{"id":19493,"date":"2015-10-06T14:00:14","date_gmt":"2015-10-06T12:00:14","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=19493&preview_id=19493"},"modified":"2023-10-16T08:23:41","modified_gmt":"2023-10-16T06:23:41","slug":"crm-big-data-zebaz","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/10\/06\/crm-big-data-zebaz\/","title":{"rendered":"5 recommandations pour doper votre CRM au Big Data"},"content":{"rendered":"

Big Data et CRM sont un couple bien assorti.\u00a0Nous l\u2019avons d\u00e9j\u00e0 d\u00e9montr\u00e9 de nombreuses fois sur ce blog, en revenant sur les fondamentaux de la personnalisation et son historique<\/a>. Car cette fameuse personnalisation, ce graal du marketeux est d\u00e9sormais \u00e0 port\u00e9e de main. Conna\u00eetre le plus intimement possible ses clients, non seulement d\u2019un point de vue statistique, mais aussi et surtout de\u00a0fa\u00e7on individuelle est une promesse faite au marketeurs depuis bien longtemps, mais aussi\u00a0aux clients et aux consommateurs.<\/em><\/p>\n

5 recommandations pour doper votre CRM au Big Data<\/h2>\n
\"5<\/a>
5 recommandations pour doper votre CRM au Big Data<\/figcaption><\/figure>\n

Loin de la publicit\u00e9 par l\u2019interruption que nous connaissons h\u00e9las trop bien (la nouvelle norme est \u00a0d\u2019ins\u00e9rer du m\u00e9dia renomm\u00e9 pompeusement\u00a0\u201cnative advertising\u201d<\/a> au sein d\u2019un\u00a0contenu et de vous casser les pieds en\u00a0vous interdisant m\u00eame de toucher le bouton de volume ! voir un\u00a0exemple ici<\/a>)?<\/p>\n

Car le consommateur a lui aussi le\u00a0droit \u00e0 plus de personnalisation et nous avons d\u00e9j\u00e0 vu des exemples comme ici chez Danone, de tentatives de perfectionnement du parcours client en utilisant les \u00a0Big Data<\/a>.<\/p>\n

Cette promesse faite aux marketeurs n\u2019a cependant, \u00e0 ce jour, \u00a0pas \u00e9t\u00e9 compl\u00e8tement tenue malgr\u00e9 les nombreuses innovations technologiques. Au d\u00e9but des ann\u00e9es 90, Don Peppers et Martha Rogers ont ouvert la voie au concept du marketing personnalis\u00e9 dans leur ouvrage One to One Future.<\/p>\n

Ce concept, qu\u2019ils ont d\u00e9clin\u00e9 tout au long de la d\u00e9cennie dans plusieurs autres ouvrages, insiste sur le fait que toute l\u2019entreprise doit \u00eatre impliqu\u00e9e dans cette d\u00e9marche de personnalisation. Le rapprochement des mondes B2B et B2C met \u00e0 disposition des marketeurs de ces secteurs, des techniques de plus en plus sophistiqu\u00e9es. Celles-ci pourront am\u00e9liorer grandement la relation client, \u00e0 condition de ma\u00eetriser quelques fondamentaux, dont notamment celui de la culture de la donn\u00e9e.<\/p>\n

Je vous invite donc \u00e0 d\u00e9couvrir mon dernier billet sur ce sujet, sur le blog de mon client ZEBAZ, publi\u00e9 aujourd\u2019hui m\u00eame<\/span>.<\/strong><\/p>\n

5 recommandations pratiques pour doper votre CRM au Big Data<\/h3>\n

\"CRM<\/a>1- Vos bases de donn\u00e9es vous entretiendrez<\/h3>\n

Il est important de d\u00e9finir pr\u00e9alablement des r\u00e8gles de gestion et de faire de celles-ci un v\u00e9ritable code de conduite partag\u00e9 par tous au sein de l\u2019entreprise. Par exemple d\u00e9finir des r\u00e8gles pour identifier les clients inactifs et les sc\u00e9narios \u00e0 appliquer (relances, suppression des contacts, etc.). Proc\u00e9der r\u00e9guli\u00e8rement \u00e0 la r\u00e9vision et la mise \u00e0 jour des donn\u00e9es, enrichir la base avec des donn\u00e9es cibl\u00e9es travaill\u00e9es et aliment\u00e9es en interne.<\/a> Ce travail peut \u00eatre en partie automatis\u00e9 (via le progressive profiling notamment), et n\u00e9cessite \u00e9galement de mobiliser tous les acteurs de l\u2019entreprise autour d\u2019une logique de business intelligence<\/a>. Enfin, il faut p\u00e9riodiquement nettoyer la base et retirer les fiches p\u00e9rim\u00e9es.<\/p>\n

2- Vos processus vous nettoierez, pour que la donn\u00e9e soit partag\u00e9e et collaborative<\/h3>\n

La data intelligence est une discipline transverse \u00e0 l\u2019entreprise<\/a>. Or celle-ci est encore organis\u00e9e en silos et, quoi qu\u2019on en dise, il est probable que ce mod\u00e8le ne changera pas.<\/p>\n

Il est donc n\u00e9cessaire de d\u00e9velopper la transversalit\u00e9 via des processus adapt\u00e9s et de d\u00e9ployer des outils collaboratifs pour permettre la consolidation et le partage de donn\u00e9es au sein de l\u2019entreprise.<\/p>\n

Au-del\u00e0 de ces clivages, il est n\u00e9cessaire d\u2019instaurer une discipline de la donn\u00e9e, de la faire sortir des bases de donn\u00e9es priv\u00e9es des commerciaux, de consolider le CRM et de le placer au c\u0153ur de tous les processus commerciaux et de relation client de l\u2019entreprise.<\/p>\n

C\u2019est un chantier de consolidation des donn\u00e9es qui est prioritaire pour l\u2019entreprise, et qui a commenc\u00e9, pour ma part, il y a longtemps, quand je mettais en \u0153uvre un des premiers outils de Sales Force Automation<\/a> dans les 40 pays de mon p\u00e9rim\u00e8tre d\u2019Unisys<\/a>.<\/p>\n

Retrouvez l’int\u00e9gralit\u00e9 de notre article sur le blog de Zebaz<\/span>.<\/p>\n

Lire la suite\u00a0: La relation client \u00e0 l\u2019heure des Big Data<\/a> – Sparklane<\/span><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Big Data et CRM sont un couple bien assorti.\u00a0Nous l\u2019avons d\u00e9j\u00e0 d\u00e9montr\u00e9 de nombreuses fois sur ce blog, en revenant sur les fondamentaux de la personnalisation et son historique. Car cette fameuse personnalisation, ce graal du marketeux est d\u00e9sormais \u00e0 port\u00e9e de main. Conna\u00eetre le plus intimement possible ses clients, non seulement d\u2019un point de …<\/p>\n","protected":false},"author":2,"featured_media":52393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064,2894],"tags":[],"class_list":["post-19493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client","category-ia-big-data"],"yoast_head":"\n5 recommandations pour doper votre CRM au Big Data<\/title>\n<meta name=\"description\" content=\"La fameuse personnalisation, ce graal du marketeux, est d\u00e9sormais \u00e0 port\u00e9e de main gr\u00e2ce au couple CRM et Big Data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2015\/10\/06\/crm-big-data-zebaz\/\" \/>\n<meta property=\"og:locale\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/19493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=19493"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/19493\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/52393"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=19493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=19493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=19493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}