{"id":7291,"date":"2021-12-20T17:36:48","date_gmt":"2021-12-20T16:36:48","guid":{"rendered":"https:\/\/www.livejourney.com\/?page_id=7291"},"modified":"2023-02-08T10:18:19","modified_gmt":"2023-02-08T09:18:19","slug":"success-story-customer-experience","status":"publish","type":"page","link":"https:\/\/livejourney.com\/fr\/success-story-experience-client\/","title":{"rendered":"Success Story – Marketing Campaign (CX)"},"content":{"rendered":"
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R\u00e9inventer les processus de campagne marketing pour cr\u00e9er de la valeur<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Exp\u00e9rience Client - Success Story<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Le march\u00e9 des t\u00e9l\u00e9coms stagne : grand nombre d'op\u00e9rateurs, prestations quasiment similaires, clients toujours plus exigeants ...<\/p>

Un groupe international de t\u00e9l\u00e9communication a d\u00e9cid\u00e9 d'optimiser ses campagnes marketing avec du Process Mining. R\u00e9sultat ? 20% du processus refondu selon les attentes des clients et 16% de satisfaction suppl\u00e9mentaire en 8 semaines.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Contexte<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Pour mieux comprendre ses abonn\u00e9s fran\u00e7ais, notre client, une marque internationale de communication, avait lanc\u00e9 une grande enqu\u00eate au niveau national. Entre autres informations, les r\u00e9sultats ont montr\u00e9 que leurs clients ne connaissaient pas beaucoup les services et produits que le groupe leur proposait par le biais de leur abonnement ou qu'il pouvait leur proposer comme offre compl\u00e9mentaire. Comme le groupe avait d\u00e9j\u00e0 mis en place un processus de campagne de marketing t\u00e9l\u00e9phonique, il est devenu \u00e9vident pour les \u00e9quipes de marketing et de ventes qu'elles devaient revoir ce processus afin d'\u00eatre plus efficace et plus orient\u00e9 client.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\"success\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Consid\u00e9rer les processus des campagnes de marketing en temps r\u00e9el<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Les \u00e9quipes de marketing et de ventes ont d\u00e9cid\u00e9 de recentrer leur processus de campagne d\u00e9j\u00e0 en place, afin d'examiner chacune de ses \u00e9tapes. Le Directeur Marketing explique : \"Nous avions besoin de comprendre comment et o\u00f9 nous pouvions am\u00e9liorer la relation entre notre groupe et ses clients. Le march\u00e9 a \u00e9volu\u00e9 tr\u00e8s rapidement, nous avions mis \u00e0 jour nos processus de campagne, mais nous n'avions jamais pens\u00e9 \u00e0 piloter en temps r\u00e9el ces process.\"<\/em>. An insightful discussion with the group\u2019s IT team led to the decision to roll-out the Process Intelligence solution.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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L'objectif du projet \u00e9tait de se concentrer sur la partie vente du processus de la campagne, mais la mise en \u0153uvre de la solution a permis d'ouvrir le champ d'action et d'identifier certaines lacunes qui \u00e9taient cach\u00e9es, mais qui, au final, \u00e9taient chronophages. Citons par exemple le processus de communication entre le CRM du groupe et le CRM du fournisseur en charge de la campagne marketing : lanc\u00e9 une fois par jour pendant la nuit, il pouvait entra\u00eener des retards de 12 heures !<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Identifier et ajuster les \u00e9carts d'ex\u00e9cution<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Process Intelligence<\/strong> solution allowed visualize current processes in real time. The solution connected very quickly and easily with the group\u2019s data sources and thus provided system-wide insights. With the strong participation of the teams \u00a0involved in the marketing campaigns, the different root causes of problems, such as deviations, manual workflows, self-loops were highlighted, explains, adjusted and\/or corrected. The KPIs have been fully revised and adapted, so for each customer contacted there is a solution and a cost-effective result. The three first results of this process review have been:<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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L'augmentation du taux de conversion \"prospect-client\"<\/strong><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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L'augmentation de la satisfaction client<\/strong> (+16% en 2 mois)<\/em><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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La baisse du temps non-productif<\/strong> (-30% en 2 mois)<\/em><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"Nous voulions avoir un processus de campagne t\u00e9l\u00e9phonique \u00e0 jour, simple, productif et facilement \u00e9volutif. Le Process Mining nous aide non seulement \u00e0 am\u00e9liorer nos processus, mais aussi \u00e0 trouver tr\u00e8s rapidement o\u00f9 se situe exactement le probl\u00e8me lorsque les \u00e9quipes concern\u00e9es mettent en \u00e9vidence une lacune.\"<\/em> confie le Directeur Marketing.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Chiffres cl\u00e9s<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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du process refondu<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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de non-productivit\u00e9
en 2 mois<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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de satisfaction client
en 2 mois<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\tTous nos cas clients dans ce domaine<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Reinventing marketing campaign processes to drive value Customer Experience – Success Story Telecommunications industry is currently facing a stagnant growth: large number of operators, almost same services, very demanding customers\u2026 An International communications group decided to optimize its marketing campaigns journey through Process Mining. Result? +20% of the processes (re)adapted to customers expectations and +16% […]<\/p>","protected":false},"author":7,"featured_media":7292,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":""},"yoast_head":"\nMarketing Campaigns - Success Story in CRM | Livejourney<\/title>\n<meta name=\"description\" content=\"An International communications group decided to optimize its marketing campaigns journey through Process Mining. 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