Téléconseillers et community managers : quelles professionnalités pour la médiation entreprise-publics à l’heure du numérique?

Abstract

The community manager is emerging as a key figure in professional discourse in communication and marketing. This article offers a parallel with the research that has been dedicated, in the 2000s, to another figure at this time in full visibility: the call center agent at work in the context of customer relationship management strategies. Using semi-structured interviews conducted with communication professionals and students, this research aims to highlight the shift of the professional field of customers/company mediation, from an individual and already complex perspective, adapted to the telephone exchange, to a vision adding the opportunities offered by digital networks in terms of hybrid formats and practices.

Keywords

• professional identity
• community management
• social media management
• call center agent