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National audienceThe concept of Customer Relationship Management is commonly mobilised to evoke messages, plans and tools that are used by service companies in order to establish and maintain contact with their customers. Managers of these companies are likely to use several management tools to optimise what is seen as a “client process” which would be central in efficiency improvement strategy. This article aims to examine the concept of customer relationship by questioning its origins and how it is put into narrative and practise. It seeks to highlight the limits of a technical and essentially rationalist approach and demonstrates the value of a communicational approach of sensitive and symbolic interactions involved in the construction and expression of this relationship.01 juin 2013Le concept de relation client est couramment mobilisé à propos des messages et des dispositifs auxquels ont recours les entreprises de services pour établir et maintenir un contact avec leur clientèle. Les managers de ces mêmes entreprises disposent, quant à eux, de différents outils d’inspiration gestionnaire pour optimiser un « processus client » présenté comme central pour l’efficience recherchée. Cet article vise à interroger la notion de relation client en questionnant ses origines et la manière dont elle est mise en récit et en pratique. Il cherche à mettre en évidence les limites d’une approche technique et essentiellement rationaliste de cette relation et montre l’intérêt d’une approche communicationnelle des interactions sensibles et symboliques qui interviennent dans sa construction et son expression

Relation client ou relation au client ? Interactions, dispositifs et qualité de service