Konferenzbeitrag
Incentive Scheme within a Sustainability CRM for Mobility
Vorschaubild nicht verfügbar
Volltext URI
Dokumententyp
Text/Conference Paper
Zusatzinformation
Datum
2013
Zeitschriftentitel
ISSN der Zeitschrift
Bandtitel
Verlag
Shaker Verlag
Zusammenfassung
The ecological dimension of sustainability in the meaning of consumption of natural resources is one important topic
of our times. The transportation of goods and persons has a major impact on resource consumption and emissions.
Electric vehicles are not solving these problems but they are offering a chance for a change of the mobility behaviour
towards an eco-friendly mobility. This change of behaviour needs new transportation offers, new business models
and new information systems. Intermodal transportation and the switch from individual mobility with combustion
engine cars to public transport is here a key factor. Also new offers like car-sharing and car-pooling are playing an
important role. Mobility management and mobility marketing addressing this switch of mobility on a municipal and
on a company level. New and existing mobility provider like Deutsche Bahn sustainable mobility issues in their information
and marketing policy. At the end the customer has to change his behaviour and has to accept the more sustainable
offers. With the integration of a Customer Relationship Management approach this change of behaviour
might be brought forward. Incentive schemes are playing an important role within the CRM, because they can directly
motivate the costumer to accept certain offers. Incentive schemes can be based on different ideas like game-based
or reward-based approaches and have a high ability to be operationalized in software systems.
In this paper should be described the idea of a Sustainability CRM and how an incentive scheme can influence customer
behaviour to change his mobility to a more sustainable way. Also a software prototype build as a smart phone
application for travel assistance is presented that is based on the presented incentive scheme.