{"id":7609,"date":"2012-06-27T11:10:36","date_gmt":"2012-06-27T09:10:36","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=7609"},"modified":"2012-06-27T11:10:36","modified_gmt":"2012-06-27T09:10:36","slug":"architecture-du-systeme-dinformation-e-commerce-2","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/06\/27\/architecture-du-systeme-dinformation-e-commerce-2\/","title":{"rendered":"Architecture du syst\u00e8me d&rsquo;information e-commerce &#8211; 2"},"content":{"rendered":"<p>Voici donc la suite de <a href=\"http:\/\/www.ziserman.com\/blog\/2012\/06\/12\/architecture-du-systeme-dinformation-e-commerce\/\" target=\"_blank\">ce billet, ou l&rsquo;on parle donc de l&rsquo;architecture du syst\u00e8me d&rsquo;information<\/a>.<\/p>\n<p>Vous avez donc un moteur e-commerce en place.<\/p>\n<p>Vous avez cr\u00e9\u00e9 un lien vers une solution de comptabilit\u00e9, qui permet d&rsquo;automatiser la descente des commandes dans la compta.<\/p>\n<p>La question int\u00e9ressante, c&rsquo;est la gestion des clients :<\/p>\n<p>La moteur e-commerce propose bien s\u00fbr une base client.<\/p>\n<p>En fait, on g\u00e8re plusieurs choses tr\u00e8s diff\u00e9rentes associ\u00e9es aux clients :<\/p>\n<ul>\n<li>Le compte utilisateur, utilis\u00e9 pour se connect\u00e9 sur le site et pour effectuer des achats<\/li>\n<li>L&rsquo;abonnement \u00e0 (aux) news letters<\/li>\n<li>La liste des commandes pass\u00e9es par le client<\/li>\n<li>L&rsquo;historique associ\u00e9 au site : liste des visites, produits et cat\u00e9gories visit\u00e9es, liste des paniers, des recherches&#8230;<\/li>\n<li>Les emails envoy\u00e9s, li\u00e9s au traitement des commandes (ce qu&rsquo;on appelle souvent les emails transactionnels)<\/li>\n<li>Les emails marketing envoy\u00e9s (newsletter, relance suite \u00e0 abandon de panier, &#8230;)<\/li>\n<li>Les \u00e9changes avec le client, suite \u00e0 un appel de sa part ou suite \u00e0 un probl\u00e8me. Cela peut \u00eatre en avant vente, ou en apr\u00e8s vente. Ces \u00e9changes peuvent se faire sur diff\u00e9rents suport : t\u00e9l\u00e9phone, chat, mail. Un \u00e9change peut mixer diff\u00e9rents support (le client appelle, on lui r\u00e9pond par mail, &#8230;)<\/li>\n<li>Les \u00e9l\u00e9ments li\u00e9s \u00e0 la fid\u00e9lit\u00e9 : carte, points accumul\u00e9s, &#8230;<\/li>\n<li>Les \u00e9l\u00e9ments li\u00e9s \u00e0 des op\u00e9rations commerciales : bons de r\u00e9ductions, &#8230;<\/li>\n<\/ul>\n<p>Et pour les entreprises multi canal, on doit g\u00e9rer des informations li\u00e9s \u00e0 chaque canaux.<\/p>\n<p>Comme je le disais, la brique e-commerce g\u00e8re une partie de ces informations, mais pas toutes, et la brique e-commerce ne couvre pas tous ces besoins.<\/p>\n<p>Si on \u00ab\u00a0laisse aller les choses\u00a0\u00bb, on va avancer par petites touches sur tous ces sujets, sans avoir un r\u00e9f\u00e9rentiel client : un endroit ou stocker toutes les informations associ\u00e9es au client.<\/p>\n<p>On va donc rapidement se retrouver avec un syst\u00e8me compos\u00e9 de briques h\u00e9t\u00e9rog\u00e8nes, sans coh\u00e9rences les unes avec les autres.<\/p>\n<p>Une premi\u00e8re solution peut consister \u00e0 enrichir la solution e-commerce avec des \u00e9l\u00e9ments CRM.<\/p>\n<p>Malheureusement, cette solution n&rsquo;est pas tr\u00e8s r\u00e9aliste, d\u00e8s que les enjeux deviennent un peu important.<\/p>\n<p>On doit donc aller rapidement vers une architecture ou on a au moins deux briques : une brique e-commerce et une brique CRM.<\/p>\n<p>D\u00e9j\u00e0, si on arrive \u00e0 tout couvrir avec seulement deux composants, c&rsquo;est tr\u00e8s bien.<\/p>\n<p>Ce n&rsquo;est pas si facile parce qu&rsquo;il n&rsquo;y a pas, aujourd&rsquo;hui, de solution CRM qui couvre bien tous les sujets.<\/p>\n<p>On doit donc partir de solutions existantes, et les adapt\u00e9s au contexte du e-commerce.<\/p>\n<p>Dans cette configuration, on aura toujours 2 bases clients : celle de la solution e-commerce et celle de la solution CRM.<\/p>\n<p>Il faut donc bien d\u00e9finir les flux d&rsquo;\u00e9changes entre ces solutions, de mani\u00e8re a garder la plus grande coh\u00e9rence entre ces syst\u00e8me.<\/p>\n<p>Il faut \u00e9viter, en particulier, de dupliquer toutes les donn\u00e9es. Pourquoi ? Parce que si on duplique toutes les donn\u00e9es, il faudra constamment tout synchroniser, pour que les donn\u00e9es restent \u00e0 jour.<\/p>\n<p>On doit donc chercher un juste milieu, certaines donn\u00e9es sont copi\u00e9es, et d&rsquo;autres non.<\/p>\n<p>Niveau m\u00e9tier, il faudra travailler avec plusieurs back offices. Si on a les moyens, on peut \u00e9galement d\u00e9velopper des passerelles \u00ab\u00a0profondes\u00a0\u00bb entre les solutions : je suis sur une commande, sur la solution e-commerce, et d&rsquo;un clic, j&rsquo;arrive sur la fiche du client qui a pass\u00e9 cette commande, dans le syst\u00e8me CRM.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voici donc la suite de ce billet, ou l&rsquo;on parle donc de l&rsquo;architecture du syst\u00e8me d&rsquo;information. Vous avez donc un moteur e-commerce en place. Vous avez cr\u00e9\u00e9 un lien vers une solution de comptabilit\u00e9, qui permet d&rsquo;automatiser la descente des commandes dans la compta. La question int\u00e9ressante, c&rsquo;est la gestion des clients : La moteur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[156,371,189],"class_list":["post-7609","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-crm","tag-e-commerce","tag-systeme-dinformation-e-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Architecture du syst\u00e8me d&#039;information e-commerce - 2 - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2012\/06\/27\/architecture-du-systeme-dinformation-e-commerce-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Architecture du syst\u00e8me d&#039;information e-commerce - 2 - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Voici donc la suite de ce billet, ou l&rsquo;on parle donc de l&rsquo;architecture du syst\u00e8me d&rsquo;information. Vous avez donc un moteur e-commerce en place. Vous avez cr\u00e9\u00e9 un lien vers une solution de comptabilit\u00e9, qui permet d&rsquo;automatiser la descente des commandes dans la compta. 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