De la figure du client roi à celle du client rentable: le rôle des progiciels CRM

Bénédicte Grall ()
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Bénédicte Grall: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM]

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Abstract: The role of CRM software packages in the institutionalization of the profitable customer figure during the 2000s is examined, thanks to a twenty year qualitative study of a professional journal for sales managers. We show, that CRM software packages seem to be a kind of tension reducers for the passage from the customer considered as a king to the profitable customer.

Keywords: profitable customer; King customer; CRM software packages; client roi; client rentable; progiciel CRM (search for similar items in EconPapers)
Date: 2018-05-16
Note: View the original document on HAL open archive server: https://hal.science/hal-01907819
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Published in Transitions numériques et informations comptables, May 2018, Nantes, France. pp.cd-rom

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