{"id":2077,"date":"2012-08-03T10:52:06","date_gmt":"2012-08-03T09:52:06","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=2077"},"modified":"2015-01-21T09:56:12","modified_gmt":"2015-01-21T08:56:12","slug":"la-dsi-a-lepreuve-de-la-relation-client-digitale","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/08\/la-dsi-a-lepreuve-de-la-relation-client-digitale\/","title":{"rendered":"La DSI \u00e0 l\u2019\u00e9preuve de la relation client digitale"},"content":{"rendered":"<p><em>Le lien \u00e9troit entre technologies et relation client n\u2019est pas nouveau. Pour la DSI, la nouveaut\u00e9 r\u00e9side aujourd\u2019hui dans la multiplication des canaux digitaux et l\u2019acc\u00e9l\u00e9ration de leur usage dans la relation directe avec les clients. Une acc\u00e9l\u00e9ration qui accro\u00eet\u00a0 fortement les attentes vis-\u00e0-vis du SI mais qui est aussi vecteur de risques et d\u2019opportunit\u00e9s.<\/em><\/p>\n<h2><strong>Une pression et des attentes accrues sur le SI de la relation client<\/strong><\/h2>\n<p>Depuis longtemps, le SI s\u2019est impos\u00e9 comme un outil incontournable pour la performance des r\u00e9seaux de vente et la qualit\u00e9 de la relation client. Initi\u00e9 avec l\u2019\u00e9quipement informatique des forces de vente, le mouvement s\u2019est prolong\u00e9 avec la mont\u00e9e en puissance des centres de relation client.<\/p>\n<p>\u00c0 partir des ann\u00e9es 2000, le canal internet a connu un succ\u00e8s rapide, portant une pression et des attentes fortes sur le SI de la relation client (SIRC). Op\u00e9r\u00e9 \u00e0 marche forc\u00e9e, le d\u00e9veloppement de ce canal a profond\u00e9ment boulevers\u00e9 le SIRC et son organisation. L\u2019ouverture de nouveaux canaux (<em>smartphones<\/em>, tablettes, et demain IPTV) n\u2019a ensuite qu\u2019acc\u00e9l\u00e9r\u00e9 ce mouvement, conduisant les entreprises \u00e0 de vastes chantiers de refonte.<\/p>\n<p>Ces chantiers ont vis\u00e9 la mise en place d\u2019infrastructures de m\u00e9diation, sous forme d\u2019ESB, pour faciliter l\u2019int\u00e9gration des canaux au SI et les interactions muticanal de type <em>web-call back<\/em>, <em>click-to- chat<\/em>.<\/p>\n<p>Parce que situ\u00e9es au c\u0153ur du SIRC, ces infrastructures ont aussi pour r\u00f4le d\u2019orchestrer et de superviser les processus m\u00e9tiers (r\u00e9alisation de devis, souscription d\u2019une offre, commande d\u2019un article).<\/p>\n<h2><strong>Une transformation du SI en profondeur pour fid\u00e9liser et conqu\u00e9rir de nouveaux clients<\/strong><\/h2>\n<p>L\u2019augmentation du nombre de canaux et la pervasivit\u00e9 des nouveaux usages mobiles conduit \u00e0 une diss\u00e9mination des donn\u00e9es. V\u00e9ritable opportunit\u00e9 pour am\u00e9liorer la conqu\u00eate et la fid\u00e9lisation des clients, la capture et la mise \u00e0 disposition des donn\u00e9es constituent des d\u00e9fis techniques majeurs du SI.<\/p>\n<p>Mais aujourd\u2019hui, si les entreprises continuent de mobiliser fortement leurs ressources SI au service des vitrines et des parcours d\u00e9mat\u00e9rialis\u00e9s de relation client, elles ont aussi \u00e0 c\u0153ur de doter leur personnel en contact (vendeurs, t\u00e9l\u00e9conseillers, boutiques) d\u2019\u00e9quipements, d\u2019\u00e9crans d\u2019applications et d\u2019informations au plus proches de ce qui est mis \u00e0 disposition des clients. Un passage oblig\u00e9 pour assurer la valeur ajout\u00e9e de ses collaborateurs et r\u00e9pondre ainsi \u00e0 l\u2019attente des clients\u00a0: nombreuses sont les \u00e9tudes qui montrent que l\u2019interaction humaine avec un vendeur en boutique ou un conseiller par t\u00e9l\u00e9phone est le d\u00e9terminant principal du niveau de satisfaction client.<\/p>\n<h2><strong>Les 6 cl\u00e9s de r\u00e9ussite de la relation client digitale<\/strong><\/h2>\n<p>Pour accompagner les ambitions de son entreprise en mati\u00e8re de relation client multicanal la DSI doit relever six d\u00e9fis\u00a0:<\/p>\n<p>1- S\u2019ouvrir aux <strong>nouveaux canaux <\/strong>(t\u00e9l\u00e9vision connect\u00e9e, applications mobiles, r\u00e9seaux sociaux&#8230;) et aux nouveaux services (m-paiement&#8230;) mais en conserver la ma\u00eetrise.<\/p>\n<p>2- Favoriser les <strong>interactions multicanal <\/strong>sur le plan des infrastructures pour mettre fin \u00e0 un cloisonnement en silos (internet, agence&#8230;) qui nuit \u00e0 l\u2019efficience de la relation avec le client.<\/p>\n<p>3-<strong> \u00c9quiper le collaborateur<\/strong>, v\u00e9ritable <span style=\"text-decoration: underline;\"><a title=\"Le conseiller, parent pauvre de la relation client digitale\" href=\"http:\/\/www.solucominsight.fr\/2012\/07\/le-conseiller-parent-pauvre-de-la-relation-client-digitale\/\">parent pauvre<\/a><\/span> de la \u00a0relation client digitale. Alors que le client dispose d\u2019outils <em>self-service<\/em> supra ergonomiques, le collaborateur avec qui il interagit est \u00e9quip\u00e9 d\u2019un poste de travail obsol\u00e8te qui ne lui permet pas d\u2019\u00eatre \u00e0 la hauteur des attentes clients. Tout l\u2019enjeu sera donc de construire le poste de travail de demain permettant d\u2019apporter plus de valeur au client.<\/p>\n<p>4- Face au ph\u00e9nom\u00e8ne de <em>channel blur<\/em> (explosion et diss\u00e9mination des donn\u00e9es clients) que connaissent les \u00e9quipes marketing, la DSI doit aider \u00e0 <strong>optimiser les campagnes tout en enrichissant la connaissance client.<\/strong><\/p>\n<p>5- Mettre en place une <strong>organisation efficiente de la DSI face \/ avec les m\u00e9tiers, <\/strong>permettant d\u2019anticiper les besoins m\u00e9tiers, notamment ceux li\u00e9s \u00e0 l\u2019usage de nouveaux canaux. L\u2019objectif \u00e9tant d\u2019\u00e9viter que les projets digitaux ne soient g\u00e9r\u00e9s au coup par coup, sans vision d\u2019une cible et d\u2019une trajectoire conjointes entre m\u00e9tiers et SI.<\/p>\n<p>6-<strong> Financer<\/strong> le projet relation client digitale. Face \u00e0 des co\u00fbts d\u2019investissement toujours cons\u00e9quents et qui d\u00e9passent souvent la capacit\u00e9 d\u2019un donneur d\u2019ordre m\u00e9tier unique, la DSI doit \u00eatre capable de se doter d\u2019une v\u00e9ritable strat\u00e9gie d\u2019investissement.<\/p>\n<p>Autant de d\u00e9fis que la DSI sera capable de relever si elle investit en budgets et en comp\u00e9tences sur les domaines du digital (reprise en main des d\u00e9veloppements, renouvellement du patrimoine applicatif, int\u00e9gration de nouveaux canaux). Ainsi pourra-t-elle pr\u00e9tendre au triple A de la relation client\u00a0digitale !<\/p>\n<p>Pour lire en d\u00e9tail les solutions apport\u00e9es \u00e0 chacun de ces d\u00e9fis, lire la synth\u00e8se : <a href=\"http:\/\/www.solucom.fr\/Publications\" target=\"_blank\">\u00ab\u00a0DSI : comment obtenir le triple A de la relation client digitale ?\u00a0\u00bb<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le lien \u00e9troit entre technologies et relation client n\u2019est pas nouveau. Pour la DSI, la nouveaut\u00e9 r\u00e9side aujourd\u2019hui dans la multiplication des canaux digitaux et l\u2019acc\u00e9l\u00e9ration de leur usage dans la relation directe avec les clients. Une acc\u00e9l\u00e9ration qui accro\u00eet\u00a0&#8230;<\/p>\n","protected":false},"author":35,"featured_media":6344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32,35],"tags":[148,589,587,51,588,84,147],"coauthors":[913],"class_list":["post-2077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","category-strategie-projets-it","tag-budget","tag-channel-blur","tag-digital","tag-dsi","tag-esb","tag-multicanal-2","tag-si"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La DSI \u00e0 l\u2019\u00e9preuve de la relation client digitale - 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\/2012\/08\/la-dsi-a-lepreuve-de-la-relation-client-digitale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La DSI \u00e0 l\u2019\u00e9preuve de la relation client digitale - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Le lien \u00e9troit entre technologies et relation client n\u2019est pas nouveau. 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