{"id":4704,"date":"2013-12-02T17:27:09","date_gmt":"2013-12-02T16:27:09","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=4704"},"modified":"2015-08-17T09:32:53","modified_gmt":"2015-08-17T08:32:53","slug":"le-big-data-au-service-de-la-relation-client","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2013\/12\/le-big-data-au-service-de-la-relation-client\/","title":{"rendered":"Le Big data au service de la relation client !"},"content":{"rendered":"<p><em>400 millions de tweets \u00e9chang\u00e9s chaque jour, 3600 photos par minute post\u00e9es sur Instagram, 30\u00a0000 likes par seconde sur Facebook \u2026 et si toutes ces informations vous permettaient d\u2019am\u00e9liorer votre relation client\u00a0gr\u00e2ce \u00e0 des interactions plus r\u00e9actives et plus personnalis\u00e9es\u00a0? D\u2019apr\u00e8s le <\/em><a title=\"Gartner Survey Reveals That 64 Percent of Organizations Have Invested or Plan to Invest in Big Data in 2013\" href=\"http:\/\/www.gartner.com\/newsroom\/id\/2593815\" target=\"_blank\"><em>Gartner<\/em><\/a><em>, 64% des entreprises pr\u00e9voient d\u2019investir dans le Big data d\u2019ici deux ans\u2026 et vous\u00a0?<\/em><\/p>\n<h2>Une explosion de donn\u00e9es pour une relation client personnalis\u00e9e<\/h2>\n<p>Le <a title=\"SolucomINSIGHT : Big data, tour d\u2019horizon 2013 !\" href=\"http:\/\/www.solucominsight.fr\/2013\/06\/big-data-tour-dhorizon-2013\/\" target=\"_blank\">Big data<\/a>, c\u2019est la capacit\u00e9 technologique \u00e0 analyser en quasi temps r\u00e9el un tr\u00e8s grand nombre de donn\u00e9es\u00a0:<\/p>\n<ul>\n<li>De <strong>nature vari\u00e9e\u00a0<\/strong>: d\u00e9structur\u00e9es, dans un langage naturel, de diverses sources (internes ou externes) et formats et dont la v\u00e9racit\u00e9 ne peut \u00eatre certifi\u00e9e\u00a0;<\/li>\n<li>Issues de <strong>diff\u00e9rents types d\u2019interactions<\/strong>\u00a0: g\u00e9olocalisation, internet des objets, Machine to Machine (M2M), \u00e9changes interpersonnels, etc.<\/li>\n<\/ul>\n<p>Aujourd\u2019hui\u00a0 la <a href=\"http:\/\/www.solucominsight.fr\/2013\/09\/et-si-on-vous-offrait-enfin-une-vision-densemble-du-big-data\/\">maturit\u00e9 de nouvelles technologies d\u2019analyse<\/a> permet de traiter l\u2019explosion de ces donn\u00e9es d\u2019un genre nouveau et ainsi de visualiser en temps r\u00e9el des tendances afin d\u2019obtenir une connaissance d\u00e9taill\u00e9e et personnelle des clients.<\/p>\n<p>Le Big data permet donc de r\u00e9pondre encore plus efficacement aux <strong>enjeux de la relation client<\/strong>\u00a0:<\/p>\n<ul>\n<li>Personnaliser facilement les interactions avec le client\u00a0;<\/li>\n<li>Proposer des produits et services qui r\u00e9pondent mieux aux attentes des consommateurs\u00a0;<\/li>\n<li>Am\u00e9liorer la satisfaction \u00e0 chaque \u00e9tape du parcours client\u00a0;<\/li>\n<li>Mieux comprendre, g\u00e9rer et anticiper l\u2019e-r\u00e9putation de l\u2019entreprise.<\/li>\n<\/ul>\n<h2><strong>\u00a0<\/strong>Valorisez vos donn\u00e9es pour am\u00e9liorer votre relation client\u00a0!<\/h2>\n<p>Le Big data est au service de plusieurs fonctions de la relation client\u00a0: communication, vente, marketing et service client.<\/p>\n<p style=\"text-align: center;\" align=\"center\"><a href=\"http:\/\/www.solucominsight.fr\/2013\/12\/le-big-data-au-service-de-la-relation-client\/le-big-data-et-la-relation-client\/\" rel=\"attachment wp-att-4705\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-4705\" title=\"le big data et la relation client\" src=\"http:\/\/www.solucominsight.fr\/wp-content\/uploads\/2013\/12\/le-big-data-et-la-relation-client.jpg\" alt=\"\" width=\"306\" height=\"296\" srcset=\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2013\/12\/le-big-data-et-la-relation-client.jpg 639w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2013\/12\/le-big-data-et-la-relation-client-198x191.jpg 198w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2013\/12\/le-big-data-et-la-relation-client-40x39.jpg 40w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2013\/12\/le-big-data-et-la-relation-client-32x32.jpg 32w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2013\/12\/le-big-data-et-la-relation-client-30x30.jpg 30w\" sizes=\"auto, (max-width: 306px) 100vw, 306px\" \/><\/a><\/p>\n<p>1. En premier lieu, au niveau de la <strong>communication<\/strong>, gr\u00e2ce \u00e0 la <strong>surveillance et \u00e0 l\u2019analyse des conversations en ligne<\/strong>, le <em>Big data<\/em> permet de g\u00e9rer l\u2019e-r\u00e9putation de l\u2019entreprise et de d\u00e9cupler la notori\u00e9t\u00e9 et la visibilit\u00e9 de la marque. C\u2019est l\u2019approche qu\u2019a utilis\u00e9 Bank Of America\u00a0en mettant en place un syst\u00e8me qui permet de rassembler les requ\u00eates similaires issues de Twitter et de les router vers le service client qui se charge de r\u00e9pondre. Un tel syst\u00e8me permet de d\u00e9tecter rapidement les diff\u00e9rents ensembles de r\u00e9clamations sur un sujet similaire et d\u2019y apporter une r\u00e9ponse personnalis\u00e9e. De cette mani\u00e8re, Bank Of America am\u00e9liore la satisfaction de ses clients et diminue le risque que certaines plaintes se transforment en ph\u00e9nom\u00e8ne viral pouvant d\u00e9grader en quelques heures l\u2019image de l\u2019entreprise.<\/p>\n<p>2. Au niveau de la <strong>vente<\/strong>, le Big data c\u2019est la possibilit\u00e9 de <strong>g\u00e9n\u00e9rer des leads qualifi\u00e9s<\/strong> pour\u00a0 comprendre le client en temps r\u00e9el et ajuster l\u2019offre \u00e0 ses besoins exacts, de saisir les opportunit\u00e9s de vente en identifiant les <em>leads<\/em> des communaut\u00e9s en temps r\u00e9el et d\u2019<strong>am\u00e9liorer le r\u00e9seau de distribution<\/strong> en identifiant quel type de client ach\u00e8te sur quel canal \u00e0 quel moment. En utilisant une telle approche, <a title=\"Slideshare - Big Data in Retail\" href=\"http:\/\/fr.slideshare.net\/davidpittman1\/big-data-in-retail-16163341\" target=\"_blank\">BestMart<\/a> a \u00e9t\u00e9 capable de pr\u00e9dire quels seront les jeux vid\u00e9o les plus demand\u00e9s des saisons \u00e0 venir, quel types de clients les demanderont et o\u00f9 ils les ach\u00e8teront. De cette mani\u00e8re, BestMart a mis \u00e0 disposition dans ses magasins le bon nombre de jeux au bon endroit afin de r\u00e9pondre exactement \u00e0 la demande. L\u2019entreprise a ainsi augment\u00e9 ses ventes et la satisfaction de ses clients.<\/p>\n<p>3. Au niveau <strong>marketing<\/strong>, l\u2019analyse et le suivi des tendances, des comportements et des r\u00e9actions des consommateurs permet d\u2019<strong>affiner la segmentation<\/strong>, d\u2019<strong>am\u00e9liorer le taux de r\u00e9tention, <\/strong>d\u2019<strong>adapter le pricing<\/strong> plus pr\u00e9cis\u00e9ment en fonction d\u2019\u00e9v\u00e8nements et de r\u00e9action du march\u00e9 et de <strong>mieux cibler les campagnes marketing et publicitaires<\/strong>. C\u2019est ce type de proc\u00e9d\u00e9 que TF1 a mis en \u0153uvre en s\u2019alliant \u00e0 Weborama, sp\u00e9cialiste de la gestion des donn\u00e9es. Le but \u00e9tait de \u00a0cr\u00e9er une <a title=\"Connexion Planning : TF1 publicit\u00e9 se lance dans l'exploitation du Big Data\" href=\"http:\/\/connexionplanning.australie.com\/blog\/tf1-publicite-se-lance-dans-lexploitation-du-big-data\/\" target=\"_blank\">segmentation plus fine<\/a> de son public de TV en replay gr\u00e2ce au Big data afin de proposer aux annonceurs des profils de cibles plus pr\u00e9cis permettant d\u2019am\u00e9liorer l\u2019impact des publicit\u00e9s.<\/p>\n<p>4. Enfin le Big data permet d\u2019<strong>optimiser la qualit\u00e9 de service<\/strong> en <strong>capitalisant sur les connaissances clients<\/strong> pour enrichir et corriger le support, en <strong>am\u00e9liorant l\u2019exp\u00e9rience client<\/strong>, en <strong>anticipant les r\u00e9clamations<\/strong> et en r\u00e9duisant le temps de r\u00e9ponse aux situations de crise. Ainsi, lors des <a title=\"R\u00e9seaux-t\u00e9l\u00e9coms.net - Les JO de Londres, laboratoires du Big Data\" href=\"http:\/\/www.reseaux-telecoms.net\/actualites\/lire-les-jeux-olympiques-de-londres-laboratoires-du-big-data-24066.html\" target=\"_blank\">Jeux Olympiques de Londres 2012<\/a>, la soci\u00e9t\u00e9 des transports londoniens TFL a utilis\u00e9 une approche Big data pour anticiper les flux de voyageurs et informer ses clients en temps r\u00e9el de l\u2019\u00e9tat de congestion du r\u00e9seau. De cette mani\u00e8re, elle a pu g\u00e9rer son trafic en quasi instantan\u00e9 et r\u00e9orienter les passagers vers d\u2019autres itin\u00e9raires lorsqu\u2019un pic d\u2019affluence \u00e9tait d\u00e9tect\u00e9, incitant parfois les voyageurs \u00e0 marcher pour leur faire gagner du temps.<\/p>\n<p>Avec de tels arguments, un projet d\u2019am\u00e9lioration de la relation client d\u2019une entreprise peut difficilement s\u2019envisager sans \u00e9tudier les opportunit\u00e9s offertes par le Big data. Et m\u00eame si un <a title=\"SolucomINSIGHT - Big Data : se lancer sur une vision, et pas sur une pulsion\" href=\"http:\/\/www.solucominsight.fr\/2012\/09\/big-data-se-lancer-a-sur-dune-vision-et-pas-dune-pulsion\/\" target=\"_blank\">projet Big data<\/a> peut s\u2019av\u00e9rer complexe aussi bien en termes de technologie que d\u2019organisation, il s\u2019av\u00e9rera \u00eatre un v\u00e9ritable levier de performance et de satisfaction client.<\/p>\n<h2>Le Big data pour une vision 360\u00b0 de vos clients<\/h2>\n<p>Le Big data, c\u2019est l\u2019occasion de construire une <strong>vision 360\u00b0 de ses clients<\/strong> et <strong>ainsi mieux comprendre et tirer parti de leurs interactions avec l\u2019\u00e9cosyst\u00e8me de l\u2019entreprise<\/strong>. Pour comprendre comment mettre en \u0153uvre cette vision et \u00a0quels sont les b\u00e9n\u00e9fices concrets qu\u2019une telle approche peut vous apporter, <a title=\"SolucomINSIGHT - Quand Big data et e-commerce font bon m\u00e9nage...\" href=\"http:\/\/www.solucominsight.fr\/2013\/12\/quand-big-data-et-e-commerce-font-bon-menage\/\" target=\"_blank\">rendez-vous prochainement sur SolucomINSIGHT<\/a> !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>400 millions de tweets \u00e9chang\u00e9s chaque jour, 3600 photos par minute post\u00e9es sur Instagram, 30\u00a0000 likes par seconde sur Facebook \u2026 et si toutes ces informations vous permettaient d\u2019am\u00e9liorer votre relation client\u00a0gr\u00e2ce \u00e0 des interactions plus r\u00e9actives et plus personnalis\u00e9es\u00a0?&#8230;<\/p>\n","protected":false},"author":224,"featured_media":4269,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32,43],"tags":[189,1442,1131,1439,110,1438,1440,1370,1441,1443,1444],"coauthors":[1446,1445],"class_list":["post-4704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","category-telcos","tag-big-data","tag-ciblage","tag-communication","tag-e-reputation","tag-marketing","tag-personnalisation","tag-service-client","tag-temps-reel","tag-vente","tag-vision-360","tag-volume-de-donnees"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le Big Data au service de la relation client !<\/title>\n<meta name=\"description\" content=\"400 millions de tweets \u00e9chang\u00e9s chaque jour, 3600 photos par minute post\u00e9es sur Instagram, 30 000 likes par seconde sur Facebook \u2026 et si toutes ces informations vous permettaient d\u2019am\u00e9liorer votre relation client gr\u00e2ce \u00e0 des interactions plus r\u00e9actives et plus personnalis\u00e9es ? D\u2019apr\u00e8s le Gartner, 64% des entreprises pr\u00e9voient d\u2019investir dans le Big data d\u2019ici deux ans\u2026 et vous ?\" \/>\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\/2013\/12\/le-big-data-au-service-de-la-relation-client\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le Big Data au service de la relation client !\" \/>\n<meta property=\"og:description\" content=\"400 millions de tweets \u00e9chang\u00e9s chaque jour, 3600 photos par minute post\u00e9es sur Instagram, 30 000 likes par seconde sur Facebook \u2026 et si toutes ces informations vous permettaient d\u2019am\u00e9liorer votre relation client gr\u00e2ce \u00e0 des interactions plus r\u00e9actives et plus personnalis\u00e9es ? 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