{"id":3717,"date":"2014-02-17T12:32:58","date_gmt":"2014-02-17T12:32:58","guid":{"rendered":"http:\/\/blog.hakisa.com\/?p=3717"},"modified":"2019-07-22T10:06:25","modified_gmt":"2019-07-22T10:06:25","slug":"crm-corm-customer-community-relationship-management","status":"publish","type":"post","link":"https:\/\/www.hakisa.com\/fr\/blog\/crm-corm-customer-community-relationship-management\/","title":{"rendered":"Du CRM au CoRM ? Quid des s\u00e9niors ?"},"content":{"rendered":"<p>Le sigle <strong>CRM<\/strong> est l\u2019acronyme de \u00a0\u00bb\u00a0<span style=\"color: #ff9900\"><strong>Customer Relationship Management<\/strong><\/span> \u00a0\u00bb ou \u00a0\u00bb\u00a0<strong>Gestion de la Relation\u00a0<\/strong><strong>Client \u00ab\u00a0<\/strong>. Plus pr\u00e9cis\u00e9ment il s\u2019agit d\u2019un ensemble d\u2019outils et techniques destin\u00e9s \u00e0 <strong>capter, traiter, analyser les informations relatives aux clients<\/strong> et aux prospects, dans le but de les fid\u00e9liser en leur offrant le meilleur service. \u00bb<\/p>\n<p>Mais, de plus en plus, et notamment pour les jeunes g\u00e9n\u00e9rations, la socialisation des \u00e9changes\u00a0investit \u00e9galement le champ de la relation client\/fournisseur. Ainsi, les grandes entreprises approchent avec plus ou moins de bonheur les r\u00e9seaux sociaux et essaient d\u2019y exister et surtout de <strong>contr\u00f4ler la communication autour de leurs marques, services et produits<\/strong>. Par ailleurs, elles sont \u00e9galement dans la mise en \u0153uvre de<strong> R\u00e9seaux Sociaux d\u2019Entreprises (RSE)<\/strong> afin de proposer aux jeunes les m\u00eames\u00a0outils professionnels que les outils qu\u2019ils utilisent dans la vie courante : chat, vid\u00e9oconf\u00e9rence, partage au sein de communaut\u00e9s d\u2019int\u00e9r\u00eats etc.<\/p>\n<p>Vu l\u2019explosion de l\u2019usage des r\u00e9seaux sociaux au quotidien, ces entreprises sont \u00e9galement tent\u00e9es\u00a0d\u2019int\u00e9grer dans leurs CRM les donn\u00e9es sociales et d\u2019aller vers du <strong>Social CRM,<\/strong> mais c\u2019est insuffisant car il manque alors l\u2019essence m\u00eame des r\u00e9seaux sociaux \u00e0 savoir le partage de la connaissance, la collaboration, la communication au sein d\u2019une communaut\u00e9. Ainsi, certaines se posent d\u00e9j\u00e0 la question d\u2019aller un cran plus loin en <strong>int\u00e9grant dans ces RSE leurs partenaires voire leurs clients<\/strong>, afin de cr\u00e9er et d\u2019animer des communaut\u00e9s d\u2019int\u00e9r\u00eat, de besoins, d\u2019offres etc. et de pouvoir ainsi partager pour fid\u00e9liser les personnes\/partenaires en question, d\u00e9velopper les produits etc\u2026<\/p>\n<p><strong><br \/>\nOn \u00e9voluerait ainsi d\u2019un CRM \u00e0 un CoRM<\/strong> : <span style=\"color: #ff9900\"><strong>Community Relationship Management<\/strong><\/span> o\u00f9 la vision du\u00a0client se ferait \u00e9galement au travers des communaut\u00e9s auxquelles il appartient et contribue.<\/p>\n<div>\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3726\" style=\"color: #333333;font-style: normal;line-height: 24.375px\" title=\"CoRM_Community_Relationship_Management_plateforme\" src=\"https:\/\/i0.wp.com\/blog.hakisa.com\/wp-content\/uploads\/2014\/02\/CoRM_Community_Relationship_Management_plateforme.jpg?resize=640%2C279\" alt=\"Community Relationship Management platform Hakisa\" width=\"640\" height=\"279\" srcset=\"https:\/\/i0.wp.com\/www.hakisa.com\/fr\/wp-content\/uploads\/sites\/1\/2014\/02\/CoRM_Community_Relationship_Management_plateforme.jpg?w=1011&amp;ssl=1 1011w, https:\/\/i0.wp.com\/www.hakisa.com\/fr\/wp-content\/uploads\/sites\/1\/2014\/02\/CoRM_Community_Relationship_Management_plateforme.jpg?resize=450%2C196&amp;ssl=1 450w, https:\/\/i0.wp.com\/www.hakisa.com\/fr\/wp-content\/uploads\/sites\/1\/2014\/02\/CoRM_Community_Relationship_Management_plateforme.jpg?resize=768%2C335&amp;ssl=1 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" data-recalc-dims=\"1\" \/><\/div>\n<div><\/div>\n<p>Si les jeunes g\u00e9n\u00e9rations sont \u00e0 l\u2019aise avec les r\u00e9seaux sociaux et le marketing moderne, il n\u2019en est\u00a0pas de m\u00eame pour bien des seniors. Or ceux-ci sont de plus en plus courtis\u00e9s par les entreprises qui se demandent comment attirer et les fid\u00e9liser ces consommateurs avertis qui ont tout connu de l\u2019\u00e9volution du marketing notamment.<\/p>\n<div><\/div>\n<p>C\u2019est tout l\u2019objet d\u2019une plateforme comme <a title=\"Visiter Hakisa\" href=\"http:\/\/www.hakisa.com\">Hakisa<\/a> qui a pour vocation de <strong>rassembler autours\u00a0<\/strong><strong>seniors, leurs famille, leurs aidants<\/strong> quand la perte d\u2019autonomie est l\u00e0, les <strong>b\u00e9n\u00e9voles et la multitude d\u2019associations<\/strong> proposant des services divers et vari\u00e9s en cas de besoin.<\/p>\n<div><\/div>\n<p>D\u00e9sormais, nous souhaitons aller encore plus loin ! En effet, dans un billet pr\u00e9c\u00e9dent (<a title=\"lire l'article\" href=\"http:\/\/blog.hakisa.com\/fr\/2014\/02\/13\/web-3-0-objets-connectes-avez-vous-donc-une-ame\/\">Web 3.0 : objets connect\u00e9s avez-vous donc une \u00e2me ?<\/a>), nous avons\u00a0\u00e9mis l\u2019id\u00e9e d\u2019int\u00e9grer dans les r\u00e9seaux sociaux des communaut\u00e9s d\u2019objets connect\u00e9s afin d\u2019\u00e9tendre les interactions et de<strong> favoriser la communication et le lien social<\/strong>, notamment pour favoriser le soutien \u00e0 domicile des seniors ou des personnes fragiles.<\/p>\n<div><\/div>\n<div><\/div>\n<p>Le concept est assez simple : <strong>int\u00e9grer dans notre plateforme s\u00e9curis\u00e9e les nouvelles technologies\u00a0de s\u00e9curisation du domicile et de la personne<\/strong> : ces fameux objets communicants (capteur d\u2019activit\u00e9, d\u00e9tecteur de chute, de hausse de temp\u00e9rature, d\u2019ouverture de r\u00e9frig\u00e9rateur, voire de capteur biom\u00e9dicaux, etc.) et <strong>de les consid\u00e9rer comme une nouvelle communaut\u00e9<\/strong> que l\u2019on peut administrer et humaniser au sein d\u2019un <strong>r\u00e9seau social priv\u00e9 \u00ab \u00e9tendu \u00bb<\/strong>.<\/p>\n<p>Ce concept fait ainsi la part belle \u00e0 l\u2019humain et consid\u00e8re la technologie comme un <strong>outil au service de l\u2019homme<\/strong> en essayant de l\u2019humaniser et de la rendre utile et conviviale surtout pour des seniors qui l\u2019appr\u00e9hendent parfois plus difficilement que les jeunes et qui sont surtout int\u00e9ress\u00e9s par le lien social sous toutes ses formes.<\/p>\n<div><\/div>\n<div><\/div>\n<p>Le <strong>Community Relationship Management<\/strong> permet \u00e9galement avec ce type d\u2019approche d\u2019adresser\u00a0toutes les communaut\u00e9s de personnes o\u00f9 l\u2019int\u00e9gration de technologie et de service sont importantes. Ainsi, non seulement les personnes en perte d\u2019autonomie, mais \u00e9galement les personnes handicap\u00e9es peuvent y trouver un int\u00e9r\u00eat.<\/p>\n<p><span style=\"color: #000000\">L\u2019\u00e9volution est en marche et tous les acteurs du <strong><span style=\"color: #ff9900\">monde m\u00e9dico-social<\/span><\/strong> ainsi que les <strong><span style=\"color: #ff9900\">pouvoirs publics<\/span><\/strong> et ont int\u00e9r\u00eat \u00e0 fluidifier la communication et favoriser la coordination afin d\u2019am\u00e9liorer le quotidien de nos a\u00een\u00e9s tout en restant, conditions \u00e9conomiques obligent, dans des co\u00fbts acceptables par tous.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le sigle CRM est l\u2019acronyme de \u00a0\u00bb\u00a0Customer Relationship Management \u00a0\u00bb ou \u00a0\u00bb\u00a0Gestion de la Relation\u00a0Client \u00ab\u00a0. Plus pr\u00e9cis\u00e9ment il s\u2019agit d\u2019un ensemble d\u2019outils et techniques destin\u00e9s \u00e0 capter, traiter, analyser les informations relatives aux clients et aux prospects, dans le but de les fid\u00e9liser en leur offrant le meilleur service. \u00bb Mais, de plus en<\/p>\n","protected":false},"author":6,"featured_media":3726,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1344],"tags":[40,651,652,653,654,655,656,657,11],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Du CRM au CoRM ? 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