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Research by SKEMA graduate and professor gains international recognition

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During the International Marketing Trends Conference, which took place is Venice in mid-January, Patrick Nicholson, SKEMA professor (Innovation Academy) and Noria Lakad, SKEMA alumna at the head of the customer listening scheme at AG2R-La Mondiale, were asked to present the initial results of their work on managing customer relations, carried out in association with Pauline de Pechpeyrou at UPEC.

​The presence of a professional who is a recent graduate from SKEMA’s Mastère Spécialisé® Marketing Data and E-Commerce programme at this level of academic research is worth emphasising.
Noria Lakad’s inquisitive mind and devotion to writing her professional thesis led to this team being constituted, and it has now been recognised for the quality of its work.
The article which was presented, based on a survey carried out among 319 customers with an outstanding complaint, underlines the value of including a new indicator in the system for measuring satisfaction: the degree of effort approved by the customer.
 
The authors thanked Jean-François Detout, director of the Mastère Spécialisé® Marketing Data and E-Commerce programme, Helen Bollaert, research director at SKEMA, and the managers of AG2R-La Mondiale for their help in the completion of this project.
 
The research is expected to be published shortly and will continue through the communication between SKEMA and the AG2R La Mondiale Matmut Group, the largest French group in the social protection and personal insurance sector.

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