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La stratégie de contacts multicanal : opportunités, risques et facteurs clés de succès

Author

Listed:
  • Jean-Pierre Helfer

    (IAE Paris - Sorbonne Business School)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

Un certain nombre d'entreprises utilise aujourd'hui plusieurs canaux pour prendre contact avec leur clientèle ou pour recruter de nouveaux clients. Face au développement de la stratégie de contacts multicanal, l'article cherche, dans un premier temps, à identifier les opportunités et les difficultés rencontrées dans la mise en oeuvre d'une telle stratégie. Dans un second temps, sur la base d'une meilleure compréhension du consommateur, l'article montre l'importance de l'intégration des différents canaux de communication, la nécessité de développer des messages personnalisés et la nécessaire modification de la fonction commerciale dans la réussite d'une stratégie de contacts multicanal.

Suggested Citation

  • Jean-Pierre Helfer & Géraldine Michel, 2006. "La stratégie de contacts multicanal : opportunités, risques et facteurs clés de succès," Post-Print hal-02049875, HAL.
    • Handle: RePEc:hal:journl:hal-02049875
    Note: View the original document on HAL open archive server: https://hal.science/hal-02049875
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    File URL: https://hal.science/hal-02049875/document
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    References listed on IDEAS

    as
    1. Géraldine Michel & Jean-François Vergne, 2000. "Un outil de communication pour la distribution : le magazine de consommateurs," Post-Print halshs-02923689, HAL.
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