{"id":13908,"date":"2018-10-19T20:22:55","date_gmt":"2018-10-19T23:22:55","guid":{"rendered":"https:\/\/www.mjvinnovation.com\/case-studies\/social-credit-score-system\/"},"modified":"2018-10-19T20:22:55","modified_gmt":"2018-10-19T23:22:55","slug":"social-credit-score-system","status":"publish","type":"case-studies","link":"https:\/\/www.mjvinnovation.com\/fr\/projets-realises\/social-credit-score-system\/","title":{"rendered":"Proposition novatrice pour un nouveau syst\u00e8me de social scoring"},"content":{"rendered":"

Le d\u00e9bat sur le social scoring, le syst\u00e8me de concession de cr\u00e9dit financier bas\u00e9 sur l’\u00e9valuation de profils sur les r\u00e9seaux sociaux, est un sujet mondial. MJV a aid\u00e9 l’une des plus grandes banques du monde \u00e0 entrer sur le march\u00e9 br\u00e9silien, en adaptant sa solution de cr\u00e9dit de d\u00e9tail moderne \u00e0 la r\u00e9alit\u00e9 locale.<\/span><\/p>\n

Avec un total de 130 millions de personnes connect\u00e9es par le biais de diff\u00e9rentes plateformes de r\u00e9seaux sociaux, surgit une opportunit\u00e9 d’offrir une solution disruptive au march\u00e9 : une analyse de cr\u00e9dit plus intelligente, int\u00e9grant les donn\u00e9es des m\u00e9dias sociaux.<\/span><\/p>\n

Dans un monde hyperconnect\u00e9, o\u00f9 les utilisateurs font le check in et partagent leurs int\u00e9r\u00eats, opinions et pr\u00e9f\u00e9rences \u00e0 tout instant, le nombre d’informations disponibles sur les m\u00e9dias sociaux est \u00e9norme. Et les entreprises commencent d\u00e9j\u00e0 \u00e0 percevoir la valeur de ces donn\u00e9es pour proposer des solutions plus assertives.\u00a0<\/span><\/p>\n

Social scoring : une nouvelle proposition de cr\u00e9dit<\/b><\/h2>\n

On n\u2019a jamais parl\u00e9 autant du <\/span>social scoring<\/span><\/i> en bien ou en mal. Le sujet est pol\u00e9mique et la mani\u00e8re dont certains pays abordent la question soul\u00e8ve des discussions \u00e9thiques sur l’utilisation abusive de donn\u00e9es des clients. Il y a des nations qui, en possession d’informations sensibles, diffusent ces donn\u00e9es publiquement pour punir les citoyens qui ne parviennent pas \u00e0 respecter leurs engagements financiers.<\/span><\/p>\n

Au Br\u00e9sil, pays o\u00f9 une partie de la population entretient une relation de m\u00e9fiance avec les banques, il est n\u00e9cessaire de consacrer des efforts de Communication \u00e0 chaque service lanc\u00e9 pour la conscientiser et d\u00e9faire cette image.<\/span><\/p>\n

Dans ce contexte, comment r\u00e9aliser un mouvement pour entrer sur le march\u00e9, mais en touchant positivement le consommateur ? La r\u00e9ponse :\u00a0<\/span><\/p>\n

construire un nouveau niveau de relations financi\u00e8res et d\u00e9finir une approche strat\u00e9gique, qui tienne compte des diff\u00e9rences culturelles sp\u00e9cifiques du pays et des habitudes financi\u00e8res de sa population.<\/span><\/p>\n

M\u00e9dias sociaux : le 2<\/b>e<\/b> plus grand march\u00e9<\/b><\/h2>\n

Selon une \u00e9tude de Hootsuite, une entreprise de gestion des m\u00e9dias sociaux, le Br\u00e9sil se classe parmi les premiers en termes de temps pass\u00e9 sur Internet : plus de neuf heures par jour, en moyenne. Le rapport indique \u00e9galement qu’au moins trois heures sont consacr\u00e9es \u00e0 l’utilisation de r\u00e9seaux sociaux.<\/span><\/p>\n

Sur base de ce d\u00e9fi, il \u00e9tait temps de tout comprendre sur l’acceptation, l’engagement et les d\u00e9sirs des clients. La r\u00e9ponse que nous avons trouv\u00e9e fut : mener une \u00e9tude approfondie sur le contexte \u00e9conomique br\u00e9silien et appliquer une strat\u00e9gie de Design Thinking.\u00a0<\/span><\/p>\n

D\u00e9finir les profils de consommation de cr\u00e9dit<\/b><\/h2>\n

La complexit\u00e9 du projet a permis de soulever des hypoth\u00e8ses bas\u00e9es sur des donn\u00e9es quantitatives et qualitatives, en plus de les mettre \u00e0 l’\u00e9preuve. Ce processus a d\u00e9bouch\u00e9 sur des directives strat\u00e9giques de communication et la mise en \u0153uvre du produit.<\/span><\/p>\n

En \u00e9tant convaincus que les donn\u00e9es officielles qui cat\u00e9gorisent la population contiennent des distorsions sur de possibles singularit\u00e9s de consommation de cr\u00e9dit, nous avons enrichi ces informations par des interviews approfondies.<\/span><\/p>\n

Les recherches pr\u00e9sentaient des objectifs diff\u00e9rents. D’abord, nous avons r\u00e9uni des informations pour comprendre le sc\u00e9nario financier br\u00e9silien et cartographier les offres de cr\u00e9dit disponibles sur le march\u00e9.<\/span><\/p>\n

Ensuite, gr\u00e2ce \u00e0 une recherche qualitative online et offline, nous avons compris les attentes et les besoins des consommateurs par rapport aux services financiers, en plus de confirmer certaines hypoth\u00e8ses sur la pr\u00e9sence d’Internet et l’utilisation des r\u00e9seaux sociaux dans les divers contextes d\u00e9mographiques br\u00e9siliens.<\/span><\/p>\n

Au terme de l’analyse du contenu des interviews, nous avons cr\u00e9\u00e9 des personas bas\u00e9s sur l’identification de diff\u00e9rents sch\u00e9mas de comportement financier. Nous avons \u00e9galement r\u00e9alis\u00e9 une \u00e9tude post\u00e9rieure pour comparer ces personas avec leur tendance \u00e0 utiliser les r\u00e9seaux sociaux pour la consommation de cr\u00e9dit.\u00a0<\/span><\/p>\n

Pour valider nos d\u00e9couvertes directement avec les clients potentiels, nous avons d\u00e9velopp\u00e9 la communication d\u2019un outil financier fictif, contenant un degr\u00e9 d\u2019innovation que le client attendait, selon les interviews. L\u2019activit\u00e9 a permis de v\u00e9rifier la r\u00e9action des gens par rapport au concept du produit.<\/span><\/p>\n

Matrice comportementale et directives\u00a0de mise en \u0153uvre<\/b><\/h2>\n

\u00c0 la fin du projet, nous avons d\u00e9velopp\u00e9 une matrice comportementale qui regroupait les hypoth\u00e8ses confirm\u00e9es dans toutes les phases du projet et les associait aux diff\u00e9rents profils comportementaux cartographi\u00e9s.<\/span><\/p>\n

La matrice est un outil visuel, qui facilite la compr\u00e9hension du parcours des diff\u00e9rents profils d’utilisateurs, du plus audacieux au plus conservateur, dans leur \u00e9volution de consommation de cr\u00e9dit \u2013 et quels \u00e9v\u00e9nements, au cours de leur vie, les ont amen\u00e9s \u00e0 adopter une telle posture.<\/span><\/p>\n

Le projet a donn\u00e9 au client une perspective r\u00e9aliste sur la fa\u00e7on dont les gens per\u00e7oivent cette innovation dans le syst\u00e8me de cr\u00e9dit et l’a aid\u00e9 \u00e0 d\u00e9finir son plan d’affaires de mani\u00e8re assertive, en r\u00e9duisant les risques financiers dans sa strat\u00e9gie d’entr\u00e9e dans le pays.<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"Mieux comprendre le comportement du consommateur de cr\u00e9dit, en utilisant des donn\u00e9es collect\u00e9es sur les r\u00e9seaux sociaux.","protected":false},"author":6,"featured_media":1686,"parent":0,"template":"","categories":[1631,1635,1639],"tags":[],"class_list":["post-13908","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":"\nProposition novatrice pour un nouveau syst\u00e8me de social scoring - MJV Technology & Innovation<\/title>\n<meta name=\"description\" content=\"Mieux comprendre le comportement du consommateur de cr\u00e9dit, en utilisant des donn\u00e9es issues des r\u00e9seaux sociaux.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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