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.
Table of Contents
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
