Optimize the assessment of client online

Optimizar la evaluación del cliente en línea

Nathalie Audigier (), Marie-Agnès de Gail and Luc Derien ()
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Nathalie Audigier: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Marie-Agnès de Gail: PREFics EA 4246 - Plurilinguismes, Représentations, Expressions Francophones - information, communication, sociolinguistique - UEB - Université européenne de Bretagne - European University of Brittany - UBS - Université de Bretagne Sud - UT - Université de Tours - UR2 - Université de Rennes 2
Luc Derien: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: his article proposes an original marketing insight of the customer relationship management by the study of psychosociological variables which are explanatory of the behavior of the e‑consumer. Beyond the simple data collection, ICTS, and more particularly, the on‑line marketing tools (web site, forum, blog...) establish interesting ways to create a link and make the customers actors. How can companies use these supports in a convenient way without a risk of altering the trust of the voluntary participants? And how to value the implication of the customers so that they express their opinion and, involve themselves in the process of co‑creation of the offer, while protecting their feeling of autonomy and free arbitrator? We chose to collect qualitative information, thanks to semi‑directive interviews with marketing managers and with experts in customers relationship. Then with quantitative data, thanks to « Online Sphinx » questionnaires, we studied a cyber‑customers' representative sample. We were so able to identify applications by which companies can be inspired in order to optimize the means of classical CRM.

Keywords: customer relationship; e‑consumer; CRM; relaciones con los clientes; los consumidores; RCMP; GRC; co-création; implication client (search for similar items in EconPapers)
Date: 2016
New Economics Papers: this item is included in nep-mkt and nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-01570906v1
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Published in La Revue des Sciences de Gestion, 2016, Satisfaire le client, 278-279, pp.31-40. ⟨10.3917/rsg.278.0031⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01570906

DOI: 10.3917/rsg.278.0031

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