ABSTRACT
This chapter proposes to investigate the modalities of market attachment involved in Customer Relationship Management (CRM), drawing on an analysis of its implementation in the particular context of a call centre. It examines the sociotechnical and organisational resources involved in the construction of market attachments. The chapter considers attachment as the dynamic process – the process of 'attaching' – through which the sociotechnical and organisational entities supporting this kind of relationship emerge. It shows that market attachments rest on a plurality of definitions of what makes the relationship between the customer and the organisation. The chapter involves the reorganisation of call centre units in a large company which aimed to implement a system of differentiation in its customer service provision. It also shows that the complex techno-organisational work that took place during this reorganisation supported a rich and plural conception of the market relationship.
