{"id":8462,"date":"2013-05-30T12:07:53","date_gmt":"2013-05-30T12:07:53","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=8462"},"modified":"2024-05-05T19:46:47","modified_gmt":"2024-05-05T17:46:47","slug":"crm-le-web-social-va-obliger-les-entreprises-a-se-professionnaliser","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/05\/30\/crm-le-web-social-va-obliger-les-entreprises-a-se-professionnaliser\/","title":{"rendered":"CRM Social : une n\u00e9cessaire professionnalisation"},"content":{"rendered":"

La lecture du jour, c’est ce superbe billet (il est coutumier du fait, il faudrait les relayer tous, ce n’est pas possible), de mon condr\u00e8re et ami, pionnier de Media Aces<\/a>, Olivier Cimeli\u00e8re, sur le blog du communicant 2.0. Voil\u00e0 qui va alimenter les r\u00e9flexions lors de la prochaine soir\u00e9e organis\u00e9e en Juin par Jean-Fran\u00e7ois Ruiz sur le sujet du Social CRM, suite au livre blanc de l’an dernier (cliquer sur la banni\u00e8re ci-dessous pour le t\u00e9l\u00e9charger)<\/a><\/em>.<\/p>\n

Social CRM : une n\u00e9cessaire professionnalisation<\/h2>\n

\"CRM<\/p>\n

La le\u00e7on \u00e0 retenir vis \u00e0 vis du \u00ab\u00a0social CRM\u00a0\u00bb tient \u00e0 mon avis en quelques points :<\/p>\n

    \n
  1. il n’y pas de \u00ab\u00a0social CRM\u00a0\u00bb …<\/li>\n
  2. juste du bon ou du mauvais CRM\u00a0 …<\/li>\n<\/ol>\n

    <\/p>\n

      \n
    1. qui est rendu visible de tous au travers des m\u00e9dias sociaux.<\/li>\n
    2. le \u00ab\u00a0bricolage\u00a0\u00bb des premi\u00e8res ann\u00e9es requiert d\u00e9sormais qu’on passe \u00e0 l’\u00e9tape \u00ab\u00a0industrielle\u00a0\u00bb du CRM qui inclut les m\u00e9dias sociaux (et non pas du CRM sur<\/em> les m\u00e9dias sociaux). Cette industrialisation ne veut pas dire \u00ab\u00a0manque de courtoisie\u00a0\u00bb … au contraire. Il va falloir, ce qui est difficile en France, apprendre \u00e0 devenir aimable …<\/li>\n
    3. ceci implique qu’on ne traite pas ce canal ind\u00e9pendamment …<\/li>\n
    4. mais qu’\u00e0 l’inverse, on ne le minimise pas non plus, ni qu’on joue l’\u00e9clatement des comptes et des r\u00e9ponses pour mettre un d\u00e9lai sur les r\u00e9ponses comme cela a \u00e9t\u00e9 le cas par le pass\u00e9 avec le CRM sur email (r\u00e9ponse en 48h ouvr\u00e9es en d\u00e9cal\u00e9 dont souvent \u00e0 c\u00f4t\u00e9 de la question).<\/li>\n
    5. l’apport des m\u00e9dias sociaux, c’est aussi la d\u00e9structuration des demandes (on ne sait de quoi on parle, on ne trie pas \u00e0 l’avance) …<\/li>\n
    6. ce qui va obliger \u00e0 ajouter des processus professionnels en plus des forums d’entraide (comme cela se fait dans de nombreuses soci\u00e9t\u00e9s via des outils structurants comme Dimelo par exemple) … ce qui pose aussi des soucis de \u00ab\u00a0burning rates\u00a0\u00bb dans les \u00e9quipes de community management, soumises \u00e0 de fortes tensions, voire des messages d’insulte de la part de certains clients exasp\u00e9r\u00e9s (ou malpolis ; les clients peu aimables et\/ou de mauvaise foi existent aussi)<\/li>\n
    7. … et surtout de la proactivit\u00e9<\/strong><\/li>\n
    8. … en conclusion, ces canaux ne sont pas \u00e9tanches.<\/strong> L’exemple de la FNAC le prouve : une ind\u00e9licatesse en magasin se retrouve sur les m\u00e9dias sociaux … et vice versa. Il n’y a pas <\/em> de social CRM. Juste du bon ou mauvais CRM, et le Web social est au c\u0153ur du CRM, c’est irr\u00e9versible.<\/strong><\/li>\n<\/ol>\n

      Bad buzz : la FNAC fr\u00f4le le carton rouge | Le blog du Communicant 2.0<\/strong><\/p>\n

      Il s\u2019en est fallu de peu le 28 mai pour qu\u2019une mauvaise exp\u00e9rience en magasin ne vire au bad buzz implacable sur Internet pour la FNAC. Sans le sang-froid des community managers de la page Facebook de l\u2019enseigne, l\u2019entreprise aurait probablement pu se retrouver dans une posture encore plus d\u00e9licate face au message rageur abondamment \u00ab lik\u00e9 \u00bb de Claire Maoui, une cliente d\u00e9daigneusement trait\u00e9e par un vendeur en informatique.<\/p>\n

      R\u00e9el et digital ne font qu\u2019un<\/p>\n

      Tout commence avec un ordinateur qui rend l\u2019\u00e2me au moment le moins opportun. Directrice artistique free-lance, Claire Maoui doit rendre de toute urgence un projet \u00e0 un client. Priv\u00e9e d\u2019outil de travail, elle fonce alors sans h\u00e9siter \u00e0 la FNAC des Ternes pour acqu\u00e9rir illico un nouvel ordinateur et achever ainsi son travail dans les d\u00e9lais.<\/p>\n

      Pas de chance, le nouvel objet est endommag\u00e9. La jeune femme retourne aussit\u00f4t dans le magasin pour proc\u00e9der \u00e0 un \u00e9change. Pourtant, elle est fra\u00eechement accueillie par un vendeur malpoli qui met en doute sa version tout en consignant l\u2019appareil d\u00e9fectueux sans vraiment se soucier de la situation critique de sa cliente. R\u00e9sultat : plus d\u2019ordinateur pour travailler et une prestation perdue pour la graphiste free-lance. Ec\u0153ur\u00e9e et m\u00e9contente, elle d\u00e9cide alors de poster le message suivant sur la page Facebook de la FNAC.<\/p><\/blockquote>\n

      via Bad buzz : la FNAC fr\u00f4le le carton rouge | Le blog du Communicant 2.0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

      La lecture du jour, c’est ce superbe billet (il est coutumier du fait, il faudrait les relayer tous, ce n’est pas possible), de mon condr\u00e8re et ami, pionnier de Media Aces, Olivier Cimeli\u00e8re, sur le blog du communicant 2.0. Voil\u00e0 qui va alimenter les r\u00e9flexions lors de la prochaine soir\u00e9e organis\u00e9e en Juin par Jean-Fran\u00e7ois …<\/p>\n","protected":false},"author":2,"featured_media":34655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064,6],"tags":[],"class_list":["post-8462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client","category-marketing-innovation-fr"],"yoast_head":"\nCRM Social : une n\u00e9cessaire professionnalisation<\/title>\n<meta name=\"description\" content=\"La le\u00e7on \u00e0 retenir vis \u00e0 vis du "social CRM" tient \u00e0 mon avis en quelques points :il n'y pas de "social CRM" juste du bon ou du mauvais CRM\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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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. 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