A New Strategy for Customer Engagement: How Do French Firms Use Social CRM?

Vincent Dutot


A company is no longer only focused on winning market share or increasing demand, but also on customer
relationships, engagement and retention. The idea of improving relationships with customers by using social
media is called social customer relationship management (SCRM). The objective of this exploratory research is
to define a grid of analysis of a SCRM strategy. To do so, a double analysis was conducted: a qualitative research
on CAC 40 French firms and a quantitative survey on customer’s perception of SCRM. Results show that most
of the French top companies are not considering SCRM as much as customers (generation Y) want them to.

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DOI: http://dx.doi.org/10.5539/ibr.v6n9p54

International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

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