{"id":2125,"date":"2012-08-23T10:03:35","date_gmt":"2012-08-23T09:03:35","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=2125"},"modified":"2020-01-02T11:01:21","modified_gmt":"2020-01-02T10:01:21","slug":"comment-financer-son-projet-de-relation-client-digitale","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/08\/comment-financer-son-projet-de-relation-client-digitale\/","title":{"rendered":"Comment financer son projet de relation client digitale ?"},"content":{"rendered":"<p>Rationaliser ou d\u00e9velopper\u00a0? Quick wins ou investissements d\u2019ampleur\u00a0? Les projets de relation client digitale induisent des investissements cons\u00e9quents qui d\u00e9passent la capacit\u00e9 d\u2019un donneur d\u2019ordre unique. Comment faire ? R\u00e9ponses avec Emmanuel Guillaumeau, consultant senior.<\/p>\n<h2><strong>Les projets de relation clients digitale, \u00e0 la crois\u00e9e de diff\u00e9rents m\u00e9tiers et donneurs d\u2019ordre sont compliqu\u00e9s \u00e0 financer. Quelle strat\u00e9gie de financement adopter\u00a0?<\/strong><\/h2>\n<p>De tels projets portent en effet de nouvelles pratiques m\u00e9tiers et induisent des outils et automatismes adapt\u00e9s \u00e0 chaque canal. L\u2019appr\u00e9ciation du co\u00fbt d\u2019un projet doit tenir compte de ces nombreux aspects mat\u00e9riels, logiciels et mais aussi d\u2019accompagnement du changement. Les co\u00fbts de mise en \u0153uvre repr\u00e9sentent pas moins de 50% des d\u00e9penses (voir sch\u00e9ma ci-dessous).<\/p>\n<p>Que la strat\u00e9gie soit par investissements progressifs ou d\u2019investissements d\u2019ampleur il est recommand\u00e9 de cadrer p\u00e9rim\u00e8tre et trajectoire tr\u00e8s en amont pour que tous les acteurs concern\u00e9s adh\u00e8rent \u00e0 la strat\u00e9gie de financement.<\/p>\n<p>Cette approche permet d\u2019anticiper les besoins en fonctions socles (r\u00e9f\u00e9rentiels, middleware) ou mutualis\u00e9es (outils de pilotage, reporting) et de r\u00e9pondre de mani\u00e8re progressive aux besoins imm\u00e9diats des m\u00e9tiers, friands de nouveaux services (<em>chat<\/em>, FAQ, services en ligne, SFA).<\/p>\n<p><a href=\"http:\/\/www.solucominsight.fr\/2012\/08\/comment-financer-son-projet-de-relation-client-digitale\/financer-un-projet-rc-digitale-schema-1-3\/\" rel=\"attachment wp-att-2128\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-2128\" title=\"Financer un projet RC digitale sch\u00e9ma 1\" src=\"http:\/\/www.solucominsight.fr\/wp-content\/uploads\/2012\/08\/Financer-un-projet-RC-digitale-sch\u00e9ma-12.png\" alt=\"\" width=\"703\" height=\"359\" srcset=\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2012\/08\/Financer-un-projet-RC-digitale-sch\u00e9ma-12.png 802w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2012\/08\/Financer-un-projet-RC-digitale-sch\u00e9ma-12-374x191.png 374w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2012\/08\/Financer-un-projet-RC-digitale-sch\u00e9ma-12-71x36.png 71w\" sizes=\"auto, (max-width: 703px) 100vw, 703px\" \/><\/a><\/p>\n<h2>Sur le plan mat\u00e9riel et logiciel, vaut-il mieux investir ou louer\u00a0? Que penser du SaaS\u00a0?<\/h2>\n<p>Dans des contextes de restriction budg\u00e9taire comme on peut les conna\u00eetre aujourd\u2019hui ou si une tr\u00e8s forte r\u00e9activit\u00e9 de la DSI est demand\u00e9e par les m\u00e9tiers, les offres en mode SaaS apparaissent\u00a0 de plus en plus s\u00e9duisantes.<\/p>\n<p>Les solutions disponibles sont maintenant satisfaisantes sur le plan de la couverture fonctionnelle. Elles permettent d\u2019acc\u00e9l\u00e9rer la mise en \u0153uvre. Leur usage est r\u00e9versible et se pr\u00eate \u00e0 l\u2019exp\u00e9rimentation. Il est donc primordial, encore une fois, d\u2019anticiper. Anticiper au maximum les demandes ou int\u00e9r\u00eat des m\u00e9tiers pour ces services.<\/p>\n<p>Il convient toutefois garder \u00e0 l\u2019esprit trois \u00e9l\u00e9ments.<\/p>\n<p>Le point mort financier se situe g\u00e9n\u00e9ralement entre 2 et 4 ans d\u2019usage, p\u00e9riode au-del\u00e0 de laquelle un achat reste pr\u00e9f\u00e9rable.<\/p>\n<p>Ensuite le poste m\u00e9tier le plus candidat au mode SaaS est celui qui n\u00e9cessite le moins d\u2019int\u00e9gration autour des donn\u00e9es clients, par exemples les populations commerciales B2B.<\/p>\n<p>Enfin, le mode SaaS permet de s\u2019appuyer sur des services m\u00e9tiers et comp\u00e9tences sp\u00e9cifiques \u00e0 la relation client, par exemple la gestion de la d\u00e9liv\u00e9rabilit\u00e9 des emails, ce qui repr\u00e9sente un v\u00e9ritable avantage.<\/p>\n<h2>Comment justifier les investissements\u00a0? Quelles pistes de gains\u00a0?<\/h2>\n<p>La mise en \u0153uvre de la multicanalit\u00e9 porte la piste de gains la plus \u00e9vidente, le diff\u00e9rentiel de co\u00fbts entre canaux physiques et digitaux favorise en effet la relation client digitale. Par exemple pour un budget \u00e9quivalent, une direction marketing peut multiplier par 8 \u00e0 10 le nombre de messages sortants en favorisant l\u2019emailing.<\/p>\n<p><strong>\u00a0<\/strong>Trois grandes natures de gains sont \u00e0 \u00e9tudier. Des gains qui peuvent \u00eatre quantitatifs ou qualitatifs\u00a0: cr\u00e9ation de valeur (fid\u00e9liser &#8211; d\u00e9velopper), efficacit\u00e9 op\u00e9rationnelle (ma\u00eetriser le co\u00fbt des interactions clients \u2013 optimiser ses ressources), perception de la marque (faire du client et du collaborateur un ambassadeur).<\/p>\n<p>Les gains sont \u00e0 appr\u00e9cier avec les m\u00e9tiers donneurs d\u2019ordre sur la base du p\u00e9rim\u00e8tre des besoins exprim\u00e9s. L\u2019\u00e9tude d\u2019un <em>business case<\/em> doit donc \u00eatre anticip\u00e9e avec les m\u00e9tiers d\u00e8s le cadrage du projet.<\/p>\n<p>Vous l\u2019aurez compris, dans le financement de la relation client digitale, s\u2019il n\u2019y avait qu\u2019un seul mot d\u2019ordre \u00e0 retenir\u00a0: anticipez\u00a0!<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rationaliser ou d\u00e9velopper\u00a0? Quick wins ou investissements d\u2019ampleur\u00a0? Les projets de relation client digitale induisent des investissements cons\u00e9quents qui d\u00e9passent la capacit\u00e9 d\u2019un donneur d\u2019ordre unique. Comment faire ? R\u00e9ponses avec Emmanuel Guillaumeau, consultant senior. Les projets de relation clients&#8230;<\/p>\n","protected":false},"author":104,"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":[37,32,35,34],"tags":[607,587,608,609,84,606,73],"coauthors":[944],"class_list":["post-2125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","category-marketing-relation-client","category-strategie-projets-it","category-strategie-d-entreprise","tag-business-case","tag-digital","tag-financement","tag-investissement","tag-multicanal-2","tag-roi","tag-saas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment financer son projet de 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\/comment-financer-son-projet-de-relation-client-digitale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment financer son projet de relation client digitale ? - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Rationaliser ou d\u00e9velopper\u00a0? Quick wins ou investissements d\u2019ampleur\u00a0? Les projets de relation client digitale induisent des investissements cons\u00e9quents qui d\u00e9passent la capacit\u00e9 d\u2019un donneur d\u2019ordre unique. Comment faire ? R\u00e9ponses avec Emmanuel Guillaumeau, consultant senior. 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Quick wins ou investissements d\u2019ampleur\u00a0? Les projets de relation client digitale induisent des investissements cons\u00e9quents qui d\u00e9passent la capacit\u00e9 d\u2019un donneur d\u2019ordre unique. Comment faire ? R\u00e9ponses avec Emmanuel Guillaumeau, consultant senior. 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