{"id":8128,"date":"2016-03-17T00:00:00","date_gmt":"2016-03-16T23:00:00","guid":{"rendered":"https:\/\/blogmanutan.com\/general\/plan-communication-multicanal-efficace\/"},"modified":"2019-05-15T15:34:09","modified_gmt":"2019-05-15T13:34:09","slug":"plan-communication-multicanal-efficace","status":"publish","type":"post","link":"https:\/\/blogmanutan.com\/fr-fr\/methode-travail\/plan-communication-multicanal-efficace\/","title":{"rendered":"Un plan de communication multicanal coh\u00e9rent et efficace"},"content":{"rendered":"

La nouvelle norme de consommation est de pouvoir s\u2019informer, comparer, acheter, r\u00e9clamer \u00e0 n\u2019importe quel moment de la journ\u00e9e, n\u2019importe o\u00f9 et depuis n\u2019importe quel terminal (PC, mac, tablette, smartphone, boutique, borne,\u2026).\u00a0<\/strong>Il est devenu indispensable \u00e0 une entreprise d’offrir\u00a0mais ce parcours multicanal, peu encore r\u00e9ussissent \u00e0 f\u00e9d\u00e9rer tous les canaux, \u00e0 permettre au client de passer d\u2019un canal \u00e0 l\u2019autre en assurant une parfaite coh\u00e9rence de communication.<\/strong><\/p>\n

Comment assurer cette coh\u00e9rence de communication ?<\/strong><\/h2>\n

Dans tous les secteurs, les entreprises s\u2019adaptent\u00a0: les entreprises traditionnelles s\u2019ouvrent aux canaux digitaux\u00a0; les pure players ouvrent des boutiques \u00ab\u00a0in real life<\/em>\u00a0\u00bb.<\/p>\n

Dans le secteur de la banque, les programmes de transformation de la distribution multicanal se multiplient.<\/p>\n

Dans le secteur du tourisme, l\u2019un des premiers secteurs d\u2019achats sur Internet, le client doit voir le message quel que soit le contexte dans lequel il se trouve.<\/p>\n

L’objectif =>\u00a0faire interagir harmonieusement les canaux et d\u2019assurer une coh\u00e9rence dans les messages.<\/p>\n

Mettre en place une coh\u00e9rence de communication n\u2019est pas chose facile entre leur syst\u00e8me d\u2019informations, leur organisation et bien entendu le parcours de leurs clients.<\/p>\n

Mais le jeu en vaut la chandelle car r\u00e9ussir \u00e0 \u00ab\u00a0envoyer le bon message au bon moment au bon endroit\u00a0\u00bb permet \u00e0 l\u2019entreprise de\u00a0:<\/p>\n

    \n
  • offrir une exp\u00e9rience client positive\u00a0;<\/li>\n
  • optimiser les occasions de contacts cibl\u00e9es \u00e0 forte valeur entrantes ou sortantes, \u00e0 l\u2019initiative du client ou de la marque\u00a0;<\/li>\n
  • am\u00e9liorer son efficacit\u00e9 op\u00e9rationnelle (\u00e9viter les redondances, optimiser l\u2019utilisation des canaux,\u2026)\u00a0;<\/li>\n
  • r\u00e9duire ses co\u00fbts.<\/li>\n<\/ul>\n

    Quels sont les pr\u00e9requis n\u00e9cessaires pour atteindre l\u2019objectif ultime\u00a0: parler d\u2019une seule voix \u00e0 son client\u00a0?<\/strong><\/h3>\n

    Disposer d\u2019une<\/strong> vision transverse<\/strong>\u00a0 client pour construire une vision client 360\u00b0 et cr\u00e9er de la connaissance :
    \nle profil, le comportement, les pr\u00e9f\u00e9rences, les parcours d\u2019achat mais aussi, tr\u00e8s important, l\u2019historique des interactions de son client avec la marque (transactions, r\u00e9clamations, appels t\u00e9l\u00e9phoniques, etc).\u00a0\u00a0Malheureusement les entreprises parfois\u00a0la gestion\u00a0des bases\u00a0de donn\u00e9es (en garantissant une mise \u00e0 jour continue des bases de donn\u00e9es). A l\u2019heure o\u00f9 les activit\u00e9s des entreprises sont encore souvent organis\u00e9es en silo, la mise en place d\u2019un r\u00e9f\u00e9rentiel unique s\u2019av\u00e8re indispensable.<\/p>\n

    Bien conna\u00eetre les<\/strong> parcours client<\/strong> et les diff\u00e9rents canaux d\u2019interactions permet d\u2019identifier les \u00e9tapes cl\u00e9s de la relation, d\u2019am\u00e9liorer sa strat\u00e9gie (quels canaux, quels services,\u2026) marketing et de communication et ainsi d\u2019augmenter la qualit\u00e9 de sa relation client. Le consommateur souhaite trouver satisfaction \u00e0 chaque \u00e9tape de sa progression, le message diffus\u00e9 doit \u00eatre coh\u00e9rent et adapt\u00e9 au contexte. Il est alors int\u00e9ressant d\u2019\u00e9tablir une cartographie d\u00e9taill\u00e9e des canaux de l\u2019entreprise\u00a0et de ses filiales et d\u2019identifier les donn\u00e9es recueillies et exploit\u00e9es pour chaque canal.<\/p>\n

    Mettre en \u0153uvre un SI CRM orient\u00e9 client <\/strong>autour d\u2019un r\u00e9f\u00e9rentiel client unique, au service d\u2019un d\u00e9cisionnel universellement aliment\u00e9, et d\u2019une plate-forme de relation client multicanal unique, permet de s\u2019adapter \u00e0 l\u2019\u00e9volution des besoins m\u00e9tiers et clients, et ainsi, g\u00e9rer efficacement la strat\u00e9gie de communication client.<\/p>\n

    Les leviers de la coh\u00e9rence<\/strong><\/p>\n

    La permission client<\/strong> ou \u00abquels sont les moyens par lesquels mon client est d\u2019accord pour \u00eatre contact\u00e9\u00a0?\u00bb. Elle se joue \u00e0 deux niveaux : l\u2019autorisation client : opt-in \u00e0 xx, le canal de contact pr\u00e9f\u00e9r\u00e9 d\u00e9clar\u00e9 par le client. Le consentement et la permission sont des valeurs primordiales.<\/p>\n

    La pression commerciale<\/strong> est la pression ressentie par les consommateurs r\u00e9sultant des multiples sollicitations marketing. L’enjeu consiste \u00e0 trouver le bon \u00e9quilibre entre trop et pas assez de communication.<\/p>\n

    Diffuser un message coh\u00e9rent, c\u2019est prendre en compte le profil des clients et leur \u00e9quipement. <\/em><\/p>\n

    Le dernier levier r\u00e9side dans la capacit\u00e9 \u00e0 supporter toutes ces r\u00e8gles, tant au niveau technique. Les capacit\u00e9s de chaque canal<\/strong> utilis\u00e9 doivent ainsi \u00eatre \u00e9tudi\u00e9es et les besoins suppl\u00e9mentaires \/ les \u00e9volutions techniques ou organisationnelles arbitr\u00e9es. Instruire des priorit\u00e9s dans les op\u00e9rations de communication est une solution pour optimiser l\u2019utilisation de la capacit\u00e9 de chaque canal.<\/p>\n

    Conclusion<\/strong><\/p>\n

    La coh\u00e9rence de communication est une probl\u00e9matique qui s\u2019est d\u00e9velopp\u00e9e de fa\u00e7on grandissante dans les entreprises avec l\u2019\u00e9mergence des nouveaux canaux on line qui offre la possibilit\u00e9 de multiplier les contacts avec les clients.<\/p>\n

    Il est possible d’apporter de la valeur, uniquement, si le client est anim\u00e9 de mani\u00e8re cibl\u00e9e, personnalis\u00e9e, coh\u00e9rente et ma\u00eetris\u00e9e, mais sa mise en \u0153uvre reste toujours d\u00e9licate.<\/h4>\n

    *source\u00a0 Blog Soft Computing<\/p>\n\n","protected":false},"excerpt":{"rendered":"

    La nouvelle norme de consommation est de pouvoir s\u2019informer, comparer, acheter, r\u00e9clamer \u00e0 n\u2019importe quel moment de la journ\u00e9e, n\u2019importe […]<\/p>\n","protected":false},"author":59,"featured_media":8129,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1820],"tags":[],"acf":[],"yoast_head":"\nUn plan de communication multicanal coh\u00e9rent et efficace<\/title>\n<meta name=\"description\" content=\"Dans tous les secteurs, les entreprises s\u2019adaptent\u00a0: les entreprises traditionnelles s\u2019ouvrent aux canaux digitaux\u00a0; les pure players ouvrent des boutiques \u00ab\u00a0in real life\u00a0\u00bb.\u00a0\" \/>\n<meta name=\"robots\" content=\"noindex, nofollow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un plan de communication multicanal coh\u00e9rent et efficace\" \/>\n<meta property=\"og:description\" content=\"Dans tous les secteurs, les entreprises s\u2019adaptent\u00a0: les entreprises traditionnelles s\u2019ouvrent aux canaux digitaux\u00a0; 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