Web-based customer decision support systems

Abstract

This article considers the role of Customer Decision Support System (CDSS) in web-based marketing. The article looks at what parts of the customer decision process can be supported, and how a CDSS must be placed within the context of the other web and Internet facilities available to a customer. The article then consider the case of an early adopter of web technology by plastic products company GE Plastics, whose Website evolved from an electronic publishing platform into a CDSS and of a late adopter, UTC Carrier Corp. This article concludes that CDSS is one way of conceptualizing second-generation web-based marketing systems. It is a convenient framework for those developing substantial systems, particularly in the business-to-business environment. The major lessons that can be summarized as follows: first, consider the decision making the customer undertakes, and what part of the process the related company wish to support. Second, do not develop systems in isolation; consider the other web and Internet facilities a customer has access to and may use in conjunction with your site. Third, models help a customer with evaluation and can provide considerable added value, but care should be taken to ensure that customers understand the assumptions and limits of any model. Fourth, plan for a low-maintenance system based upon existing data and models, if necessary designing and including features for automatic updating