{"id":912,"date":"2016-06-28T06:17:00","date_gmt":"2016-06-28T06:17:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/06\/28\/its-all-about-the-people-customer-centric\/"},"modified":"2016-06-28T06:17:00","modified_gmt":"2016-06-28T06:17:00","slug":"its-all-about-the-people-customer-centric","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/its-all-about-the-people-customer-centric\/","title":{"rendered":"Tout d\u00e9pend des gens. Centr\u00e9e sur le client"},"content":{"rendered":"
Dans un contexte o\u00f9 pr\u00e9dominent les aspects plus proches de la technologie et o\u00f9 les conversations tournent autour de la transformation num\u00e9rique, du big data, de la r\u00e9alit\u00e9 virtuelle, du e-commerce, de l'automatisation des processus, de l'inbound marketing, des m\u00e9dias sociaux, et d'un long etc... de symboles num\u00e9riques et technologiques, est lorsque le consommateur, l'acheteur, l'individu, c'est-\u00e0-dire la personne, est le plus valoris\u00e9.<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n
En 2013, un \u00e9v\u00e9nement historique s'est produit : l'AMA a introduit pour la premi\u00e8re fois le mot soci\u00e9t\u00e9 dans sa d\u00e9finition du marketing. Fait plus que pertinent puisqu'il prend en consid\u00e9ration ce que beaucoup d'entre nous r\u00e9v\u00e8lent depuis quelques ann\u00e9es, nous ne parlons pas d'un nouveau consommateur mais plut\u00f4t d'un nouveau mod\u00e8le relationnel.<\/o:p><\/span><\/span><\/div>\n
Un mod\u00e8le o\u00f9 l'on est pass\u00e9 du monologue au dialogue et de la r\u00e9flexion sur les clients \u00e0 la r\u00e9flexion sur les gens. Un mod\u00e8le \u00e0 3 grands axes ; l'entreprise, la personne et la soci\u00e9t\u00e9 avec une relation claire et claire entre les trois acteurs, et ce qui est plus important, cette marque ou cette entreprise qui ne comprend pas cette relation est condamn\u00e9e \u00e0 mourir lentement et douloureusement ou, ce qui est pire, rapidement et sans savoir d'o\u00f9 viennent les d\u00e9g\u00e2ts.<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n
Humaniser la marque, penser au consommateur, augmenter l'exp\u00e9rience, concentrer l'innovation sur l'humain, offrir un degr\u00e9 de responsabilit\u00e9 avec l'environnement, l'environnement, l'habitat dans lequel on \u00e9volue, se mettre \u00e0 la place du consommateur, offrir un environnement empathique, sont aspects fondamentaux pour g\u00e9n\u00e9rer de la valeur pour la marque et l\u2019entreprise.<\/o:p><\/span><\/span><\/div>\n
De nombreuses marques ne l'ont pas encore compris et pensent que cr\u00e9er un environnement \u00ab convivial \u00bb et \u00ab cool \u00bb est tout (je m'excuse aupr\u00e8s de Gray et de sa campagne pour le RAE) ou qu'en cr\u00e9ant une strat\u00e9gie de communication proche et \u00e9motionnelle, elles y sont d\u00e9j\u00e0 parvenues. .<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n
Mettre le consommateur au centre des d\u00e9cisions commerciales est vital et constitue une t\u00e2che ardue qui n\u00e9cessite d'\u00e9normes efforts en mati\u00e8re de culture d'entreprise, de communication, de marketing exp\u00e9rientiel, d'innovation et, surtout, d'\u00e9tablir ce lien relationnel particulier qui fait progresser une marque de mani\u00e8re ad\u00e9quate et d'autres chutent. dans l'oubli complet.<\/o:p><\/span><\/span><\/div>\n

<\/span><\/span><\/div>\n

De notre position de business intelligence nous devons \u00eatre en mesure de fournir tous les outils n\u00e9cessaires pour \u00eatre proches de ce consommateur en pens\u00e9e, en \u00e2me et en esprit.<\/span><\/span><\/p>\n

    \n
  1. Comprendre l'importance de l'ethnographie dans l'ensemble du processus, enfin r\u00e9cup\u00e9r\u00e9e apr\u00e8s des ann\u00e9es d'ostracisme. L'exp\u00e9rience de la personne, le contact r\u00e9el, la rue, la maison, ce point de sortie au-del\u00e0 de la mod\u00e9lisation avec des millions de donn\u00e9es.<\/span><\/span><\/li>\n
  2. G\u00e9n\u00e9rer constamment des \u00ab\u00a0Personnes\u00a0\u00bb, une m\u00e9thodologie qui offre une description compl\u00e8te de l'individu dans toute son \u00e9tendue et son contexte social, professionnel, familial, ses pr\u00e9occupations, ses valeurs, ses frustrations, ses peurs, ses aspirations, etc.<\/span><\/span><\/li>\n
  3. Construire des \u00ab cartes d\u2019empathie \u00bb qui nous rapprochent de la personne sous tous les angles, que voyez-vous ? \u00c7a entend ? que dit-il? qu'en penses-tu?<\/span><\/span><\/li>\n<\/ol>\n
    <\/div>\n

    <\/p>\n

    Bref, conna\u00eetre la personne comme l'axe fondamental de l'entreprise, non pas comme une simple fa\u00e7ade, mais de mani\u00e8re efficace, r\u00e9elle et, surtout, cr\u00e9dible.<\/span><\/o:p><\/span><\/span>

    <\/span><\/span>
    <\/span><\/span>
    <\/span><\/span>Jordi Crespo<\/span><\/span><\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

    Dans un contexte o\u00f9 les aspects li\u00e9s \u00e0 la technologie pr\u00e9valent et o\u00f9 les conversations tournent autour de la transformation num\u00e9rique, du big data, de la r\u00e9alit\u00e9 virtuelle, du commerce \u00e9lectronique, de l'automatisation des processus, du marketing entrant, des m\u00e9dias sociaux et d'une longue liste de symboles num\u00e9riques et technologiques, c'est \u00e0 ce moment-l\u00e0 que le consommateur, l'acheteur et le [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nIt\u2019s all about the people. 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