{"id":4280,"date":"2020-10-23T17:21:25","date_gmt":"2020-10-23T17:21:25","guid":{"rendered":"http:\/\/susanm23.sg-host.com\/?p=4280"},"modified":"2020-10-23T17:21:25","modified_gmt":"2020-10-23T17:21:25","slug":"cmos-become-customer-experience-experts-in-the-new-omnichannel-world","status":"publish","type":"post","link":"https:\/\/trueomni.com\/french\/blog\/cmos-become-customer-experience-experts-in-the-new-omnichannel-world\/","title":{"rendered":"Les directeurs marketing deviennent des experts de l&#039;exp\u00e9rience client dans le nouveau monde omnicanal"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4280\" class=\"elementor elementor-4280\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-567a88b elementor-section-height-min-height elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-items-middle wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"567a88b\" data-element_type=\"section\" data-e-type=\"section\" id=\"Single-block-top-static-sec\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ce44b71\" data-id=\"ce44b71\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0213093 elementor-widget elementor-widget-heading\" data-id=\"0213093\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Blog<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b30272 elementor-widget elementor-widget-heading\" data-id=\"5b30272\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Les directeurs marketing deviennent des experts de l&#039;exp\u00e9rience client dans le nouveau monde omnicanal<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1479a49 elementor-widget elementor-widget-author-box\" data-id=\"1479a49\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/trueomni.com\/wp-content\/uploads\/2020\/12\/Dougs-Headshot-SMALL-204x300.jpg\" class=\"lazyload\" alt=\"Picture of By Doug\" loading=\"lazy\"><noscript><img decoding=\"async\" src=\"https:\/\/trueomni.com\/wp-content\/uploads\/2020\/12\/Dougs-Headshot-SMALL-204x300.jpg\" alt=\"Picture of By Doug\" loading=\"lazy\"><\/noscript>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tPar Doug\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c824cc elementor-widget elementor-widget-post-info\" data-id=\"2c824cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-e9cdc55 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/trueomni.com\/french\/2020\/10\/23\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>23 octobre 2020<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-223cb5a elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"223cb5a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-56926f7d\" data-id=\"56926f7d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-18050711 elementor-widget elementor-widget-text-editor\" data-id=\"18050711\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En r\u00e8gle g\u00e9n\u00e9rale, le directeur marketing d&#039;une entreprise a pour mission de favoriser sa croissance, notamment en mati\u00e8re de ventes et de marketing. Traditionnellement, son r\u00f4le est ax\u00e9 sur l&#039;engagement envers la marque, la coh\u00e9rence de son image et son positionnement sur le march\u00e9. L&#039;ensemble des actions marketing et de marque rel\u00e8ve de sa responsabilit\u00e9\u00a0; il doit donc \u00eatre en mesure de pr\u00e9senter des plans strat\u00e9giques d\u00e9taill\u00e9s pour l&#039;entreprise.<\/p><p>Cependant, face \u00e0 l&#039;\u00e9volution constante des exigences du march\u00e9, le r\u00f4le du directeur marketing (CMO) se transforme en celui de responsable de l&#039;exp\u00e9rience num\u00e9rique. Il s&#039;agit d&#039;amener l&#039;entreprise \u00e0 optimiser l&#039;utilisation des appareils, l&#039;approche omnicanale et les contenus pour chaque support. L&#039;id\u00e9e est que, pour bien comprendre les besoins du march\u00e9 et cr\u00e9er des contenus marketing pertinents, les sp\u00e9cialistes du marketing doivent appr\u00e9hender les exp\u00e9riences n\u00e9cessaires pour fid\u00e9liser et convertir les utilisateurs, afin d&#039;acqu\u00e9rir de nouveaux utilisateurs, des fans et des clients.\u00a0<\/p><h3>Le d\u00e9fi de cette soi-disant \u2018 \u00e8re du prosommateur \u2019<\/h3><p>Face aux progr\u00e8s sans pr\u00e9c\u00e9dent qui transforment notre vie physique et sociale, notre perception des produits, des services et des marques a \u00e9volu\u00e9. Nous sommes tous, d&#039;une mani\u00e8re ou d&#039;une autre, des consommateurs, et il est ind\u00e9niable que nous nous faisons d\u00e9sormais une opinion des marques en fonction de nos exp\u00e9riences plut\u00f4t que de leurs discours.<\/p><p>Cela \u00e9tant dit, le d\u00e9fi consiste \u00e0 d\u00e9montrer comment nos directeurs marketing et autres dirigeants pourront justifier la capacit\u00e9 des marques \u00e0 rester fid\u00e8les \u00e0 leurs valeurs et \u00e0 la mani\u00e8re dont elles sont per\u00e7ues par les consommateurs. Dans une soci\u00e9t\u00e9 omnicanale, les strat\u00e9gies marketing et l&#039;identit\u00e9 de marque sont d\u00e9sormais omnipr\u00e9sentes et s&#039;exposent \u00e0 chaque point de contact.<\/p><h3>Comment utiliser l&#039;omnicanal pour votre marque<\/h3><p>Les marques et les organisations sont aujourd&#039;hui joignables par de nombreux canaux, contrairement \u00e0 avant. Gr\u00e2ce aux r\u00e9seaux sociaux et \u00e0 Internet, les clients peuvent facilement contacter tous les services clients disponibles au sein d&#039;une organisation. Fini le temps o\u00f9 il fallait exprimer son appr\u00e9ciation ou sa d\u00e9ception concernant le service client en magasin\u00a0: d\u00e9sormais, tout le monde est joignable en ligne. Alors, comment optimiser sa relation client gr\u00e2ce \u00e0 tous ces nouveaux canaux et points de vente\u00a0?<\/p><ol><li>Segmentez vos clients selon leur parcours client pour identifier les points de contact qui g\u00e9n\u00e8rent des ventes ou des r\u00e9servations. Vous pourrez ensuite ajuster ce parcours en fonction des r\u00e9sultats obtenus et des taux de conversion.<\/li><li>Trouvez le bon investissement technologique. Lorsque vous cr\u00e9ez votre propre solution omnicanale pour votre marque, vous devez tenir compte des portails que vos clients utilisent le plus souvent.<ol><li>Si vos ventes augmentent sur vos sites physiques, envisagez d&#039;installer des \u00e9crans tactiles ou des bornes interactives pour permettre \u00e0 vos clients de d\u00e9couvrir les produits de votre boutique sans avoir \u00e0 solliciter constamment un membre du personnel.<\/li><li>Envisagez de cr\u00e9er une application mobile qui prenne \u00e9galement en charge les options de r\u00e9servation avant la visite et sur place.<\/li><li>L&#039;affichage num\u00e9rique peut grandement contribuer \u00e0 la notori\u00e9t\u00e9 de la marque, surtout s&#039;il est plac\u00e9 dans des emplacements \u00e0 fort passage, ce qui peut instantan\u00e9ment susciter des intentions d&#039;achat ou de visite.<\/li><\/ol><\/li><li>Veillez \u00e0 investir dans des agents de service client polyvalents afin de garantir les meilleures pratiques. Qu&#039;ils soient sur place ou via des services de chat en ligne, formez-les correctement \u00e0 une approche centr\u00e9e sur le client pour une exp\u00e9rience optimale.<ol><li>Comme nous le savons tous, nous vivons \u00e0 l&#039;\u00e8re de l&#039;IA\u00a0; vous pourriez donc envisager d&#039;utiliser des chatbots. Sachez que dans un\u00a0<a href=\"https:\/\/www.smallbizgenius.net\/by-the-numbers\/chatbot-statistics\/#gref\">\u00e9tude<\/a>\u00a0Selon Acquire, environ 1,4 milliard de personnes utilisent actuellement ce service et 271 millions de consommateurs envisagent d&#039;utiliser des outils d&#039;assistance bas\u00e9s sur l&#039;intelligence artificielle et sont int\u00e9ress\u00e9s par leur utilisation.<\/li><li>Cela peut vous permettre de r\u00e9duire vos co\u00fbts de production, car les syst\u00e8mes sont programm\u00e9s pour r\u00e9pondre aux questions r\u00e9p\u00e9titives et, au lieu de faire attendre vos clients un agent, ils peuvent facilement trouver ces questions courantes en ligne gr\u00e2ce \u00e0 votre FAQ.<\/li><\/ol><\/li><\/ol><h3>Exp\u00e9rience client omnicanale<\/h3><p>L&#039;exp\u00e9rience client omnicanale peut inclure des strat\u00e9gies marketing et commerciales \u00e0 la fois en ligne et hors ligne. La diff\u00e9rence entre une strat\u00e9gie multicanale et une strat\u00e9gie omnicanale r\u00e9side dans l&#039;exp\u00e9rience client globale propos\u00e9e sur chaque canal de vente segment\u00e9.<\/p><p>Votre client potentiel peut consulter votre application pour v\u00e9rifier votre stock disponible ou visiter votre site web pour en savoir plus sur vos produits. Il peut \u00e9galement consulter vos r\u00e9seaux sociaux pour lire les avis clients et enfin passer commande en ligne ou en magasin. Les clients privil\u00e9gient les transactions simples, surtout si elles sont personnalis\u00e9es.<\/p><p>Un\u00a0<a href=\"https:\/\/www.clickz.com\/onmichannel-marketing-automation-statistics-for-2019\/231381-2\/231381\/\">\u00e9tude<\/a>\u00a0Les r\u00e9sultats montrent que les consommateurs ayant interagi avec plus de trois canaux sont plus susceptibles d&#039;effectuer un achat (de plus de 250%) qu&#039;un utilisateur monocanal. Ce m\u00eame groupe de consommateurs affiche \u00e9galement une valeur moyenne de commande sup\u00e9rieure de 13% \u00e0 celle de ces derniers.<\/p><p>Si vous souhaitez en savoir plus sur la mise en \u0153uvre de cette solution, n&#039;h\u00e9sitez pas \u00e0 nous contacter au 833-300-6664 ou par courriel \u00e0 info@trueomni.com et nous mettrons \u00e0 votre disposition un strat\u00e8ge omnicanal pour vous aider \u00e0 trouver les meilleures options.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>En r\u00e8gle g\u00e9n\u00e9rale, le directeur marketing de toute entreprise a pour mission de faciliter la croissance de l&#039;organisation, notamment<\/p>","protected":false},"author":4,"featured_media":4274,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-4280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v28.7) - 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