{"id":6226,"date":"2016-05-04T11:18:54","date_gmt":"2016-05-04T10:18:54","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=6226"},"modified":"2017-03-24T15:32:54","modified_gmt":"2017-03-24T14:32:54","slug":"interview-yann-fouques-chef-de-projet-e-crm-a-las-monaco","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/interviews\/interview-yann-fouques-chef-de-projet-e-crm-a-las-monaco-2016-05-04","title":{"rendered":"Interview : Yann Fouques, Chef de projet e-CRM \u00e0 l\u2019AS Monaco"},"content":{"rendered":"<p>Dans le cadre de la r\u00e9daction du Guide des m\u00e9tiers du #Webmarketing VISIPLUS academy, nous avons donn\u00e9 la parole aux professionnels du secteur afin d\u2019acqu\u00e9rir une vision \u00e0 la fois globale et pr\u00e9cise de leur m\u00e9tier.<\/p>\n<p>Immersion le monde des Chefs de projet e-CRM avec Yann Fouques en poste \u00e0 l&rsquo;<a href=\"http:\/\/www.asmonaco.com\/fr\/prehome-348.html\" target=\"_blank\">AS Monaco<\/a>.<\/p>\n<p><strong>Pourriez-vous pr\u00e9senter et revenir bri\u00e8vement sur votre parcours professionnel ?<\/strong><\/p>\n<p><em>\u00ab\u00a0J\u2019ai commenc\u00e9 en 2008 chez Winamax une start-up sp\u00e9cialis\u00e9e dans le poker o\u00f9 j\u2019\u00e9tais en charge de l\u2019affiliation. Puis j\u2019ai travaill\u00e9 7 ans chez Bwin o\u00f9 j\u2019ai gravi plusieurs \u00e9chelons dans le domaine du marketing\u00a0: affiliation, SEM\/SEO, chef de projet puis eCRM\u2026 avant d\u2019int\u00e9grer l\u2019AS Monaco.<\/em><\/p>\n<p><em>J\u2019ai \u00e9t\u00e9 attir\u00e9 par le nouveau projet digital du club, la fid\u00e9lisation des membres est un enjeu majeur dans notre strat\u00e9gie. On a envie de mieux connaitre nos membres, nos abonn\u00e9s et de communiquer avec eux d\u2019une mani\u00e8re sp\u00e9cifique.\u00a0\u00bb<\/em><\/p>\n<p><strong>Quelles sont les comp\u00e9tences et les qualit\u00e9s n\u00e9cessaires pour exercer ce m\u00e9tier ?<\/strong><\/p>\n<p><em>\u00ab\u00a0Une bonne capacit\u00e9 d\u2019analyse de notre environnement est primordiale, ainsi qu\u2019une bonne connaissance des diff\u00e9rents outils CRM afin de param\u00e9trer les campagnes. La communication est capitale, le CRM Manager travaille \u00e9troitement avec les diff\u00e9rents services d\u2019une entreprise, il doit pouvoir f\u00e9d\u00e9rer et rassembler les \u00e9quipes. Enfin un CRM Manager doit \u00eatre curieux, tester des choses, appr\u00e9hender les nouveaux supports, faire de la veille\u2026\u00a0\u00bb<\/em><\/p>\n<p><strong>Quelles sont les diff\u00e9rentes missions li\u00e9es \u00e0 votre travail ? Comment se d\u00e9roule une journ\u00e9e type ?<\/strong><\/p>\n<p><em>\u00ab\u00a0Il n\u2019y a pas de journ\u00e9e type chez un CRM Manager, de plus notre m\u00e9tier \u00e9volue en permanence avec les nouvelles technologies. N\u00e9anmoins je dirais que l\u2019analyse de donn\u00e9es, l\u2019A\/B Testing, le Reporting, le parcours client et la veille sont des t\u00e2ches r\u00e9currentes.\u00a0\u00bb<\/em><\/p>\n<p><strong>Que pr\u00e9f\u00e9rez-vous dans ce m\u00e9tier ?<\/strong><\/p>\n<p><em>\u00ab\u00a0L\u2019\u00e9volution permanente de notre m\u00e9tier en fait son point fort, et son int\u00e9r\u00eat. On a sans cesse acc\u00e8s \u00e0 de nouvelles technologies, on connait de mieux en mieux nos membres ce qui nous permet de leur proposer des offres d\u00e9di\u00e9es. C&rsquo;est un v\u00e9ritable challenge de proposer des op\u00e9rations innovantes et \u00e0 travailler sur tous les supports digitaux.\u00a0\u00bb<\/em><\/p>\n<p><strong>Quelles sont les \u00e9volutions professionnelles possibles selon vous ? Est-il possible d\u2019\u00e9voluer vers d\u2019autres m\u00e9tiers ? Lesquels ?<\/strong><\/p>\n<p><em>\u00ab\u00a0Le poste a d\u00e9j\u00e0 beaucoup \u00e9volu\u00e9. Au d\u00e9but on comparait souvent un CRM Manager \u00e0 un simple routeur d\u2019emails, aujourd\u2019hui il est au c\u0153ur de la strat\u00e9gie digitale de l\u2019entreprise. L\u2019objectif est d\u2019\u00eatre toujours plus proche de nos fans\/membres.Avec la g\u00e9olocalisation et la digitalisation on pourra cr\u00e9er des programmes de fid\u00e9lisation sur-mesure.\u00a0\u00bb<\/em><\/p>\n<p><strong>Quels conseils donneriez-vous aux personnes qui voudraient acc\u00e9der ce type de fonction ?\u00a0<\/strong><\/p>\n<p>\u00ab\u00a0Id\u00e9alement un master en marketing ou une bonne \u00e9cole de commerce. Ensuite il faut \u00eatre curieux, regarder ce qui se fait de bien en France ou \u00e0 l\u2019\u00e9tranger, exploiter au mieux chaque nouvelle technologie, chaque r\u00e9seau social.\u00a0\u00bb<\/p>\n<p><strong>Que pensez-vous des formations qui existent dans ce domaine (formation initiale \/ formation continue) ?<\/strong><\/p>\n<p><em>\u00ab\u00a0A ma connaissance il n\u2019existe pas vraiment de formation pour devenir CRM Manager. On ne devient pas CRM Manager au sortir des \u00e9tudes mais apr\u00e8s une exp\u00e9rience de plusieurs ann\u00e9es dans le webmarketing. Il faut donc une bonne formation dans ce domaine, puis apprendre les sp\u00e9cificit\u00e9s du CRM au sein de l\u2019entreprise.\u00a0\u00bb<\/em><\/p>\n<p><strong>Enfin, quels mots cl\u00e9s choisiriez-vous pour d\u00e9crire votre m\u00e9tier ?<\/strong><\/p>\n<p>#Analyse #Rigueur #Communication #Maitrise #Curiosit\u00e9 #Polyvalence #Veille<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le cadre de la r\u00e9daction du Guide des m\u00e9tiers du #Webmarketing VISIPLUS academy, nous avons donn\u00e9 la parole aux professionnels du secteur afin d\u2019acqu\u00e9rir une vision \u00e0 la fois globale et pr\u00e9cise de leur&#8230;<\/p>\n","protected":false},"author":5,"featured_media":6263,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[566],"tags":[269,486,484],"class_list":["post-6226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","tag-e-crm","tag-guide-des-metiers","tag-interview"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - 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