{"id":764,"date":"2016-06-17T16:43:53","date_gmt":"2016-06-17T14:43:53","guid":{"rendered":"http:\/\/dev.organisator.ch\/?p=764"},"modified":"2016-06-17T16:43:53","modified_gmt":"2016-06-17T14:43:53","slug":"buchtipp-touch-point-sieg","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/management\/2016-06-17\/buchtipp-touch-point-sieg\/","title":{"rendered":"Conseil de lecture : Touch. Point. Victoire."},"content":{"rendered":"
\"\"
Le dernier livre d'Anne M. Sch\u00fcller : Touch. Point. Victoire. La communication \u00e0 l'\u00e8re de la transformation num\u00e9rique.<\/figcaption><\/figure>\n

Ah oui - avant, tout \u00e9tait si simple. Nous nous parlions encore normalement, de personne \u00e0 personne. Puis nous avons commenc\u00e9 \u00e0 parler avec des personnes d'un monde num\u00e9rique parall\u00e8le : avec des amis sur des \u00e9crans ou avec des partenaires commerciaux par vid\u00e9oconf\u00e9rence \u00e0 l'autre bout du monde. C'est ainsi que les conversations sont devenues tridimensionnelles. Et maintenant ? Nous sommes \u00e0 l'aube d'une toute nouvelle \u00e8re de communication : nous parlons avec des assistants num\u00e9riques, des robots et des machines num\u00e9ris\u00e9es qui nous donnent non seulement des informations, mais aussi des ordres. Bient\u00f4t, nous ferons plus confiance aux ordinateurs qu'aux humains. Autrefois, c'\u00e9tait la mauvaise conscience qui se manifestait, aujourd'hui ce sont les bracelets de self-tracking et les applications qui nous permettent non seulement de nous observer, mais aussi de nous mesurer.<\/p>\n

Connaissance des personnes plut\u00f4t que Big Data<\/strong><\/p>\n

La transformation num\u00e9rique, qui nous envahit \u00e0 une vitesse folle, va compl\u00e8tement changer notre fa\u00e7on de vivre et de travailler. Cela concerne bien s\u00fbr aussi la communication entre les entreprises et les clients. Anne M. Sch\u00fcller, auteur de best-sellers plusieurs fois r\u00e9compens\u00e9, montre dans son nouveau livre quelles sont les strat\u00e9gies \u00e0 succ\u00e8s qui permettent aux fournisseurs de se pr\u00e9parer \u00e0 ce monde des affaires en mutation. Touch.Point.Sieg : la communication \u00e0 l'\u00e8re de la transformation num\u00e9rique<\/em>. Sa conclusion la plus importante est que les v\u00e9ritables succ\u00e8s en mati\u00e8re de communication se situent au-del\u00e0 des big data et des algorithmes. Ce ne sont pas les analyses et les math\u00e9matiques qui m\u00e8nent au but, mais la connaissance des personnes et l'empathie, surtout \u00e0 l'\u00e9poque de la num\u00e9risation.<\/p>\n

Toucher les clients \u00e9motionnellement<\/strong><\/p>\n

Le contenu du livre, toujours dans l'optique de la num\u00e9risation croissante, est d'une part strat\u00e9gique et d'autre part tr\u00e8s op\u00e9rationnel, c'est-\u00e0-dire qu'il regorge de conseils pratiques et de strat\u00e9gies de r\u00e9ussite. La premi\u00e8re partie, intitul\u00e9e \"Touch\", r\u00e9v\u00e8le comment \"toucher\" \u00e9motionnellement les clients et donner une charge multisensorielle \u00e0 la communication en utilisant les derni\u00e8res d\u00e9couvertes de la recherche sur le cerveau et le comportement. La deuxi\u00e8me partie, intitul\u00e9e \"Point\", montre comment susciter le \"d\u00e9sir d'avoir\" chez le client en analysant et en optimisant les \"touchpoints\" communicatifs qui se pr\u00e9sentent entre le fournisseur et le client au cours d'un parcours client. La troisi\u00e8me partie, intitul\u00e9e \"Victoire\", pr\u00e9sente une multitude de moyens de communication prometteurs pour l'avenir num\u00e9rique. R\u00e9dig\u00e9 de mani\u00e8re pointue, divertissante et compr\u00e9hensible, ce livre est une v\u00e9ritable invitation \u00e0 l'action. Touch.Point.Victoire<\/em> pour tous les entrepreneurs et chaque collaborateur en contact avec la client\u00e8le, un guide utile pour relever les d\u00e9fis des prochaines ann\u00e9es.<\/p>\n

Anne M. Sch\u00fcller : Touch. Point. Victoire. La communication \u00e0 l'\u00e8re de la transformation num\u00e9rique.<\/strong> 380 pages, reli\u00e9. ISBN 978-3-86936-694-4. \u20ac 29,90 (D) | \u20ac 30,80 (A). \u00c9ditions GABAL, Offenbach 2016<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Ach ja \u2013 fr\u00fcher war alles so einfach. Da haben wir noch ganz normal \u2013 von Mensch zu Mensch \u2013 miteinander gesprochen. Dann begannen wir mit Leuten aus einer digitalen Parallelwelt zu reden: mit Freunden auf Displays oder mit Gesch\u00e4ftspartnern per Videokonferenz am anderen Ende der Welt. So wurden Gespr\u00e4che dreidimensional. Und jetzt? Wir stehen […]<\/p>\n","protected":false},"author":1,"featured_media":766,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Buchtipp","_yoast_wpseo_metadesc":"Buchtipp: Anne M. Sch\u00fcller neuestes Buch befasst sich mit dem Thema Kommunikation in Zeiten der digitalen Transformation.","articlekey":"","footnotes":""},"categories":[28],"tags":[334,335,339],"class_list":["post-764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management","tag-management","tag-management-und-unternehmensfuehrung","tag-marketing"],"acf":[],"yoast_head":"\nBuchtipp: Touch. Point. Sieg. - Organisator<\/title>\n<meta name=\"description\" content=\"Buchtipp: Anne M. 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