Towards a theoretical model to illustrate the communication procedure between the company and the customer
Keywords:
communication model, company/customer communication, customer relationship management, performance.Abstract
According to the company value chain, a company can be schematized, in a simplified way, in the form of a
set of departments each consisting of two main components: personnel and information necessary for its proper
functioning. To be dynamic and interactive, the company must integrate communication to exchange information and
trigger the exchange of material flows, improving the departments' performances and consequently increasing the
company's performance. In this sense, we have decided to focus, in this research work, on a communication model that
illustrates the entire company/customer communication from the beginning of internal communication to the second
end of the company's external communication, which is the target clientele. The different components of our proposed
model will be presented in detail with an emphasis on the impact of company/customer communication on improving
the performance of the customer relationship management service.
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