{"id":611,"date":"2014-06-26T17:06:56","date_gmt":"2014-06-26T17:06:56","guid":{"rendered":"https:\/\/cloudbposervices.com\/uncategorized"},"modified":"2014-06-26T17:06:56","modified_gmt":"2014-06-26T17:06:56","slug":"omni-channel-a-definition-of-terms-please","status":"publish","type":"post","link":"https:\/\/cloudbposervices.com\/fr\/omni-channel-a-definition-of-terms-please\/","title":{"rendered":"Omni-canal ? Une d\u00e9finition des termes, s'il vous pla\u00eet !"},"content":{"rendered":"
\n

En parcourant la multitude de sujets potentiels qui envahissent ma bo\u00eete de r\u00e9ception dans un flux quasi continu, je suis tomb\u00e9 sur quelque chose qui a retenu mon attention. Il s\u2019agissait d\u2019un communiqu\u00e9 de presse intitul\u00e9 \u201c\u201d Johnston & Murphy renforce son commerce omnicanal gr\u00e2ce \u00e0 Demandware. \u00bb <\/em> \u00c9tant donn\u00e9 que le terme \u201c omnicanal \u201d a remplac\u00e9 il y a \u00e0 peine quelques mois celui de \u00ab multicanal \u00bb comme terme officiel pour d\u00e9signer l\u2019engagement client \u00e0 360 degr\u00e9s, cela a \u00e9veill\u00e9 ma curiosit\u00e9. Jusqu\u2019\u00e0 ce qu\u2019il devienne \u00e9vident que la d\u00e9finition de l\u2019\u00ab omni-canal \u00bb varie d\u2019une personne \u00e0 l\u2019autre, ce qui n\u2019est pas une bonne chose pour nous tous.<\/p>\n

Cela ne vise en aucun cas \u00e0 minimiser ce que le d\u00e9taillant de chaussures haut de gamme Johnston & Murphy (J&M) tente de r\u00e9aliser en migrant ses activit\u00e9s de commerce \u00e9lectronique vers la plateforme de commerce en cloud de Demandware. En effet, en tant que d\u00e9taillant \u00e0 la pointe de l\u2019innovation, J&M montre l\u2019exemple, suivi par des d\u00e9taillants du monde entier, en tirant parti du cloud pour lib\u00e9rer ses \u00e9quipes informatiques de la gestion de l\u2019infrastructure et leur permettre de se concentrer sur l\u2019am\u00e9lioration de l\u2019exp\u00e9rience d\u2019achat des clients, que ce soit en ligne ou en magasin.\u00a0 Cela permet \u00e9galement aux d\u00e9veloppeurs, aux \u00e9quipes marketing et commerciales de J&M d\u2019exploiter les donn\u00e9es g\u00e9n\u00e9r\u00e9es par les clients via divers canaux, \u00e0 des fins d\u2019information et de transaction, afin de continuer \u00e0 affiner les fonctionnalit\u00e9s qui cr\u00e9ent un avantage concurrentiel durable.<\/p>\n

Cela dit, j\u2019ai consult\u00e9 le site de Demandware pour d\u00e9couvrir toutes les fonctionnalit\u00e9s offertes par sa plateforme, et j\u2019ai lu plus en d\u00e9tail comment l\u2019interaction en direct entre les clients et les agents du centre de contact, pouvant m\u00eame se faire avec l\u2019aide des employ\u00e9s en magasin, s\u2019inscrivait dans l\u2019exp\u00e9rience omnicanale.\u00a0 Il est int\u00e9ressant de noter que la possibilit\u00e9 pour le client d\u2019utiliser sa voix, plut\u00f4t que simplement son smartphone ou sa tablette, n\u2019apparaissait nulle part.<\/p>\n

La bonne nouvelle, c\u2019est que ce titre peut s\u2019av\u00e9rer quelque peu trompeur, comme le montre ce qui suit : \u201c Nos clients s\u2019attendent \u00e0 des exp\u00e9riences d\u2019achat de plus en plus sophistiqu\u00e9es ; c\u2019est pourquoi, chez Johnston & Murphy, nous avons commenc\u00e9 par moderniser notre site de commerce \u00e9lectronique. Notre prochaine \u00e9tape consistera \u00e0 optimiser notre site pour les appareils mobiles, puis \u00e0 int\u00e9grer le num\u00e9rique dans nos magasins, afin de proposer une v\u00e9ritable exp\u00e9rience omnicanale \u201d, a d\u00e9clar\u00e9 Heather Marsh, vice-pr\u00e9sidente du commerce en ligne chez Johnston & Murphy. \u201c Avec Demandware, nous disposons d\u2019une plateforme puissante et agile qui nous aidera \u00e0 avancer plus rapidement vers notre objectif ultime : la mise en place d\u2019une strat\u00e9gie omnicanale. \u201d<\/p>\n

C'est l\u00e0 que r\u00e9side le probl\u00e8me. Lorsque le secteur utilise un jargon tr\u00e8s sp\u00e9cifique comme outil marketing, il doit faire preuve d'une grande prudence. Disposer d'un excellent site de commerce \u00e9lectronique bas\u00e9 sur le cloud, sur lequel les clients peuvent interagir pour obtenir des informations et b\u00e9n\u00e9ficier d'une multitude de fonctionnalit\u00e9s en libre-service, ne revient pas \u00e0 \u00eatre v\u00e9ritablement omnicanal. <\/p>\n

En effet, comme l\u2019a soulign\u00e9 l\u2019\u00e9v\u00e9nement r\u00e9cemment organis\u00e9 par TMC, lorsqu\u2019il s\u2019agit d\u2019am\u00e9liorer l\u2019exp\u00e9rience client, en particulier dans le domaine des centres de contact, on ne peut pas parler d\u2019omnicanal si la voix ne constitue pas un \u00e9l\u00e9ment cl\u00e9 de l\u2019engagement client.\u00a0 En effet, le libre-service a ses limites et c\u2019est toujours la touche personnelle qui a un impact significatif sur la satisfaction et la fid\u00e9lit\u00e9 des clients. Si vous \u00eates sceptique pour une raison quelconque, il suffit de constater \u00e0 quel point les r\u00e9seaux sociaux sont \u00e9troitement surveill\u00e9s par les d\u00e9taillants et de constater que la majorit\u00e9 des exp\u00e9riences partag\u00e9es concernent de mauvaises interactions personnelles avec les conseillers du service client. <\/p>\n

En bref, les mots ont leur importance (jeu de mots voulu), et notre secteur doit faire tr\u00e8s attention \u00e0 la mani\u00e8re dont il les utilise afin que le battage m\u00e9diatique ne suscite pas d'attentes irr\u00e9alistes.   <\/p>\n

\u00c9dit\u00e9 par <\/p>\n<\/div>\n

<\/p>\n

<\/a><\/a><\/a><\/a><\/div>","protected":false},"excerpt":{"rendered":"

In looking through the massive number of potential items to cover that fill up my inbox in a virtual continuous stream, I came across something that caught my attention. It was a press release titled, “Johnston & Murphy Steps Up Omni-Channel Commerce with Demandware.”  Given that “omni-channel” is just a few short months replaced multi-channel […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[56],"tags":[],"class_list":["post-611","post","type-post","status-publish","format-standard","hentry","category-cloud-centers"],"_links":{"self":[{"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/posts\/611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/comments?post=611"}],"version-history":[{"count":0,"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/posts\/611\/revisions"}],"wp:attachment":[{"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/media?parent=611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/categories?post=611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cloudbposervices.com\/fr\/wp-json\/wp\/v2\/tags?post=611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}