{"id":25304,"date":"2017-01-05T10:29:56","date_gmt":"2017-01-05T10:29:56","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25304"},"modified":"2017-01-05T10:32:56","modified_gmt":"2017-01-05T10:32:56","slug":"iot-lexperience-client-ne-sera-rendez","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/iot-lexperience-client-ne-sera-rendez\/","title":{"rendered":"IoT : l&rsquo;exp\u00e9rience client ne sera pas au rendez-vous\u00a0!"},"content":{"rendered":"<p>Le CES s\u2019ouvre \u00e0 Las Vegas et les startups fran\u00e7aises y occupent une place de choix\u00a0: l\u2019IoT sera hexagonal \u00e0 en croire les commentateurs \u2026 fran\u00e7ais\u00a0!<\/p>\n<p>Quand on analyse le succ\u00e8s \u2013 euph\u00e9misme\u00a0! \u2013 des montres connect\u00e9es, on comprend que le march\u00e9 ne deviendra r\u00e9ellement mature que lorsqu\u2019il d\u00e9passera le petit monde des geeks pour s\u00e9duire le grand public et que ce sont les objets de notre quotidien qui se connecteront \u2026 avec de r\u00e9els b\u00e9n\u00e9fices, s\u2019entend.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg\"><img data-attachment-id=\"25305\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/iot-lexperience-client-ne-sera-rendez\/chaudiere\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?fit=640%2C427\" data-orig-size=\"640,427\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Chaudi\u00e8re\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?fit=300%2C200\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?fit=640%2C427\" loading=\"lazy\" class=\"size-medium wp-image-25305 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?resize=300%2C200\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?resize=300%2C200 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?resize=600%2C400 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?w=640 640w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Or c\u2019est l\u00e0 que les vrais probl\u00e8mes vont se poser\u00a0!<\/p>\n<p>Je ne reviendrai pas sur les probl\u00e8mes de s\u00e9curisation des connexions\u00a0: les pirates ont de beaux jours devant eux \u2013 et les consommateurs, bien des soucis \u00e0 se faire.<\/p>\n<p>Mais je pr\u00e9f\u00e9rerais \u00e9voquer le probl\u00e8me de la formation des installateurs\u00a0: car si aujourd\u2019hui quand vous avez un probl\u00e8me avec votre installation fibre, vous voyez d\u00e9barquer chez vous un techniciens Orange ou Bouygues, si demain vous avez un probl\u00e8me avec votre chaudi\u00e8re connect\u00e9e, vous aurez \u00e0 en discuter avec un \u2026 plombier.<\/p>\n<p>Un plombier, c\u2019est-\u00e0-dire un artisan tr\u00e8s comp\u00e9tent pour couper des tuyaux et les souder \u2013 mais pas vraiment informaticien, et encore moins geek\u00a0!<\/p>\n<p>Je ne gal\u00e8je vraiment pas\u00a0: un petit exemple.<\/p>\n<p>Viessmann, le roi allemand de la chaudi\u00e8re \u00e0 condensation, propose d\u00e9sormais \u2013 pour un euro de plus, histoire de lancer le march\u00e9 \u2013 des syst\u00e8mes permettant de contr\u00f4ler son installation \u00e0 distance via Internet\u00a0; et je dis bien \u00ab\u00a0installations\u00a0\u00bb car elles conjuguent hard (bruleur, tuyaux, filtres, etc.) et soft\u00a0: syst\u00e8me de calculateur embarqu\u00e9 d\u2019une simplicit\u00e9 redoutable avec quatre niveaux d\u2019interface\u00a0:<\/p>\n<ul>\n<li>Niveau simple, pour passer de mode ambiance au mode veille, ou changer le niveau de temp\u00e9rature\u00a0;<\/li>\n<li>Niveau \u00e9largi, pour programmer les heures de chauffage r\u00e9duit la nuit, par exemple\u00a0;<\/li>\n<li>Niveau de \u00ab\u00a0codage\u00a0\u00bb 1, et l\u00e0 on entre dans l\u2019\u00e9sot\u00e9risme\u00a0:<em> \u00ab\u00a0codage 00:8 Diff\u00e9rentiel de temp\u00e9rature d\u2019enclenchement pour la pompe du circuit solaire 8 K\u00a0; Modification possible\u00a0: 00:2 \u00e0 00:30\u00a0: Diff\u00e9rentiel de temp\u00e9rature d&rsquo;enclenchement r\u00e9glable de 2 \u00e0 30 K\u00a0\u00bb<\/em>\u00a0;<\/li>\n<li>Niveau de \u00ab\u00a0codage\u00a0\u00bb 2\u00a0: encore plus subtile que le 1\u00a0!<\/li>\n<\/ul>\n<p>Imaginez un \u00ab\u00a0Apple addict\u00a0\u00bb devant relire un vieux manuel Fortran\u00a0!<\/p>\n<p>Le client se d\u00e9p\u00eache de ranger pr\u00e9cieusement ces manuels de plus de 100 pages (sic\u00a0!) dans un tiroir en esp\u00e9rant ne jamais les en ressortir\u00a0: rat\u00e9, parce que le plombier est encore moins dou\u00e9 pour l\u2019informatique que lui\u00a0; quand au SAV t\u00e9l\u00e9phonique (r\u00e9serv\u00e9 aux pros), il pr\u00e9sente une f\u00e2cheuse tendance \u00e0 r\u00e9pondre \u00ab\u00a0occup\u00e9\u00a0\u00bb en p\u00e9riode hivernale \u2013 quand se posent les vrais probl\u00e8mes. Les consommateurs ont droit \u00e0 un <a href=\"mailto:serviceconso@viessmann.com\">serviceconso@viessmann.com<\/a> qui se garde bien de r\u00e9pondre d\u00e8s qu\u2019il ne s\u2019agit plus de r\u00e9citer le manuel \u2013 et surtout quand manifestement il a donn\u00e9 pr\u00e9c\u00e9demment de fausses r\u00e9ponses.<\/p>\n<p>Ce n\u2019est qu\u2019un exemple, mais il concerne une soci\u00e9t\u00e9 extr\u00eamement r\u00e9put\u00e9e, la Rolls de la chaudi\u00e8re \u00e0 condensation\u00a0: on imagine ce que sera demain, quand les Twingos de la chaudi\u00e8re seront \u00e0 leur tour connect\u00e9es.<\/p>\n<p>L\u2019exp\u00e9rience client ne me semble pas pr\u00eate pour le grand rendez-vous\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le CES s\u2019ouvre \u00e0 Las Vegas et les startups fran\u00e7aises y occupent une place de choix\u00a0: l\u2019IoT sera hexagonal \u00e0 en croire les commentateurs \u2026 fran\u00e7ais\u00a0! Quand on analyse le succ\u00e8s \u2013 euph\u00e9misme\u00a0! \u2013 des montres connect\u00e9es, on comprend que le march\u00e9 ne deviendra r\u00e9ellement&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25305,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[210],"tags":[246],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IoT : l&#039;exp\u00e9rience client ne sera pas au rendez-vous\u00a0! - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/iot-lexperience-client-ne-sera-rendez\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IoT : l&#039;exp\u00e9rience client ne sera pas au rendez-vous\u00a0! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Le CES s\u2019ouvre \u00e0 Las Vegas et les startups fran\u00e7aises y occupent une place de choix\u00a0: l\u2019IoT sera hexagonal \u00e0 en croire les commentateurs \u2026 fran\u00e7ais\u00a0! 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Au-del\u00e0 du r\u00e9cit bien connu des probl\u00e8mes rencontr\u00e9s avec un op\u00e9rateur t\u00e9l\u00e9com, nous avons voulu en tirer des enseignements sur la relation client. Et comprendre\u2026","rel":"","context":"Dans &quot;Les copains d'abord&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/01\/JF-BIOSSE-DUPLAN-2.jpg?fit=645%2C679&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24897,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/des-histoires-pas-en-or\/","url_meta":{"origin":25304,"position":1},"title":"Des histoires pas en or !","date":"8 d\u00e9cembre 2015","format":false,"excerpt":"Je me d\u00e9sinscris assez syst\u00e9matiquement des mailing listes auxquelles je n\u2019ai pas souscris\u00a0: je sais, mes efforts sont assez vains car pas mal de professionnels s\u2019\u00e9changent leurs fichiers sans trop se soucier de rien, et vous vous retrouvez rapidement enr\u00f4l\u00e9s dans des listes dont vous avez pourtant souhait\u00e9 dispara\u00eetre plusieurs\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2015\/12\/06-Luang-Prabang-18-Phu-Si.jpg?fit=448%2C298&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25092,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/avis-petit-fute-marketing-numeros-2\/","url_meta":{"origin":25304,"position":2},"title":"Avis, Petit fut\u00e9 : le marketing des num\u00e9ros 2","date":"5 septembre 2016","format":"gallery","excerpt":"Comment se d\u00e9brouiller \u00e0 l\u2019\u00e9tranger pour retirer ou changer des devises\u00a0? Question cruciale \u00e0 laquelle tout voyageur prudent tente de trouver une r\u00e9ponse avant de partir visiter un pays exotique, notamment en feuilletant les guides de voyage. Prenons un pays comme Taiwan\u00a0: certains ne se montrent pas tr\u00e8s rassurants\u00a0:\u00ab\u00a0Changer de\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/Avis-versus-Fut\u00e9.jpg?fit=448%2C299&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25289,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/ca-coute-plus-cher-de-ne-satisfaire-client\/","url_meta":{"origin":25304,"position":3},"title":"\u00c7a coute plus cher de ne pas satisfaire son client","date":"15 d\u00e9cembre 2016","format":"gallery","excerpt":"Petite histoire v\u00e9cue pour montrer comment une enseigne peut d\u00e9penser ses sous pour ne pas satisfaire ses clients \u2026 alors que cela lui aurait co\u00fbt\u00e9 moins cher de lui faire plaisir. Bref comment perdre de l\u2019argent en prenant le risque de perdre son client\u00a0! Carrefour Montreuil propose une promotion\u00a0: 3\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/6715964191_d9de6a25a6.jpg?fit=332%2C313&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25345,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/client-on-leader-on-sen-fout\/","url_meta":{"origin":25304,"position":4},"title":"Le client, quand on est leader \u2026 on s\u2019en fout\u00a0!","date":"9 mars 2017","format":"gallery","excerpt":"La Plagne se situe au second rang des stations de ski fran\u00e7aises, juste derri\u00e8re Chamonix, en termes de chiffre d\u2019affaires \u2013 quant au domaine skiable de Paradiski r\u00e9unissant la Plagne et les Arcs, il caracole en t\u00eate, avec bon nombre de touristes \u00e9trangers apport\u00e9s par des tour-op\u00e9rateurs\u00a0: alors le skieur\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/03\/Ski.jpg?fit=640%2C480&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25149,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/cher-monsieur-richard\/","url_meta":{"origin":25304,"position":5},"title":"Cher Monsieur Richard &#8230;","date":"27 septembre 2016","format":"gallery","excerpt":"Cher Monsieur Richard Quand vous avez inaugur\u00e9 Orange Gardens, j\u2019ai cru que vous dirigiez une multinationale du High Tech tourn\u00e9e vers l\u2019avenir\u00a0; depuis quelques jours, je constate que vous dirigez toujours une Direction G\u00e9n\u00e9rale des T\u00e9l\u00e9communications, c\u2019est-\u00e0-dire une administration bien vieillotte. Vous voyagez beaucoup, moi moins, mais vous savez qu\u2019un\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/Triste.jpg?fit=1024%2C768&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25304"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25304"}],"version-history":[{"count":2,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25304\/revisions"}],"predecessor-version":[{"id":25307,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25304\/revisions\/25307"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25305"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25304"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}