{"id":17162,"date":"2015-02-11T09:00:15","date_gmt":"2015-02-11T08:00:15","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=17162"},"modified":"2022-05-14T10:06:02","modified_gmt":"2022-05-14T08:06:02","slug":"transformation-digitale-et-clients","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/02\/11\/transformation-digitale-et-clients\/","title":{"rendered":"La transformation digitale se fera obligatoirement avec vos clients"},"content":{"rendered":"

Transformation digitale et\u00a0clients sont indissociables. La semaine derni\u00e8re s’est tenu \u00e0 Paris <\/i>l’Enterprise 2.0 Summit<\/a>, la plus grande conf\u00e9rence consacr\u00e9e \u00e0 l’\u00e9volution des organisations et aux technologies collaboratives en Europe. Cette ann\u00e9e, le th\u00e8me d\u00e9clar\u00e9 de l’\u00e9v\u00e9nement \u00e9tait \u00ab\u00a0Designing the Digital Business Transformation\u00a0\u00bb- concevoir la transformation digitale de l’entreprise. Traditionnellement tourn\u00e9e vers l’interne, l’\u00e9volution des processus, du management et des modes de travail, il flottait cette ann\u00e9e \u00e0 travers la conf\u00e9rence comme un air de nouveaut\u00e9: le client \u00e9tait -enfin- invit\u00e9 \u00e0 la table de l’entreprise, et ce par des orateurs comptant parmi les plus influents dans le domaine.<\/i><\/p>\n

La transformation digitale et clients : rien ne se fera sans eux<\/h2>\n
\"La
La transformation digitale et clients : rien ne se fera sans eux<\/figcaption><\/figure>\n

<\/p>\n

Paraphrasant la phrase c\u00e9l\u00e8bre de Peter Drucker<\/a>: \u00ab\u00a0la seule raison \u00eatre valable de l’entreprise est de cr\u00e9er et de conserver un client\u00a0\u00bb, Dion Hinchcliffe,<\/a> au milieu de sa pr\u00e9sentation, expliquait que \u00ab\u00a0les clients sont apr\u00e8s tout les personnes les plus importantes\u00a0\u00bb, tandis que Lee Bryant mettait en avant le potentiel de cr\u00e9ation de valeur port\u00e9 par la co-cr\u00e9ation avec les clients et l’innovation ouverte.<\/p>\n

La transformation de l’entreprise au moyen des technologies digitale est donc en marche\u2026<\/p>\n

\"transformation<\/a>
\u00a9 Lee Bryant – Certains droits r\u00e9serv\u00e9s<\/figcaption><\/figure>\n

\u2026 sur le papier. Car la r\u00e9alit\u00e9, en France du moins, est bien \u00e9loign\u00e9e de la vision pr\u00f4n\u00e9e par les consultants. Dans la pr\u00e9sentation d’introduction de la conf\u00e9rence, Jane McConnell pr\u00e9sentait les premiers r\u00e9sultats de l’\u00e9dition 2015 de son enqu\u00eate sur la \u00ab\u00a0Digital Workplace\u00a0\u00bb, et certains donnent mati\u00e8re \u00e0 r\u00e9flexion.<\/p>\n

Parmi les entreprises qui se d\u00e9clarent ouvertes et r\u00e9actives aux influence du monde ext\u00e9rieur, seules 35% consid\u00e8rent les informations recueillies aupr\u00e8s de leurs clients comme de haute importance.<\/p>\n

Pour les autres, qui consid\u00e8rent l’entreprise comme un environnement clos, ce chiffre tombe \u00e0 11%.<\/p>\n

\"transformation<\/a>
\u00a9 Jane McConnell – Tous droits r\u00e9serv\u00e9s<\/figcaption><\/figure>\n

Il y a donc loin de la coupe aux l\u00e8vres\u2026 Pour compl\u00e9ter ce tableau, citons encore une r\u00e9cente (juin 2014) \u00e9tude de la soci\u00e9t\u00e9 Pierre Audouin Conseil intitul\u00e9e \u00ab\u00a0La transformation num\u00e9rique au sein des entreprises fran\u00e7aises\u00a0\u00bb, concluant entre autres que se concentrer davantage sur ses clients est un enjeu majeur pour 3\/4 des entreprises interrog\u00e9es.<\/p>\n

Comment interpr\u00e9ter des r\u00e9sultats si divergents ? On peut, bien entendu, \u00e9voquer des diff\u00e9rences m\u00e9thodologiques, ou dans la nature du panel consult\u00e9. De mani\u00e8re plus fine, cet \u00e9cart est \u00e0 rechercher dans la formulation des r\u00e9sultats eux-m\u00eames: Jane McConnell nous parle des informations \u00ab\u00a0recueillies aupr\u00e8s de leurs clients\u00a0\u00bb et non d’une simple \u00ab\u00a0orientation client\u00a0\u00bb.<\/p>\n

En bon fran\u00e7ais, cela signifie que, malgr\u00e9 les avantages concurrentiels mis en avant par de nombreux consultants parmi les plus influents, la grandes majorit\u00e9 des entreprises ne consid\u00e8rent leur transformation num\u00e9rique que dans le cadre d’une mise en \u0153uvre \u00ab\u00a0classique\u00a0\u00bb de fourniture d’outils digitaux pour am\u00e9liorer la performance de strat\u00e9gies et de tactiques traditionnelles.<\/p>\n

Cette approche n’a en fait rien de surprenant. Le marketing s’empare du digital pour optimiser une strat\u00e9gie guerri\u00e8re, \u00e0 base de conqu\u00eate et d’encerclement, sans consid\u00e9rer le fait que les consommateurs auxquels il s’adresse n’ont pas uniquement modifi\u00e9 leurs habitudes d’information et d’interaction, mais ont aujourd’hui des attentes et des comportements enti\u00e8rement diff\u00e9rents, de par les possibilit\u00e9s que leur offre le digital.<\/p>\n

La relation client parle multi- voire omnicanal, tandis que les clients attendent une transformation en profondeur du business mod\u00e8le des entreprises. Tr\u00e8s peu nombreuses sont les entreprises \u00e0 envisager et mettre \u00e0 profit les opportunit\u00e9s de transformation (et non d’optimisation) offertes par le digital. Vous en doutez ? Prenons l’email, dont personne ne doute aujourd’hui qu’il a radicalement transform\u00e9 la mani\u00e8re dont nous travaillons.<\/p>\n

Pourtant, il est encore fr\u00e9quent de lire \u00e0 la fin d’un message une phrase telle que \u00ab\u00a0pensez \u00e0 l’environnement avant d’imprimer ce message\u00a0\u00bb. Bien plus qu’un souci de responsabilit\u00e9 sociale, cette phrase en dit long sur nos comportements: imprimer, puis classer dans des dossiers, ou r\u00e9pondre par quelques lignes manuscrites sur une copie imprim\u00e9e par une assistante. Les habitudes ont la vie bien dure\u2026<\/p>\n

Mais la transformation digitale dont tant de gens parlent n’est pas une question d’outils. L’entreprise n’est plus une \u00eele, et sa performance est de plus en plus li\u00e9e \u00e0 ses capacit\u00e9s d’innovation, de compr\u00e9hension et d’adaptation au monde de plus en plus mouvant qui l’entoure.<\/p>\n

Et cette transformation passe par l’\u00e9coute des l’ensemble des parties prenantes de l’entreprise et de l’\u00e9cosyst\u00e8me dont elle fait partie, en premier lieu les clients. Pour r\u00e9ussir, voire pour simplement survivre \u00e0 moyen terme, il ne s’agit plus de sa poser la question \u00ab\u00a0comment puis-je augmenter mes ventes\u00a0\u00bb, mais de LEUR poser la question: \u00ab\u00a0que puis-je faire pour vous ?\u00a0\u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"

Transformation digitale et\u00a0clients sont indissociables. La semaine derni\u00e8re s’est tenu \u00e0 Paris l’Enterprise 2.0 Summit, la plus grande conf\u00e9rence consacr\u00e9e \u00e0 l’\u00e9volution des organisations et aux technologies collaboratives en Europe. Cette ann\u00e9e, le th\u00e8me d\u00e9clar\u00e9 de l’\u00e9v\u00e9nement \u00e9tait \u00ab\u00a0Designing the Digital Business Transformation\u00a0\u00bb- concevoir la transformation digitale de l’entreprise. Traditionnellement tourn\u00e9e vers l’interne, l’\u00e9volution des …<\/p>\n","protected":false},"author":30,"featured_media":68105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2808],"tags":[],"class_list":["post-17162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformation-digitale"],"yoast_head":"\nTransformation digitale et clients : elle se fera de facto avec eux<\/title>\n<meta name=\"description\" content=\"Transformation digitale et clients : le th\u00e8me de cet \u00e9v\u00e9nement \u00e9tait "concevoir la transformation digitale" et cela se fera avec vos clients\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2015\/02\/11\/transformation-digitale-et-clients\/\" \/>\n<meta property=\"og:locale\" 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