{"id":13904,"date":"2018-12-14T16:22:05","date_gmt":"2018-12-14T18:22:05","guid":{"rendered":"https:\/\/www.mjvinnovation.com\/case-studies\/data-driven-personas-fmcg\/"},"modified":"2018-12-14T16:22:05","modified_gmt":"2018-12-14T18:22:05","slug":"data-driven-personas-fmcg","status":"publish","type":"case-studies","link":"https:\/\/www.mjvinnovation.com\/fr\/projets-realises\/data-driven-personas-fmcg\/","title":{"rendered":"Les data-driven personas r\u00e9orientent le service \u00e0 la client\u00e8le d\u2019un g\u00e9ant des biens de consommation"},"content":{"rendered":"

Au sein des organisations, le processus de Transformation Num\u00e9rique a un impact sur la fa\u00e7on dont les produits sont consomm\u00e9s et \u00e9galement sur le service \u00e0 la client\u00e8le. Pour s’adapter aux temps nouveaux, le centre de relation \u00e0 la client\u00e8le d’un fabricant mondial de boissons avait besoin de remodeler son positionnement strat\u00e9gique, \u00e0 partir d’informations strat\u00e9giques.<\/span><\/p>\n

Dans ce projet, MJV a cherch\u00e9 \u00e0 affiner la relation entre la marque et les consommateurs, en proposant un service \u00e0 la client\u00e8le plus personnalis\u00e9. L’enjeu principal serait de d\u00e9finir les personas, \u00e0 partir de l’analyse de donn\u00e9es de relations, en proposant un soutien aux nouveaux services du secteur, avec des approches plus proches de la r\u00e9alit\u00e9 des consommateurs de marque.<\/span><\/p>\n

Blueprint : comprendre et cartographier les processus<\/b><\/h2>\n

La premi\u00e8re \u00e9tape du projet a consist\u00e9 en la description et l’\u00e9valuation des pratiques de planification en vigueur, la collecte, l’enregistrement, la synth\u00e8se et la communication de donn\u00e9es sur les consommateurs, qui sont entr\u00e9s en contact par les canaux de service \u00e0 la client\u00e8le de l’entreprise.<\/span><\/p>\n

Avec pour objectif de cocr\u00e9er la production de diff\u00e9rents blueprints, un workshop avec des groupes multidisciplinaires des entreprises a \u00e9t\u00e9 organis\u00e9. Il a ainsi \u00e9t\u00e9 possible de cartographier les processus d\u2019affaires des \u00e9quipes impliqu\u00e9es dans le service \u00e0 la client\u00e8le, en identifiant les r\u00f4les et les interd\u00e9pendances fonctionnelles.<\/span><\/p>\n

Ensuite, les donn\u00e9es obtenues ont \u00e9t\u00e9 consolid\u00e9es dans un blueprint global unique, couvrant l’ensemble de l’op\u00e9ration, \u00e0 partir d’une vision holistique de la relation entre l’entreprise et la client\u00e8le.<\/span><\/p>\n

Partitionnement : organiser les donn\u00e9es avec les gens<\/b><\/h2>\n

Pour d\u00e9finir les diff\u00e9rents profils de consommateurs et g\u00e9n\u00e9rer les personas, il a fallu regrouper les informations et les cas similaires en cat\u00e9gories. Ce regroupement fut bas\u00e9 sur la raison ayant conduit le consommateur \u00e0 communiquer avec l’entreprise, entre les r\u00e9clamations, les feedback, les promotions, l\u2019e-commerce ou d’autres questions. Chaque cat\u00e9gorie avait des sous-cat\u00e9gories qui sp\u00e9cifiaient davantage les interactions.<\/span><\/p>\n

Avec l\u2019objectif de former les \u00e9quipes impliqu\u00e9es dans le processus et de g\u00e9n\u00e9rer des insights, un autre workshop a \u00e9t\u00e9 r\u00e9alis\u00e9, cette fois sur la gestion de l’information. Durant l’\u00e9v\u00e9nement, des mod\u00e8les de r\u00e9f\u00e9rence ont \u00e9t\u00e9 pr\u00e9sent\u00e9s dans le domaine de la gestion de l’information. Les collaborateurs ont \u00e9t\u00e9 divis\u00e9s en groupes, pr\u00e9sent\u00e9s aux cat\u00e9gories et encourag\u00e9s \u00e0 r\u00e9fl\u00e9chir \u00e0 de nouvelles id\u00e9es pour leur service \u00e0 la client\u00e8le\u00a0<\/span><\/p>\n

Personas : un outil puissant dans le Design Thinking<\/b><\/h2>\n

La m\u00e9thode pour le d\u00e9veloppement de personas est un outil utilis\u00e9 lors du processus de Design Thinking. \u00c0 travers ce processus, des profils sont cr\u00e9\u00e9s, avec des besoins, des habitudes, des d\u00e9sirs et des caract\u00e9ristiques particuli\u00e8res, comme le genre, l’\u00e2ge et le lieu de r\u00e9sidence, d\u2019origine, qui synth\u00e9tisent des comportements observ\u00e9s \u00e0 partir de l’analyse de la base de donn\u00e9es, du partitionnement des informations et des pratiques de gestion de l’information mises en \u0153uvre dans le secteur.<\/span><\/p>\n

Les personas permettent d’identifier des caract\u00e9ristiques communes et d’\u00e9laborer des strat\u00e9gies relationnelles diff\u00e9renci\u00e9es pour chaque groupe. De cette fa\u00e7on, les actions adh\u00e8rent davantage aux demandes vari\u00e9es des consommateurs, tout en augmentant l’efficacit\u00e9 op\u00e9rationnelle.\u00a0<\/span><\/p>\n

Prototypage : affiner et mettre en \u0153uvre des solutions<\/b><\/h2>\n

Durant la phase de prototypage, une solution de mise en \u0153uvre du blueprint a \u00e9t\u00e9 d\u00e9velopp\u00e9e et r\u00e9alis\u00e9e en \u00e9troite collaboration avec les collaborateurs de l\u2019\u00e9quipe. \u00c0 partir de deux PMV (Produit Minimum Viable), des hypoth\u00e8ses ont \u00e9t\u00e9 test\u00e9es et soulev\u00e9es jusqu\u2019\u00e0 arriver \u00e0 la solution finale.<\/span><\/p>\n

Comme conclusion du projet et indication des actions suivantes possibles de capture d\u2019informations pour l\u2019enrichissement de la base de donn\u00e9es, de nouveaux services \u00e0 la client\u00e8le, diff\u00e9renci\u00e9s \u00e0 partir des personas ont \u00e9t\u00e9 con\u00e7us. Satisfait par la solution d\u00e9velopp\u00e9e par MJV, le client a indiqu\u00e9 MJV pour faire partie du processus suivant, de soutien au repositionnement strat\u00e9gique de l\u2019entreprise.<\/span><\/p>\n

Solutions MJV :<\/b><\/h2>\n
    \n
  • Analyse des pratiques de communication avec les clients ;<\/span><\/li>\n
  • Blueprint des processus qui impliquent la relation marque-consommateur ;<\/span><\/li>\n
  • D\u00e9finition de personas ;<\/span><\/li>\n
  • Projet conceptuel de nouveaux services par persona ;<\/span><\/li>\n
  • M\u00e9thodes pour la capture et l\u2019\u00e9valuation de nouvelles donn\u00e9es ;<\/span><\/li>\n
  • \u00c9tapes suivantes pour l\u2019innovation, \u00e0 partir des personas ;<\/span><\/li>\n
  • Deux Workshops<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"Le processus de Design Thinking a permis de d\u00e9velopper une solution \u00e0 partir d\u2019un croisement d\u2019informations strat\u00e9giques","protected":false},"author":6,"featured_media":1739,"parent":0,"template":"","categories":[1631,1635,1639],"tags":[],"class_list":["post-13904","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","category-data-and-analytics-fr","category-design-thinking-fr","category-digital-transformation-fr"],"acf":[],"yoast_head":"\nLes data-driven personas r\u00e9orientent le service \u00e0 la client\u00e8le d\u2019un g\u00e9ant des biens de consommation - MJV Technology & Innovation<\/title>\n<meta name=\"description\" content=\"Case d'un projet MJV r\u00e9alis\u00e9 pour un g\u00e9ant du secteur des biens de consommation, pour am\u00e9liorer le service client gr\u00e2ce aux data-driven personas.\" \/>\n<meta name=\"robots\" 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