{"id":5744,"date":"2017-02-13T13:55:56","date_gmt":"2017-02-13T18:55:56","guid":{"rendered":"http:\/\/service-conseil-cm.com\/?p=5744"},"modified":"2019-08-29T13:46:31","modified_gmt":"2019-08-29T18:46:31","slug":"gerer-lexperience-client-dans-le-btob","status":"publish","type":"post","link":"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/","title":{"rendered":"G\u00e9rer l\u2019exp\u00e9rience client dans le BtoB"},"content":{"rendered":"
\"G\u00e9rer<\/a>

G\u00e9rer l’exp\u00e9rience client dans les entreprises BtoB<\/p><\/div>\n

Comparativement au BtoC (business to customer), le BtoB (business to business) est en rattrapage au niveau de la gestion de l\u2019exp\u00e9rience client.<\/h2>\n

Les entreprises qui sont dans le BtoB se sont en g\u00e9n\u00e9ral davantage concentr\u00e9es sur leur structure de co\u00fbts internes et l\u2019efficacit\u00e9 de leurs processus plut\u00f4t que d\u2019avoir innov\u00e9 au niveau des ventes et de l\u2019exp\u00e9rience client.<\/p>\n

Les caract\u00e9ristiques des ventes BtoB sont\u00a0:<\/strong><\/h3>\n
    \n
  1. Le nombre de parties prenantes dans la d\u00e9cision d\u2019achat et d\u2019influenceurs (acheteur professionnel, directeur g\u00e9n\u00e9ral, comptable, actionnaires,\u2026.) ce qui la rend plus rationnelle et complexe<\/li>\n
  2. La complexit\u00e9 des produits, pi\u00e8ces et des normes \u00e0 respecter avec des tol\u00e9rances<\/li>\n
  3. Une comp\u00e9tition ardue au niveau des prix<\/li>\n
  4. De nombreux canaux de vente en comp\u00e9tition<\/li>\n<\/ol>\n

    Les d\u00e9fis principaux sont\u00a0:<\/strong><\/h3>\n
      \n
    1. Le raccourcissement du cycle de vie des produits<\/li>\n
    2. L\u2019augmentation de la transparence des prix<\/li>\n
    3. La structure de co\u00fbts variable (selon des indices de prix de m\u00e9taux rares par exemple)<\/li>\n
    4. L\u2019augmentation de l\u2019investissement en \u00e9quipement pour permettre de vivre une exp\u00e9rience similaire aux acheteurs \u00e0 celle des consommateurs<\/li>\n
    5. Un service personnalis\u00e9 et une fluidit\u00e9 entre les appareils (laptop, mobile, \u2026.) et les plateformes<\/li>\n<\/ol>\n

      Qu’est-ce que cela donne ?<\/strong><\/h3>\n

      L\u2019investissement dans des approches num\u00e9riques cibl\u00e9es rapporte jusque 8% de plus de rendement aux actionnaires (Source\u00a0: McKinsey, oct. 2016<\/a>\u00a0)<\/p>\n

      Comment s\u2019y prendre ?<\/strong><\/h3>\n

      Certaines entreprises BtoB ont peu de clients. Les recommandations sur l\u2019automatisation des ventes et sur le traitement de grandes quantit\u00e9s de donn\u00e9es pour en faire de l\u2019analyse pr\u00e9dictive s\u2019appliquent plus \u00e0 celles qui ont de nombreux clients. Revoir les fa\u00e7ons de faire est bon quel que soit le nombre de clients !<\/p>\n

        \n
      1. Engagement strat\u00e9gique de la direction envers l\u2019am\u00e9lioration de l\u2019exp\u00e9rience client et le num\u00e9rique<\/li>\n
      2. Cr\u00e9er des parcours client, des cartes d\u2019empathie,\u2026 pour qu\u2019il y ait une coh\u00e9rence entres le service offert en ligne et hors ligne. Les vendeurs devraient ma\u00eetriser plusieurs canaux de communication pour avoir une vision globale de leurs clients. 90% des acheteurs en BtoB utilisent aussi leur t\u00e9l\u00e9phone intelligent alors que moins de 10 % des entreprises en BtoB ont une strat\u00e9gie omnicanal int\u00e9gr\u00e9e.<\/li>\n
      3. Transformer les donn\u00e9es issues des ERP et autres CRM en informations pour faire de l\u2019analyse de pr\u00e9diction et ainsi augmenter le taux de closing<\/li>\n
      4. Coordination bout \u00e0 bout des processus, des activit\u00e9s pr\u00e9vente \u00e0 la livraison de la commande. D\u00e9cloisonner les fonctions pour mieux r\u00e9pondre aux besoins. Un de mes clients me dit que ses processus sont rendus vivants !<\/li>\n
      5. D\u00e9velopper une culture bas\u00e9e sur l\u2019innovation et la r\u00e9alisation en r\u00e9duisant les cycles de prototypage pour faire des produits minimalement viables en collaboration avec le client.<\/li>\n
      6. S\u00e9parer les ventes automatisables de produits simples qui vont requ\u00e9rir de moins en moins d\u2019interventions humaines versus les ventes \u00e0 haute valeur ajout\u00e9e demandant l\u2019intervention d\u2019experts conseillers. Ces derniers doivent \u00eatre en mesure de distinguer une vraie demande de soumission d\u2019une demande de \u00ab\u00a0benchmarking\u00a0\u00bb, sinon la rentabilit\u00e9 des t\u00e2ches de soumission d\u00e9cline rapidement.<\/li>\n
      7. Fusionner ou rapprocher le marketing, les ventes, les communications et le service \u00e0 la client\u00e8le.<\/li>\n<\/ol>\n

        En conclusion, ceux qui feront la diff\u00e9rence dans le BtoB, sont ceux qui s’engagent\u00a0dans leur changement, ceux qui investissent dans l\u2019exp\u00e9rience client et les technologies num\u00e9riques de fa\u00e7on cibl\u00e9e, ceux qui s\u00e9parent le traitement des ventes de produits standards versus les produits complexes et ceux qui investissement dans leurs vendeurs experts !<\/h3>\n

        Je vous invite \u00e0 vous inscrire \u00e0\u00a0mon infolettre mensuelle du SPLING en affaires.<\/a> Voici le lien vers mes autres articles de blog<\/a>\u00a0 dans lesquels je partage d\u2019autres trucs et observations pour d\u00e9velopper le leadership et optimiser l’organisation !<\/h3>\n

        Corine Markey : Coach Professionnelle Certifi\u00e9e, formatrice agr\u00e9\u00e9e et conf\u00e9renci\u00e8re.<\/p>\n","protected":false},"excerpt":{"rendered":"

        Comparativement au BtoC (business to customer), le BtoB (business to business) est en rattrapage au niveau de la gestion de l\u2019exp\u00e9rience client. Les entreprises qui sont dans le BtoB se […]<\/p>\n","protected":false},"author":1,"featured_media":5746,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[114,126,180,184,337,290],"yoast_head":"\nG\u00e9rer l\u2019exp\u00e9rience client dans le BtoB - Service Conseil CM<\/title>\n<meta name=\"description\" content=\"Comparativement au BtoC (business to customer), le BtoB (business to business) est en rattrapage au niveau de la gestion de l\u2019exp\u00e9rience client.\" \/>\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.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"G\u00e9rer l\u2019exp\u00e9rience client dans le BtoB - Service Conseil CM\" \/>\n<meta property=\"og:description\" content=\"Comparativement au BtoC (business to customer), le BtoB (business to business) est en rattrapage au niveau de la gestion de l\u2019exp\u00e9rience client.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/\" \/>\n<meta property=\"og:site_name\" content=\"Service Conseil CM\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ServiceConseilCM\/\" \/>\n<meta property=\"article:author\" content=\"service-conseil-cm\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-13T18:55:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-08-29T18:46:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corinemarkey.com\/service\/wp-content\/uploads\/2017\/02\/XC-BtoB.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1605\" \/>\n\t<meta property=\"og:image:height\" content=\"1184\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.corinemarkey.com\/service\/#\/schema\/person\/b31503e50a819b420827dbd2cce03ef2\"},\"headline\":\"G\u00e9rer l\u2019exp\u00e9rience client dans le BtoB\",\"datePublished\":\"2017-02-13T18:55:56+00:00\",\"dateModified\":\"2019-08-29T18:46:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/\"},\"wordCount\":691,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.corinemarkey.com\/service\/#organization\"},\"keywords\":[\"engagement strat\u00e9gique\",\"exp\u00e9rience client\",\"leadership\",\"marketing BtoB\",\"Optimiser\",\"Ventes BtoB\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/\",\"url\":\"https:\/\/www.corinemarkey.com\/service\/blog\/gerer-lexperience-client-dans-le-btob\/\",\"name\":\"G\u00e9rer l\u2019exp\u00e9rience client dans le BtoB - 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