{"id":1008,"date":"2011-12-16T14:30:24","date_gmt":"2011-12-16T13:30:24","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=1008"},"modified":"2020-01-02T11:02:46","modified_gmt":"2020-01-02T10:02:46","slug":"mobilite-2012-lannee-du-tout-mobile","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2011\/12\/mobilite-2012-lannee-du-tout-mobile\/","title":{"rendered":"MOBILITE – 2012, l\u2019ann\u00e9e du tout mobile ?"},"content":{"rendered":"

Aujourd\u2019hui la mobilit\u00e9 est au c\u0153ur de nos vies personnelles et professionnelles. Nous ne pouvons que constater le succ\u00e8s grandissant des terminaux mobiles, smartphones en t\u00eate, ainsi que celui de leur myriade d\u2019applications qui, pour beaucoup, transforment notre quotidien. L\u2019internet, le multim\u00e9dia et le commerce \u00e9lectronique (m-commerce) sont devenus \u00ab mobiles \u00bb, si bien qu\u2019un nombre grandissant de nos interactions commerciales, sociales et financi\u00e8res se r\u00e9alise en mobilit\u00e9.<\/p>\n

Notre environnement connect\u00e9 devient alors enti\u00e8rement mobile, comme nous le sommes par nature. L\u2019information, le contenu et la connectivit\u00e9 sont les m\u00eames partout et \u00e0 tout moment.\u00a0\u00c0 ce titre, l\u2019ann\u00e9e 2012 s\u2019impose plus encore que la pr\u00e9c\u00e9dente comme \u00ab l\u2019ann\u00e9e du tout mobile \u00bb avec un double enjeu pour l\u2019entreprise.<\/p>\n

S\u2019adapter \u00e0 une client\u00e8le mobile<\/h4>\n

L\u2019entreprise va d\u2019abord devoir s\u2019adapter \u00e0 la mobilit\u00e9 de sa client\u00e8le et lui proposer une relation client multicanal <\/a>\u00e0 la hauteur de ses attentes de nomade. \u00c0 ce titre, le canal mobile (sur smartphone ou tablette) doit \u00eatre consid\u00e9r\u00e9 comme un canal de relation client \u00e0 part enti\u00e8re lors de l\u2019\u00e9laboration d\u2019une strat\u00e9gie de relation client. La coh\u00e9rence et la continuit\u00e9 des parcours clients entre les canaux doivent notamment \u00eatre maintenues.<\/p>\n

En parall\u00e8le, et au-del\u00e0 d\u2019un objectif de fid\u00e9lisation client, la mobilit\u00e9 apporte son lot d\u2019opportunit\u00e9s de croissance en permettant aux clients de l\u2019entreprise de s\u2019informer sur l\u2019offre de service de cette derni\u00e8re, d\u2019\u00e9changer avec elle et d\u2019acheter ses produits lors de leurs d\u00e9placements. L\u2019entreprise, pour b\u00e9n\u00e9ficier de ces opportunit\u00e9s, doit alors d\u00e9velopper une strat\u00e9gie internet mobile ambitieuse au risque de se voir distancer par ses concurrents.<\/p>\n

Enfin, ces nouveaux canaux de relation client mobiles repr\u00e9sentent une nouvelle opportunit\u00e9, apr\u00e8s le web, de d\u00e9mat\u00e9rialiser certains pans de la relation client (les actes de gestion \u00e0 plus faible valeur ajout\u00e9e prioritairement ; citons par exemple les modifications de donn\u00e9es personnelles), avec des \u00e9conomies substantielles \u00e0 la cl\u00e9.<\/p>\n

Int\u00e9grer la mobilit\u00e9 des collaborateurs dans l\u2019organisation<\/h4>\n

L\u2019entreprise doit par ailleurs pr\u00e9parer et int\u00e9grer la mobilit\u00e9 de ses collaborateurs dans son activit\u00e9, son organisation et ses processus d\u2019affaires. La fronti\u00e8re entre les usages num\u00e9riques de la sph\u00e8re priv\u00e9e et publique s\u2019affine jour apr\u00e8s jour et l\u2019exp\u00e9rience de la mobilit\u00e9 des employ\u00e9s dans leur quotidien s\u2019impose n\u00e9cessairement dans leur environnement professionnel. Cette tendance concerne de surcro\u00eet tous les collaborateurs : cols bleus, cols blancs, VIP.<\/p>\n

L\u2019entreprise doit fournir \u00e0 ses employ\u00e9s des solutions professionnelles adapt\u00e9es dans une logique pro\/perso ou accepter les outils de la sph\u00e8re priv\u00e9e dans l\u2019environnement professionnel (le Bring Your Own Device ou BYOD<\/a>).<\/p>\n

Une fois les obstacles s\u00e9curitaires, RH et juridiques pass\u00e9s, l\u2019entreprise b\u00e9n\u00e9ficiera d\u2019un ensemble de solutions permettant \u00e0 ses collaborateurs d\u2019acc\u00e9der \u00e0 ses ressources et de participer \u00e0 son activit\u00e9 en tout lieu et \u00e0 tout moment. Dans une double optique de simplification et d\u2019optimisation, l\u2019entreprise peut aussi ouvrir ces solutions \u00e0 ses partenaires et fournisseurs en mettant en place un SI mobile \u00e9tendu lui permettant de jouir d\u2019une productivit\u00e9 et d\u2019une performance d\u2019ensemble significativement am\u00e9lior\u00e9es.<\/p>\n

Un accompagnement n\u00e9cessaire sur le front de la mobilit\u00e9<\/h4>\n

Les nouveaux usages mobiles repr\u00e9sentent donc un grand nombre d\u2019opportunit\u00e9s de d\u00e9veloppement et de croissance.<\/p>\n

Pour en tirer l\u2019int\u00e9gralit\u00e9 des b\u00e9n\u00e9fices, l\u2019entreprise doit \u00eatre capable d\u2019anticiper les nouveaux usages mobiles et piloter l\u2019innovation pour conserver une longueur d\u2019avance. Il s\u2019agit, en amont de toute d\u00e9marche \u00e0 teneur mobile (d\u00e9ploiement d\u2019un canal de relation client internet mobile, lancement d\u2019une plate-forme de m-commerce, int\u00e9gration d\u2019une flotte de tablettes en entreprise), d\u2019en bien comprendre les usages et de piloter en interne l\u2019innovation depuis l\u2019\u00e9mergence de l\u2019id\u00e9e jusqu\u2019\u00e0 sa mise en \u0153uvre sur le march\u00e9 ou aupr\u00e8s des collaborateurs.<\/p>\n

L\u2019entreprise doit aussi repenser sa strat\u00e9gie de relation client multicanal en l\u2019adaptant aux canaux mobiles pour tirer pleinement partie de ces-derniers en termes de fid\u00e9lisation client, de d\u00e9veloppement d\u2019activit\u00e9 et d\u2019optimisation des co\u00fbts.<\/p>\n

Enfin, il est essentiel qu\u2019elle aborde la mobilit\u00e9 de ses collaborateurs comme un chantier \u00e0 part enti\u00e8re de ses principaux projets de transformation<\/a>, en prenant la mesure de ce qu\u2019elle peut apporter en termes de productivit\u00e9 et de performance.<\/p>\n","protected":false},"excerpt":{"rendered":"

Aujourd\u2019hui la mobilit\u00e9 est au c\u0153ur de nos vies personnelles et professionnelles. Nous ne pouvons que constater le succ\u00e8s grandissant des terminaux mobiles, smartphones en t\u00eate, ainsi que celui de leur myriade d\u2019applications qui, pour beaucoup, transforment notre quotidien. L\u2019internet,…<\/p>\n","protected":false},"author":115,"featured_media":6343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[246,84,68,247,142],"coauthors":[957],"class_list":["post-1008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","tag-mobilite","tag-multicanal-2","tag-performance","tag-productivite","tag-transformation"],"acf":[],"yoast_head":"\nMOBILITE - 2012, l\u2019ann\u00e9e du tout mobile ? - RiskInsight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2011\/12\/mobilite-2012-lannee-du-tout-mobile\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MOBILITE - 2012, l\u2019ann\u00e9e du tout mobile ? - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Aujourd\u2019hui la mobilit\u00e9 est au c\u0153ur de nos vies personnelles et professionnelles. 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