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Optimiser l'évaluation du client en ligne

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.
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Submitted on : Tuesday, August 1, 2017 - 10:31:06 AM
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Nathalie Audigier, Marie-Agnès de Gail, Luc Derien. Optimiser l'évaluation du client en ligne. La Revue des Sciences de Gestion, Revue des Sciences de Gestion, 2016, Satisfaire le client, pp.31-40. ⟨10.3917/rsg.278.0031⟩. ⟨hal-01570906⟩



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