THE CONTRIBUTION OF DIGITAL TO THE DEVELOPMENT OF CUSTOMER RELATIONSHIP: THE ORANGE MOROCCO OPERATOR
The ambition of this article is to clarify certain aspects among the more constituent of customer relationship management, the focus is going to be essentially on digital technologies and their strong contribution to the emergence of a new era of customer relationship. The basic idea is to explain the importance of digitalization in the creation of a new consumption approach. The universal usage of Internet and the apparition of mobile applications have made it difficult for enterprises to
... enterprises to stand out and insure their survival in an environment where the digital is taking a big place. This digital transformation impact the customer behavior in a radical and permanent way. A new marketing is born, "digital Marketing" allowing fast promotion of products and services on the web and placing the customer in the center of its strategic choices. In the actual context of digitalization, enterprises have understood very well the importance of this new ecosystem. To them, it's all about knowing how digital tools and supports of communication transform relations, and how new consumption practices are imposing to the enterprises to adapt, nay shape the new virtual universe. So it's all about approving how the omnichannel strategy can be a response to the usage of digital technologies. This reflexion constitutes the base of our research for this article, namely the role of digital technologies in the development of a new customer relationship approach. This allowed us to think more about establishing a link or even an encounter between both of the topics. It's henceforth creating a link passing from a communication to a relationship logic, in other words, offering the customer new experiences, always more adapted and personalized where digital is in the point of becoming a great relational canal and an initiator lever to the development of client value.