« A la découverte du client » L'engagement marchand dans différents formats de la relation commerciale

Emmanuel Kessous, Alexandre Mallard () and Céline Mounier
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Alexandre Mallard: SENSE - Sociology and Economics of networks and Services - France Telecom R&D
Céline Mounier: SENSE - Sociology and Economics of networks and Services - France Telecom R&D

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Abstract: This article analyzes a material gathered threw several studies within France Telecom sales department. It compares three customer relationship modes: when the client contacts the firm by phone ("reactive phone"); when the sales person calls the client ("proactive phone" or telemarketing); and when the client comes to the shop. This three channels generate many differences in the pattern of commercial interactions. They characterize three figures of discovery and of reciprocal commitment that interlace and reinforce together.

Keywords: Découverte; CRM; Clients; relation clients; boutique; formats d'information; télémarketing; TIC; conseil (search for similar items in EconPapers)
Date: 2005-11
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00363274
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Published in Économies et sociétés, 2005, XXXIX (11-12), pp.2067-2086

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00363274

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