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Digitization of customer relations: what future for telephone reception? With the digitization of customer relations and the growing virtualization of e-commerce customer relations , telephone reception is becoming a major part of the commercial gear. With the arrival of innovative digital solutions, reception is improving to serve a relationship, loyalty and an ever more satisfying customer experience. E-commerce and relationship marketing: the trends of the next few years for the customer journey Purchasing behaviors are changing, new technologies are multiplying and the consumer of the 21st century is resolutely a digital consumer. The “delusions of grandeur” version of shops and supermarkets are no longer popular. Consumers are tired of being faced with a multitude of products on anonymous shelves, under tired neon lights. call center services Yes, what they like now is making their purchases from their computer, tablet or smartphone… direct from their living room! In this way, they have more choice and can move from store to store while remaining seated. In addition, to collect their products, they have the option of going directly to the store or having it delivered to their home. According to the consulting firm Ovum, in 10 years, consumers will impose on businesses their four digital desires summarized here: responsiveness and customer knowledge! These new customers are part of what is called generation Y, the “digital native” and generation Z, born since the 1990s and who have both always known NTIC*. In other words, these generations Y and Z have digital and digital solutions in their blood. They are the first to be born with digital and know how to handle, innately, NTIC. Internet and social networks are part of their daily life. We will therefore have to adapt to this specificity. Faced with the digitalization of customer relations: who will be the consumer of tomorrow? Born into a digitalized world, these women and men are and will be consumers of a new kind. Their requirements? Being able to buy the product of their choice 24/7 while benefiting from reactive and even proactive customer service. For these consumers of tomorrow, merchants will have to reinvent the link between virtual and real procedures. As an example, Ovum estimates that the 'click & collect' system will grow further and is expected to reach £8.2 billion in value of goods collected in 2020 (compared to £5.3 billion in 2019) . The purchase journey must be seamless, regardless of the channels used. All the services related to the purchase will have to show flawless fluidity, from the comparison of the different products to the delivery and the after-sales service… especially during a period of confinement! The effectiveness of e-commerce in the coming decades will therefore be measured by its ability to follow its customers in all the chosen channels, throughout their purchasing journey. Geolocation, analysis of the person's activity on social networks, monitoring of purchases on the Internet… all predictive data must be used. Studied with finesse and intelligence, they will make it possible to respond in a personalized way to the requirements of tomorrow's consumers.