{"id":11794,"date":"2021-12-14T07:00:12","date_gmt":"2021-12-14T06:00:12","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=9008"},"modified":"2021-12-14T07:00:12","modified_gmt":"2021-12-14T06:00:12","slug":"customer-experience-2022-analog-verschmilzt-mit-digital","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2021-12-14\/customer-experience-2022-analog-verschmilzt-mit-digital\/","title":{"rendered":"Exp\u00e9rience client 2022 : l'analogique fusionne avec le num\u00e9rique"},"content":{"rendered":"<figure id=\"attachment_9009\" aria-describedby=\"caption-attachment-9009\" style=\"width: 680px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2021\/12\/Customer-Experience-2022-Analog-verschmilzt-mit-Digital_Organisator.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-9009\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2021\/12\/Customer-Experience-2022-Analog-verschmilzt-mit-Digital_Organisator.jpg\" alt=\"\" width=\"680\" height=\"486\" \/><\/a><figcaption id=\"caption-attachment-9009\" class=\"wp-caption-text\">Selon le professeur Michael Grund de la HZW, l'exp\u00e9rience client sera reconnue en 2022 dans toutes les entreprises comme un facteur de succ\u00e8s central dont l'importance cro\u00eet rapidement. (Image : HWZ)<\/figcaption><\/figure>\n<p>Apr\u00e8s des ann\u00e9es de stagnation et de pens\u00e9e en silo, il faut cr\u00e9er une nouvelle culture d'entreprise qui permette d'optimiser les canaux num\u00e9riques, de renforcer l'innovation et le d\u00e9veloppement de produits et de professionnaliser les analyses des clients. Telle est la conclusion de la 5e \u00e9tude CEX de la HWZ Hochschule f\u00fcr Wirtschaft de Zurich, r\u00e9alis\u00e9e chaque ann\u00e9e en collaboration avec l'entreprise de conseil nexa Consulting.<\/p>\n<h2>L'exp\u00e9rience client comme facteur de r\u00e9ussite central<\/h2>\n<p>\"L'exp\u00e9rience client est reconnue pour 2022 par toutes les entreprises comme un facteur de succ\u00e8s central dont l'importance cro\u00eet rapidement\", d\u00e9clare le professeur Michael Grund, directeur du d\u00e9partement Marketing et Business Communications \u00e0 la HWZ. Plus de 75 pour cent des 229 entreprises participantes de diff\u00e9rents secteurs de Suisse al\u00e9manique et romande, interrog\u00e9es entre d\u00e9but juillet et fin septembre dans le cadre d'une \u00e9tude annuelle, sont d'avis que le th\u00e8me de l'exp\u00e9rience client a encore gagn\u00e9 en importance dans leur entreprise par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente. Mais selon l'enqu\u00eate, trois grands d\u00e9fis font obstacle \u00e0 l'exp\u00e9rience client en 2022 : le manque de solutions informatiques, le manque de processus et de comp\u00e9tences ainsi que la transformation seulement partielle de la culture d'entreprise per\u00e7ue comme conservatrice. \"Cette ann\u00e9e, l'importance de l'exp\u00e9rience client augmente dans les entreprises. Plusieurs facteurs viennent \u00e9tayer ce constat. Premi\u00e8rement, les entreprises ont d\u00e9cid\u00e9 d'allouer des moyens suppl\u00e9mentaires sous forme de budgets \u00e0 l'exp\u00e9rience client. Deuxi\u00e8mement, les \u00e9quipes CX sp\u00e9cialis\u00e9es se professionnalisent et certaines entreprises ont m\u00eame modifi\u00e9 leur organigramme pour cr\u00e9er des d\u00e9partements d\u00e9di\u00e9s \u00e0 la gestion de l'exp\u00e9rience client\", souligne Anne-Laure Vaudan de nexa.<\/p>\n<h2><strong>Priorit\u00e9s pour l'exp\u00e9rience client en 2022<\/strong><\/h2>\n<p>Apr\u00e8s les incertitudes li\u00e9es aux premi\u00e8res vagues de la crise Corona, les entreprises sont aujourd'hui dans un \u00e9tat d'esprit partiellement positif. Plus des trois quarts d'entre elles pr\u00e9voient d'investir dans le domaine de l'exp\u00e9rience client en 2022. Il s'agit d'optimiser les trois axes suivants :<\/p>\n<ol>\n<li><strong>L'optimisation des canaux num\u00e9riques est la premi\u00e8re priorit\u00e9 : <\/strong>Une exp\u00e9rience client homog\u00e8ne doit \u00eatre propos\u00e9e sur tous les canaux (approche omnicanale). En 2022, la plupart des entreprises pr\u00e9voient de stabiliser ou d'augmenter leur budget consacr\u00e9 \u00e0 l'exp\u00e9rience client.<\/li>\n<li><strong>l'innovation et le d\u00e9veloppement de produits et de services : <\/strong>Les besoins et les souhaits des clients doivent \u00eatre pris en compte de mani\u00e8re encore plus claire, rapide et agile dans le d\u00e9veloppement de nouveaux services et produits.<\/li>\n<li><strong>Communication et formation des collaborateurs : <\/strong>D\u00e9velopper et renforcer les processus orient\u00e9s vers le client. Renforcer le marketing vid\u00e9o et les exp\u00e9riences omnicanales fonctionnelles. Int\u00e9grer la voix du client dans le d\u00e9veloppement de l'entreprise. Les donn\u00e9es clients collect\u00e9es doivent \u00eatre interpr\u00e9t\u00e9es en fonction des groupes cibles et rapidement int\u00e9gr\u00e9es dans le d\u00e9veloppement des services et des produits (gestion de la client\u00e8le\/apr\u00e8s-vente).<\/li>\n<\/ol>\n<p><em>Source : <a href=\"http:\/\/www.fh-hwz.ch\">HWZ<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Nach Jahren der Stagnation und Silodenken m\u00fcsse eine neue Unternehmenskultur geschaffen werden, die es erlaubt, digitale Kan\u00e4le zu optimieren, Innovation und Entwicklung von Produkten zu st\u00e4rken und Kundenanalysen zu professionalisieren. Zu diesem Schluss kommt die 5. CEX-Studie der HWZ Hochschule f\u00fcr Wirtschaft Z\u00fcrich, die j\u00e4hrlich in Zusammenarbeit mit dem Beratungsunternehmen nexa Consulting durchgef\u00fchrt wird. Kundenerlebnis [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":11596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Customer Experience 2022","_yoast_wpseo_metadesc":"Die zentrale Herausforderung f\u00fcr Customer Experience 2022 lieg gem\u00e4ss einer Studie in der produktiven Verkn\u00fcpfung analoger und digitaler Erlebniswelten.","articlekey":"","footnotes":""},"categories":[29],"tags":[139,339,459],"class_list":["post-11794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-experience","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Experience 2022: Analog verschmilzt mit Digital - Organisator<\/title>\n<meta name=\"description\" content=\"Die zentrale Herausforderung f\u00fcr Customer Experience 2022 lieg gem\u00e4ss einer Studie in der produktiven Verkn\u00fcpfung analoger und digitaler Erlebniswelten.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2021-12-14\/customer-experience-2022-analog-verschmilzt-mit-digital\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Experience 2022: Analog verschmilzt mit Digital\" \/>\n<meta property=\"og:description\" content=\"Die zentrale Herausforderung f\u00fcr Customer Experience 2022 lieg gem\u00e4ss einer Studie in der produktiven Verkn\u00fcpfung analoger und digitaler Erlebniswelten.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.organisator.ch\/fr\/marketing\/2021-12-14\/customer-experience-2022-analog-verschmilzt-mit-digital\/\" \/>\n<meta property=\"og:site_name\" content=\"Organisator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OrganisatorFachmagazin\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-14T06:00:12+00:00\" \/>\n<meta name=\"author\" content=\"thomas.berner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Customer #Experience 2022: #Analog verschmilzt mit #Digital\" \/>\n<meta name=\"twitter:description\" content=\"Die zentrale Herausforderung f\u00fcr #CustomerExperience 2022 lieg gem\u00e4ss einer Studie in der produktiven Verkn\u00fcpfung analoger und digitaler Erlebniswelten.\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2021-12-14\\\/customer-experience-2022-analog-verschmilzt-mit-digital\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2021-12-14\\\/customer-experience-2022-analog-verschmilzt-mit-digital\\\/\"},\"author\":{\"name\":\"thomas.berner\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/person\\\/6f650f90b2842cd4c0cc334b4e36f67e\"},\"headline\":\"Customer Experience 2022: Analog verschmilzt mit Digital\",\"datePublished\":\"2021-12-14T06:00:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2021-12-14\\\/customer-experience-2022-analog-verschmilzt-mit-digital\\\/\"},\"wordCount\":439,\"publisher\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2021-12-14\\\/customer-experience-2022-analog-verschmilzt-mit-digital\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.organisator.ch\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/Customer-Experience-2022-Analog-verschmilzt-mit-Digital_Organisator.jpg\",\"keywords\":[\"Customer Experience\",\"Marketing\",\"Studie\"],\"articleSection\":[\"MARKETING\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2021-12-14\\\/customer-experience-2022-analog-verschmilzt-mit-digital\\\/\",\"url\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2021-12-14\\\/customer-experience-2022-analog-verschmilzt-mit-digital\\\/\",\"name\":\"Customer Experience 2022: Analog verschmilzt mit Digital - 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