New Frontiers of Customer Strategy

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.

• Introduction xiiiThierry DELÉCOLLE, Florence JACOB and Isabelle PRIM-ALLAZChapter 1 How Can Customer Relations and Sufficiency Be Reconciled? A Reflection on the Consumption of Second-hand Goods 1Valérie GUILLARD1.1 Customer relations and sufficient living: what conflicts? 31.2 Customer relations and the second-hand market 61.3 Conclusion 111.4 References 12Chapter 2 Customer Relationships and Sustainable Development in the Retail Sector 15Sarah LASRI, Lionel NICOD and Valérie RENAUDIN2.1 Incompatibility between retail and sustainable development? A few paradoxes to overcome 162.2 Customers and employees: accelerating sustainable development in the retail sector? 202.3 Conclusion 242.4 References 25Chapter 3 Corporate Social Responsibility and Loyalty 27Didier LOUIS, Cindy LOMBART and Nathalie FLECK3.1 Definitions of perceived CSR and loyalty 283.2 The influence of perceived CSR on consumers' retailer loyalty 293.3 Examples of concrete actions (in line with respect for the environment and philanthropic activities) 333.4 Conclusion 363.5 References 37Chapter 4 Reinventing Loyalty Programs in the CSR Age: Moving toward Prosocial Loyalty Programs 41Loubaba BELAOUD, Aïda MIMOUNI-CHAABANE and Béatrice PARGUEL4.1 Limits of the traditional loyalty program in the CSR era 424.2 The academic literature: loyalty program responsibility 444.3 Benchmark study: loyalty programs 464.4 Interviews with loyalty experts 494.5 Toward a prosocial loyalty program 524.6 References 54Chapter 5 Toward Greater Sufficiency in Customer Relationships 57Jean-Baptiste WELTÉ, Virginie PEZ and Isabelle DABADIE5.1 The systemic collapse of consumerism 585.2 For more sufficiency in customer relationships 635.3 Conclusion 685.4 References 68Chapter 6 Metaverse Opportunities for Customer Relations 71Catherine LEJEALLE and Thierry DELÉCOLLE6.1 An immersive, interactive and persistent universe 736.2 A gamified, esthetic universe 746.3 A personalized world of scarcity 756.4 A social and community universe 766.5 An innovative universe 766.6 Conclusion 776.7 References 79Chapter 7 Towards Transparent and Parsimonious Customer Data Collection 81Tom VILLENET, Thierry DELÉCOLLE and Grégoire BOTHOREL7.1 Data as a means of personalizing customer relations and creating a competitive advantage 837.2 The new connected consumers and their multiple perceptions of different data collection methods 877.3 Why authorize the collection and use of personal data? 887.4 How can we encourage parsimonious data collection? 907.5 Conclusion: finally, what is the value of data? 967.6 References 97Chapter 8 From Persuasion to Customer Manipulation: The Role of Dark Patterns 99Florence JACOB, Jeoffrey DROUARD, Séverine ERHEL, Marianne LUMEAU and Raphaël SUIRE8.1 Dark pattern definitions and typologies 1008.2 Marketing as usual? 1048.3 Problematic Internet use due to dark patterns? 1078.4 Impossible to observe and yet combatable 1088.5 Appendix 1118.6 References 111Chapter 9 Digital Consumption and Inclusion 115Léa CAUCHARD9.1 Introduction: when the digitalization of customer journeys raises challenges 1159.2 Consequences of the digitization of customer journeys 1169.3 New managerial challenges arising from the digitization of journeys 1199.4 Defining the digital inclusion process 1229.5 Conclusion: toward digital consumption for all 1269.6 References 128Chapter 10 Improving Effective Accessibility of Products and Services for Vulnerable Customers 131Pierre VOLLE and Sylvie LLOSA10.1 Effective accessibility of products and services, a challenge for organizations 13210.2 The challenges of effective accessibility for vulnerable customers 13410.3 Ways to improve the effective accessibility of products and services for vulnerable customers 13610.4 Conclusion 14110.5 References 142Chapter 11 The Patient Experience 145Stéphanie VERFAY11.1 From the health service to the patient experience 14611.2 Enhancing the value of the patient experience 14911.3 Conclusion 15311.4 References 155Chapter 12 Adopting Ethical Sales Behavior 157Eric JULIENNE12.1 Unethical temptation among salespeople 15712.2 Creating ethical behavior 16212.3 Conclusion 16712.4 References 168Chapter 13 Customer Relationships as a Factor of Resistance: The Case of Smart Feedback Tools 171Françoise SIMON and Virginie SCHWEITZER13.1 The rise of smart feedback tools 17213.2 A brand relationship investment 17613.3 Consumer resistance to smart feedback tools 17813.4 Conclusion 18013.5 References 181Chapter 14 Customer Relations in the Social and Solidarity Economy 183Hajar EL KARMOUNI and Alix POELS14.1 Managing customer relations in social and solidarity economy organizations 18314.2 CRM in consumer cooperatives: the case of La Louve 18514.3 Organizing customer relations in a collective interest cooperative company: the case of Enercoop Languedoc-Roussillon 19014.4 Conclusion 19314.5 References 194Chapter 15 Purpose Corporations and Customer Strategy: Toward a Strategy of Customer Education and Empowerment? 197Isabelle PRIM-ALLAZ and Martine SÉVILLE15.1 Purpose corporations: a response to customers' expectations of "responsible" capitalism 19715.2 The "customer loyalty paradox" in purpose corporations 20215.3 Toward a new relationship marketing strategy 20615.4 References 213Chapter 16 Complex Customer Experience Management with Multi-stakeholders 215Amélie MARTIN16.1 From customer experience to its management 21616.2 Integrating stakeholders in customer experience management 21916.3 Using value propositions to align stakeholders 22116.4 Conclusion 22516.5 References 226List of Authors 229Index 233