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La révolution digitale et la relation client dans le secteur bancaire

Author

Listed:
  • Elisabeth Callandret-Bigot

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Anne Rollet

    (AMU - Aix Marseille Université, CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

La révolution digitale remet en cause la relation client au sein de la banque. Un diagnostic de la situation mobilise le modèle des 7S de McKinsey. Trois orientations sont proposées : relation client avec le chargé de client, relation client avec la banque et client au centre de la banque. L'analyse du contenu des rapports annuels des 5 groupes bancaires français montrent des interdépendances fortes entre les 7 facteurs dans leur communication. Les trois orientations sont retrouvées sur le terrain. La conclusion ouvre la réflexion sur le rôle futur du chargé de clientèle dans la volonté d'humaniser cette relation digitale.

Suggested Citation

  • Elisabeth Callandret-Bigot & Anne Rollet, 2019. "La révolution digitale et la relation client dans le secteur bancaire," Post-Print hal-02390656, HAL.
    • Handle: RePEc:hal:journl:hal-02390656
    as

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