. This provides challenges to both public authorities and providers of sustainable mobility. The mobility marketing deals with these challenges. However, a consistent approach is still missing to promote sustainable mobility, which takes Customer Relationship Management (CRM) and especially the technical implementation with modern ICT into consideration.
In this already finished work a model for the integration of sustainability was developed in the CRM as part of a Sustainability CRM (SusCRM). Significant goals are motivating customers to adopt sustainable mobility behavior, and supporting customer acquisition and customer loyalty on the supply side. On basis of the collection of knowledge about mobility needs, capabilities and behavior of the customer targeted incentives for the use of more sustainable transport are set and offers get optimized. In this context information-based incentives are playing an important role which allow the customers to compare their mobility options in terms of sustainability and other dimensions. The model provides the necessary metrics and processes and opens out into a software architecture proposal. Besides CRM and business intelligence components this concept includes the integration of mobile end-user applications for journey planning and assistance as a key element of customer communication. The architectural proposal is used to develop a prototype. At the end of the work, the use of the system is presented in a case study, and the concrete options for action in the context of the application of the model for different scenarios in use with mobility providers is considered and rated.