Bases de données
12- votre principale base de données client est de type
:
Bureautique (Excel)
Fichier (Access)
Relationnel (SQL, ORACL) Data warehouse
Notre base est un projet
|
|
|
-comment est constituée votre base de données ?
13- quel(s) type(s) d'informations mesurez vous ou calculez vous
?
Le nombre de contacts Oui Non
Les nouveaux clients Oui Non
Les clients fidèles Oui Non
Le coût des canaux Oui Non
L'efficacité commerciale Oui Non
Les retours de compagnes Oui Non
La valeur client Oui Non
Merci pour votre collaboration.
Signature :
ANNEXE II
ETUDE DE CAS
AU NIVEAU DES
AGENCE S
1-2-1 Organisation
Tableau 1-2-1-1 : Les structures existantes
|
Agence
|
Direction marketing
|
Direction de vente
|
Direction
service
clients
|
Direction
informatique
|
Total
|
|
|
42.86%
|
|
14.28%
|
|
28.57%
|
|
100%
|
7
|
|
Etatique
|
|
3
|
|
1
|
|
2
|
|
7
|
|
|
60%
|
|
25%
|
|
40%
|
|
70%
|
|
|
|
|
66.66%
|
|
|
|
100%
|
|
100%
|
3
|
|
Etrangère
|
|
2
|
100%
|
|
|
3
|
|
3
|
|
|
40%
|
|
|
3
|
60%
|
|
30%
|
|
|
|
|
|
75%
|
|
|
|
|
|
|
|
Total
|
|
5
|
|
4
|
|
5
|
|
10
|
10
|
Tableau 1-2-1-2 : L'existence d'un service clients
|
Agence
|
|
Oui
|
|
Non
|
Total
|
|
Etatique
|
50%
|
42.86% 3
|
100%
|
57.15% 4
|
7
|
|
Etrangère
|
50%
|
100%
3
|
0%
|
0%
0
|
3
|
|
Total
|
|
6
|
|
4
|
10
|
Tableau 1-2-1-3 : Projet dédié a la gestion de la
relation client
|
Agence
|
|
Oui
|
|
|
Non
|
Projet à l'avenir
|
Total
|
|
Etatique
|
0%
|
0
|
0%
|
100%
|
4
|
57.14%
|
100%
|
3
|
42.86%
|
7
|
|
Etrangère
|
100%
|
3
|
100%
|
0%
|
0
|
0%
|
0%
|
0
|
0%
|
3
|
|
Total
|
|
3
|
|
|
4
|
|
|
3
|
|
10
|
Tableau 1-2-1-4 : La cellule d'information
Etablissement des devis La saisie de contacts
|
Agence
|
|
Oui
|
Non
|
|
Oui
|
|
Non
|
Total
|
|
Etatique
|
50%
|
42.85% 3
|
100%
|
57.14% 4
|
50%
|
14.28% 1
|
75%
|
85.71% 6
|
7
|
|
Etrangère
|
50%
|
100%
3
|
0%
|
0%
0
|
50%
|
33.33%
1
|
25%
|
66.66% 2
|
3
|
|
Total
|
|
6
|
|
4
|
|
2
|
|
8
|
10
|
1-2-2 Marketing
Tableau 1-2-2-1 : Les études réalisées
Satisfaction client
|
Agence
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Total
|
|
14.28%
|
85.71%
|
28.57%
|
71.42%
|
14.28%
|
85.71%
|
|
|
Etatique
|
1
|
6
|
2
|
5
|
1
|
6
|
7
|
|
33.33%
|
58.71%
|
66.66%
|
71.42%
|
50%
|
75%
|
|
|
66.66%
|
33.33%
|
33.33%
|
66.66%
|
33.33%
|
66.66%
|
|
|
Etrangère
|
2
|
1
|
1
|
2
|
1
|
2
|
3
|
|
66.66%
|
14.28%
|
33.33%
|
28.57%
|
50%
|
25%
|
|
|
Total
|
3
|
7
|
3
|
7
|
2
|
8
|
10
|
Segmentation
Etude de marche
Tableau 1-2-2-2 : L'utilisation du marketing direct
Mailing Phoning Internet
|
Agence
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Total
|
|
Etatique
|
14.28% 1
|
85.71% 6
|
28.57%
2
|
71.42% 5
|
14.28%
1
|
85.71%
6
|
7
|
|
50%
|
75%
|
40%
|
100%
|
33.33%
|
85.71%
|
|
|
33.33%
|
66.66%
|
100%
|
0%
|
66.66%
|
33.33%
|
3
|
|
Etrangère
|
1
|
2
|
3
|
0
|
2
|
1
|
|
|
50%
|
25%
|
60%
|
0%
|
66.66%
|
14.28%
|
|
|
Total
|
2
|
7
|
5
|
5
|
3
|
7
|
10
|
Tableau 1-2-2-3 : Programme de fidélisation
orientée client
|
Agence
|
|
Oui
|
|
|
Non
|
|
Total
|
|
Etatique
|
25%
|
1
|
14.28%
|
100%
|
6
|
85.71%
|
7
|
|
Etrangère
|
75%
|
3
|
100%
|
|
0
|
0% 0%
|
3
|
|
Total
|
|
4
|
|
|
6
|
|
10
|
Tableau 1-2-2-4 : Les outils disponibles au sein de la banque
Datamining Outils mesure des Outils de gestion des
Tableau de bord
résultats
compagnes
|
Agence
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Total
|
|
0%
|
100%
|
14.28%
|
85.71%
|
14.28%
|
85.71%
|
28.57%
|
71.42%
|
7
|
|
Etatique
|
0
|
7
|
1
|
6
|
1
|
6
|
2
|
5
|
|
|
0%
|
70%
|
25%
|
100%
|
50%
|
75%
|
50%
|
83.33%
|
|
|
0%
|
100%
|
100%
|
0%
|
33.33%
|
66.66%
|
66.66%
|
33.33%
|
3
|
|
Etrangère
|
0
|
3
|
3
|
0
|
1
|
2
|
2
|
1
|
|
|
0%
|
30%
|
75%
|
0%
|
50%
|
25%
|
50%
|
16.66%
|
|
|
Total
|
0
|
10
|
4
|
6
|
2
|
8
|
4
|
6
|
10
|
1-2-3 Les canaux de contacts
Tableau 1-2-3-1 : La fréquence d'utilisation des canaux de
contacts
|
Agence
|
Canaux de
Contact
|
Jamais
|
Rarement
|
parfois
|
souvent
|
toujours
|
Total
|
|
|
0%
|
0%
|
0%
|
0%
|
100%
|
7
|
|
Courrier
|
0
|
0
|
0
|
0
|
7
|
|
|
|
0%
|
0%
|
0%
|
0%
|
29.16%
|
|
|
|
0%
|
0%
|
14.28%
|
28.57%
|
57.14%
|
7
|
|
Fax
|
0
|
0
|
1
|
2
|
4
|
|
|
Etatique
|
|
0%
|
0%
|
25%
|
33.33%
|
29.16%
|
|
|
|
100%
|
0%
|
0%
|
0%
|
0%
|
7
|
|
Sms
|
7
|
0
|
0
|
0
|
0
|
|
|
|
43.75%
|
0%
|
0%
|
0%
|
0%
|
|
|
|
100%
|
0%
|
0%
|
0
|
0%
|
7
|
|
Email
|
7
|
0
|
0
|
0%
|
0
|
|
|
|
43.75%
|
0%
|
0%
|
|
0%
|
|
|
|
0%
|
0%
|
0
|
0%
|
100%
|
7
|
|
téléphone
|
0
|
0
|
0%
|
0
|
7
|
|
|
|
0%
|
0%
|
|
0%
|
29.16%
|
|
|
|
0%
|
0%
|
0%
|
66.66%
|
33.33%
|
3
|
|
Courrier
|
0
|
0
|
0
|
2
|
1
|
|
|
|
0%
|
0%
|
0%
|
33.33%
|
4.16%
|
|
|
|
0%
|
0%
|
33.33%
|
33.33%
|
33.33%
|
3
|
|
Fax
|
0
|
0
|
1
|
1
|
1
|
|
|
Etrangère
|
|
0%
|
0%
|
25%
|
16.66%
|
4.16%
|
|
|
|
66.66%
|
0%
|
33.33%
|
0%
|
0%
|
3
|
|
Sms
|
2
|
0
|
1
|
0
|
0
|
|
|
|
12.5%
|
0%
|
25%
|
0%
|
0%
|
|
|
|
0%
|
0%
|
33.33%
|
33.33%
|
33.33%
|
3
|
|
Email
|
0
|
0
|
1
|
1
|
1
|
|
|
|
0%
|
0%
|
25%
|
16.66%
|
4.16%
|
|
|
|
0%
|
0%
|
0%
|
0%
|
100%
|
3
|
|
téléphone
|
0
|
0
|
0
|
0
|
3
|
|
|
|
0%
|
0%
|
0%
|
0%
|
12.5%
|
|
|
Total
|
16
|
0
|
4
|
6
|
24
|
10
|
Tableau 1-2-3-2 : Les canaux de contacts utilisés
Service de gestion Service client sur Le site de
e- le site web
Centre des emails le web commerce
institutionnel
d'appel entrants
|
Agence
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Total
|
|
0%
|
100%
|
0%
|
100%
|
0%
|
100%
|
0%
|
100%
|
57.14%
|
42.87%
|
|
|
Etatique
|
0
|
7
|
0
|
7
|
0
|
7
|
0
|
7
|
4
|
3
|
7
|
|
0%
|
70%
|
0%
|
77.77%
|
0%
|
87.5%
|
0%
|
77.77%
|
57.14%
|
100%
|
|
|
0%
|
100%
|
33.33%
|
66.66%
|
66.66%
|
33.33%
|
33.33%
|
66.66%
|
100%
|
0%
|
|
|
Etrangère
|
0
|
3
|
1
|
2
|
2
|
1
|
1
|
2
|
3
|
0
|
3
|
|
0%
|
30%
|
100%
|
22.22%
|
100%
|
12.5%
|
100%
|
22.22%
|
42.85%
|
0%
|
|
|
Total
|
0
|
10
|
1
|
9
|
2
|
8
|
1
|
9
|
7
|
2
|
10
|
1-2-4 Base de données
Tableau 1-2-4-1 : Type de bases de données
|
Agence
|
Bureautique
(Excel)
|
Fichier (Access)
|
Relationnel
SQL,
ORACL
|
Data
Warehouse
|
C'est un
projet
|
Total
|
|
0%
|
71.42%
|
14.28%
|
0%
|
14.28%
|
7
|
|
Etatique
|
0
|
5
|
1
|
0
|
1
|
|
|
0%
|
100%
|
100%
|
0%
|
100%
|
|
|
0%
|
0%
|
0%
|
100%
|
0%
|
3
|
|
Etrangère
|
0
|
0
|
0
|
3
|
0
|
|
|
0%
|
0%
|
0%
|
100%
|
0%
|
|
|
Total
|
0
|
5
|
1
|
3
|
1
|
10
|
Tableau 1-2-4-2 : Les informations mesurées
|
Agence
|
Nombre
de
contacte
|
Nouveaux
clients
|
Clients fidèles
|
Coût
des
canaux
|
L'efficacité commerciale
|
Retour de compagnes
|
Valeur clients
|
Total
|
|
28.57%
|
71.42%
|
57.42%
|
0%
|
|
42.85%
|
|
|
0%
|
71.42%
|
7
|
|
Etatique
|
2
|
5
|
4
|
0
|
|
3
|
|
0
|
|
5
|
|
|
50%
|
71.42%
|
66.66%
|
0%
|
50%
|
|
0%
|
|
|
71.42%
|
|
|
66.66%
|
66.66%
|
66.66%
|
66.66%
|
|
100%
|
|
|
0%
|
66.66%
|
3
|
|
Etrangère
|
2
|
2
|
2
|
2
|
|
3
|
|
0
|
|
2
|
|
|
50%
|
28.57%
|
33.33%
|
100%
|
50%
|
|
0%
|
|
|
28.57%
|
|
|
Total
|
4
|
7
|
6
|
2
|
|
6
|
|
0
|
|
7
|
10
|
ANNEXE III
ETUDE DE CAS
AU NIVEAU DES
DIRECTIONS
1-2-1 Organisation
Tableau 1-2-1-1 : Les structures existantes
|
Direction
|
Direction marketing
|
Direction de vente
|
Direction
service
clients
|
Direction
informatique
|
Total
|
|
Etatique
|
57.14%
|
57.14 % 4
57.14%
|
25%
|
14.28% 1
|
100% 7
70%
|
7
|
|
4 57.14%
|
|
Etrangère
|
100%
3
42.58%
|
100%
3
42.58%
|
42.58%
|
100%
3
|
100%
3
42.58%
|
3
|
|
Total
|
7
|
7
|
|
4
|
10
|
10
|
Tableau 1-2-1-2 : L'existence d'un service clients :
|
Direction
|
|
Oui
|
|
Non
|
Total
|
|
Etatique
|
50%
|
42.86% 3
|
100%
|
57.15% 4
|
7
|
|
Etrangère
|
50%
|
100%
3
|
0%
|
0%
0
|
3
|
|
total
|
|
6
|
|
4
|
10
|
Tableau 1-2-1-3 : Projet dédié a la gestion de la
relation client
|
Direction
|
|
Oui
|
|
|
Non
|
Projet à l'avenir
|
Total
|
|
Etatique
|
0%
|
0
|
0%
|
100%
|
4
|
57.14%
|
100%
|
3
|
42.86%
|
7
|
|
Etrangère
|
100%
|
3
|
100%
|
0%
|
0
|
0%
|
0%
|
0
|
0%
|
3
|
|
Total
|
|
3
|
|
|
4
|
|
|
3
|
|
10
|
Tableau 1-2-1-4 : La cellule d'information
Etablissement des devis La saisie de contacts
|
Direction
|
|
Oui
|
Non
|
|
Oui
|
Non
|
Total
|
|
Etatique
|
40%
|
28.57%
2
|
100%
|
71.42% 5
|
40%
|
28.57%
2
|
100%
|
71.42% 5
|
7
|
|
Etrangère
|
60%
|
100%
3
|
0%
|
0%
0
|
60%
|
100%
3
|
0%
|
0%
0
|
3
|
|
Total
|
|
5
|
|
5
|
|
5
|
|
5
|
10
|
1-2-2 Marketing :
Tableau 1-2-2-1 : Les études réalisées
Satisfaction client
|
Direction
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Total
|
|
Etatique
|
28.57%
2
|
71.42% 5
|
14.28%
1
|
85.71%
6
|
84.14% 4
|
42.85% 3
|
7
|
|
40%
|
100%
|
|
33.33%
|
85.71%
|
57.14
|
100%
|
|
|
|
100%
|
|
0%
|
66.66%
|
33.33%
|
100%
|
|
0%
|
3
|
|
Etrangère
|
3
|
0
|
|
2
|
1
|
3
|
0
|
|
|
|
60%
|
0%
|
|
66.66%
|
14.28%
|
42.85%
|
0%
|
|
|
|
Total
|
5
|
5
|
|
3
|
7
|
7
|
3
|
|
10
|
Segmentation
Etude de marche
Tableau 1-2-2-2 : L'utilisation du marketing direct
Mailing
Internet
Phoning
|
Direction
|
Oui
|
Non
|
|
Oui
|
Non
|
|
Oui
|
Non
|
Total
|
|
Etatique
|
28.57%
2
|
71.42% 5
|
57.14% 4
|
42.83% 3
|
14.28% 1
|
85.71% 6
|
7
|
|
40%
|
100%
|
|
57.14%
|
100%
|
|
25%
|
100%
|
|
|
|
100%
|
|
0%
|
100%
|
|
0%
|
100%
|
|
0%
|
|
|
Etrangère
|
3
|
0
|
|
3
|
0
|
|
3
|
0
|
|
3
|
|
60%
|
0%
|
|
42.85%
|
0%
|
|
75%
|
0%
|
|
|
|
Total
|
5
|
5
|
|
7
|
3
|
|
4
|
6
|
|
10
|
Tableau 1-2-2-3 : Programme de fidélisation
orientée client
|
Direction
|
|
Oui
|
|
|
Non
|
|
Total
|
|
Etatique
|
25%
|
1
|
14.28%
|
100%
|
6
|
85.71%
|
7
|
|
Etrangère
|
75%
|
3
|
100%
|
0%
|
0
|
0%
|
3
|
|
total
|
|
4
|
|
|
6
|
|
10
|
Tableau 1-2-2-4 : Les outils disponibles au sein de la banque
Datamining Outils mesure des Outils de gestion des
Tableau de bord
résultats
compagnes
|
Direction
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
oui
|
non
|
total
|
|
0%
|
100%
|
28.57%
|
71.42%
|
14.28%
|
85.71%
|
42.87%
|
57.14%
|
7
|
|
Etatique
|
0
|
7
|
2
|
5
|
1
|
6
|
3
|
4
|
|
|
0%
|
87.5%
|
40%
|
100%
|
25%
|
100%
|
50%
|
100%
|
|
|
66.66%
|
33.33%
|
100%
|
0%
|
100%
|
0%
|
100%
|
0%
|
3
|
|
Etrangère
|
2
|
1
|
3
|
0
|
3
|
0
|
3
|
0
|
|
|
100%
|
12.5%
|
60%
|
0%
|
75%
|
0%
|
50%
|
0%
|
|
|
Total
|
2
|
8
|
5
|
5
|
4
|
6
|
6
|
4
|
10
|
1-2-3 Les canaux de contacts
Tableau 1-2-3-1: La fréquence d'utilisation des canaux de
contacts
|
Direction
|
Canaux de
Contact
|
Jamais
|
Rarement
|
parfois
|
souvent
|
toujours
|
Total
|
|
|
0%
|
0%
|
0%
|
14.28%
|
85.71%
|
|
|
Courrier
|
0
|
0
|
0
|
1
|
6
|
7
|
|
|
0%
|
0%
|
0%
|
20%
|
22.22%
|
|
|
|
0%
|
0%
|
14.28%
|
14.28%
|
71.42%
|
|
|
Fax
|
0
|
0
|
1
|
1
|
5
|
7
|
|
Etatique
|
|
0%
|
0%
|
25%
|
20%
|
18.51%
|
|
|
|
100%
|
0%
|
0%
|
0%
|
0%
|
|
|
Sms
|
7
|
0
|
0
|
0
|
0
|
7
|
|
|
53.84%
|
0%
|
0%
|
0%
|
0%
|
|
|
|
85.71%
|
14.28%
|
0%
|
0%
|
0%
|
7
|
|
Email
|
6
|
1
|
0
|
0
|
0
|
|
|
|
46.15%
|
100%
|
0%
|
0%
|
0%
|
|
|
|
0%
|
0%
|
0%
|
0%
|
100%
|
7
|
|
téléphone
|
0
|
0
|
0
|
0
|
7
|
|
|
|
0%
|
0%
|
0%
|
0%
|
25.95%
|
|
|
|
0%
|
0%
|
0%
|
0%
|
100%
|
3
|
|
Courrier
|
0
|
0
|
0
|
0
|
3
|
|
|
|
0%
|
0%
|
0%
|
0%
|
11.11%
|
|
|
|
0%
|
0%
|
0%
|
0%
|
100%
|
3
|
|
Fax
|
0
|
0
|
0
|
0
|
3
|
|
|
Etrangère
|
|
0%
|
0%
|
0%
|
0%
|
11.11%
|
|
|
|
0%
|
0%
|
0
|
3
|
0%
|
3
|
|
Sms
|
0
|
0
|
0%
|
100%
|
0
|
|
|
|
0%
|
0%
|
|
|
0%
|
|
|
|
0%
|
0%
|
3
|
0
|
0%
|
3
|
|
Email
|
0
|
0
|
100%
|
0%
|
0
|
|
|
|
0%
|
0%
|
|
|
0%
|
|
|
|
0%
|
0%
|
0%
|
0%
|
100%
|
3
|
|
téléphone
|
0
|
0
|
0
|
0
|
3
|
|
|
|
0%
|
0%
|
0%
|
0%
|
11.11%
|
|
|
Total
|
13
|
1
|
4
|
1
|
27
|
10
|
Tableau 1-2-3-2 : Les canaux de contacts utilisés
Service de Service client sur Le site de e-
le site web
Centre gestion des le web commerce
institutionnel
d'appel emails entrants
|
Direction
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Oui
|
Non
|
Total
|
|
0%
|
100%
|
0%
|
100%
|
0%
|
100%
|
0%
|
100%
|
57.14%
|
42.87%
|
|
|
Etatique
|
0
|
7
|
0
|
7
|
0
|
7
|
0
|
7
|
4
|
3
|
7
|
|
0%
|
70%
|
0%
|
77.77%
|
0%
|
87.5%
|
0%
|
77.77%
|
57.14%
|
100%
|
|
|
0%
|
100%
|
33.33%
|
66.66%
|
66.66%
|
33.33%
|
33.33%
|
66.66%
|
100%
|
0%
|
|
|
Etrangère
|
0
|
3
|
1
|
2
|
2
|
1
|
1
|
2
|
3
|
0
|
3
|
|
0%
|
30%
|
100%
|
22.22%
|
100%
|
12.5%
|
100%
|
22.22%
|
42.85%
|
0%
|
|
|
Total
|
0
|
10
|
1
|
9
|
2
|
8
|
1
|
9
|
7
|
3
|
10
|
1-2-4 Base de données
Tableau 1-2-4-1 : Type de bases de données
|
Direction
|
Bureautique
(Excel)
|
Fichier (Access)
|
Relationnel
SQL,
ORACL
|
Data
Warehouse
|
C'est un
projet
|
Total
|
|
0%
|
71.42%
|
14.28%
|
0%
|
14.28%
|
7
|
|
Etatique
|
0
|
5
|
1
|
0
|
1
|
|
|
0%
|
100%
|
100%
|
0%
|
100%
|
|
|
0%
|
0%
|
0%
|
100%
|
0%
|
3
|
|
Etrangère
|
0
|
0
|
0
|
3
|
0
|
|
|
0%
|
0%
|
0%
|
100%
|
0%
|
|
|
Total
|
0
|
5
|
1
|
3
|
1
|
10
|
Tableau 1-2-4-2 : Les informations mesurées
|
Direction
|
Nombre
de
contacte
|
Nouveaux
clients
|
Clients fidèles
|
Coût
des
canaux
|
L'efficacité commerciale
|
Retour de compagnes
|
Valeur clients
|
Total
|
|
57.14%
|
71.42%
|
28.57%
|
0%
|
14.28%
|
14.28%
|
28.57%
|
7
|
|
Etatique
|
4
|
5
|
2
|
0
|
1
|
1
|
2
|
|
|
57.14%
|
62.5%
|
40%
|
0%
|
25%
|
33.33%
|
40%
|
|
|
100%
|
100%
|
3
|
66.66%
|
100%
|
66.66%
|
100%
|
3
|
|
Etrangère
|
3
|
3
|
100%
|
2
|
3
|
2
|
3
|
|
|
42.85%
|
37.5%
|
|
100%
|
75%
|
66.66%
|
60%
|
|
|
Total
|
7
|
8
|
5
|
2
|
4
|
3
|
5
|
10
|
LES REFFERENCES
BIBLIOGRAPHIQUES
| 
