{"id":8674,"date":"2016-01-07T10:21:03","date_gmt":"2016-01-07T09:21:03","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=8674"},"modified":"2016-01-07T10:21:03","modified_gmt":"2016-01-07T09:21:03","slug":"piloter-la-relation-client-mobiliser-le-meilleur-du-digital-au-service-de-lhumain","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2016\/01\/piloter-la-relation-client-mobiliser-le-meilleur-du-digital-au-service-de-lhumain\/","title":{"rendered":"Piloter la relation client : mobiliser le meilleur du digital au service de l\u2019humain"},"content":{"rendered":"

Les benchmarks le mettent en exergue : c\u2019est le r\u00f4le du conseiller qui avant toute chose est cit\u00e9 comme indicateur de satisfaction d\u2019un client vis-\u00e0-vis de sa banque.<\/em><\/p>\n

Le conseiller, acteur principal dans la relation d\u2019un client avec sa banque<\/h2>\n

Piloter la relation client se d\u00e9cline donc en piloter l\u2019activit\u00e9 des conseillers afin de renforcer leur valeur ajout\u00e9e : orienter les conseillers vers les gestes m\u00e9tiers les plus importants mais \u00e9galement orienter leurs actions vers les clients ayant de r\u00e9els besoins.<\/p>\n

Parfois consid\u00e9r\u00e9 de fa\u00e7on simpliste comme un moyen de \u00ab surveillance rapproch\u00e9e \u00bb des conseillers, ce pilotage a pour objectifs d\u2019augmenter la qualit\u00e9 de service per\u00e7ue par le client, d\u2019am\u00e9liorer l\u2019efficience de l\u2019entreprise et sa performance commerciale. Le conseiller devient alors un levier de diff\u00e9renciation par rapport aux concurrents. L\u2019allocation fine des ressources et la gestion des comp\u00e9tences viennent sous-tendre cette d\u00e9marche.<\/p>\n

Les canaux digitaux ne sont pas en reste bien \u00e9videmment. Un pilotage op\u00e9rationnel omnicanal (mobile, internet, sms, t\u00e9l\u00e9phonie\u2026) est mis en \u0153uvre afin d\u2019identifier son efficacit\u00e9 (accessibilit\u00e9, productivit\u00e9, taux de transformation, qualit\u00e9 de service\u2026) et d\u2019allouer les activit\u00e9s \u00e0 bon escient.<\/p>\n

La vision client 360 en support de l\u2019activit\u00e9 du conseiller<\/h2>\n

Afin d\u2019\u00eatre plus efficient, le conseiller a besoin de personnaliser la relation avec chacun de ses clients. Devancer ses besoins, lui proposer la meilleure offre au meilleur moment\u2026Tous ces gestes n\u00e9cessitent de disposer d\u2019une vision consolid\u00e9e des informations relatives au client.<\/p>\n

Cette connaissance client se construit au travers de trois grandes typologies de donn\u00e9es :<\/p>\n

    \n
  • Donn\u00e9es de gestion et d\u2019\u00e9quipements telles que les donn\u00e9es contenues dans les r\u00e9f\u00e9rentiels clients (son profil, ses segments de client\u00e8le, son scoring\u2026), les donn\u00e9es d\u2019\u00e9quipement (les produits, offres et services souscrits\u2026)<\/li>\n
  • Donn\u00e9es de navigation (parcours web et mobile). Peuvent par exemple \u00eatre cit\u00e9s les mesures du trafic web & mobile, les \u00e9tapes du parcours clients, les retours des agences publicitaires\u2026<\/li>\n
  • Donn\u00e9es externes provenant des r\u00e9seaux sociaux ou des partenaires : activit\u00e9s sur les r\u00e9seaux sociaux, initiatives Open Data de tiers, achat de donn\u00e9es \u00e0 des partenaires.<\/li>\n<\/ul>\n

    Il convient \u00e9galement de traiter ces donn\u00e9es pour disposer des \u00e9l\u00e9ments permettant de prendre les bonnes d\u00e9cisions. La centralisation de la connaissance client permet ainsi d\u2019optimiser les actions marketing :<\/p>\n

      \n
    • Prescription commerciale : pousser des offres qui correspondent aux attentes du client avec une gestion de l\u2019intensit\u00e9 commerciale en multicanal<\/li>\n
    • Accompagnement proactif : traitement proactif de l\u2019insatisfaction par segment de client (possibilit\u00e9 d\u2019offrir une compensation financi\u00e8re en cas d\u2019insatisfaction des clients comme identifi\u00e9s \u00e0 haute valeur)<\/li>\n
    • Bienveillance : attention particuli\u00e8re port\u00e9e au client dans les moments cl\u00e9s de sa vie ou de l\u2019utilisation de ses services (ex : d\u00e9m\u00e9nagement).<\/li>\n<\/ul>\n
      \"\"<\/figure>\n

      Une intelligence relationnelle pr\u00e9sente sur l\u2019ensemble des canaux<\/h2>\n

      Tous les segments de client\u00e8le ne seront pas anim\u00e9s avec la m\u00eame acuit\u00e9 par les conseillers. Les canaux digitaux doivent \u00e9galement proposer une exp\u00e9rience client personnalis\u00e9e. \u00c0 ce titre, cette connaissance client et les actions d\u2019analyse et de contact qui en d\u00e9coulent doivent bien \u00e9videmment \u00eatre pens\u00e9es de fa\u00e7on multicanale.<\/p>\n

      D\u2019un point de vue SI, l\u2019av\u00e8nement des technologies de type Big data vient apporter des r\u00e9ponses SI aux probl\u00e9matiques de forte volum\u00e9trie et de croisement des donn\u00e9es.<\/p>\n

      Une coh\u00e9rence de discours sur toute la sph\u00e8re digitale<\/h2>\n

      Le digital d\u00e9passant les limites des SI de chaque banque, la Data Marketing Platform fait son entr\u00e9e en sc\u00e8ne.<\/p>\n

      Il s\u2019agit d\u2019une plate-forme technologique (bas\u00e9e sur les technologies Big data) qui collecte les donn\u00e9es sur des profils anonymis\u00e9s, pour les segmenter puis lancer des actions marketing cibl\u00e9es. Elle apporte donc des \u00e9l\u00e9ments de r\u00e9ponse dans l\u2019\u00e9cosyst\u00e8me digital sur diff\u00e9rents enjeux :<\/p>\n

        \n
      • Acquisition de nouveaux clients : en d\u00e9couvrant les meilleurs prospects et en am\u00e9liorant les taux de conversion<\/li>\n
      • Retargeting personnalis\u00e9 gr\u00e2ce \u00e0 des m\u00e9canismes de cookies permettant la conversion des anonymes<\/li>\n
      • Fid\u00e9lisation des clients en am\u00e9liorant la valeur du client dans le temps et en augmentant la part de son panier moyen<\/li>\n
      • Coh\u00e9rence des actions gr\u00e2ce \u00e0 l\u2019optimisation des d\u00e9penses digitales et la proposition d\u2019une exp\u00e9rience cross-canal homog\u00e8ne<\/li>\n<\/ul>\n

        \u00a0Et demain\u2026<\/h2>\n

        Instinctivement, le pilotage de la relation client \u00e9voque la notion de client en tant qu\u2019individu ayant d\u00e9j\u00e0 souscrit \u00e0 des offres ou des services de la banque. Or de plus en plus, la notion de tribu ou de cercle d\u2019influence (dans le cadre de la mont\u00e9e en puissance des r\u00e9seaux sociaux) \u00e9merge. La relation ne concerne plus l\u2019individu mais peut se piloter \u00e0 la maille d\u2019une communaut\u00e9 de clients (lien familial, amical, d\u2019int\u00e9r\u00eat\u2026).<\/p>\n","protected":false},"excerpt":{"rendered":"

        Les benchmarks le mettent en exergue : c\u2019est le r\u00f4le du conseiller qui avant toute chose est cit\u00e9 comme indicateur de satisfaction d\u2019un client vis-\u00e0-vis de sa banque. Le conseiller, acteur principal dans la relation d\u2019un client avec sa banque…<\/p>\n","protected":false},"author":37,"featured_media":8677,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1729,32],"tags":[533,587],"coauthors":[897],"class_list":["post-8674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-banque","category-marketing-relation-client","tag-banque","tag-digital"],"acf":[],"yoast_head":"\nPiloter la relation client : mobiliser le meilleur du digital au service de l\u2019humain - 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\/2016\/01\/piloter-la-relation-client-mobiliser-le-meilleur-du-digital-au-service-de-lhumain\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Piloter la relation client : mobiliser le meilleur du digital au service de l\u2019humain - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"Les benchmarks le mettent en exergue : c\u2019est le r\u00f4le du conseiller qui avant toute chose est cit\u00e9 comme indicateur de satisfaction d\u2019un client vis-\u00e0-vis de sa banque. 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