{"id":382,"date":"2023-04-05T12:41:00","date_gmt":"2023-04-05T12:41:00","guid":{"rendered":"http:\/\/lineup7-blog.zynala.eu\/?p=382"},"modified":"2023-06-15T11:39:54","modified_gmt":"2023-06-15T11:39:54","slug":"le-diagnostic-crm-nouvelle-generation","status":"publish","type":"post","link":"https:\/\/www.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/articles-complementaires\/le-diagnostic-crm-nouvelle-generation\/","title":{"rendered":"Le diagnostic CRM nouvelle g\u00e9n\u00e9ration"},"content":{"rendered":"\n<p>Avec des points de collecte de donn\u00e9es clients plus importants, les marques disposent d\u00e9sormais d\u2019un terrain de jeu beaucoup plus vaste. Plus besoin d\u2019avoir un contact nomm\u00e9 pour engager : d\u00e8s lors qu\u2019un individu p\u00e9n\u00e8tre dans l\u2019\u00e9cosyst\u00e8me de la marque, cette derni\u00e8re peut entrer en interaction avec lui. Et donc l\u2019engager tr\u00e8s en amont dans son parcours.<br>Pour explorer tout le potentiel de ce CRM nouvelle g\u00e9n\u00e9ration, le diagnostic CRM constitue une premi\u00e8re \u00e9tape essentielle.<\/p>\n\n\n\n<p>Dans cet article, d\u00e9couvrez pourquoi et comment mener un diagnostic CRM nouvelle g\u00e9n\u00e9ration.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Cookies, engagement et CRM nouvelle g\u00e9n\u00e9ration<\/h3>\n\n\n\n<p>Avec la data, et notamment le d\u00e9veloppement des canaux digitaux, le CRM est aujourd\u2019hui entr\u00e9 dans une nouvelle \u00e8re. A partir d\u2019un cookie, une marque peut identifier et s\u2019adresser \u00e0 des individus sans m\u00eame qu\u2019ils soient nomm\u00e9s. L\u2019ancien terrain de jeu des marques devient donc beaucoup plus vaste : il int\u00e8gre d\u00e9sormais, en plus des individus identifi\u00e9s \u2013 qu\u2019ils soient prospects ou clients \u2013 des individus anonymes \u2013 ceux dont on conna\u00eet le comportement mais pas l\u2019identit\u00e9.<br>La marque est en effet capable de prendre un individu en consid\u00e9ration d\u00e8s lors qu\u2019il rentre dans son \u00e9cosyst\u00e8me, c\u2019est-\u00e0-dire d\u00e8s le d\u00e9but de son parcours. Elle optimise ainsi sa capacit\u00e9 \u00e0 engager, et ce de fa\u00e7on beaucoup plus large.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Diagnostic CRM nouvelle g\u00e9n\u00e9ration : pourquoi et comment ?<\/h3>\n\n\n\n<p>Plusieurs raisons peuvent motiver la r\u00e9alisation d\u2019un diagnostic CRM.<br>Un diagnostic CRM peut par exemple servir \u00e0 \u00e9valuer la maturit\u00e9 CRM \u00e0 date avant d\u2019\u00e9crire sa feuille de route. L\u2019id\u00e9e : savoir o\u00f9 vous en \u00eates avant de d\u00e9finir o\u00f9 vous devez aller.<br>Un autre exemple : si une marque a besoin de revoir son dispositif d\u2019animation, le diagnostic CRM permet d\u2019\u00e9laborer le plan d\u2019animation le plus pragmatique possible.<\/p>\n\n\n\n<p>La r\u00e9alisation du diagnostic a de son c\u00f4t\u00e9 \u00e9volu\u00e9. En r\u00e8gle g\u00e9n\u00e9rale, on faisait le diagnostic sur une verticale, de fa\u00e7on cloisonn\u00e9e, en abordant s\u00e9par\u00e9ment le diagnostic CRM d\u2019un point de vue technologique \u2013 celui de l\u2019outil \u2013 du diagnostic CRM sur la partie m\u00e9tier.<\/p>\n\n\n\n<p>L\u2019approche LineUP7 est diff\u00e9rente car elle repose sur un diagnostic \u00e0 360\u00b0 qui ne s\u00e9pare pas les verticales, mais au contraire m\u00e9lange les diff\u00e9rentes expertises, Data, outils et m\u00e9tier. En effet, pour d\u00e9livrer une exp\u00e9rience client unique, il faut non seulement avoir pens\u00e9 les bons dispositifs, mais aussi avoir acc\u00e8s aux bonnes donn\u00e9es et aux bons outils pour les activer.<\/p>\n\n\n\n<p>La premi\u00e8re \u00e9tape consiste donc \u00e0 identifier l\u2019existant sur les 3 expertises :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>l\u2019existant en termes de Data (Avez-vous acc\u00e8s aux donn\u00e9es digitales ? Aux donn\u00e9es CRM ? Est-ce qu\u2019il existe un score de transformation prospect ? Une segmentation ? Quelle est la qualit\u00e9 de la data analytics ? Quel est le niveau de contactabilit\u00e9 de la base ?\u2026)<\/li>\n\n\n\n<li>l\u2019existant en termes d\u2019outils (Quels sont les outils \u00e0 disposition des \u00e9quipes ? Existe-t-il un r\u00e9f\u00e9rentiel client unique ? Les \u00e9quipes ont-elles acc\u00e8s \u00e0 un outil de marketing automation ? Un outil d\u2019A B test ? Un outil de personnalisation de site ?\u2026)<\/li>\n\n\n\n<li>et l\u2019existant du point de vue m\u00e9tier (Existe-il un plan d\u2019animation PRM CRM ? Les \u00e9quipes m\u00e9tier ont-elles une vision claire des parcours clients existants ? De leurs clients ? Pilotent-elles les performances de leurs dispositifs ? Personnalisent-elles leurs communications ? \u2026).<\/li>\n<\/ul>\n\n\n\n<p>Et comme le CRM nouvelle g\u00e9n\u00e9ration impacte plusieurs expertises, le diagnostic int\u00e8gre \u00e9galement une partie organisation et process, afin d\u2019analyser le fonctionnement et la communication entre les diff\u00e9rents services concern\u00e9s.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Le diagnostic CRM un approche globale pour planifier, prioriser et onboarder<\/h3>\n\n\n\n<p>L\u2019approche LineUP7 permet d\u2019avoir une vision concr\u00e8te du niveau de maturit\u00e9 de l\u2019entreprise en termes de CRM, et ce, au niveau des diff\u00e9rentes composantes (Data, Techno, M\u00e9tier, Organisation &amp; Process). Le diagnostic CRM nouvelle g\u00e9n\u00e9ration constitue un \u00e9tat des lieux tr\u00e8s complet. Il permet d\u2019identifier ce sur quoi investir en priorit\u00e9 et d\u2019apporter des recommandations pragmatiques. Il s\u2019agit d\u2019une \u00e9tape indispensable avant d\u2019\u00e9laborer des actions, ainsi que d\u2019une v\u00e9ritable source d\u2019informations pour les recommandations futures en termes de feuille de route et de plan d\u2019animation.<\/p>\n\n\n\n<p>&gt; Concernant la feuille de route, le diagnostic CRM permet d\u2019identifier les chantiers \u00e0 prioriser en termes de faisabilit\u00e9 et d\u2019enjeux business. Il contribue au pragmatisme et au r\u00e9alisme de la feuille de route. Parfois m\u00eame, il constitue un pr\u00e9cieux indicateur pour la r\u00e9vision des ambitions et des objectifs de l\u2019entreprise, puisqu\u2019il permet une prise de conscience des forces et des axes d\u2019am\u00e9lioration.<\/p>\n\n\n\n<p>&gt;Concernant le&nbsp;<strong>plan d\u2019animation<\/strong>, le diagnostic CRM contribue \u00e0 sa r\u00e9ussite car il permet d\u2019\u00e9valuer les dispositifs qu\u2019il est possible de mettre en place imm\u00e9diatement. Il permet \u00e9galement de planifier et prioriser les autres actions en r\u00e9fl\u00e9chissant par lots et en d\u00e9finissant les moyens requis. Avec l\u2019approche globale LineUP7, il est possible de d\u00e9finir le plan d\u2019animation r\u00eav\u00e9 et de le rendre r\u00e9alisable.<\/p>\n\n\n\n<p>Enfin, cet \u00e9tat des lieux commun et partag\u00e9 permet d\u2019aligner les collaborateurs, de les sensibiliser autour d\u2019un projet&nbsp; pluridisciplinaire et d\u2019onboarder les \u00e9quipes, qui ont par ailleurs souvent pris part \u00e0 la r\u00e9alisation du diagnostic au travers d\u2019interviews ou d\u2019ateliers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Diagnostic CRM nouvelle g\u00e9n\u00e9ration : quelle m\u00e9thodologie* ?<\/h3>\n\n\n\n<p>Plusieurs \u00e9tapes de travail sont n\u00e9cessaires \u00e0 la r\u00e9alisation d\u2019un diagnostic CRM nouvelle g\u00e9n\u00e9ration :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La phase de collecte et d\u2019analyse de documents<\/li>\n\n\n\n<li>L\u2019interview des interlocuteurs concern\u00e9s<\/li>\n\n\n\n<li>L\u2019\u00e9valuation de la maturit\u00e9 Data \/ M\u00e9tier \/ Techno, \u00e0 partir d\u2019une quinzaine de crit\u00e8res \u00e9tablis par secteur et par verticale.<\/li>\n\n\n\n<li>La restitution visuelle, avec des jauges pr\u00e9sent\u00e9es pour chaque verticale, ainsi qu\u2019un bilan sur les forces, les axes d\u2019am\u00e9lioration et les premi\u00e8res recommandations.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>L\u2019\u00e9valuation de la maturit\u00e9 \u00e0 un instant T sur les 3 verticales (Data, techno et m\u00e9tier) permet non seulement de prioriser les investissements mais aussi de se r\u00e9f\u00e9rer aux \u00e9valuations pr\u00e9c\u00e9dentes pour mesurer le niveau d\u2019\u00e9volution, d\u2019une ann\u00e9e sur l\u2019autre.<\/p>\n\n\n\n<p><strong>Vous aussi vous souhaitez conna\u00eetre votre maturit\u00e9 CRM ?&nbsp;<a href=\"https:\/\/www.lineup7.fr\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Contactez-nous<\/a>&nbsp;!<\/strong><\/p>\n\n\n\n<p><em>*Cette m\u00e9thodologie est d\u00e9velopp\u00e9e par LineUp7 pour la r\u00e9alisation de ses diagnostics CRM nouvelle g\u00e9n\u00e9ration.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec des points de collecte de donn\u00e9es clients plus importants, les marques disposent d\u00e9sormais d\u2019un terrain de jeu beaucoup plus vaste. Plus besoin d\u2019avoir un contact nomm\u00e9 pour engager : d\u00e8s lors qu\u2019un individu p\u00e9n\u00e8tre dans l\u2019\u00e9cosyst\u00e8me de la marque, cette derni\u00e8re peut entrer en interaction avec lui. Et donc l\u2019engager tr\u00e8s en amont dans [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[10],"class_list":["post-382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-complementaires","tag-conseilactivation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le diagnostic CRM nouvelle g\u00e9n\u00e9ration - Data Platform by LineUP7<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/articles-complementaires\/le-diagnostic-crm-nouvelle-generation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le diagnostic CRM nouvelle g\u00e9n\u00e9ration - Data Platform by LineUP7\" \/>\n<meta property=\"og:description\" content=\"Avec des points de collecte de donn\u00e9es clients plus importants, les marques disposent d\u00e9sormais d\u2019un terrain de jeu beaucoup plus vaste. Plus besoin d\u2019avoir un contact nomm\u00e9 pour engager : d\u00e8s lors qu\u2019un individu p\u00e9n\u00e8tre dans l\u2019\u00e9cosyst\u00e8me de la marque, cette derni\u00e8re peut entrer en interaction avec lui. 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