{"id":7988,"date":"2015-07-13T10:03:59","date_gmt":"2015-07-13T09:03:59","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=7988"},"modified":"2015-07-13T10:03:59","modified_gmt":"2015-07-13T09:03:59","slug":"rendre-son-si-digital-ready-pour-accueillir-un-crm-et-des-outils-vendeurs-repenses","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2015\/07\/rendre-son-si-digital-ready-pour-accueillir-un-crm-et-des-outils-vendeurs-repenses\/","title":{"rendered":"Rendre son SI digital ready pour accueillir un CRM et des outils vendeurs repens\u00e9s"},"content":{"rendered":"

Dans le cadre de projets de transformation de la vente, le SI doit permettre de faciliter les gestes de vente en magasin, capter un maximum d\u2019informations sur le comportement client ou encore permettre un passage fluide du monde physique au digital\u2026 Beaucoup d\u2019ambitions pour un SI pas toujours agile qui doit se transformer autour de 3 chantiers prioritaires.<\/em><\/p>\n

Penser le SI pour le cross-canal<\/h2>\n

L\u2019enjeu est de cr\u00e9er une architecture suffisamment souple pour accueillir de mani\u00e8re transparente et rapide tous les canaux d\u2019interaction actuels et futurs : t\u00e9l\u00e9phone, web, mobile, e-mail, courrier bien s\u00fbr mais aussi chat<\/em>, borne interactive, r\u00e9seaux sociaux\u2026 et ceux \u00e0 venir. Il faut par exemple cr\u00e9er les conditions d\u2019une int\u00e9gration rapide et urbanis\u00e9e d\u2019outils permettant de g\u00e9rer le canal mail ou chat (Akio Eptica, E.piphany, etc.) ainsi que l\u2019interaction au SI et les interactions multicanal.<\/p>\n

Cela passe entre autres par la cr\u00e9ation d\u2019une couche de m\u00e9diation permettant l\u2019acc\u00e8s par tous les canaux \u00e0 des services communs (ex : gestionnaire des processus et r\u00e8gles m\u00e9tiers, gestion \u00e9lectronique des documents, trace des contacts\u2026), en particulier sur toutes les fonctions avanc\u00e9es de webmarketing, comme le retargeting<\/a><\/em> et le social media<\/em>.<\/p>\n

D\u00e9finir la strat\u00e9gie de sourcing<\/h3>\n

Gros progiciels multifonctions sur les briques principales, recours \u00e0 des logiciels innovants pour des fonctionnalit\u00e9s non encore industrielles, d\u00e9veloppements ad-hoc<\/em> : autant de choix ouverts sur lesquels peu de consensus \u00e9mergent aujourd\u2019hui et dont il est difficile de tirer des r\u00e8gles g\u00e9n\u00e9rales. N\u00e9anmoins, l\u2019exp\u00e9rience montre que plus le SI est urbanis\u00e9 dans une approche multicanal selon une logique proche du sch\u00e9ma ci-dessous, plus il est facile de tester et d\u2019int\u00e9grer des nouveaux composants logiciels, dont certains pourront \u00eatre \u00ab\u00a0jetables \u00bb.<\/p>\n

Repenser le CRM\u00a0pour une vision client 360\u00b0<\/h2>\n

Enrichir et exploiter la connaissance client<\/h3>\n

Disposer d\u2019un r\u00e9f\u00e9rentiel de donn\u00e9es client unifi\u00e9, croisant les donn\u00e9es de gestion, de la vie des canaux et des donn\u00e9es marketing compl\u00e9mentaires est bien s\u00fbr la cible. N\u00e9anmoins, la construction de ce r\u00e9f\u00e9rentiel doit se faire par \u00e9tapes, en partant du r\u00e9f\u00e9rentiel existant pour l\u2019enrichir progressivement des donn\u00e9es essentielles issues de l\u2019activit\u00e9 digitale du client, en particulier ses interactions sur le point de vente<\/a> et ses principales actions sur le canal digital.<\/p>\n

G\u00e9rer les campagnes en rebond<\/a><\/h3>\n

Il s\u2019agit de la capacit\u00e9 \u00e0 remonter l\u2019information utile vers des canaux sortants pour d\u00e9clencher les actions ad\u00e9quates. Pour cela, il est notamment n\u00e9cessaire d\u2019alimenter au fil de l\u2019eau le datamart <\/em>(base de donn\u00e9es) utilis\u00e9 pour le ciblage, de mesurer la pression commerciale, de d\u00e9tecter les \u00e9v\u00e8nements porteurs de valeur, de mesurer la performance des actions r\u00e9alis\u00e9es.<\/p>\n

D\u00e9velopper les nouveaux outils du vendeur<\/h2>\n

L\u2019\u00e9quipement des vendeurs en tablettes se g\u00e9n\u00e9ralise. Les exp\u00e9riences montrent des b\u00e9n\u00e9fices clients et enseignes particuli\u00e8rement tangibles.<\/p>\n

BUT<\/a> a r\u00e9cemment \u00e9quip\u00e9 ses vendeurs de tablettes, afin de permettre aux clients de visualiser en temps r\u00e9el un catalogue num\u00e9rique pr\u00e9sentant tous les produits, leur disponibilit\u00e9 et leurs prix. Ces tablettes donnent aussi aux vendeurs la possibilit\u00e9 d\u2019enregistrer la vente et de l\u2019encaisser directement, sans que le client ne se d\u00e9place \u00e0 la caisse.
\nLe m\u00eame mouvement s\u2019observe dans le secteur de la banque : le Cr\u00e9dit Agricole Ile-de-France<\/a> a ainsi d\u00e9ploy\u00e9 pr\u00e8s de 2800 tablettes afin de proposer des services \u00e9largis aux clients en renfor\u00e7ant la proximit\u00e9 entre ces derniers et leurs conseillers.
\nPlus r\u00e9cemment encore, la Soci\u00e9t\u00e9 G\u00e9n\u00e9rale<\/a> a communiqu\u00e9 sur le lancement d\u2019un vaste programme sur 3 ans, Digit for all<\/em>, afin d\u2019acc\u00e9l\u00e9rer sa transformation num\u00e9rique, notamment par le d\u00e9ploiement de nouveaux outils en agence.<\/p>\n

 <\/p>\n

\"\"<\/figure>\n
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Dans le cadre de projets de transformation de la vente, le SI doit permettre de faciliter les gestes de vente en magasin, capter un maximum d\u2019informations sur le comportement client ou encore permettre un passage fluide du monde physique au…<\/p>\n","protected":false},"author":151,"featured_media":7997,"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],"tags":[587,146],"coauthors":[1022],"class_list":["post-7988","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","category-marketing-relation-client","category-strategie-projets-it","tag-digital","tag-systeme-dinformation"],"acf":[],"yoast_head":"\nRendre son SI digital ready pour optimiser ses donn\u00e9es<\/title>\n<meta name=\"description\" content=\"Le SI permet de faciliter les gestes de vente physique, capter de 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