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Optimize the assessment of client online
[Optimizar la evaluación del cliente en línea]

Author

Listed:
  • 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])

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.

Suggested Citation

  • Nathalie Audigier & Marie-Agnès de Gail & Luc Derien, 2016. "Optimize the assessment of client online [Optimizar la evaluación del cliente en línea]," Post-Print hal-01570906, HAL.
    • Handle: RePEc:hal:journl:hal-01570906
    DOI: 10.3917/rsg.278.0031
    Note: View the original document on HAL open archive server: https://hal.science/hal-01570906
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    References listed on IDEAS

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    1. Bernard Cova, 2008. "Consumer Made : quand le consommateur devient producteur," Post-Print halshs-02914385, HAL.
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    More about this item

    Keywords

    customer relationship; e‑consumer; CRM; relaciones con los clientes; los consumidores; RCMP; GRC; co-création; implication client;
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