Customer Communications SolutionCONCEVOIR ET DIFFUSER UNE CORRESPONDANCE ATTRAYANTE ET PERSONNALISÉE<br />Cyril Reinhard, ...
Agenda<br />Introduction : vers plus de personnalisation<br />Evolution des usages : un monde Digital<br />L’expérience ut...
Le Monde change, la façondont nous inter-agissonsaussi<br />Le monde s’accélère<br />Avec le nomadisme …<br />Sans rupture...
L’expérienceutilisateur de la découverteà la fidélisation<br />GESTION DE L’EXPERIENCE UTILISATEUR<br />DECOUVERTE<br />AC...
Quelleest le Challenge de la gestion de l’Expérienceutilisateur?<br />Le Client, Le “ConsommActeurs”<br />Contexte+ Experi...
Qu’est-cequel’Adobe Digital Enterprise Plateform ?<br />Pour l’IT: uneplateforme de nouvelle génération pour gérerl’expéri...
La réponse Adobe pour gérerl’expérienceutilisateur<br />
Focus surl’Adobe Digital Enterprise Plateform<br />S’INFORMER<br />ACHETER<br />FIDELISER<br />CHOISIR<br />UTILISER<br />...
Customer Communication Solution<br />
Le Challenge: Répondre aux attentes de nos clients avec une communication personnalisée et une plus grandeproximité.<br />...
Slide applies to:<br />Interactive Statements<br />Correspondence Management<br />Travail fastidieux, <br />réglementation...
Solution: Customer Communications  solution<br />12<br />Slide applies to:<br />Interactive Statements<br />Engager des co...
COMPOSITION DES <br />DOCUMENTS<br />DISTRIBUTION ET ARCHIVAGE<br />Customer Communications 1/2<br />13<br />Correspondenc...
Fidélisation<br />cross-sell et up-sell<br />Customer Communications  2/2<br />14<br />Interactive statements<br />Oportun...
Démonstration et exemples<br />
Demonstrations, Exemples<br />Client<br />
Demonstrations, Exemples<br />Conseiller, Agent<br />
Demonstrations, Exemples<br />Back-office<br />Juridique, marketing…<br />
Demo<br />
Conclusion : <br />20<br />Slide applies to:<br />Interactive Statements<br />Interactivité<br /><ul><li>Laissez les clien...
Effetde levier Adobe Reader et Adobe Flash Player</li></ul>Correspondence Management<br />Statement<br />
Statement<br />La solution “Correspondance Communications”<br />21<br />Slide applies to:<br />Interactive Statements<br /...
Effet de levier Adobe Reader et Adobe Flash Player</li></ul>Correspondence Management<br />Livraison sécurisée<br /><ul><l...
Les clients peuvent être sûr qu'il est de vous</li></li></ul><li>Statement<br />La solution “Correspondance Communications...
Effet de levier Adobe Reader et Adobe Flash Player</li></ul>Correspondence Management<br />Livraisonsécurisée<br /><ul><li...
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CONCEVOIR ET DIFFUSER UNE CORRESPONDANCE ATTRAYANTE ET PERSONNALISÉE

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CONCEVOIR ET DIFFUSER UNE CORRESPONDANCE ATTRAYANTE ET PERSONNALISÉE

- Introduction : vers plus de personnalisation
* Evolution des usages : un monde Digital
* L’expérience utilisateur : de la découverte à la fidélisation
- Adobe Digital Enterprise Plateform et la solution « Customer Communications »
* Présentation générale de la Plateforme
* Focus sur la solution « Customer Communications »
* Enjeux pour les Entreprises : Proximité, Personnalisation et Agilité
* Correspondance Management
* Interactive Statement
- Démonstrations et cas clients

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  • Customer Communication Solution (ADEP)CONCEVOIR ET DIFFUSER UNE CORRESPONDANCE ATTRAYANTE ET PERSONNALISÉE (LETTRES, RELEVÉS DE COMPTES, DOSSIERS DE BIENVENUE, DEVIS!)
  • Alors pour ceWébinar je vous propose le plan suivant :Dans un premier temps, nous reviendronssur les quelques points clés de cetterévolution “Digitale” et des enjeux pour les entreprises.Dans un deuxième temps nous présenterons comment Adobe accompagne les entreprisesdans la Gestion de l’expérienceutilisateur (utilisateurs au sens large : clients, collaborateurs, partenaires) et dans un mode Multi-canal / Cross-canalEnfin, en fonction de mon inspiration du jour, nous sélectionneronsquelquesexemples.Et commetoute bonne chose a une fin, nous conclurons en vousproposancquelques liens utilesounosprochaines dates de Webinar pour approfondir les sujets de voschoixAllons-y…
  • Le numérique bouleverse la manière de consommer l’informationL’entreprise doit s’ouvrir, s’étendre, devenir poreuse et créer sa propre communauté autour de sa marqueCouvrel’ensemble du cycle de vie d’un client :DECOUVERTEAttirer de nouveaux clients en proposant aux professionnels du Marketing un solution pour créer, gérer et publier du contenu riche via le web, les réseauxsociaux, le mobile et les emails.Mieuxcomprendre les comportements des internautes et , en les ciblant plus précisement, leur proposer un contenupersonnaliséCHOIXUtilisation des réseaxusociaux pour se rassurerACHATRéduire etfaciliter les processusd’achat en ligne (et hors ligne) en guidantmieux le consommateurdanstoutes les phases de son acted’achat. -&gt; augmenter les taux de transformationsur 10 personnes qui sortent d’un magasin, 3 vontachetersur internetA tel point qu’unvendeur de chaussures fait maintenant payer le essayages de chaussures car le client vient essayer les chaussurespuisva les commander sur internet.UTILISATIONFIDELISATIONAméliorer la communication client en centralisant la création et l’assemblage des documents, en les commuyquant de manièresécurisées et personnalisée, en proposant de nouevaux types de communication plus interactive..Améliorerl’efficacité des campagnes marketing en proposant des processus qui permettent de créer et de valider le contenu, de l’enregistrerrapidementdans un référentielcommun, puis de mettre en place cettecampagne tout en mesurant les résultats
  • Today, enterprises are facing multi-channel issues in communicating with their customers -- whether it&apos;s rich Internet applications, real-time interactions, or building social communities -- these are all different ways in which customers and their enterprises need to communicate. [CLICK]There is a core line of business owners who have responsibility for making sure that these customers don&apos;t leave their brand. They need to choose a platform to bridge the gap and connect front-end business processes to back-end business activity. [CLICK]And as these patterns have emerged, the connection between the line of business owners and the channels has become increasingly complex. Until recently, organizations built single applications to address these issues, such as online form instantiations, mobile applications, or social applications. As they tried to bring these applications together to share information about customers and provide context, as well as consistent experiences across all these channels, organizations have failed to realize the benefits of a platform approach. [CLICK]The Adobe Customer Experience Management Platform meets this need.
  • ITAdobe est sur le point d’annoncer sa plateforme de nouvelle génération pour l’entreprise numérique, permettant aux entreprises d’améliorer la gestion de l’expérience client : attirer de nouveaux clients, leur proposer une expérience riche, mieux les connaitre, les fidéliser et ainsi, augmenter leur chiffre d’affaires.MARKETINGAvec l&apos;explosion des réseaux sociaux et des terminaux mobiles, le consommateur a repris le pouvoir. Les professionnels du marketing doivent aujourd’hui disposer d’une véritable plateforme de marketing multi-canal, leur permettant de s’adresser à leurs clients via un contenu hautement personnalisé quelque soit le type de communication utilisée (web, mobile, agence…).
  • Le numérique bouleverse la manière de consommer l’informationL’entreprise doit s’ouvrir, s’étendre, devenir poreuse et créer sa propre communauté autour de sa marqueCouvrel’ensemble du cycle de vie d’un client :DECOUVERTEAttirer de nouveaux clients en proposant aux professionnels du Marketing un solution pour créer, gérer et publier du contenu riche via le web, les réseauxsociaux, le mobile et les emails.Mieuxcomprendre les comportements des internautes et , en les ciblant plus précisement, leur proposer un contenupersonnaliséCHOIXUtilisation des réseaxusociaux pour se rassurerACHATRéduire etfaciliter les processusd’achat en ligne (et hors ligne) en guidantmieux le consommateurdanstoutes les phases de son acted’achat. -&gt; augmenter les taux de transformationsur 10 personnes qui sortent d’un magasin, 3 vontachetersur internetA tel point qu’unvendeur de chaussures fait maintenant payer le essayages de chaussures car le client vient essayer les chaussurespuisva les commander sur internet.UTILISATIONFIDELISATIONAméliorer la communication client en centralisant la création et l’assemblage des documents, en les commuyquant de manièresécurisées et personnalisée, en proposant de nouevaux types de communication plus interactive..Améliorerl’efficacité des campagnes marketing en proposant des processus qui permettent de créer et de valider le contenu, de l’enregistrerrapidementdans un référentielcommun, puis de mettre en place cettecampagne tout en mesurant les résultats
  • InES 2.5 we introduced solution accelerators asfully supported frameworks that bundle together all of the underlying modules required to develop a particular solution with solution components called building blocks ready for use in production applications. In addition to the supported frameworks, Adobe also provides solution guide documentation together with Solution Templates as sample implementations that can be used to accelerate development of production solutions. For this release we are expanding the breadth of CEM solutions . There are 3 new solutions : Web Experience Management, Selection &amp; Enrollment, and Unified WorkspaceWeb Experience ManagementWeb Experience Management provides the Entire CQ 5.4 product line with web analytics integration with Omniture Site Catalyst and Test and Target. It enables enterprises to optimize their digital channels to attract new customers, capture customer insight and deliver personalized content.. WEM provides eBusiness and marketing professionals with a suite of tools that not only let’s them create, manage and publish rich content across multiple channels (web, email, mobile) . It also provides the ability for them to test and target customized content so that they can learn what content is most effective. There will be multiple levels of this solution provided to address different needs and application scales. The 5.4 release provides new capabilities with Mobile and Marketing campaign management. The Mobile module allows web content to be used across a variety of devices. Marketing Campaign Managementallows marketers to plan and roll out multichannel marketing campaigns across Web, mobile and social media.Selection and EnrollmentSelection and Enrollment enables enterprises to guide customers in online channels to the products and services most relevant to the them. Customers get a simplified enrollment user experience while organizations meet their goal of increasing direct and influenced acquisition rates through the digital channel. Business users are enabled to rapidly deploy new marketing sites that provide personalized product selectors based on learned user profiles. Unified Workspace Unified Workspace enables enterprises to easily build applications for its employees that span multiple information sources – providing a customer-centric workspace. A customer 360 view. The sales or service agent can operate on customer-centric tasks in occasionally connected environments. The agent can see scheduled appointments, customer information, access forms and documents, make changes and synchronize when they are back online again. In this release we’ll be focusing on sales tasks. Integrated Content ReviewIn ES2.5 we provided 3 solutions: Correspondence Management, Interactive Statements and Managed Review &amp; Approval. These solutions will be enhanced as well as undergo some name changes..Managed review &amp; approval is now called Integrated content review. It makes structured document and content reviews efficient, collaborative and auditable. They are accessible inside and outside the organization. Enhancements for this include integration with campaign management for creative review and approval of marketing assets. Plus new approval features like majority veto capabilities. ICR provides a way to measure the effectiveness of the content in the context of the target audience and enables enterprises to improve effectiveness through further personalization based on these metrics. Extensions to the Creative Suite allow you to begin reviews directly from the tools creative professional use to create content. Customer Communications Correspondence Management and Interactive Statements will be combined into a single Customer Communications solution. Customer Communications provides enterprises with a set of tools for creating multi-channel, customized communications for its customers. These might be a periodic account statement or a customized correspondence regarding a customer inquiry. It can then measure the communications effectiveness. The ability to provide responsive and relevant communication is really critical in an age where there are increased expectations around speed and personalization.   Business users can assemble individualized customer correspondence with pre-approved content blocks, interactive media elements, and pre-filled electronic forms. Enhancements for this release include server side APIs for dynamic assembly of form and document packages and an improved correspondence creation user experience. The rich text editor is vastly improved and simplified with a larger editing area and built-in in spell checking. More complex correspondence layouts are possible with the addition of the ability to numbered lists and dynamic tables.You are now able to create interactive PDF forms with placed Flash content such as advertisements.  There are improvements to batch processing, ability to use our Rights Management module to deliver trackable statements in a way that is secure, branded, and integrated with a wide variety of authentication mechanisms, such as single-sign-on (SSO) and federated identities.
  • Les clients veulentpouvoircommuniquer avec vous de n’importeoù et n’importequand ! (le bon moment par le bon canal):Moment opportunPrécisePratiqueSécuriséPertinentesThe Challenge: Engaging With Your CustomersToday’s customers are harder to win and keep. Delivering great customer experiences and engaging with customers is more important than ever. In today’s fast-paced, digital world, customers expect the right communication at the right time through the right channel. Customers want companies to treat them like individuals, which requires personalized correspondence. They expect fast, accurate responses and security for their valuable personal information. When companies fall short, customers become frustrated, their loyalty falls and retention risk rises. Businesses lose sales and experience customer churn with poor a customer experience and lack of engagement. In fact, according to a survey by Harris Interactive 82% of consumers ended a relationship with a business due to a poor experience. And of those almost half then turned to a competitor.What can frustrate customers?Inconsistent messages from different channels. Not personalizedNot secureDull experiences that does present information in an appealing, understandable way.Customers expect fast and accurate responses but often get delays and errors.And so, every interaction and customer touch point matters. According to Forrester Research, “The key to acquiring and retaining customers in this environment is to engage them — to participate in an ongoing, two-way conversation….”Data Sources:82% of consumers ended a relationship with a business due to a poor experience. Almost half of those turned to a competitor.Source: Customer Experience Report North America, 2010, RightNow
  • Yet while every touch point and communication matters more today, organizations struggle to efficiently deliver correspondence that is relevant &amp; engaging. Part of the difficulty is that customer communications today encompass a wide spectrum customized communications with different characteristics. But across this spectrum organizations are constantly struggling to reduce the cost per transaction yet at the same time make them more engaging so as to improve the customer experience and therefore loyalty. Two major categories are customer correspondence as well as static, high volume communications like statements.On one-hand, companies deliver thousands of pieces of customer correspondence such as letters, welcome packets, quotes, etc. every month [represented on the upper right of the graph]. This is often customized by front-line staff. This means it more personalized (or engaging). But this type of correspondence are often very inefficient and costly for business:Labor costs: High manual labor cost and difficulty of assembling individual correspondence personalization. Many enterprises use a disjointed set of word macros.Support costs: High cost and complexity of maintaining multiple, point correspondence systems. Each department or type of correspondence is using a different system.Compliance costs: cost &amp; risks associated with ensuring compliance with changing regulations as well as ensuring security. With such a need for customization by front-line employees, how do you ensure it’s compliant and consistent.Opportunity cost of poor business agility: opportunity cost of poor business agility because of dependence on IT for even minor content or template changes.On the other-hand, companies also deliver hundreds of thousands of bulk statements such as invoices &amp; billing statements. These cost less to produce per transaction. But because they aren’t engagingmost consumers just toss them. They are underutilized customer touch point &amp; lost opportunity to:Increase satisfaction: low usefulness, personalization means lower customer satisfaction or churnIncrease revenue: lack of relevance and interactivity means a underused marketing channelLower cost: low adoption of e-statements means continued paper/mailing costs Differentiate: competitive differentiationThe goal across all these types of customer communications is to improve customer experience, relevance, and efficiency (in terms of compliance, costs, and agility).
  • The Adobe customer communications solution ensures relevant, efficient communications that are right for your customer and best for your business.The solution is composed of two components: Interactive Statements &amp; Correspondence Management. Providing capabilities for all your company’s system-generated, human-generated, or on-demand correspondence needs.Together these components help centralize and manage the creation, assembly, and delivery of secure, personalized, interactive correspondence and allow enterprises to:Generate new revenue –by providing targeted, personalized offers in statements and correspondenceReduce costs - with improved labor efficiency, self-service options, lower dependence on IT, and less paper Improve compliance – more centralized control and consistency to meet compliance, security, and regulatory requirementsImprove customer loyalty – Personalization, convenience, and improved customer experencesthat increases satisfaction &amp; loyaltyCorrespondence Management focuses on customer correspondence that is often highly personalized like letters, contracts, quotes. This capability let’s business users to leverage simple UIs to easily manage, assemble, and deliver personalized, engaging, correspondence from pre-approved and custom authored contentInteractive StatementsImprove digital adoption with tailored interactive informationEmbed self-service capability, reducing call center volumesDynamic cross-sell or upsell for higher marginsBroad reach with ubiquitous Adobe Flash Player and Adobe Reader clients Online &amp; offline support
  • The first component of the customer communications solution is correspondence management which streamlines customer correspondence from creation to archival. Without the help of IT, business users can intuitively assemble individualized customer correspondence with templates, pre-approved content blocks, interactive media elements, and custom-authored personalization. It is then delivered securely to the customer and archived, in print or electronic form.The Correspondence Management workflow consists of three phases:First phase is Creation: Using the UI tools, SMEs and Business Analysts can easily prepare standard templates and content. They can define business rules for inclusion of content. Templates and content can be easily updated thereby reducing IT dependency. Second phase is Creation of Correspondence by merging templates with Customer data. The templates can be pre-filled with customer data, free-form text and pre-approved content. The final correspondence can also be modified at pre-approved target areas to make it personalized to specific customers. In addition, using interactive forms technology, the correspondence can made to create actionable, two-way communicationsThe Third phase is delivery and archiving. Sensitive correspondence can protected using Adobe’s document security capabilities. Correspondence can be delivered via customer’s preferred communication channel, whether electronic, mail or fax, and finally it can be archived by creating searchable PDF files.
  • With the Interactive Statement, Adobe has transformed the static statement into a dynamic, two-way channel for customer engagement. Interactive Statements combine the portability of PDFs with the interactivity of Flash. The statement is delivered via email as a secure, interactive PDF. With Interactive Statements, the possibilities for customer engagement are limitless.Customers can not only manage their accounts, but also use the built-in services to pay, buy, redeem, query, dispute, learn, chat, etc.The ease of use and interactivity motivates customers to discontinue receiving paper statements and increases adoption of online service features.Interactive Statements customers are more likely to adopt other online services, compiling the cost savings and increased selling opportunities exponentially. Now, customers can engage with your business in different ways each time they receive their statement. This means lower costs, increased sales and greater customer loyalty.
  • SituationMilliers de contratspapier en agence (volume + type de contrat),Coûts de Production, Stockage, Traitement,Image pas en adéquation avec l’image Innovante de la société OrangeLe défiFournir une solution dématérialisée et scalable (nb agences, pic d’activité,saisonnalité),Production des contrats à la volée par intégration aux systèmes Back-ends,Intégration d’une couche de Sécurité (ajout des pièces justificatives etsignature via tablette Wacom pour la signature)La SolutionDévelopper une solution de Production de contrat à la volée basée sur des process Métier connus,Intégration aux briques Métier et Techniques (application de saisie, tabletWacom, …),Gain de Productivité et diminution TCO,Première tranche pour contrat Mobile et Extension au contrat Quadruple Play,Avec les solutions Adobe LiveCycleFormset LiveCycle Reader Extension
  • SituationMilliers de contratspapier en agence (volume + type de contrat),Coûts de Production, Stockage, Traitement,Image pas en adéquation avec l’image Innovante de la société OrangeLe défiFournir une solution dématérialisée et scalable (nb agences, pic d’activité,saisonnalité),Production des contrats à la volée par intégration aux systèmes Back-ends,Intégration d’une couche de Sécurité (ajout des pièces justificatives etsignature via tablette Wacom pour la signature)La SolutionDévelopper une solution de Production de contrat à la volée basée sur des process Métier connus,Intégration aux briques Métier et Techniques (application de saisie, tabletWacom, …),Gain de Productivité et diminution TCO,Première tranche pour contrat Mobile et Extension au contrat Quadruple Play,Avec les solutions Adobe LiveCycleFormset LiveCycle Reader Extension
  • SituationMilliers de contratspapier en agence (volume + type de contrat),Coûts de Production, Stockage, Traitement,Image pas en adéquation avec l’image Innovante de la société OrangeLe défiFournir une solution dématérialisée et scalable (nb agences, pic d’activité,saisonnalité),Production des contrats à la volée par intégration aux systèmes Back-ends,Intégration d’une couche de Sécurité (ajout des pièces justificatives etsignature via tablette Wacom pour la signature)La SolutionDévelopper une solution de Production de contrat à la volée basée sur des process Métier connus,Intégration aux briques Métier et Techniques (application de saisie, tabletWacom, …),Gain de Productivité et diminution TCO,Première tranche pour contrat Mobile et Extension au contrat Quadruple Play,Avec les solutions Adobe LiveCycleFormset LiveCycle Reader Extension
  • Use the ES3 Customer Communications Demo.If you are coveringIS-only: show chapters 1CM-only: show chapters 2, 3 only if you have time, and 4.Both IS+CM: show chapters 1+2. Add chapters 3 + 4 if you have time.
  • Interactivity(ability to have the recipient interact with and respond to the communication) Most communications are part of a larger context and process, using Adobe you can continueFlash integrated in PDF allows richer experiences.Respond from within the communication to initiate processes (like dispute resolution)Ability to include rich, actionable offers and ads created with Flash technology.Secure DeliveryPDF as a standard document format.Encrypted, authenticated, and certified delivery.Digital signature supportAll the customer needs is free Adobe Reader.Total platform solutionOne platform countless applications. One platform for all types of communications from human generated, system-generated, on-demand,and interactive statements.Easily extend correspondence to back-end processes such as claims, surveys, or dispute resolution.Extend the platform with numerous other solutions to manage the customer experience: WEM, S&amp;E for enrollment, ICR for review, UW for field automation.Mass PersonalizationTarget offers and ads based on knowledge of recipient.Display information based on knowledge of recipient.
  • Interactivity(ability to have the recipient interact with and respond to the communication) Most communications are part of a larger context and process, using Adobe you can continueFlash integrated in PDF allows richer experiences.Respond from within the communication to initiate processes (like dispute resolution)Ability to include rich, actionable offers and ads created with Flash technology.Secure DeliveryPDF as a standard document format.Encrypted, authenticated, and certified delivery.Digital signature supportAll the customer needs is free Adobe Reader.Total platform solutionOne platform countless applications. One platform for all types of communications from human generated, system-generated, on-demand,and interactive statements.Easily extend correspondence to back-end processes such as claims, surveys, or dispute resolution.Extend the platform with numerous other solutions to manage the customer experience: WEM, S&amp;E for enrollment, ICR for review, UW for field automation.Mass PersonalizationTarget offers and ads based on knowledge of recipient.Display information based on knowledge of recipient.
  • Interactivity(ability to have the recipient interact with and respond to the communication) Most communications are part of a larger context and process, using Adobe you can continueFlash integrated in PDF allows richer experiences.Respond from within the communication to initiate processes (like dispute resolution)Ability to include rich, actionable offers and ads created with Flash technology.Secure DeliveryPDF as a standard document format.Encrypted, authenticated, and certified delivery.Digital signature supportAll the customer needs is free Adobe Reader.Total platform solutionOne platform countless applications. One platform for all types of communications from human generated, system-generated, on-demand,and interactive statements.Easily extend correspondence to back-end processes such as claims, surveys, or dispute resolution.Extend the platform with numerous other solutions to manage the customer experience: WEM, S&amp;E for enrollment, ICR for review, UW for field automation.Mass PersonalizationTarget offers and ads based on knowledge of recipient.Display information based on knowledge of recipient.
  • Slide relates to: Correspondence Management &amp; Interactive StatementsShow how the solution help companies building longer, stronger, more profitable customer relationships, a concern for marketing (customer retention) LOB (market differentiation), and customer service (service levels). Convey that Adobe’s many market-leading interactive technologies allow companies to transform static, one-way correspondence into dynamic, two-way connections with customers. By taking advantage of technologies like PDF forms &amp; rich Flash media experiences combined with standard content, companies can offer a richer, more secure, more convenient customer experience that builds loyalty and market differentiation. Flash embedded in PDF enable enterprises to offerpersonalized, customized, rich experiencesMake interaction more convenient for customers by embedding self-service in context of the communications. Include Dynamic PDF forms that let customers immediately respond to communication.Improve the productivity and responsiveness of front-line staff by giving them easy to use UIs to quickly create consistent customized correspondence and to more rapidly manage request by offloading routine requests to self-service optionsEmbed rich media and tools with-in the communications to advise, teach, and help consumers adding value and improving loyaltyLink to demos: Use chapter three of the Customer Communications Demo (John, the customer), or chapter one. `
  • CONCEVOIR ET DIFFUSER UNE CORRESPONDANCE ATTRAYANTE ET PERSONNALISÉE

    1. 1. Customer Communications SolutionCONCEVOIR ET DIFFUSER UNE CORRESPONDANCE ATTRAYANTE ET PERSONNALISÉE<br />Cyril Reinhard, Business Development Manager<br />Octobre 2011, Paris<br />twitter : @cyrilreinhard, facebook : cyril.reinhard<br />
    2. 2. Agenda<br />Introduction : vers plus de personnalisation<br />Evolution des usages : un monde Digital<br />L’expérience utilisateur : de la découverte à la fidélisation<br />Adobe Digital Enterprise Plateform et la solution « Customer Communications »<br />Présentation générale de la Plateforme<br />Focus sur la solution « Customer Communications »<br />Enjeux pour les Entreprises : Proximité, Personnalisation et Agilité<br />Correspondance Management<br />Interactive Statement<br />Démonstrations et cas clients<br />Conclusion<br />2<br />
    3. 3. Le Monde change, la façondont nous inter-agissonsaussi<br />Le monde s’accélère<br />Avec le nomadisme …<br />Sans rupture<br />Pour influençer …<br />
    4. 4. L’expérienceutilisateur de la découverteà la fidélisation<br />GESTION DE L’EXPERIENCE UTILISATEUR<br />DECOUVERTE<br />ACHAT<br />FIDELISATION<br />CHOIX<br />UTILISATION<br />J’AI INVESTI DE L’ARGENT. AIDEZ MOI A RESOUDRE MES PROBLEMES<br />JE SOUHAITE ACHETER FACILEMENT, RAPIDEMENT ET JUSTEMENT<br />J’HESITE. JE RECHERCHE DES AVIS POUR ME GUIDER<br />JE SUIS CURIEUX. JE CHERCHE DE L’INFORMATION<br />J’AI CONFIANCE EN VOUS. QUE PEUT-ON FAIRE ENSEMBLE ?<br />
    5. 5. Quelleest le Challenge de la gestion de l’Expérienceutilisateur?<br />Le Client, Le “ConsommActeurs”<br />Contexte+ Experience<br />LINE OF BUSINESS OWNERS<br />Sales<br />Marketing Services<br />Customer Support<br />Retail Operations<br />Global Distribution<br />Call Centers<br />ADOBE CUSTOMER EXPERIENCE MANAGEMENT PLATFORM<br />TRANSACTIONAL SYSTEMS AND STRUCTURED DATABASES (ERP, CRM, ECM, PLM)<br />Mobile<br />Social<br />Web<br />Email<br />Correspondence<br />Print<br />In Person<br />Brand + Métiers<br />L’entreprise<br />
    6. 6. Qu’est-cequel’Adobe Digital Enterprise Plateform ?<br />Pour l’IT: uneplateforme de nouvelle génération pour gérerl’expérience Client (CEM) <br />Pour le marketing : Un ensemble de solutions de gestion de l’expérience client pour proposer des interactions numériquesimmersives et multi-canal / Cross-canal<br />6<br />
    7. 7. La réponse Adobe pour gérerl’expérienceutilisateur<br />
    8. 8. Focus surl’Adobe Digital Enterprise Plateform<br />S’INFORMER<br />ACHETER<br />FIDELISER<br />CHOISIR<br />UTILISER<br />Solution pour la construction de sites et la personnalisation des échangesMulti-canal<br />Beta : Engager une relation avec les clients en créantunecommunité et en pilotant la fidélitéautour de la marque<br />Beta : Solution pour la sélection et la contractualisationd’offresou de services surle web <br />Beta :Solution pour la mise en place d’espace de travail pour les interactions clients en mode connectéounomade.<br />Solution de gestionpersonnalisée de la correspondance et de production de relevésinteractifs<br />Document Services<br />Experience Services<br />
    9. 9. Customer Communication Solution<br />
    10. 10. Le Challenge: Répondre aux attentes de nos clients avec une communication personnalisée et une plus grandeproximité.<br />10<br />Les clients souhaitentcommuniqueravec vous de n’importeoùet n’importequand!<br />Une situation<br />Un contexte<br />Un moment <br />Un canal<br />“82% des consommateursontmisfin àune relation avec uneentreprise en raison d'unemauvaiseexpérience. Près de la moitié de ceux-ci se sonttournésvers un concurrent.” <br />Harris Interactive<br />
    11. 11. Slide applies to:<br />Interactive Statements<br />Correspondence Management<br />Travail fastidieux, <br />réglementation,<br />Dépendance IT,<br />plusieurs systèmes<br />Efficient, conformité, agile<br />Correspondance<br />Courrier, lettres<br />Offres…<br />Correspondance<br />Courrier, lettres<br />Offres…<br />Niveaud’Engagement<br />sous-exploitation point de contact avec la clientèle, occasion perdue<br />Génération<br />Rélevés, états,<br />Attestations…<br />Génération<br />Rélevés, états,<br />…<br />Utile, personnalisé, différencié<br />Le Challenge: Qualité, proximité et personnalisation<br />11<br />Coût par Transaction<br />
    12. 12. Solution: Customer Communications solution<br />12<br />Slide applies to:<br />Interactive Statements<br />Engager des communications riches, efficaces, personnaliséesqui conviennentàvotreclientèleet efficacespour votreentreprise<br />Correspondence Management<br />{<br />Correspondence Management<br />Engagement<br />Réduire les coûts<br />Augmenter les ventes<br />Offrir plus d’agilité<br />Optimiser la Fidélisation<br />Interactive Statements<br />Coût pas Transaction<br />
    13. 13. COMPOSITION DES <br />DOCUMENTS<br />DISTRIBUTION ET ARCHIVAGE<br />Customer Communications 1/2<br />13<br />Correspondence Management<br />CREATION des MODELES ET <br />Des FRAGMENTS<br />Amélioration de la correspondanceavce les clients en <br />Centralisant la gestion des modèles et en <br />Rationalisant la composition des documents personnalisés et sécurisés<br />
    14. 14. Fidélisation<br />cross-sell et up-sell<br />Customer Communications 2/2<br />14<br />Interactive statements<br />Oportunité pour ameliorer<br /> self-service client<br />Transformation des relevéspapiersstatiques en relevésElectroniques, Dynamiques, Interactifs, <br />
    15. 15. Démonstration et exemples<br />
    16. 16. Demonstrations, Exemples<br />Client<br />
    17. 17. Demonstrations, Exemples<br />Conseiller, Agent<br />
    18. 18. Demonstrations, Exemples<br />Back-office<br />Juridique, marketing…<br />
    19. 19. Demo<br />
    20. 20. Conclusion : <br />20<br />Slide applies to:<br />Interactive Statements<br />Interactivité<br /><ul><li>Laissez les clients répondre aux communications… Le client devientactif
    21. 21. Effetde levier Adobe Reader et Adobe Flash Player</li></ul>Correspondence Management<br />Statement<br />
    22. 22. Statement<br />La solution “Correspondance Communications”<br />21<br />Slide applies to:<br />Interactive Statements<br />Interactivité<br /><ul><li>Laissez les clients répondre aux communications. Le client devientactif
    23. 23. Effet de levier Adobe Reader et Adobe Flash Player</li></ul>Correspondence Management<br />Livraison sécurisée<br /><ul><li>Seuls les destinataires autorisés peuvent ouvrir les documents
    24. 24. Les clients peuvent être sûr qu'il est de vous</li></li></ul><li>Statement<br />La solution “Correspondance Communications”<br />Slide applies to:<br />Interactive Statements<br />Interactivité<br /><ul><li>Laissez les clients répondre aux communications. Le client devientactif
    25. 25. Effet de levier Adobe Reader et Adobe Flash Player</li></ul>Correspondence Management<br />Livraisonsécurisée<br /><ul><li>Seuls les destinatairesautoriséspeuventouvrir les documents
    26. 26. Les clients peuventêtresûrqu'ilest de vous</li></ul>Extensibilité<br /><ul><li>Une plate-forme pour tous les types de correspondance
    27. 27. Rationaliser les processus de correspondance
    28. 28. S'étendreàd'autres solutions de gestiond’expérience.</li></li></ul><li>Conclusion : Améliorerl’expérience de vos clients et les fidéliser<br />23<br />Solution<br /><ul><li>Expériences riches et personnalisées
    29. 29. Services pouvant être intégrés offrant plus de simplicité et de possibilités de self-services.
    30. 30. Assurer la cohérence et la rapidité dans les communications
    31. 31. Inclure des outils pour aider et conseiller
    32. 32. Assurer la sécurisation des échnages
    33. 33. Flexibilité et évolutivité</li></ul>Challenge<br /><ul><li>Passer d’une Communication statique unidirectionnelle vous faisant perdre des occasions d’intéragir avec les clients et de les fidéliser à une communication bidirectionnelle et intéractive.</li></li></ul><li>Pour en savoir plus<br /><ul><li>Quelques liens :
    34. 34. Adobe Digital Enterprise Platform :http://www.adobe.com/fr/solutions/customer-experience/enterprise-platform.html
    35. 35. Solution Customer Communication :http://www.adobe.com/fr/solutions/customer-experience/customer-communications.html
    36. 36. Solutions Marketing Online: http://www.adobe.com/fr/marketing/
    37. 37. Solution Web ExperienceManagement: http://www.day.com/day/en/products.html
    38. 38. Autres solutions pour les entreprise : http://www.adobe-solutions-entreprise.com/
    39. 39. Les Solutions Adobe : http://www.adobe.com/fr/solutions.html
    40. 40. Airgouv: Actualité autour du monde digital, exemples, démonstrations, vidéos
    41. 41. Site : www.airgouv.com/
    42. 42. Twitter : @airgouv; Facebook : http://fr-fr.facebook.com/airgouv</li></li></ul><li>

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