La correspondance commerciale entre stratégies discursives et marketing relationnel
Commercial Correspondence between Discursive Strategies and Relational Marketing

Summary/Abstract: In a world where products abound in the market, it is difficult to be different in the eyes of customers. There are nevertheless companies which manage to create a style of their own. Customer relations, whether involving written communication or not, are a set of coordinated actions that a firm undertakes in order to stand out, to arouse the interest of customers for its products or services, to promote its brand and, last but not least, to develop customer loyalty by showing clients how much they mean to the company. This special kind of relationship – crucial for businesses – is based on several fundamental elements, but we think it is above all a state of mind of the company, which tries to give the best possible satisfaction to customers through its employees. This entails a good knowledge of the markets and customer expectations, and requires personalized communication with clients. As communication with customers from other countries involves higher multilingual and intercultural skills applied to specific areas of activity, training good customer communication professionals is the activity of both business schools and Applied Modern Languages departments. Most of the companies which are aware of the challenges of a relevant and good quality language focus on attracting and retaining customers. To do that, they recruit people who are highly qualified in the fields concerned. Which disciplines prepare the AML student for the field of customer relations?

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