{"id":302007,"date":"2021-02-22T10:40:22","date_gmt":"2021-02-22T15:40:22","guid":{"rendered":"http:\/\/www.actionti.com\/?p=302007"},"modified":"2021-02-22T10:40:22","modified_gmt":"2021-02-22T15:40:22","slug":"adobe-devoile-les-tendances-digitales-2021","status":"publish","type":"post","link":"https:\/\/actionti.com\/en\/publications\/adobe-devoile-les-tendances-digitales-2021\/","title":{"rendered":"Adobe d\u00e9voile les tendances digitales 2021"},"content":{"rendered":"\n

par Jean-Luc Doumont \u2013 Doumont 360<\/a><\/em><\/p>\n\n\n\n

Un document de 30 pages d\u00e9voil\u00e9 sur le site d\u2019Adobe, d\u00e9montre que parmi les principes directeurs pour 2021, l\u2019avenir de l\u2019exp\u00e9rience client passe par l\u2019empathie qui est un facteur de diff\u00e9renciation sous-utilis\u00e9 et accessible \u00e0 tous en se basant sur l\u2019excellente connaissance des clients et des produits et en la mettant \u00e0 profit aux \u00e9tapes cl\u00e9s de l\u2019exp\u00e9rience.<\/p>\n\n\n\n

\u00ab La prise en compte de l\u2019\u00e9tat psychologique du client est importante en p\u00e9riode de pand\u00e9mie et les responsables marketing savent pertinemment que le parcours client a toujours une dimension \u00e9motionnelle, y compris dans le B2B. Des points de friction apparaissent d\u00e8s qu\u2019il faut prendre une d\u00e9cision, l\u2019espoir le disputant \u00e0 l\u2019impatience, au stress et \u00e0 l\u2019inqui\u00e9tude. La prochaine \u00e9tape de la gestion de l\u2019exp\u00e9rience consistera \u00e0 analyser le parcours \u00e9motionnel du client et \u00e0 s\u2019y adapter. Seulement une entreprise traditionnelle sur cinq dispose de \u00ab nombreux insights \u00bb sur l\u2019\u00e9tat d\u2019esprit de ses clients ou sur les points de friction du parcours client. La proportion de celles qui connaissent parfaitement les leviers d\u2019achat et de fid\u00e9lisation n\u2019est gu\u00e8re plus importante<\/em> \u00bb, explique l\u2019\u00e9tude qui a sond\u00e9 par moins de 13 000 participants en 2020.<\/p>\n\n\n\n

Interrog\u00e9s sur les tendances \u00e9mergentes du marketing, les dirigeants de structures marketing B2C pr\u00e9voient une rupture dans le comportement des clients, la technologie et les conditions du march\u00e9. Or, chaque rupture est \u00e0 la fois une opportunit\u00e9 et un d\u00e9fi. Les leaders de l\u2019exp\u00e9rience client d\u00e9crits dans les conclusions de cette \u00e9tude voient une opportunit\u00e9 dans chaque rupture, car leur principale comp\u00e9tence est la gestion efficace du changement. Parmi les ruptures positives qui s\u2019ouvrent vers des opportunit\u00e9s nous retrouvons : la disponibilit\u00e9 g\u00e9n\u00e9rale des r\u00e9seaux mobiles 5G; l\u2019adoption par les clients des canaux digitaux; le passage en t\u00e9l\u00e9travail des clients; le passage en t\u00e9l\u00e9travail des collaborateurs et l\u2019\u00e9limination progressive des cookies tiers.<\/p>\n\n\n\n

Adobe recommande\u2026<\/strong><\/p>\n\n\n\n

L\u2019exp\u00e9rience client n\u2019est pas une tactique ou une discipline parmi d\u2019autres. C\u2019est une strat\u00e9gie commerciale de gouvernance, qui doit faire intervenir chaque dimension du marketing et de l\u2019entreprise au sens large : le mental, le corps, le c\u0153ur et l\u2019esprit.<\/p>\n\n\n\n

(Mental) : Adoptez une posture strat\u00e9gique.<\/u><\/strong><\/p>\n\n\n\n

Pr\u00e8s de 70 % des participants pessimistes quant aux perspectives de croissance de leur entreprise en 2021 indiquent que celle-ci est dans la r\u00e9action et n\u2019a aucune strat\u00e9gie d\u2019approche sectorielle pour les 24 prochains mois12. Le marketing et l\u2019exp\u00e9rience client ont fait leur entr\u00e9e au conseil d\u2019administration. Ils y resteront moyennant une connaissance approfondie du client et un point de vue sp\u00e9cifique sur la fa\u00e7on d\u2019agir.<\/p>\n\n\n\n

(Corps) D\u00e9veloppez le tissu conjonctif entre l\u2019insight et l\u2019action.<\/u><\/strong><\/p>\n\n\n\n

Les leaders de l\u2019exp\u00e9rience sont plus susceptibles que les entreprises traditionnelles de d\u00e9tenir beaucoup d\u2019insights sur les nouveaux parcours client (52 % contre 22 %) et r\u00e9ussissent mieux \u00e0 identifier les points de friction (46 % contre 20 %). Peut-\u00eatre plus importants encore, ils sont bien plus enclins \u00e0 cr\u00e9er des exp\u00e9riences pour tester les insights sur le terrain (45 % contre 14 %).<\/p>\n\n\n\n

(C\u0153ur) Ciblez l\u2019empathie de votre entreprise pour le client.<\/u><\/strong><\/p>\n\n\n\n

Comprendre le ressenti des clients est une part essentielle, mais souvent n\u00e9glig\u00e9e, de l\u2019exp\u00e9rience. En analysant et en anticipant leurs r\u00e9actions aux moments d\u00e9cisifs et aux points de friction, vous am\u00e9liorerez le processus de part et d\u2019autre. Les leaders de l\u2019exp\u00e9rience client sont deux fois et demie plus nombreux que les autres entreprises \u00e0 disposer d\u2019insights sur l\u2019\u00e9tat d\u2019esprit des clients tout au long du parcours.<\/p>\n\n\n\n

(Esprit) Examinez la mission de votre marque ou d\u00e9couvrez pourquoi elle n\u2019en a pas.<\/u><\/strong><\/p>\n\n\n\n

Les entreprises avec une mission de marque devancent leurs concurrents, et leurs collaborateurs sont plus heureux et plus optimistes. Malheureusement, cette \u00ab mission \u00bb n\u2019est souvent rien de plus qu\u2019un slogan ou une synth\u00e8se de la strat\u00e9gie de commercialisation de l\u2019entreprise, et son impact est alors moindre. <\/p>\n\n\n\n

Vous pouvez consulter le rapport complet \u00e0 l\u2019adresse suivante\u00a0: https:\/\/www.adobe.com\/fr\/offer\/digital-trends-2021.html<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

par Jean-Luc Doumont \u2013 Doumont 360 Un document de 30 pages d\u00e9voil\u00e9 sur le […]<\/p>\n","protected":false},"author":11,"featured_media":302008,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[228],"class_list":["post-302007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee-2"],"acf":[],"yoast_head":"\nAdobe d\u00e9voile les tendances digitales 2021 | R\u00e9seau Action TI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/actionti.com\/publications\/adobe-devoile-les-tendances-digitales-2021\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adobe d\u00e9voile les tendances digitales 2021 | 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