When Marketing meets HCI : multi-channel customer relationships and multi-modality in the personalization perspective

International audienceThis paper presents a first investigation on new forms of interaction not yet approached broadly by the HCI community. It's the study of the convergence and divergence between the personalizations of interaction seen under two complementary angles: direct marketing, with its multi-channel customer relationships, on the one hand, and HCI view on the other hand. Our aim is to understand this, both theoretically and experimentally in order to design new interactive system for E-Commerce that exhibit a better relationships, such as continuity, between the organisation and the customers. This is achieved by developing a theoretical framework for the analysis and design of such systems and by designing and experimenting a first prototype exploring the potential of integrating voice and Web interactions