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 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