{"id":7439,"date":"2020-12-10T10:06:43","date_gmt":"2020-12-10T09:06:43","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=7439"},"modified":"2020-12-10T10:06:43","modified_gmt":"2020-12-10T09:06:43","slug":"digitale-kanaele-unbedingt-ausbauen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2020-12-10\/digitale-kanaele-unbedingt-ausbauen\/","title":{"rendered":"D\u00e9velopper imp\u00e9rativement les canaux num\u00e9riques"},"content":{"rendered":"<figure id=\"attachment_7440\" aria-describedby=\"caption-attachment-7440\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7440\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator.jpg\" alt=\"\" width=\"680\" height=\"456\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-261x175.jpg 261w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-522x350.jpg 522w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/12\/Digitale-Kanaele-unbedingt-ausbauen_Organisator-300x201.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-7440\" class=\"wp-caption-text\">Michael Grund, professeur \u00e0 la HWZ : \"L'exp\u00e9rience client est aujourd'hui reconnue par toutes les entreprises comme un facteur de r\u00e9ussite central dont l'importance cro\u00eet rapidement\". Mais en m\u00eame temps, les canaux num\u00e9riques doivent \u00eatre d\u00e9velopp\u00e9s. (Image : zVg \/ HWZ)<\/figcaption><\/figure>\n<p>Les entreprises sont th\u00e9oriquement conscientes de l'importance de la collecte de donn\u00e9es, mais consid\u00e8rent que la qualit\u00e9 et la quantit\u00e9 pratiques de leurs donn\u00e9es sont insuffisantes. Outre l'innovation et le d\u00e9veloppement de produits, le data mining occupe une position centrale par rapport \u00e0 l'optimisation vis\u00e9e de l'exp\u00e9rience client en 2021. C'est ce que met en lumi\u00e8re l'\u00e9tude CEX men\u00e9e r\u00e9guli\u00e8rement depuis 2017 par la HWZ, qui examine l'\u00e9tat du th\u00e8me de l'exp\u00e9rience client dans les entreprises suisses.<\/p>\n<h2>L'importance de l'exp\u00e9rience client de plus en plus reconnue<\/h2>\n<p>\"L'exp\u00e9rience client est aujourd'hui reconnue par toutes les entreprises comme un facteur de succ\u00e8s central dont l'importance cro\u00eet rapidement\", souligne le professeur Michael Grund, directeur du d\u00e9partement Marketing et Business Communications \u00e0 la HWZ. 65% des 229 participants de Suisse al\u00e9manique et de Suisse romande interrog\u00e9s dans le cadre de l'\u00e9tude entre le 29 juin et le 30 septembre sont d'avis que le th\u00e8me de l'exp\u00e9rience client a gagn\u00e9 en importance dans leur entreprise par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente. La num\u00e9risation, qui est de plus en plus \u00e9troitement li\u00e9e \u00e0 la Customer Experience, est le domaine qui a le plus \u00e9volu\u00e9 pendant la crise de Corona. Huit entreprises sur dix consid\u00e8rent que l'exp\u00e9rience client est tr\u00e8s importante, et la tendance est \u00e0 la hausse.<\/p>\n<h2>Des investissements n\u00e9cessaires dans les canaux num\u00e9riques<\/h2>\n<p>Pour pr\u00e8s de 60%, la \"vision et le leadership\" sont des aspects importants lorsqu'il s'agit du potentiel d'am\u00e9lioration orient\u00e9 vers l'avenir. Deux tiers des entreprises interrog\u00e9es pr\u00e9voient d'investir dans l'exp\u00e9rience client en 2021. Les trois plus grands d\u00e9fis en Suisse al\u00e9manique et en Suisse romande sont : le manque de solutions informatiques, le manque de processus et de comp\u00e9tences ainsi qu'une transformation encore \u00e0 venir de la culture d'entreprise per\u00e7ue comme conservatrice.<\/p>\n<h2>Trois priorit\u00e9s pour 2021<\/h2>\n<p>Les priorit\u00e9s pour 2021 sont les aspects suivants, sur lesquels les entreprises veulent principalement se concentrer :<\/p>\n<ol>\n<li>Optimiser les canaux num\u00e9riques : Une exp\u00e9rience client homog\u00e8ne doit pouvoir \u00eatre propos\u00e9e sur tous les canaux. La crise Corona a massivement renforc\u00e9 cette priorisation. En 2021, la plupart des entreprises pr\u00e9voient de stabiliser ou d'augmenter leur budget consacr\u00e9 \u00e0 l'exp\u00e9rience client.<\/li>\n<li>Innovation et d\u00e9veloppement de produits et de services : 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>Analyse et connaissance des souhaits des clients : les donn\u00e9es collect\u00e9es sur les clients 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 des clients\/apr\u00e8s-vente).<\/li>\n<\/ol>\n<h2>Le degr\u00e9 de maturit\u00e9 est encore loin des meilleurs r\u00e9sultats<\/h2>\n<p>La r\u00e9alisation de cette \u00e9tude est le r\u00e9sultat d'une \u00e9troite collaboration entre la HWZ Hochschule f\u00fcr Wirtschaft \u00e0 Zurich et nexa Consulting. Par rapport aux ann\u00e9es pr\u00e9c\u00e9dentes, les auteurs de l'\u00e9tude constatent qu'il y a beaucoup de constance malgr\u00e9 la pand\u00e9mie de Corona. \"Comme les ann\u00e9es pr\u00e9c\u00e9dentes, la plupart des entreprises partent du principe que l'importance du th\u00e8me de l'exp\u00e9rience client va continuer \u00e0 augmenter\", peut-on lire dans l'\u00e9tude. Et les auteurs poursuivent : \"Et comme auparavant, la plupart des entreprises estiment que leurs efforts sont visibles et perceptibles pour les clients. Toutefois, l'auto-\u00e9valuation du degr\u00e9 de maturit\u00e9 en mati\u00e8re d'exp\u00e9rience client est toujours loin d'atteindre des valeurs de pointe - ce qui constitue \u00e9galement un parall\u00e8le avec les ann\u00e9es pr\u00e9c\u00e9dentes\".<\/p>\n<p><em>Source et informations compl\u00e9mentaires : <a href=\"http:\/\/www.fh-hwz.ch\">www.fh-hwz.ch<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Unternehmen sind sich der Wichtigkeit von Datenerhebungen theoretisch bewusst, empfinden die praktische Qualit\u00e4t und Menge ihrer Daten aber als ungen\u00fcgend. Data-Mining hat, neben der Innovation und Entwicklung von Produkten, eine zentrale Position in Bezug auf die angestrebte Optimierung der Customer Experience 2021. Dies beleuchtet die seit 2017 regelm\u00e4ssig durchgef\u00fchrte CEX-Studie der HWZ, die den Stand [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":7440,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"digitale Kan\u00e4le","_yoast_wpseo_metadesc":"Die aktuelle CEX-Studie 2020 der HWZ zum Thema Customer Experience best\u00e4tigt: Viele KMU sind besonders stark gefordert, um digitale Kan\u00e4le auszubauen.","articlekey":"","footnotes":""},"categories":[29],"tags":[139,156,339,459],"class_list":["post-7439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-experience","tag-digitalisierung","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digitale Kan\u00e4le unbedingt ausbauen - 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