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Utiliser les réseaux virtuels pour renforcer la proximité avec le client

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])

Abstract

Un besoin d'interactivité se manifeste chez les consommateurs, ce qui traduit de fortes attentes en termes de proximité relationnelle, de convivialité et d'identification mutuelle. Les entreprises et les marques veulent devenir auprès des individus de véritables référents à partir de leur propre univers sémantique. Cependant, maîtriser l'interactivité numérique et «accrocher» le consommateur implique des choix dans les options de communication et l'adoption de pratiques de gestion spécifiques pour la gestion de la relation client.

Suggested Citation

  • Nathalie Audigier, 2014. "Utiliser les réseaux virtuels pour renforcer la proximité avec le client," Post-Print hal-01570920, HAL.
    • Handle: RePEc:hal:journl:hal-01570920
    Note: View the original document on HAL open archive server: https://hal.science/hal-01570920
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