Revue Des Sciences Humaines
Volume 37, Numéro 2, Pages 73-84
2026-06-30
Customer Relationship Management Technology
Authors : Bourroubey Soraya .
Abstract
The arrival of ICTs, with their rising performance and falling acquisition costs, has opened up a new field in the relationship between companies and their customers. This has created a new strategic approach and given rise to a new form of Customer Relationship Management (CRM). These technologies are primarily designed to maintain and manage customer relationships, adding real value to the business, and the ideal technology for this relationship is the call center. The purpose of this paper is to propose a conceptual model of CRM technologies for application in an empirical study. The aim is to determine how customers perceive the company/customer interface and to explain certain customer behaviors.
Keywords
Customer relationship management ; Company ; Call center ; Customers ; Information and communication technology
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