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The responsive consumer experience

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Evénement "Au coeur du Digital" avec Yopps Disrupt et le MEDEF Ile de France.

Le Numérique, la mobilité ont grandement fait évoluer les usages de consommateurs poussant au bout de leurs limites les entreprise pour s'adapter aux nouveaux mode de consommation. Dans ce nouveau monde, de nouvelles données, de nouveaux outils, donnent aujourd'hui à l'entreprise l'opportunité unique de passer d'une approche produit à une approche service et de mettre en place une expérience client intelligente et adaptative.

Published in: Retail
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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The responsive consumer experience

  1. 1. Du numérique à la Responsive Consumer Experience Chen-Do Lu contact@luchendo.com
  2. 2. Quelques chiffres… D’objets connectés seront sur le marché ‘ici 2020 (Gartner)26 MILLIARDS 52% Utilisent leurs smartphone en magasin (Observatoire Cetelem) Sont prêt à partager des informations personnelles pour des services plus adaptés (Cisco) PLUS DE ONLINE SHOPPERS 41% DES EUROPEENS
  3. 3. En quoi et comment toutes ces données peuvent nous permettre de transformer le parcours client ?
  4. 4. Customization Consommation identitaire, expériencielle et instantannée Le consommateur ne s’adapte plus à l’offre, c’est l’offre qui doit s’adapter à lui Nécessite de raisonner en terme de services basés sur une offre produit fortement modulaire. Une évolution des modes de consommation et de production qui…
  5. 5. Possibilités Quasi-infinies Concurrence Mondialisée Clients Volatiles Visibilité réduite Différenciation complexifiée + =
  6. 6. Pertinence, Instantanéité, Personnalisation Que souhaitent les consommateurs ? Le challenge pour l’entreprise : Gérer la complexité d’une réponse « sur mesure » tout en restant simple et intuitif.
  7. 7. Emergence Recherche Comparaison Achat – Reception Activation – Support Besoin Plannification de réponse au besoin Identification de l’offre Sélection de l’offre Achat Obtention Installation & Assemblage Activation Accès à une offre vaste mondialisée et personnalisable Retour gratuit SAV Dédié Des comparateurs qui ne comparent que quelques critères (prix, livraison) Peu de moyens pour s’orienter dans cette masse d’offre. (Navigation par facettes, recherche) Clic & Buy Plusieurs moyens de paiement disponibles FAQ et Assistants numériques Next Day Delivery Tracking Points relais Aucun service complémentaire spécifique, car aucune connaissance de la finalité recherchée Le parcours client s’est-il adapté ? Pas vraiment….
  8. 8. Emergence Recherche Comparaison Achat – Reception Activation – Support Besoin Plannification de réponse au besoin Identification de l’offre Sélection de l’offre Achat Obtention Installation & Assemblage Activation Démarche d’achat Curation VS Comparaison Valeur recherchée Services d’accompagnement Détecter et comprendre tôt le besoin client pour Proposer la bonne offre au bon moment S’assurer de la pertinence de son offre Quels sont les nouveaux challenges ?
  9. 9. Quels sont les éléments clés de la « Responsive Consumer Experience » ? Comprendre le contexte et les usages Le CRM ne suffit plus: Données de consommation, Données d’usage étendues, Réseaux sociaux, il faut des données utiles, précises et « up-to-date »PERSONNELLE CONTEXTUELLE TEMPS REEL Appréhender le comportement Analyse de l’historique, Customer Patterns, Big Data, Machine Learning, … Transformer la connaissance en actions Conseils, Couponing, contre proposition, relance, parcours personnalisés CONTINUE Adapter l’entreprise au « On demand » Persistence / cohérence Omnicanale, accès 24x7, gestion proactive des stocks …
  10. 10. 5 exemples pour construire une expérience client plus intelligente
  11. 11. Comprendre le contexte et les usages : Acquérir de nouveaux types de données avec les Objets connectés Withings Cartographie des profils et des comportements (Poids, évolution, …) Krak Cartographie des profiles et usages des Skateboarders
  12. 12. CAPPTAIN Microsoft Azure Mobile Services Notifications Personnalisées et localisées Intégration des réseaux sociaux Boutique intégrée + de 20 Pays + de 10 000h de programmes stockées Près de 90000 heures diffusées Sotchi 2014 Comprendre le contexte et les usages : Mieux tirer profit des smartphones et des applications mobiles
  13. 13. Le mini-bar connecté Gutenberg (Pernod Ricard) Il ne s’agit pas simplement de faire un objet connecté ou une application mobile. Il faut élaborer l’expérience, le service, qui va générer l’information utile recherchée.
  14. 14. Identification temps réel du profil et du besoin client pour une expérience personnalisée Alkemics Une experience contextuelle en Temps réel: Un parcours personnalisé grâce à l’intelligence collaborative et au Marketing Automation
  15. 15. Comprenez le parcours et la démarche de vos clients… • Croisez vos données avec des données d’usages (navigation, retargeting, …) • Elaborez vos modèles prédictifs DMP, pour plus de pertinence Machine Learning, pour plus d’intelligence Automation Services, pour activer?
  16. 16. Maintenance predictive dans le Métro de Londres: Grâce au Machine Learning, les équipes de maintenance reçoivent sur leur tablette/smartphone des indications et recommandations pour orienter leurs efforts et intervenir avant l’arrêt d’un service (panne, approvisionnement, …) Une experience continue : Un inventaire complet en quelques minutes: Grâce au Cloud, l’ensemble des systèmes de collaborent et permettent de réaliser un inventaire en quelques minutes et de mieux gérer les stocks en fonction des intentions d’achat. Experience Omnicanale: Un gros acteur des produits de beauté a passé la gestion de ses cartes fidélités et sa gestion dans le Cloud permettant ainsi une continuité d’experience totale pour le client à travers l’ensemble des canaux, et une maitrise avancée des stocks et des problématiques d’underselling.
  17. 17. Faites ressortir les informations là où elles sont utiles dans le monde réel, et adoptez une démarche agile : - Pour orienter vos équipes - Mieux server vos clients
  18. 18. Identifiez vos nouvelles données clés Explorez vos données, identifiez les corrélations et construisez vos modèles Prototypez, Affinez, Industrialisez Par où commencer ? Pour aller plus loin: contact@luchendo.com Choisissez des plateformes ouvertes, intégrées, scalables
  19. 19. En partenariat avec

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