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Comment optimiser la connaissance client ?

Author

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  • Douniazed Filali Boissy

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'impératif de transformer les données dont dispose l'entreprise et les rendre opérationnelles est avéré. Comprendre le Big Data et son impact organisationnel sur la réactivité de l'entreprise et sa prise de décision est un véritable atout pour le manager d'aujourd'hui. Mais comment l'entreprise peut-elle exploiter les perspectives que lui offre le Big Data sur les clients et les produits afin de prédire l'impact de ses services sur la satisfaction client ? La guerre stratégique de l'information concerne qui possède et contrôle les données issues des consommateurs, qui développe les meilleures compétences et les exploite au mieux afin d'acquérir un avantage concurrentiel. L'accès, l'exploitation et l'optimisation des données sont générateurs de valeur et contribuent à l'identification des leviers de performance. Cela dit, comment faire face aux différentes dimensions des données à la portée de l'entreprise afin d'optimiser sa connaissance des clients ?

Suggested Citation

  • Douniazed Filali Boissy, 2016. "Comment optimiser la connaissance client ?," Post-Print hal-01512839, HAL.
    • Handle: RePEc:hal:journl:hal-01512839
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    Keywords

    données textuelles; connaissance client;

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