{"id":7962,"date":"2018-12-04T15:21:47","date_gmt":"2018-12-04T14:21:47","guid":{"rendered":"https:\/\/golem.ai\/blog\/interview-jean-denis-garo-ia-marketing\/"},"modified":"2022-04-22T14:03:34","modified_gmt":"2022-04-22T12:03:34","slug":"interview-jean-denis-garo-ia-marketing","status":"publish","type":"post","link":"https:\/\/miralia.ai\/en\/blog\/interview-jean-denis-garo-ia-marketing","title":{"rendered":"\u201cLIA, appliqu\u00e9e aux centres de contacts, apporte une forte dose d\u2019innovation\u201d interview de Jean-Denis Garo"},"content":{"rendered":"

A l\u2019occasion de la sortie du livre blanc de Golem.ai suite \u00e0 notre \u00e9tude \u00ab IA et marketing \u00bb relatant les attentes des marketeurs envers l\u2019IA, nos \u00e9quipes ont interview\u00e9 des professionnels pour recueillir leur exp\u00e9rience et leur vision de l\u2019IA dans leur m\u00e9tier.<\/h3>\n

\n

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Aujourd\u2019hui, rencontre avec Jean-Denis Garo, Directeur Marketing Europe de Sud Mitel<\/a> et Pr\u00e9sident du CMIT<\/a> (Club des Directeurs Marketing & Communication de l’IT).<\/p>\n

Retrouvez Jean-Denis sur son compte Twitter<\/a> !<\/p>\n

Avez-vous d\u00e9j\u00e0 impl\u00e9ment\u00e9 des solutions \u00e0 base d\u2019IA dans votre service ? Et pour r\u00e9pondre \u00e0 quels objectifs ? Quels b\u00e9n\u00e9fices en attendez-vous ? <\/strong><\/span><\/h2>\n

Nous vivons une nouvelle phase de l\u2019\u00e9conomie, celle de l\u2019exp\u00e9rience. Elle succ\u00e8de \u00e0 l\u2019\u00e9conomie agricole, industrielle, plus r\u00e9cemment, celle des services. En fait, l\u2019exp\u00e9rience se substitue de plus en plus au produit, \u00ab Vendez la flamme, pas le briquet \u00bb nous rappelle Vivek Chugh. Parall\u00e8lement, les clients sont des plus en plus connect\u00e9s et \u00e0 toute heure. Ils imposent aux entreprises une dictature de l\u2019imm\u00e9diatet\u00e9, et, sans r\u00e9ponse, ils changent de fournisseurs (effet de churn ou taux d\u2019attrition). Aussi, les centres de contacts jouent un r\u00f4le important dans la construction de cette exp\u00e9rience attendue par les clients.
\nLa difficult\u00e9, pour le marketing, c\u2019est que le \u00ab customer journey \u00bb n\u2019est pas lin\u00e9aire : il passe par de multiples canaux (vid\u00e9o, m\u00e9dias sociaux, messagerie instantan\u00e9e etc.) et de multiples formes\u2026 Qu\u2019il faut savoir appr\u00e9hender et exploiter. Et le client s\u2019attend \u00e0 \u00eatre reconnu, \u00e9cout\u00e9 et servi au travers de ses nouveaux canaux. Ce client est, par contre, de plus en plus dispos\u00e9 \u00e0 obtenir l\u2019information en mode self-care. Par exemple, obtenir, sans contact humain, sans d\u00e9placement en agence, un lieu de livraison ou la confirmation d\u2019un horaire de rendez-vous, est devenu naturel. C\u2019est l\u2019av\u00e8nement d\u2019un mode de communication \u00ab fast asynchrone \u00bb.<\/p>\n

Ce que le SVI (serveur vocal interactif) permettait autrefois est aujourd\u2019hui r\u00e9alisable de mani\u00e8re plus enrichie au travers des chatbots coupl\u00e9s aux centres de contacts. Les agents conversationnels vont ainsi prendre une place de plus en plus importante au sein de la relation client, annon\u00e7ant une phase d\u2019automatisation sans pr\u00e9c\u00e8dent. Une tendance confirm\u00e9e par les \u00e9tudes r\u00e9centes; selon la Chatbot Market Survey 2017, de Mindbowser<\/a>, 95% des professionnels interrog\u00e9s pensent que le service client sera le premier b\u00e9n\u00e9ficiaire des chatbots.<\/p>\n

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Quels sont les outils \u00e0 base d\u2019IA qui sont le plus efficaces\/rentables dans votre service (chabot, IoT, analyse de texte \u2026) et pourquoi ?<\/strong><\/span><\/h2>\n

Les projets engag\u00e9s autour des chatbots sont prometteurs : ils consistent \u00e0 anticiper les questions des clients, afin de programmer les r\u00e9ponses. Dans la r\u00e9alit\u00e9, les premi\u00e8res exp\u00e9riences de chatbots, qui ont \u00e9t\u00e9 couronn\u00e9es de succ\u00e8s, embarquent peu d\u2019intelligence et ils ne sont efficaces que dans la limite de sc\u00e9narios longuement \u00e9labor\u00e9s. Les chatbots ne sont pas nouveaux, mais ce qui est int\u00e9ressant c\u2019est la multiplication de leur pr\u00e9sence au sein du parcours client.
\nLe service client n\u2019est d\u2019ailleurs plus uniquement g\u00e9r\u00e9 par des \u00e9changes en face-\u00e0-face ou de vive voix. C\u2019est un processus omnicanal, souvent enrichi par des machines (IA, chatbots), r\u00e9unissant la voix, la vid\u00e9o, le mobile et les canaux en ligne. C\u2019est la promesse d\u2019une exp\u00e9rience fluide et personnalis\u00e9e.<\/p>\n

En ce qui concerne l\u2019IoT, il est lui aussi de plus en plus int\u00e9gr\u00e9 \u00e0 la relation client. Des informations sur l\u2019\u00e9tat de l\u2019objet, son environnement, ses performances et son utilisation offrent de nouvelles sources de donn\u00e9es. Elles proviennent du produit lui-m\u00eame, et lui conf\u00e8rent une valeur in\u00e9dite. Les donn\u00e9es d\u2019utilisation en temps r\u00e9el que prodiguent les objets connect\u00e9s apportent un levier suppl\u00e9mentaire au marketing pour am\u00e9liorer l\u2019exp\u00e9rience client et mieux piloter la fid\u00e9lisation, l\u2019up selling. L\u2019information, re\u00e7ue au travers des objets connect\u00e9s et trait\u00e9e dans le centre de contacts, permet d\u2019anticiper les appels du consommateur, d\u2019anticiper ses besoins, de lui apporter une valeur nouvelle. Le service client n\u2019est d\u2019ailleurs plus uniquement g\u00e9r\u00e9 par des \u00e9changes en face-\u00e0-face ou de vive voix. C\u2019est un processus omnicanal, souvent enrichi par des machines (IA, chatbots), r\u00e9unissant la voix, la vid\u00e9o, le mobile et les canaux en ligne. C\u2019est la promesse d\u2019une exp\u00e9rience fluide et personnalis\u00e9e.<\/p>\n

A votre avis quels seront les principaux impacts de l\u2019IA dans le marketing (vous lib\u00e9rer de t\u00e2ches \u00e0 faible valeur ajout\u00e9e, am\u00e9liorer le ciblage, cr\u00e9er de nouveaux produits et services \u2026) ?<\/span><\/h2>\n

Le CMIT s\u2019est int\u00e9ress\u00e9 \u00e0 ce sujet au travers d\u2019une infographie \u00ab\u00a0Intelligence Artificielle & Marketing\u00a0\u00bb<\/a>.
\nFour l\u2019\u00e9tude  Blueshift \u2013 TechValidate  2018 \u00ab Activating Customer Data for AI Powered Marketing\u201d<\/a> r\u00e9v\u00e8le qu\u2019aujourd\u2019hui, les marketeurs utilisent l\u2019IA \u00e0 43% pour l\u2019expansion de l\u2019audience, \u00e0 39% pour le ciblage de l\u2019audience et \u00e0 28% pour les recommandations de produits. Ce qu\u2019il faut retenir, c\u2019est que demain, selon Forrester-Sizmek 2017 \u00ab The next Wave of Digital Marketing is Predictive \u00bb<\/a>, 80% des marketeurs pr\u00e9voient d\u2019utiliser l\u2019IA pour offrir du contenu pertinent, optimis\u00e9 cross-device.
\nCette m\u00eame \u00e9tude pr\u00e9cisant que 67% des marketeurs n\u2019ont pas, \u00e0 ce jour, les bonnes comp\u00e9tences ou expertises, pour mettre en \u0153uvre de nouvelles technologies comme l\u2019IA.<\/p>\n

Avez-vous un exemple d\u2019outil IA dont l\u2019impl\u00e9mentation a \u00e9t\u00e9 une r\u00e9ussite ou au contraire un \u00e9chec dans votre entreprise ? Quels ont \u00e9t\u00e9 les facteurs de cette r\u00e9ussite ou de cet \u00e9chec ? En cas de r\u00e9ussite quels b\u00e9n\u00e9fices concrets en avez-vous tir\u00e9 ?<\/strong><\/span><\/h2>\n

L\u2019intelligence artificielle, appliqu\u00e9e aux centres de contacts, apporte ainsi une forte dose d\u2019innovation, pour am\u00e9liorer et personnaliser l\u2019exp\u00e9rience des clients, et pour r\u00e9pondre \u00e0 leurs besoins 24\/7. Les chatbots sont \u00e9galement l\u2019exemple de la valeur que l\u2019IA peut apporter \u00e0 la relation client et aux centres de contacts. L\u2019objectif est, tr\u00e8s clairement, d\u2019offrir aux clients une exp\u00e9rience am\u00e9lior\u00e9e, afin qu\u2019ils obtiennent des informations plus rapidement et plus pertinentes.
\nL\u2019Intelligence Artificielle, associ\u00e9e aux centres de contacts, promet ainsi d\u2019offrir des perspectives passionnantes et ce, pour le plus grand b\u00e9n\u00e9fice de l\u2019exp\u00e9rience utilisateur.<\/p>\n

La semaine prochaine retrouvez l\u2019interview de Jean Baptiste Lefevre, Chef de Projet Digital\/PO\/Open Innovation DX Lab \u00e0 la BNP Paribas.<\/em><\/p>\n

Pour plus d\u2019informations sur les cas d\u2019usages, les b\u00e9n\u00e9fices et les limites de l\u2019IA dans le marketing, consultez directement nos pages ressources<\/a><\/strong> ci-dessous !<\/p>\n","protected":false},"excerpt":{"rendered":"

Rencontre avec Jean-Denis Garo Directeur Marketing Mitel et pr\u00e9sident du CMIT pour notre s\u00e9rie de t\u00e9moignages de professionnels sur l\u2019IA et le marketing suite \u00e0 la parution de notre livre blanc.<\/p>","protected":false},"author":1,"featured_media":7964,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[68],"tags":[],"class_list":["post-7962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nInterview de Jean-Denis Garo sur l\u2019IA et le marketing<\/title>\n<meta name=\"description\" content=\"Suite \u00e0 notre \u00e9tude sur l\u2019IA et le marketing nous avons interrog\u00e9 Jean-Denis Garo : d\u00e9couvrez sa vision et son exp\u00e9rience de l\u2019intelligence artificielle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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