Abstract
This article sets forth the main findings of an empirical study carried out among the main actors in the sector of large-scale retailing in Europe, as regards their respective practical experience incrm (Customer Relationship Management) as well as the opportunities offered by the Internet technologies in this field. The evidence collected is checked against the problems expounded in the literature hinging on the following four main questions:
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—the existence of national orientations that are taking shape in terms of the uses ofcrm
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—the reality of the training processes of companies leading to e-crm as well as the acquisition of the technical and organisational maturity necessary to master these tools
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—the variety of those uses and the issue of multichannelling
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—the relative benefits of market relationship linked to the development ofcrm procedures
Thus this study offers an overview of emerging trends incrm peculiar to this sector.
Résumé
Cet article présente les principaux résultats d’une étude empirique réalisée auprès d’acteurs majeurs du secteur de la grande distribution en Europe, sur leurs pratiques en matière de gestion de la relation client oucrm (Customer Relationship Management) et sur les opportunités qu’offrent les technologies de l’Internet dans ce domaine. Les témoignages recueillis sont mis en perspective par rapport aux problématiques développées dans la littérature concernée autour de quatre questions principales:
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—l’existence de trajectoires nationales qui se dessinent en matière de pratiques decrm
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—la réalité de dynamiques d’apprentissage des entreprises vers le e-crm et de la nécessité d’une maturité technico-organisationnelle pour maîtriser ces outils
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—la variété des pratiques et des enjeux de la multicanalité
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—l’enrichissement relatif de la relation avec le marché résultant des dispositifs decrm.
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Charbit, C., Fernandez, V. CRM in the European large-scale retail trade: Evidence and perspectives. Ann. Télécommun. 58, 129–146 (2003). https://doi.org/10.1007/BF03001007
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DOI: https://doi.org/10.1007/BF03001007