Details

New Frontiers of Customer Strategy

Managing Sustainable, Environmental and Ethical Transitions
1. Aufl.

von: Thierry Delecolle, Florence Jacob, Isabelle Prim-Allaz
126,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	21.06.2024
ISBN/EAN:	9781394300730
Sprache:	englisch
Anzahl Seiten:	288

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Beschreibungen

Titelbeschreibung

Digital transformation has shaped a new landscape for companies and their customers, offering companies a wealth of data with which to develop customer knowledge. However, this evolution is just one of many transformations in customer marketing within an increasingly complex reality, thrown into turmoil by environmental and social changes. New frontiers in customer relations strategies are thus being drawn, some in new territories grounded in efforts to preserve scarce resources, while others are built on expectations of social responsibility. These profound societal changes also reveal darker frontiers, where companies have insufficient ethical considerations for vulnerable customers, or merely react to changes in legislation. New Frontiers of Customer Strategy offers practitioners, lecturers and students an up-to-date reflection on the role of customer relations now and in the future, to keep pace with environmental, digital, inclusive and ethical issues, as well as organizational governance.

Inhaltsverzeichnis

Introduction xiii Thierry DELÉCOLLE, Florence JACOB and Isabelle PRIM-ALLAZ Chapter 1 How Can Customer Relations and Sufficiency Be Reconciled? A Reflection on the Consumption of Second-hand Goods 1 Valérie GUILLARD 1.1 Customer relations and sufficient living: what conflicts? 3 1.2 Customer relations and the second-hand market 6 1.3 Conclusion 11 1.4 References 12 Chapter 2 Customer Relationships and Sustainable Development in the Retail Sector 15 Sarah LASRI, Lionel NICOD and Valérie RENAUDIN 2.1 Incompatibility between retail and sustainable development? A few paradoxes to overcome 16 2.2 Customers and employees: accelerating sustainable development in the retail sector? 20 2.3 Conclusion 24 2.4 References 25 Chapter 3 Corporate Social Responsibility and Loyalty 27 Didier LOUIS, Cindy LOMBART and Nathalie FLECK 3.1 Definitions of perceived CSR and loyalty 28 3.2 The influence of perceived CSR on consumers' retailer loyalty 29 3.3 Examples of concrete actions (in line with respect for the environment and philanthropic activities) 33 3.4 Conclusion 36 3.5 References 37 Chapter 4 Reinventing Loyalty Programs in the CSR Age: Moving toward Prosocial Loyalty Programs 41 Loubaba BELAOUD, Aïda MIMOUNI-CHAABANE and Béatrice PARGUEL 4.1 Limits of the traditional loyalty program in the CSR era 42 4.2 The academic literature: loyalty program responsibility 44 4.3 Benchmark study: loyalty programs 46 4.4 Interviews with loyalty experts 49 4.5 Toward a prosocial loyalty program 52 4.6 References 54 Chapter 5 Toward Greater Sufficiency in Customer Relationships 57 Jean-Baptiste WELTÉ, Virginie PEZ and Isabelle DABADIE 5.1 The systemic collapse of consumerism 58 5.2 For more sufficiency in customer relationships 63 5.3 Conclusion 68 5.4 References 68 Chapter 6 Metaverse Opportunities for Customer Relations 71 Catherine LEJEALLE and Thierry DELÉCOLLE 6.1 An immersive, interactive and persistent universe 73 6.2 A gamified, esthetic universe 74 6.3 A personalized world of scarcity 75 6.4 A social and community universe 76 6.5 An innovative universe 76 6.6 Conclusion 77 6.7 References 79 Chapter 7 Towards Transparent and Parsimonious Customer Data Collection 81 Tom VILLENET, Thierry DELÉCOLLE and Grégoire BOTHOREL 7.1 Data as a means of personalizing customer relations and creating a competitive advantage 83 7.2 The new connected consumers and their multiple perceptions of different data collection methods 87 7.3 Why authorize the collection and use of personal data? 88 7.4 How can we encourage parsimonious data collection? 90 7.5 Conclusion: finally, what is the value of data? 96 7.6 References 97 Chapter 8 From Persuasion to Customer Manipulation: The Role of Dark Patterns 99 Florence JACOB, Jeoffrey DROUARD, Séverine ERHEL, Marianne LUMEAU and Raphaël SUIRE 8.1 Dark pattern definitions and typologies 100 8.2 Marketing as usual? 104 8.3 Problematic Internet use due to dark patterns? 107 8.4 Impossible to observe and yet combatable 108 8.5 Appendix 111 8.6 References 111 Chapter 9 Digital Consumption and Inclusion 115 Léa CAUCHARD 9.1 Introduction: when the digitalization of customer journeys raises challenges 115 9.2 Consequences of the digitization of customer journeys 116 9.3 New managerial challenges arising from the digitization of journeys 119 9.4 Defining the digital inclusion process 122 9.5 Conclusion: toward digital consumption for all 126 9.6 References 128 Chapter 10 Improving Effective Accessibility of Products and Services for Vulnerable Customers 131 Pierre VOLLE and Sylvie LLOSA 10.1 Effective accessibility of products and services, a challenge for organizations 132 10.2 The challenges of effective accessibility for vulnerable customers 134 10.3 Ways to improve the effective accessibility of products and services for vulnerable customers 136 10.4 Conclusion 141 10.5 References 142 Chapter 11 The Patient Experience 145 Stéphanie VERFAY 11.1 From the health service to the patient experience 146 11.2 Enhancing the value of the patient experience 149 11.3 Conclusion 153 11.4 References 155 Chapter 12 Adopting Ethical Sales Behavior 157 Eric JULIENNE 12.1 Unethical temptation among salespeople 157 12.2 Creating ethical behavior 162 12.3 Conclusion 167 12.4 References 168 Chapter 13 Customer Relationships as a Factor of Resistance: The Case of Smart Feedback Tools 171 Françoise SIMON and Virginie SCHWEITZER 13.1 The rise of smart feedback tools 172 13.2 A brand relationship investment 176 13.3 Consumer resistance to smart feedback tools 178 13.4 Conclusion 180 13.5 References 181 Chapter 14 Customer Relations in the Social and Solidarity Economy 183 Hajar EL KARMOUNI and Alix POELS 14.1 Managing customer relations in social and solidarity economy organizations 183 14.2 CRM in consumer cooperatives: the case of La Louve 185 14.3 Organizing customer relations in a collective interest cooperative company: the case of Enercoop Languedoc-Roussillon 190 14.4 Conclusion 193 14.5 References 194 Chapter 15 Purpose Corporations and Customer Strategy: Toward a Strategy of Customer Education and Empowerment? 197 Isabelle PRIM-ALLAZ and Martine SÉVILLE 15.1 Purpose corporations: a response to customers' expectations of "responsible" capitalism 197 15.2 The "customer loyalty paradox" in purpose corporations 202 15.3 Toward a new relationship marketing strategy 206 15.4 References 213 Chapter 16 Complex Customer Experience Management with Multi-stakeholders 215 Amélie MARTIN 16.1 From customer experience to its management 216 16.2 Integrating stakeholders in customer experience management 219 16.3 Using value propositions to align stakeholders 221 16.4 Conclusion 225 16.5 References 226 List of Authors 229 Index 233

Autorenportrait

Thierry Delécolle is a doctor in management science and Deputy Managing Director at De Vinci Higher Education, France. Florence Jacob is an associate professor at the School of Economics and Management of Nantes University (IAE Nantes), France. Isabelle Prim-Allaz is a full professor at Lumière Lyon 2 University, France.