{"id":1027,"date":"2011-12-19T15:04:24","date_gmt":"2011-12-19T14:04:24","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=1027"},"modified":"2014-11-28T11:13:33","modified_gmt":"2014-11-28T10:13:33","slug":"la-relation-client-axe-de-differenciation-pour-les-entreprises","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2011\/12\/la-relation-client-axe-de-differenciation-pour-les-entreprises\/","title":{"rendered":"RELATION CLIENT &#8211;  Axe de diff\u00e9renciation pour les entreprises"},"content":{"rendered":"<p style=\"text-align: left;\">Durant les quinze derni\u00e8res ann\u00e9es, la Relation clients s\u2019est progressivement informatis\u00e9e. Elle continue n\u00e9anmoins de faire l\u2019objet d\u2019attention des entreprises comme territoire de diff\u00e9renciation et d\u2019innovation. Nouveaux services en ligne, sites internet d\u00e9di\u00e9s aux clients, liens avec les r\u00e9seaux sociaux sont autant de sujets d\u2019actualit\u00e9\u2026 Est-ce n\u00e9anmoins suffisant\u00a0?<\/p>\n<p><strong>Les collaborateurs, parents pauvres de la relation clients<\/strong><\/p>\n<p>Les investissements en SI relation clients des derni\u00e8res ann\u00e9es ont largement investi la sph\u00e8re du \u00ab\u00a0sel service\u00a0\u00bb. Sites marchands, espaces personnels offerts aux clients, services en ligne se sont d\u00e9velopp\u00e9s et continuent \u00e0 contribuer \u00e0 fa\u00e7onner une relation clients tourn\u00e9e vers le service et la performance.<\/p>\n<p>On pourrait presque parfois oublier que les fonctions premi\u00e8res de vente ou de SAV \u00ab\u00a0interm\u00e9di\u00e9s\u00a0\u00bb (op\u00e9r\u00e9s par des collaborateurs de l\u2019entreprise) restent encore largement \u00e0 optimiser.<\/p>\n<p>Les collaborateurs deviennent maintenant souvent les parents pauvres de la relation clients lorsque le client est susceptible de pourvoir en savoir ou faire plus tout seul sur internet qu\u2019avec un conseiller par t\u00e9l\u00e9phone. D\u00e8s lors, le d\u00e9calage est ressenti par le client et il devient urgent de le combler en repla\u00e7ant les collaborateurs dans une position \u00e0 plus forte valeur ajout\u00e9e, conforme par ailleurs aux strat\u00e9gies d\u2019optimisation des ressources en centres de contacts clients.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Comment adapter le SI\u00a0?<\/strong><\/p>\n<p>Des pistes sont d\u00e9j\u00e0 largement explor\u00e9es\u00a0: <em>web call back<\/em>, acc\u00e8s aux donn\u00e9es de gestion, scorings d\u2019app\u00e9tence produits ou scoring d\u2019attrition clients. Mais l\u2019exp\u00e9rience client se construit dans la continuit\u00e9 (de l\u2019avant-vente \u00e0 l\u2019apr\u00e8s-vente) et n\u00e9cessite une approche calqu\u00e9e sur le cycle de vie du client qui favorise la construction d\u2019une offre de services coh\u00e9rente &#8211; entre les canaux &#8211; et continue.<\/p>\n<p>Le SI doit donc apporter un support complet aux clients comme aux collaborateurs de la relation clients qui puisse contribuer efficacement \u00e0 la construction de cette \u00ab\u00a0exp\u00e9rience\u00a0\u00bb clients sans pour autant remettre en cause l\u2019ensemble de l\u2019existant SI.<\/p>\n<p>L\u2019approche gagnante doit \u00eatre r\u00e9solument pragmatique et dessiner une cible des SI \u00e0 construire dans la dur\u00e9e\u00a0:<\/p>\n<ul>\n<li>Continuer \u00e0 d\u00e9velopper l\u2019offre de services aux clients en ligne,<\/li>\n<li>Optimiser les outils de relation clients offerts aux collaborateurs,<\/li>\n<li>Se doter d\u2019une vision strat\u00e9gique et fonctionnelle globale de la relation clients<\/li>\n<li>Mettre en \u0153uvre les conditions de maintien op\u00e9rationnel et d\u2019\u00e9volution permanents de ces outils et pratiques,<\/li>\n<li>Ajuster progressivement les pratiques m\u00e9tiers et l\u2019organisation \u00e0 la nouvelle donne de la relation clients d\u00e9mat\u00e9rialis\u00e9e.<\/li>\n<\/ul>\n<p>Par ailleurs, tout un pan de la relation clients se d\u00e9veloppe progressivement en dehors de la sph\u00e8re de ma\u00eetrise de l\u2019entreprise via les r\u00e9seaux sociaux. Les outils s\u2019ouvrent progressivement aux r\u00e9seaux sociaux mais restent encore largement composites et n\u00e9cessitent des efforts de projection en mati\u00e8re de pratiques et d\u2019int\u00e9gration aux outils que les entreprises peinent encore \u00e0 r\u00e9aliser.<\/p>\n<p>Enfin, l\u2019offre SI disponible en mode SaaS sur le march\u00e9 continue \u00e0 ouvrir aux m\u00e9tiers des perspectives d\u2019agilit\u00e9 que les DSI peinent \u00e0 contenir au risque de se trouver progressivement d\u00e9bord\u00e9es voire d\u00e9poss\u00e9d\u00e9es.<\/p>\n<p>Cible SI composite mais coh\u00e9rente, valeur ajout\u00e9e \u00e0 trouver dans la dur\u00e9e et dans la perspective d\u2019une relation client compl\u00e8te, investissements sur les outils et les pratiques de relation clients posent clairement la question du retour sur investissement des programmes de SI relation clients\u2026<\/p>\n<p><strong>Quels leviers activer en 2012\u00a0?<\/strong><\/p>\n<p>Le r\u00f4le de la DSI reste d\u00e9terminant. Elle est le seul acteur qui puisse r\u00e9pondre aux attentes des m\u00e9tiers \u00e0 court terme mais aussi dans une perspective globale d\u2019\u00e9volution de l\u2019offre de services qui accompagne les transformations strat\u00e9giques de l\u2019entreprise.<\/p>\n<p>En 2012, les leviers offerts d\u2019\u00e9volution des SI relation clients sont\u00a0:<\/p>\n<ul>\n<li>Une meilleure coordination des m\u00e9tiers et une plus grande convergence des investissements SI afin de r\u00e9pondre aux attentes \u00e0 court terme mais aussi de construire un \u00e9cosyst\u00e8me de SI \u00e9volutif et agile dans la dur\u00e9e,<\/li>\n<li>Une veille et une expertise permanent des SI relation clients afin d\u2019anticiper les demandes des m\u00e9tiers et de favoriser l\u2019\u00e9mergence de cibles SI r\u00e9alistes et pragmatiques,<\/li>\n<li>Un appui aux m\u00e9tiers et \u00e0 la direction g\u00e9n\u00e9rale afin d\u2019appr\u00e9cier la trajectoire \u00e9conomique de mise en \u0153uvre de ces nouveaux services et outils (<em>business case<\/em>, ROI) et les moyens de mesure de leur performance.<\/li>\n<\/ul>\n<p>En 2012, la \u00ab\u00a0relation\u00a0\u00bb est \u00e0 la fois l\u2019objectif (une relation clients plus performante, gage de fid\u00e9lisation) et le moyen (\u00e0 travers une relation DSI \u2013 m\u00e9tier pragmatique et constructive mais aussi \u00e0 travers l\u2019outillage des collaborateurs de la relation clients).<\/p>\n<p>Comme l\u2019image ci-dessous l\u2019illustre, le LIEN est un mot plus que r\u00e9current quand il est question de relation, et notamment de r\u00e9seau.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" title=\"image relation clients\" src=\"http:\/\/www.solucominsight.fr\/wp-content\/uploads\/2011\/12\/image-relation-clients-306x191.png\" alt=\"\" width=\"306\" height=\"191\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durant les quinze derni\u00e8res ann\u00e9es, la Relation clients s\u2019est progressivement informatis\u00e9e. Elle continue n\u00e9anmoins de faire l\u2019objet d\u2019attention des entreprises comme territoire de diff\u00e9renciation et d\u2019innovation. Nouveaux services en ligne, sites internet d\u00e9di\u00e9s aux clients, liens avec les r\u00e9seaux sociaux&#8230;<\/p>\n","protected":false},"author":104,"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":[32],"tags":[250],"coauthors":[944],"class_list":["post-1027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-collaborateurs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RELATION CLIENT - Axe de diff\u00e9renciation pour les entreprises - 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\/la-relation-client-axe-de-differenciation-pour-les-entreprises\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RELATION CLIENT - Axe de diff\u00e9renciation pour les entreprises - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Durant les quinze derni\u00e8res ann\u00e9es, la Relation clients s\u2019est progressivement informatis\u00e9e. 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