{"id":9368,"date":"2017-01-29T11:19:59","date_gmt":"2017-01-29T10:19:59","guid":{"rendered":"https:\/\/www.riskinsight-wavestone.com\/?p=9368"},"modified":"2019-12-31T10:12:01","modified_gmt":"2019-12-31T09:12:01","slug":"ciam-pilier-de-transformation-business","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2017\/01\/ciam-pilier-de-transformation-business\/","title":{"rendered":"Customer IAM : l\u2019IAM, pilier de la transformation business ?"},"content":{"rendered":"

La transformation num\u00e9rique et la multiplication des canaux d\u2019acc\u00e8s et des offres pour les clients favorisent la comp\u00e9tition et forcent les m\u00e9tiers \u00e0 se r\u00e9inventer pour se diff\u00e9rencier.<\/p>\n

Il est aujourd\u2019hui indispensable pour les entreprises de connaitre au mieux leurs clients afin de leur proposer des services toujours plus personnalis\u00e9s et ainsi augmenter leurs taux de transformation.<\/p>\n

En quoi l\u2019arriv\u00e9e de syst\u00e8mes centralis\u00e9s de gestion des identit\u00e9s clients (Customer Identity and Access Management<\/em> ou CIAM) peut \u00eatre une premi\u00e8re r\u00e9ponse \u00e0 cette probl\u00e9matique.<\/p>\n

Vers une gestion unifi\u00e9e des donn\u00e9es clients<\/h2>\n

Une organisation historiquement en silos<\/h3>\n

De par la sp\u00e9cificit\u00e9 des m\u00e9tiers de l\u2019entreprise, de nombreuses solutions de gestion de la relation client ont \u00e9merg\u00e9 ces derni\u00e8res ann\u00e9es\u00a0: CRM, email et vid\u00e9o marketing, e-commerce, mobile et web<\/em> analytics<\/em>\u2026<\/p>\n

Cette multiplicit\u00e9 des technologies a entra\u00een\u00e9 un silotage des donn\u00e9es des clients\u00a0; en d\u2019autres termes, il est aujourd\u2019hui difficile pour une entreprise de disposer d\u2019une vue unique de ses clients. En effet, une entreprise europ\u00e9enne poss\u00e9derait en moyenne 4,5 solutions marketing[1]<\/sup>, soit autant de vues de chaque client.<\/p>\n

\"\"<\/figure>\n

Avoir une vision unifi\u00e9e des clients est une premi\u00e8re \u00e9tape indispensable pour les entreprises afin d\u2019\u00eatre en mesure de leur proposer des offres pertinentes.<\/p>\n

Par ailleurs, le taux de transformation depuis les canaux num\u00e9riques reste faible du fait d\u2019un ciblage incomplet, d\u2019offres en d\u00e9calage avec les int\u00e9r\u00eats du client et d\u2019un manque de confiance envers la marque.<\/p>\n

Afin d\u2019allier la transformation num\u00e9rique et business<\/em>, positionner l\u2019identit\u00e9 du client au centre de l\u2019organisation est une mani\u00e8re de traiter ces points d\u00e9faillants<\/strong>.<\/p>\n

Le client au centre de l\u2019organisation<\/h3>\n

Aujourd\u2019hui, le nombre important de solutions marketing tend \u00e0 multiplier les sources de donn\u00e9es\u00a0: points de vente, canaux num\u00e9riques (sites web, mobiles), service apr\u00e8s-vente\u2026<\/p>\n

Le client se retrouve alors dans un mod\u00e8le en \u00ab\u00a0toile d\u2019araign\u00e9e\u00a0\u00bb\u00a0: plusieurs sources, plusieurs syst\u00e8mes, plusieurs bases de donn\u00e9es et donc plusieurs identit\u00e9s.<\/p>\n

Afin d\u2019am\u00e9liorer la connaissance de leurs clients, les entreprises doivent adopter un mod\u00e8le plus unifi\u00e9, combinant facilit\u00e9 d\u2019acc\u00e8s et partage des donn\u00e9es clients\u00a0: le mod\u00e8le \u00ab\u00a0centralis\u00e9\u00a0\u00bb.<\/p>\n

\n
\"\"<\/figure>\n<\/figure>\n

Ce mod\u00e8le vise \u00e0 mettre une interface unique (CIAM) entre les sources de donn\u00e9es et les solutions marketing qui aura pour objectifs de centraliser les donn\u00e9es clients<\/strong>, am\u00e9liorer leur qualit\u00e9<\/strong> et cr\u00e9er de la valeur business<\/em><\/strong> en les agr\u00e9geant dans une m\u00eame identit\u00e9.<\/p>\n

Une solution CIAM couvre 3 briques technologiques\u00a0:<\/p>\n

    \n
  • Enregistrement et acc\u00e8s<\/strong>: fournit des services d\u2019enregistrement et de connexion, ind\u00e9pendamment du moyen d\u2019acc\u00e8s (site web, mobile\u2026)\u00a0: API\/SDK, f\u00e9d\u00e9ration d\u2019identit\u00e9, social login\u2026<\/li>\n
  • Stockage et traitement<\/strong>: fournit des services de stockage et de traitement des donn\u00e9es\u00a0: profiling<\/em>, mise en qualit\u00e9, agr\u00e9gation\u2026<\/li>\n
  • Int\u00e9gration<\/strong>: fournit des connecteurs permettant au CIAM d\u2019\u00e9changer des donn\u00e9es avec les diff\u00e9rentes solutions marketing de l\u2019entreprise.<\/li>\n<\/ul>\n

    Un tel mod\u00e8le permettra \u00e0 l\u2019entreprise de mieux connaitre ses clients et les fid\u00e9liser<\/strong> (Know Your Customers<\/em>, ou KYC).<\/p>\n

    Mieux connaitre ses clients gr\u00e2ce au CIAM<\/h2>\n

    Globalement, l\u2019ensemble des services offerts par le CIAM r\u00e9pond \u00e0 des besoins business<\/em> importants\u00a0: mieux connaitre les clients, simplifier leur parcours et cr\u00e9er une relation de confiance.<\/p>\n

    Un CIAM pour\u2026 mieux connaitre les clients<\/h3>\n

    Un client satisfait est un client fid\u00e8le, mais pour le satisfaire, encore faut-il le connaitre et anticiper ses attentes. Pour cela, le CIAM vise \u00e0 contribuer \u00e0 l\u2019am\u00e9lioration de la connaissance des clients que nous d\u00e9coupons en 4 grandes \u00e9tapes\u00a0:<\/p>\n

    \"\"<\/figure>\n

    \u00c9tape 1\u00a0: client anonyme<\/strong><\/p>\n

    L\u2019entreprise ne connait pas le client mais uniquement un utilisateur qui acc\u00e8de \u00e0 ses services. Elle ne peut donc r\u00e9cup\u00e9rer des informations restreintes (cookie).<\/p>\n

    L\u2019objectif est alors de proposer un moyen simple d\u2019identifier l\u2019utilisateur (ex\u00a0: inscription \u00e0 une newsletter<\/em>).<\/p>\n

    \u00c9tape 2\u00a0: client identifi\u00e9<\/strong><\/p>\n

    Le client cr\u00e9e un compte utilisateur par le biais d\u2019un compte d\u2019un r\u00e9seau social ou en remplissant un formulaire. \u00c0 cette \u00e9tape, l\u2019entreprise pr\u00e9sente les conditions d\u2019utilisation de ses donn\u00e9es pour consentement, r\u00e9cup\u00e8re des informations de contact (nom, pr\u00e9nom, date de naissance, e-mail, t\u00e9l\u00e9phone) et rattache les informations r\u00e9cup\u00e9r\u00e9es en \u00e9tape 1 \u00e0 l\u2019identit\u00e9 du client.<\/p>\n

    L\u2019objectif est alors de le faire revenir via une newsletter<\/em> ou l\u2019envoi d\u2019offres en lien avec son historique de navigation pour \u00e9tablir son profil.<\/p>\n

    \u00c9tape 3\u00a0: client connu<\/strong><\/p>\n

    Au fur et \u00e0 mesure des \u00e9changes avec le client, le CIAM va r\u00e9cup\u00e9rer ses pr\u00e9f\u00e9rences (via les produits consult\u00e9s, l\u2019affichage d\u2019un bouton \u00ab\u00a0J\u2019aime\u00a0\u00bb \u00e0 l\u2019instar des r\u00e9seaux sociaux qui permet au client d\u2019indiquer simplement son int\u00e9r\u00eat pour le produit, etc.). Le profil du client commence \u00e0 se dessiner et des actions de marketing plus cibl\u00e9es peuvent commencer.<\/p>\n

    L\u2019objectif est maintenant de connaitre au mieux le client et faire vivre ses donn\u00e9es.<\/p>\n

    \u00c9tape 4\u00a0: client fid\u00e9lis\u00e9<\/strong><\/p>\n

    La mise \u00e0 jour des pr\u00e9f\u00e9rences du client va permettre de cibler davantage les actions marketing et de le fid\u00e9liser en proposant des offres personnalis\u00e9es et attractives.<\/p>\n

    Cette \u00e9tape se r\u00e9alise sur le long-terme, dans une approche de construction dynamique du profil du client.<\/p>\n

    Un CIAM pour\u2026 simplifier le parcours client<\/h3>\n

    Un des principaux int\u00e9r\u00eats du CIAM est de simplifier le parcours client, \u00e9l\u00e9ment fondamental \u00e0 la transformation num\u00e9rique.<\/p>\n

    \u00c0 l\u2019enregistrement\u00a0: faire simple, faire vite\u00a0!<\/strong><\/p>\n

    La premi\u00e8re raison de perte de clients potentiels est un processus d\u2019enregistrement compliqu\u00e9 (trop d\u2019informations demand\u00e9es, CAPTCHA \u00e0 saisir\u2026).<\/p>\n

    Afin de simplifier ce processus, les solutions de CIAM proposent des fonctionnalit\u00e9s d\u2019enregistrement en 3 clics bas\u00e9s sur les comptes des r\u00e9seaux sociaux (ex\u00a0: Facebook, Twitter, LinkedIn, Google\u2026).<\/p>\n

    Les r\u00e9seaux sociaux seront privil\u00e9gi\u00e9s comme source d\u2019information du client.<\/p>\n

    \u00c0 l\u2019usage\u00a0: \u00e9viter l\u2019effet RELOU\u00a0!<\/strong><\/p>\n

    S\u2019il y a une chose \u00e0 ne pas retenir dans la mise en place d\u2019un CIAM, c\u2019est d\u2019imposer un nouveau mot de passe au client.<\/p>\n

    Les solutions CIAM facilitent l\u2019acc\u00e8s aux services en proposant des m\u00e9thodes de connexion \u00e9galement bas\u00e9es sur les r\u00e9seaux sociaux. Mais attention, les clients ne doivent pas avoir \u00e0 se rappeler du r\u00e9seau social qu\u2019ils ont utilis\u00e9 lors de l\u2019enregistrement.<\/p>\n

    C\u2019est \u00e0 ce moment-l\u00e0 que les solutions CIAM permettent de rendre le plus transparent possible l\u2019acc\u00e8s des clients en apportant la capacit\u00e9 de rattacher tous comptes de r\u00e9seaux sociaux d\u2019un client \u00e0 son identit\u00e9 (ex\u00a0: si le client s\u2019enregistre avec Facebook, il devra pouvoir se connecter plus tard avec Twitter).<\/p>\n

    Se connecter en 1 clic pour \u00e9viter l\u2019effet RELOU (\u00ab\u00a0R\u00e9ellement, Encore un Login \u00e0 OUblier\u00a0!\u00a0\u00bb), voil\u00e0 de quoi retenir vos clients.<\/p>\n

    Un CIAM pour\u2026 cr\u00e9er une relation de confiance<\/h3>\n

    La fid\u00e9lisation d\u2019un client passe par l\u2019instauration d\u2019une relation de confiance avec ce dernier en respectant le bon usage de ses donn\u00e9es.<\/p>\n

    Aujourd\u2019hui, le cadre l\u00e9gal est en pleine \u00e9volution, particuli\u00e8rement en Europe avec l\u2019arriv\u00e9e de la GDPR (General Data Protection Reglementation<\/em>).<\/p>\n

    L\u2019un des points important de la GDPR est l\u2019obligation faite d\u2019obtenir le consentement de l\u2019utilisateur pour tout usage de ses donn\u00e9es<\/strong>.<\/p>\n

    En cons\u00e9quence, le client doit \u00e0 tout moment pouvoir\u00a0:<\/p>\n

      \n
    • \u00catre tenu inform\u00e9 des termes d\u2019utilisation de ses donn\u00e9es<\/li>\n
    • Acc\u00e9der \u00e0 ses donn\u00e9es et pouvoir les rectifier<\/li>\n
    • Restreindre l\u2019acc\u00e8s d\u2019un service \u00e0 tout ou partie de ses donn\u00e9e<\/li>\n
    • \u00catre oubli\u00e9<\/li>\n<\/ul>\n
      \"\"<\/figure>\n

      Le respect de ces r\u00e9glementations est donc primordial pour augmenter la confiance des clients qui, in fine<\/em>, sont devenus la source de donn\u00e9es principale des solutions CIAM. Cette confiance permet \u00e0 l\u2019entreprise de recueillir le maximum d\u2019informations sur le client et d\u2019ainsi augmenter ses taux de transformation.<\/p>\n

      CIAM et IAM traditionnel\u00a0: est-ce diff\u00e9rent\u00a0?<\/h2>\n

      Bien que les solutions IAM traditionnelles et CIAM proposent des briques fonctionnelles proches (gestion des identit\u00e9s, authentification, publication de donn\u00e9es\u2026), elles pr\u00e9sentent n\u00e9anmoins des diff\u00e9rences technologiques et d\u2019usages significatives\u00a0:<\/p>\n

      \"\"<\/figure>\n

      En cons\u00e9quence, l\u2019extension d\u2019un IAM traditionnel pour g\u00e9rer les identit\u00e9s des clients n\u2019est \u00e9videmment pas judicieuse et induirait immanquablement un projet co\u00fbteux, la mise en place d\u2019un syst\u00e8me hybride non agile et ne garantirait pas l\u2019atteinte des besoins couverts nativement par un CIAM.<\/p>\n

      En synth\u00e8se<\/h1>\n

      Fid\u00e9liser un client n\u00e9cessite de le connaitre. Les solutions de CIAM apportent des moyens technologiques pour centraliser et unifier la vision d\u2019un client au sein d\u2019une organisation, tout en respectant les \u00e9volutions des r\u00e9glementations actuelles et en simplifiant le parcours client.<\/p>\n

      Malgr\u00e9 leurs bases communes \u00e0 l\u2019IAM traditionnel, les solutions CIAM restent des outils \u00e0 enjeux marketing. Leur mise en place n\u00e9cessite de sortir du cercle IT pour inclure les m\u00e9tiers (marketing, communication, services supports) ainsi que le juridique.<\/p>\n

       <\/p>\n

      [1] PAC, No more Silos – Towards a Holistic Customer Experience Strategy, 2016<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

      La transformation num\u00e9rique et la multiplication des canaux d\u2019acc\u00e8s et des offres pour les clients favorisent la comp\u00e9tition et forcent les m\u00e9tiers \u00e0 se r\u00e9inventer pour se diff\u00e9rencier. Il est aujourd\u2019hui indispensable pour les entreprises de connaitre au mieux leurs…<\/p>\n","protected":false},"author":1267,"featured_media":9377,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[36,3224],"tags":[2757,165,145],"coauthors":[2756,2755],"class_list":["post-9368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cybersecurity-digital-trust","category-digital-identity","tag-ciam","tag-confiance","tag-iam"],"acf":[],"yoast_head":"\nCustomer IAM : l\u2019IAM, pilier de la transformation business ? - RiskInsight<\/title>\n<meta name=\"description\" content=\"Le Customer IAM permet aux entreprises de connaitre au mieux leurs clients afin de leur proposer des services toujours plus personnalis\u00e9s.\" \/>\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\/2017\/01\/ciam-pilier-de-transformation-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer IAM : l\u2019IAM, pilier de la transformation business ? - 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