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Calmer le râleur. Contribution à l'étude de la relation client sur le Web 2.0

Abstract : Drawing upon an interactionist perspective inspired by the work of Erving Goffman, the paper describes the intermediating work of managers of large service companies' Facebook pages and Twitter accounts (community managers). It focuses on the interactional and language skills used by these professionals to appease angry customers in order to redirect their requests to the employees in charge of their processing within the organizations. Starting from the observation of a phenomenon of bypassing the usual channels of customer relationship management (CRM) in favor of the social web platforms, the article summarizes the contribution of community managers to the rationalization process of a digitized customer relationship called "Social CRM". By doing so, the analysis follows the wake of sociological studies that question the growing role of digital technology in the service relationship.
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Submitted on : Wednesday, August 7, 2019 - 10:17:21 AM
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Thomas Jammet. Calmer le râleur. Contribution à l'étude de la relation client sur le Web 2.0. Terrains et Travaux : Revue de Sciences Sociales, ENS Cachan, 2019, 1 (34), pp.137-161. ⟨halshs-02264499⟩



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