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Le cœur de cette technique repose sur la construction et
l’exploitation de la connaissance client
Une stratégie marketing
...
•
•
•
•








– Capacité à identifier très rapidement les individus
• Référentiel « client unique »
• Vision client fédérée
– Capacité à...
Le client au cœur du
digital
Personnaliser la
relation client en
temps réel
L’entreprise agile
S’adapter à un
environnemen...
Espace client
In Real Life
Connected
life
Catalogue
online
Gérer
Consulter
Acheter
Newsletters / QR /
Coupons
Commandes
Gé...
In-Store
shopping /
Click & Collect
/ drive
Espace client
augmenté
In real life
Catalogue
personnalisé
Gérer
Consulter
Ach...
Enjeux et
objectifs
1
Démarche et
résultats2



Enjeux et
objectifs
1
Démarche et
résultats2
•
•
•



•
•
ID Client
•
•
•
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
e-CRM : le client au cœur de la relation digitale
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e-CRM : le client au cœur de la relation digitale

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Comment définir et mettre en place un projet e-CRM dans un monde hyper connecté ?
Quelles sont les démarches gagnantes et les pièges à éviter pour mettre en œuvre votre stratégie digitale ?
Le projet e-CRM : points d’attention & facteurs clé

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e-CRM : le client au cœur de la relation digitale

  1. 1. Le cœur de cette technique repose sur la construction et l’exploitation de la connaissance client Une stratégie marketing basée sur la continuité de la relation commerciale et non plus sur la transaction elle-même  « Fidéliser le client » Une stratégie commerciale orientée client  « Trouver des produits pour ses clients, et non plus des clients pour ses produits » Une stratégie organisationnelle basée sur des processus GRC rationnalisés et non plus artisanaux  « Industrialiser les processus tout en adaptant l’organisation»
  2. 2. • • • • 
  3. 3.       
  4. 4. – Capacité à identifier très rapidement les individus • Référentiel « client unique » • Vision client fédérée – Capacité à collecter et échanger des données en temps réel • Base de données • Web services – Capacité à intégrer des outils dédiés au marketing sur tous les canaux – Notifications app • Services SMS+/MMS+ • Déclinaison du site Internet sur mobile voire une version spécifique – Capacité à analyser et traiter rapidement cette information • •
  5. 5. Le client au cœur du digital Personnaliser la relation client en temps réel L’entreprise agile S’adapter à un environnement en constante évolution L’entreprise opérationnelle Excellence opérationnelle on et off L’entreprise pilotée Piloter l’efficacité des dispositifs
  6. 6. Espace client In Real Life Connected life Catalogue online Gérer Consulter Acheter Newsletters / QR / Coupons Commandes Gérer Consulter Acheter Promotions / coupons
  7. 7. In-Store shopping / Click & Collect / drive Espace client augmenté In real life Catalogue personnalisé Gérer Consulter Acheter Newsletters / QRcodes / Coupons Commandes passées Centre de messages - newsletters Gérer Consulter Acheter Coupons, commandes, réservations, animations vers PDV, mon panier Mon activité dont les réseaux sociaux / SAV  Connected life Gestion de ma relation (optin multi device, CB,…)
  8. 8. Enjeux et objectifs 1 Démarche et résultats2   
  9. 9. Enjeux et objectifs 1 Démarche et résultats2
  10. 10. • • •
  11. 11.   
  12. 12. • •
  13. 13. ID Client
  14. 14. • • •

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