{"id":7926,"date":"2015-07-16T10:00:01","date_gmt":"2015-07-16T09:00:01","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=7926"},"modified":"2015-07-16T10:33:49","modified_gmt":"2015-07-16T09:33:49","slug":"pensez-multicanal-pour-rendre-vos-points-de-vente-performants","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/","title":{"rendered":"Pensez multicanal pour rendre vos points de vente performants"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>Dans bien des cas, le passage en point de vente ne constitue plus qu\u2019une \u00e9tape dans un parcours client r\u00e9solument multicanal. Il se voit attribuer de nouvelles missions et devient un \u00ab <\/em><em>experience store <\/em><em>\u00bb porteur d\u2019images, de services, bien plus qu\u2019un simple lieu de transactions. Tenant compte de ces \u00e9volutions, le pilotage de la performance du r\u00e9seau physique doit donc permettre de mesurer la contribution de ce canal \u00e0 la performance globale de parcours clients transverses, mais aussi de mesurer, au-del\u00e0 des ventes, la performance relationnelle et la contribution \u00e0 l\u2019exp\u00e9rience client.<\/em><\/p>\n<h2>Inscrire le canal physique dans une gouvernance multicanal<\/h2>\n<p>Les entreprises doivent d\u00e9sormais disposer d\u2019un pilotage de leur dispositif relationnel sur trois niveaux :<\/p>\n<p style=\"text-align: justify;\"><strong>1 &#8211; Un pilotage de la <a href=\"http:\/\/www.solucominsight.fr\/2012\/02\/distribution-multicanal-du-%c2%ab-multi-pilotage-%c2%bb-a-une-gouvernance-globale-coherente\/\">strat\u00e9gie multicanal <\/a><\/strong>pour r\u00e9pondre notamment aux besoins d\u2019allocation des ressources et des investissements. Il fixe les objectifs de d\u00e9part entre canaux, d\u2019efficience (productivit\u00e9, qualit\u00e9\u2026), de performance commerciale (co\u00fbts d\u2019acquisition, taux de transformation\u2026) et permet \u00e0 l\u2019entreprise d\u2019anticiper les \u00e9volutions de son dispositif \u00e0 moyen terme<\/p>\n<p style=\"text-align: justify;\"><strong>2 Un suivi des parcours clients\u00a0transverses\u00a0<\/strong>: seule une revue r\u00e9guli\u00e8re des parcours clients cl\u00e9s permet de mesurer la contribution de chaque canal, dont le canal physique, aux ventes, \u00e0 la satisfaction et \u00e0 la fid\u00e9lisation des clients. Cette revue doit permettre d\u2019analyser les comportements clients et, en fonction de leur valeur ou de leurs attentes, d\u2019adapter les parcours propos\u00e9s et les services associ\u00e9s pour plus de performance et de satisfaction<\/p>\n<p style=\"text-align: justify;\"><strong>3 &#8211; Des indicateurs par canal adapt\u00e9s aux missions de chacun <\/strong>et mis en coh\u00e9rence les uns par rapport aux autres, pour garantir la performance du dispositif d\u2019ensemble.<\/p>\n<p style=\"text-align: justify;\">Ces nouveaux modes de pilotage imposent une nouvelle gouvernance, instituant des instances transverses pour int\u00e9grer les responsables des diff\u00e9rents canaux, mais aussi des fonctions marketing, de pilotage de la qualit\u00e9 et du service apr\u00e8s-vente. La nomination de \u00ab porteurs \u00bb des diff\u00e9rents parcours clients, avec une responsabilit\u00e9 fonctionnelle transverse sur l\u2019ensemble des canaux, est aussi un enjeu cl\u00e9 de l&#8217;efficacit\u00e9 de cette nouvelle gouvernance.<\/p>\n<h2 style=\"text-align: justify;\">Faire de la qualit\u00e9 per\u00e7ue un indicateur cl\u00e9<\/h2>\n<p style=\"text-align: justify;\">Par ailleurs, le pilotage individuel des canaux doit aussi \u00eatre adapt\u00e9. Ainsi, pour les points de vente physiques, celui-ci doit d\u00e9sormais prendre en compte les enjeux d\u2019<a href=\"http:\/\/business.lesechos.fr\/directions-marketing\/marketing\/crm\/0204111864550-l-experience-client-metamorphose-le-marketing-107804.php\" target=\"_blank\">exp\u00e9rience client<\/a>. Ceci passe par une mesure fine de la qualit\u00e9 produite (respect des r\u00e9f\u00e9rentiels de prise en charge des demandes clients) qui peut notamment \u00eatre mesur\u00e9e par des visites clients myst\u00e8re, mais aussi et surtout, de la qualit\u00e9 per\u00e7ue par le client.<br \/>\nLa mise en oeuvre de dispositifs de mesure \u00e0 chaud de la qualit\u00e9 de l\u2019exp\u00e9rience telle que l\u2019a v\u00e9cue le client est un des points cl\u00e9s de ces nouveaux dispositifs. Elle permet de disposer d\u2019indicateurs pr\u00e9cis de pilotage de la contribution du canal physique \u00e0 la satisfaction, mais aussi d\u2019un outil puissant de management et d\u2019am\u00e9lioration des pratiques des collaborateurs en contact avec les clients.<\/p>\n<figure id=\"post-7928 media-7928\" class=\"align-none\">\n<figure id=\"post-7947 media-7947\" class=\"align-none\"><img loading=\"lazy\" decoding=\"async\" class=\" aligncenter\" src=\"http:\/\/www.solucominsight.fr\/wp-content\/uploads\/2015\/08\/graphique.png\" alt=\"\" width=\"1322\" height=\"729\" \/><\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Dans bien des cas, le passage en point de vente ne constitue plus qu\u2019une \u00e9tape dans un parcours client r\u00e9solument multicanal. Il se voit attribuer de nouvelles missions et devient un \u00ab experience store \u00bb porteur d\u2019images, de services, bien&#8230;<\/p>\n","protected":false},"author":151,"featured_media":7931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,32],"tags":[],"coauthors":[1022],"class_list":["post-7926","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","category-marketing-relation-client"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>pensez multicanal pour rendre vos points de vente performants<\/title>\n<meta name=\"description\" content=\"Dans bien des cas, le passage des points de vente ne constitue plus qu\u2019une \u00e9tape dans un parcours client r\u00e9solument multicanal.\" \/>\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\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"pensez multicanal pour rendre vos points de vente performants\" \/>\n<meta property=\"og:description\" content=\"Dans bien des cas, le passage des points de vente ne constitue plus qu\u2019une \u00e9tape dans un parcours client r\u00e9solument multicanal.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.riskinsight-wavestone.com\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/\" \/>\n<meta property=\"og:site_name\" content=\"RiskInsight\" \/>\n<meta property=\"article:published_time\" content=\"2015-07-16T09:00:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-07-16T09:33:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2015\/08\/point-de-vente-multicanal.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1378\" \/>\n\t<meta property=\"og:image:height\" content=\"1378\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Christine Breney\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christine Breney\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/\"},\"author\":{\"name\":\"Christine Breney\",\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/en\/#\/schema\/person\/9883094af3216b7b276afcbaa9a46933\"},\"headline\":\"Pensez multicanal pour rendre vos points de vente performants\",\"datePublished\":\"2015-07-16T09:00:01+00:00\",\"dateModified\":\"2015-07-16T09:33:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/\"},\"wordCount\":519,\"publisher\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.riskinsight-wavestone.com\/2015\/07\/pensez-multicanal-pour-rendre-vos-points-de-vente-performants\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2015\/08\/point-de-vente-multicanal.jpg\",\"articleSection\":[\"M\u00e9tiers - Digital &amp; 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