{"id":254,"date":"2007-03-05T09:59:26","date_gmt":"2007-03-05T09:59:26","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/03\/05\/de-la-multiplicite-a-la-convergence-des-canaux-de-communication\/"},"modified":"2020-09-18T21:45:24","modified_gmt":"2020-09-18T19:45:24","slug":"de-la-multiplicite-a-la-convergence-des-canaux-de-communication","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/03\/05\/de-la-multiplicite-a-la-convergence-des-canaux-de-communication\/","title":{"rendered":"De la multiplicit\u00e9 \u00e0 la convergence des canaux de communication"},"content":{"rendered":"<p align=\"left\">\u00a0Aujourd\u2019hui, un\u00a0 nombre significatif de consommateurs a int\u00e9gr\u00e9 la convergence des canaux de communication et des points de contact dans\u00a0ses habitudes de consommation.<\/p>\n<h2>De la multiplicit\u00e9 \u00e0 la convergence des canaux de communication<\/h2>\n<figure id=\"attachment_56981\" aria-describedby=\"caption-attachment-56981\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/10\/30741395978_ec47734095_c.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-56981 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/10\/30741395978_ec47734095_c.jpg\" alt=\"Entreprises : 5 raisons incontournables d'opter pour le marketing mobile\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/10\/30741395978_ec47734095_c.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/10\/30741395978_ec47734095_c-459x300.jpg 459w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-56981\" class=\"wp-caption-text\">De la multiplicit\u00e9 \u00e0 la convergence des canaux de communication<\/figcaption><\/figure>\n<p>En fonction de leurs besoins, du contexte dans lequel ils se trouvent, ou du type d&rsquo;achat qu&rsquo;ils souhaitent faire,\u00a0les\u00a0clients\u00a0choisissent de\u00a0passer par un canal plut\u00f4t qu&rsquo;un autre: Internet, magasin,\u00a0\u00a0t\u00e9l\u00e9phone, mobile &#8230; Dans certains cas, il leur arrive m\u00eame d&rsquo;utiliser successivement ou conjointement\u00a0tous les\u00a0canaux pour arriver \u00e0 leurs fins.<!--more--><\/p>\n<p>Malheureusement, peu d\u2019entreprises ont v\u00e9ritablement modifi\u00e9 leur organisation et leur structure pour s\u2019adapter \u00e0 ce nouveau comportement.<\/p>\n<p>Tr\u00e8s souvent encore, le r\u00e9seau de distribution physique, le service client (hotline, SVI) et le site web sont g\u00e9r\u00e9s par des entit\u00e9s distinctes (parfois g\u00e9ographiquement assez \u00e9loign\u00e9es\u00a0les unes des autres) avec des logiques diff\u00e9rentes, et des outils de gestion et d&rsquo;information h\u00e9t\u00e9rog\u00e8nes.<\/p>\n<p>Dans ces conditions, il y a bien multiplicit\u00e9 des canaux mais ceux ci ne convergent pas toujours pour fournir au client un service et des informations coh\u00e9rents. L\u2019information circule mal entre les diff\u00e9rents points de contact et entre le client (qui ne se sent pas \u00ab\u00a0reconnu\u00a0\u00bb) et la Marque (dont l&rsquo;identit\u00e9 est mise \u00e0 mal)&#8230;<\/p>\n<p>Pour que le consommateur puisse b\u00e9n\u00e9ficier d&rsquo;une exp\u00e9rience client satisfaisante et qu&rsquo;il se sente parfaitement en confiance sur tous les canaux, les marques qui veulent mettre en place une strat\u00e9gie multi canal efficace doivent adopter une vision plus transversale\u00a0de leur fonctionnement.<\/p>\n<p>Il faut passer de la multiplicit\u00e9 \u00e0 la convergence des canaux<\/p>\n<p>Pour identifier clairement quelles sont les principales mesures \u00e0 prendre et tout ce que cela suppose pour l\u2019entreprise, lire le post \u00ab\u00a0Adoptez la multi canal attitude\u00a0\u00bb sur <a href=\"http:\/\/marketing-et-convergence.over-blog.com\/\">Marketing et Convergence<\/a>.<\/p>\n<p>Vaste programme diront certains ! Mais \u00e0 l&rsquo;arriv\u00e9e que de satisfactions pour tous !<\/p>\n<ul>\n<li>Moins de frustration et de temps perdu pour les \u00e9quipes<\/li>\n<li>\n<p>Moins de dysfonctionnements et d&rsquo;erreurs dans la gestion et la logistique<\/p>\n<\/li>\n<li>\n<p>Une meilleure qualit\u00e9 de service<\/p>\n<\/li>\n<li>\n<p>Plus de clients satisfaits<\/p>\n<\/li>\n<\/ul>\n<p>Si on fait bien le calcul, \u00a0le jeu en vaut vraiment la chandelle alors &#8230;<\/p>\n<p align=\"center\">CAP SUR LA CONVERGENCE\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0Aujourd\u2019hui, un\u00a0 nombre significatif de consommateurs a int\u00e9gr\u00e9 la convergence des canaux de communication et des points de contact dans\u00a0ses habitudes de consommation. De la multiplicit\u00e9 \u00e0 la convergence des canaux de communication En fonction de leurs besoins, du contexte dans lequel ils se trouvent, ou du type d&rsquo;achat qu&rsquo;ils souhaitent faire,\u00a0les\u00a0clients\u00a0choisissent de\u00a0passer par un &hellip;<\/p>\n","protected":false},"author":17,"featured_media":56981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-254","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De la multiplicit\u00e9 \u00e0 la convergence des canaux de communication<\/title>\n<meta name=\"description\" content=\"\u00a0Aujourd\u2019hui, un\u00a0 nombre significatif de consommateurs a int\u00e9gr\u00e9 la convergence des canaux 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