Is the strategy of Social CRM still a choice for companies? / Yasmine LAHRICHI / 2022

Titre : Is the strategy of Social CRM still a choice for companies? Type de document : Mémoire Auteurs : Yasmine LAHRICHI, Auteur Année de publication : 2022 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL ; INTERNET Résumé : Imagine that you work in a coffee shop as a bartender, a customer enters through the door, how should I react? Should I wait for him to give me his order or should I ask him what he needs? After serving him, should I remember what product he took so that I can make it easier for him the next time he visits and anticipate his purchase, or should I let him discover more of our product? The end goal behind all these questions is to try to make the customer experience as pleasant as possible to encourage him to return. This whole thought process was made easier thanks to CRM. This tool, and a practice at the same time, allows to better understand and manage the customer relationship. Indeed, different definitions have been given to CRM: “CRM is understood as a strategy that places the customer at the heart of the company's processes, activities and culture” (Howlett and Rodgers, 2002; Thieriez, 2002), or “CRM as the set of processes and technologies that support the planning, execution and management-coordination of interactions with the customer through different channels” (Wilson, Daniel and Mc Donald, 2001; Hobby, 1999)." Common to all, the customer remains at the heart of this strategy. In the meantime, the term has clearly evolved and adapted to the changes of the environment and the context in order to keep up with customer expectations. With the rise of technology and social networks, we have seen the emergence of E-CRM and S-CRM. They are born to accompany the constant change in consumer behavior and desires. Today, the use of web 2.0 and especially social networks has a lot of impact on consumer’s purchasing decision. Thus, many companies have decided to be present on different digital channels and adopt a customer relationship strategy via these channels to follow this change and anticipate customer needs. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572761