{"id":80923,"date":"2022-10-18T08:31:57","date_gmt":"2022-10-18T07:31:57","guid":{"rendered":"https:\/\/mopinion.com\/?p=80923"},"modified":"2023-10-27T11:52:18","modified_gmt":"2023-10-27T10:52:18","slug":"vodafone-irlande-deploie-strategie-entreprise-centree-client","status":"publish","type":"post","link":"https:\/\/mopinion.com\/fr\/vodafone-irlande-deploie-strategie-entreprise-centree-client\/","title":{"rendered":"Vodafone Irlande d\u00e9ploie sa strat\u00e9gie d\u2019entreprise centr\u00e9e sur le client sur l\u2019ensemble de ses canaux digitaux"},"content":{"rendered":"

Vodafone Irlande<\/a> est un fournisseur de services de t\u00e9l\u00e9communications en mati\u00e8re de t\u00e9l\u00e9phonie mobile, r\u00e9seau fixe, TV et IoT. Faisant face de nos jours \u00e0 une demande d\u2019innovation consid\u00e9rable, la soci\u00e9t\u00e9 est amen\u00e9e \u00e0 concevoir et lancer r\u00e9guli\u00e8rement une multitude de nouveaux produits. La premi\u00e8re interaction entre Vodafone et ses clients a souvent lieu en ligne. L\u2019\u00e9quipe de Vodafone Irlande place les clients, aussi bien existants que potentiels, au c\u0153ur de son activit\u00e9, avec un objectif : garantir qu\u2019ils sachent en permanence \u00e0 quel point ils sont importants pour l\u2019entreprise. <\/p>\n

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<\/p>\n

C\u2019est pourquoi l\u2019\u00e9quipe de Fran Jordan, Design & Content Chapter Lead chez Vodafone, a investi dans une solution qui contribuera \u00e0 la guider vers la r\u00e9alisation de cet objectif. Depuis 2021, Vodafone Irlande utilise Mopinion pour sites Web<\/a> et Mopinion pour applications<\/a> afin de renforcer sa strat\u00e9gie digitale.
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\nVoici comment cela s\u2019est pass\u00e9…<\/p>\n

Lorsque nos clients nous rendent visite, via notre site Web ou notre application, nous voulons qu\u2019ils aient la meilleure exp\u00e9rience utilisateur possible et qu\u2019ils ressentent toute la valeur ajout\u00e9e que nous souhaitons leur fournir.<\/p>\n

Fran Jordan, Design & Content Chapter Lead chez Vodafone Irlande<\/div>\n<\/blockquote>\n

Les prospects ainsi que les clients de Vodafone Irlande utilisent le site Web et l\u2019application mobile pour de multiples raisons. Ces canaux sont utilis\u00e9s afin de trouver des informations concernant les produits et services de l\u2019entreprise, faire des achats, faire appel \u00e0 l\u2019assistance utilisateur, ou encore g\u00e9rer leur abonnement sur MyVodafone, o\u00f9 ils peuvent entre autres faire le suivi de leur utilisation, mettre \u00e0 niveau leur compte ou effectuer des paiements. En tant qu\u2019entreprise absolument centr\u00e9e sur le client, il est vital pour Vodafone que ces canaux soient parfaitement optimis\u00e9s et facile \u00e0 utiliser pour les utilisateurs, leur permettant d\u2019obtenir ce qu\u2019ils recherchent de fa\u00e7on simple et rapide.
\n
\n\"\"
\nUne enqu\u00eate de feedback passif sur le site Web de Vodafone Irlande<\/em>
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\n\u00ab Le client est au c\u0153ur de notre activit\u00e9. Notre \u00e9quipe de strat\u00e9gie digitale excelle \u00e0 d\u00e9velopper une culture d\u2019empathie envers les clients en prenant en compte l\u2019exp\u00e9rience client \u00e0 travers tous les points de contact digitaux. \u00bb<\/p>\n

D\u00e9celer les raisons profondes des comportements clients<\/h2>\n

Avant sa collaboration avec Mopinion, Vodafone Irlande utilisait des heatmaps pour r\u00e9colter des informations sur les parcours de ses clients. Cependant, il lui fallait aller un peu plus loin. L\u2019entreprise se mit \u00e0 la recherche d\u2019une solution qui puisse \u00e0 la fois lui permettre de comprendre ces informations plus en profondeur et lui offrir des capacit\u00e9s int\u00e9gr\u00e9es \u00e0 son application.
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\nGr\u00e2ce aux informations recueillies par le biais de leurs outils d\u2019analyse de donn\u00e9es, Decibel<\/a> et Adobe Analytics<\/a>, ainsi que de tests d\u2019utilisateurs \u00e0 distance, Fran et son \u00e9quipe ont pu identifier les bugs et \u00e9tablir des hypoth\u00e8ses concernant les probl\u00e8mes que les clients rencontraient. Mais ils ne savaient pas vraiment pourquoi ils les rencontraient\u2026
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\n\u00ab Nous avions besoin d\u2019une solution qui fonctionne aussi pour notre application et qui nous aide non seulement \u00e0 valider nos hypoth\u00e8ses, mais \u00e9galement \u00e0 d\u00e9celer les raisons profondes<\/strong> des comportements de nos clients. Nous savions qu\u2019en comprenant ces \u00e9l\u00e9ments, qui nous \u00e9chappaient jusqu\u2019alors, nous serions mieux \u00e9quip\u00e9s pour servir nos clients. \u00bb<\/p>\n

Une participation accrue et une compr\u00e9hension en profondeur<\/h2>\n

Avec Mopinion, Vodafone Irlande a cr\u00e9\u00e9 un programme de feedback client qui vient renforcer sa strat\u00e9gie d\u2019entreprise centr\u00e9e sur le client et l\u2019aide \u00e0 valider ses id\u00e9es, \u00e0 la fois sur son site Web et de fa\u00e7on int\u00e9gr\u00e9e dans son application mobile.
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\nFran explique \u00e9galement que la mise en place des enqu\u00eates interactives a donn\u00e9 d\u2019excellents r\u00e9sultats.
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\n\u00ab Avec nos enqu\u00eates de feedback interactif<\/strong>, nous avons observ\u00e9 une hausse de 60 % de la participation<\/strong> par rapport aux enqu\u00eates passives habituelles. Apparemment, nos clients voient ce type d\u2019enqu\u00eates comme des dialogues plut\u00f4t que des sondages. Elles leur donnent davantage envie de collaborer et ils ont probablement l\u2019impression qu\u2019elles prennent moins de temps. \u00bb<\/p>\n

\"\"<\/p>\n

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\nLe feedback interactif<\/a> est une approche relativement nouvelle sur le march\u00e9, qui vient d\u2019\u00eatre lanc\u00e9e cette ann\u00e9e 2022 sur Mopinion. Du point de vue d\u2019un client, le feedback interactif c’est comme avoir une simple conversation avec un employ\u00e9 de l\u2019entreprise en question. Celle-ci, est d\u00e9clench\u00e9e par l\u2019ouverture d\u2019une fen\u00eatre contextuelle contenant une enqu\u00eate, par un bouton invitant \u00e0 fournir un feedback ou encore par une enqu\u00eate int\u00e9gr\u00e9e dans la page m\u00eame.<\/em><\/p>\n

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<\/p>\n

L\u2019\u00e9quipe a d\u00e9ploy\u00e9 des enqu\u00eates dans diff\u00e9rents parcours (par exemple sur les pages d\u2019assistance utilisateur ou les tunnels menant au panier d\u2019achat), dont la plupart ont pour but de confirmer si l\u2019utilisateur a atteint ses objectifs. Ce feedback est collect\u00e9 par le biais de la mesure du taux d\u2019atteinte des objectifs (GCR) ainsi que de questions pertinentes au format commentaire libre.
\n
\n\"Vodafone
\nDeux enqu\u00eates GCR d\u00e9ploy\u00e9es par Vodafone<\/em>
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\nDe plus, Vodafone utilise des enqu\u00eates sur les contenus pour \u00e9valuer les informations fournies sur certaines pages, par exemple la page d\u2019assistance utilisateur.
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\nCe large \u00e9ventail de questions et d\u2019enqu\u00eates pour appareils mobiles<\/a> et pour site Web aide l\u2019entreprise \u00e0 r\u00e9unir des donn\u00e9es pertinentes et significatives concernant le parcours client. <\/p>\n

Feedback client : une approche \u00e0 diffuser<\/h2>\n

Vodafone Irlande est satisfaite des r\u00e9sultats obtenus gra\u00e7e \u00e0 Mopinion.
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\n\u00ab Les informations que nous avons recueillis Mopinion ont v\u00e9ritablement contribu\u00e9 \u00e0 fa\u00e7onner notre strat\u00e9gie et nous ont permis de nous concentrer sur les bons probl\u00e8mes. D\u00e9sormais, nous pouvons valider rapidement nos id\u00e9es et renforcer notre strat\u00e9gie d\u2019entreprise absolument centr\u00e9e sur le client. \u00bb
\n
\nPour l\u2019instant, seule l\u2019\u00e9quipe de conception travaille avec cette solution, mais il est pr\u00e9vu que le programme de feedback client soit \u00e9galement utilis\u00e9 par d’autres \u00e9quipes au sein de Vodafone Irlande, par exemple les product owners et l\u2019\u00e9quipe performance de la marque.
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\n\u00ab Nous avons h\u00e2te de voir comment le feedback aidera ces \u00e9quipes \u00e0 mieux \u00e9laborer leurs strat\u00e9gies, qu\u2019il s\u2019agisse de recherche ou de d\u00e9veloppement de nouveaux produits. \u00bb<\/p>\n

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Essayez maintenant!<\/h3>\n\t\t\t\t\t\t\t

Vous souhaitez en savoir plus sur la plateforme de reporting et d'analyse de feedback Mopinion? N\u2019h\u00e9sitez pas \u00e0 essayer gratuitement notre logiciel. Si vous \u00eates \u00e0 la recherche d'un outil plus personnalis\u00e9, r\u00e9servez une d\u00e9mo. L'un de nos expert Mopinion vous orientera \u00e0 travers le logiciel et r\u00e9pondra \u00e0 toute question.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\tDemandez une D\u00e9mo<\/a>\n\t\t\t\t\t\t\tMise en route<\/a>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n","protected":false},"excerpt":{"rendered":"

Vodafone Irlande est un fournisseur de services de t\u00e9l\u00e9communications en mati\u00e8re de t\u00e9l\u00e9phonie mobile, r\u00e9seau fixe, TV et IoT. Faisant face de nos jours \u00e0 une demande d\u2019innovation consid\u00e9rable, la soci\u00e9t\u00e9 est amen\u00e9e \u00e0 concevoir et lancer r\u00e9guli\u00e8rement une multitude de nouveaux produits. La premi\u00e8re interaction entre Vodafone et ses clients a souvent lieu en […]<\/p>\n","protected":false},"author":12,"featured_media":79751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1893],"tags":[2073,1794,2031,2187],"class_list":["post-80923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retroaction-numerique","tag-customer-experience-fr","tag-customer-stories-fr","tag-telcos-and-utility-fr","tag-trending-fr"],"acf":[],"yoast_head":"\nVodafone Irlande d\u00e9ploie sa strat\u00e9gie d\u2019entreprise centr\u00e9e sur le client sur l\u2019ensemble de ses canaux digitaux - Mopinion<\/title>\n<meta name=\"description\" content=\"Vodafone Irlande explique comment les feedbacks clients ont contribu\u00e9 \u00e0 alimenter sa strat\u00e9gie centr\u00e9e sur le client. 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