{"id":3185,"date":"2020-11-24T00:00:00","date_gmt":"2020-11-23T23:00:00","guid":{"rendered":"https:\/\/spotzerdigital.com\/use-global-insights-and-understand-local-challenges-to-help-your-customers-sell-online-and-make-their-phone-ring\/"},"modified":"2022-03-09T14:46:31","modified_gmt":"2022-03-09T13:46:31","slug":"tirez-parti-des-donnees-mondiales-et-comprenez-les-enjeux-locaux-pour-aider-vos-clients-a-vendre-en-ligne-et-a-faire-sonner-leur-telephone","status":"publish","type":"post","link":"https:\/\/spotzerdigital.com\/fr\/use-global-insights-and-understand-local-challenges-to-help-your-customers-sell-online-and-make-their-phone-ring\/","title":{"rendered":"Utilisez les connaissances mondiales et comprenez les d\u00e9fis locaux pour aider vos clients \u00e0 vendre en ligne et \u00e0 faire sonner leur t\u00e9l\u00e9phone."},"content":{"rendered":"

Cet article fait partie de <\/em>une s\u00e9rie<\/em><\/a> dans lequel nous examinons en profondeur les diff\u00e9rents aspects et techniques utilis\u00e9s par Spotzer pour assurer le succ\u00e8s des produits et services num\u00e9riques de nos partenaires.<\/em><\/p>\n

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L'un des grands avantages de travailler avec Spotzer est la possibilit\u00e9 de puiser dans un puits de connaissances sur le marketing num\u00e9rique dans le monde entier. Gr\u00e2ce \u00e0 notre travail avec des partenaires et des clients en Europe, en Oc\u00e9anie et en Am\u00e9rique du Nord, nous continuons \u00e0 g\u00e9n\u00e9rer des informations utiles sur ce qui fonctionne - et ce qui ne fonctionne pas. Ces informations peuvent constituer une source inestimable d'id\u00e9es et servir d'indicateurs pr\u00e9coces de nouvelles tendances ou de nouveaux d\u00e9fis.<\/p>\n

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\"5fbbc8e9f6e0e320d071dc25<\/div>\n<\/figure>\n

Le boom du commerce \u00e9lectronique en est un bon exemple. En analysant les march\u00e9s et en discutant avec les clients au fil des ans, Spotzer a constat\u00e9 une augmentation constante des commandes de commerce \u00e9lectronique. Mais un certain nombre de partenaires \u00e9taient r\u00e9ticents \u00e0 investir dans des solutions de commerce \u00e9lectronique. Ils ont donc \u00e9t\u00e9 pris au d\u00e9pourvu lorsque la pand\u00e9mie a frapp\u00e9, acc\u00e9l\u00e9rant de cinq ans ou plus de nombreuses tendances. Heureusement, Spotzer a beaucoup investi dans sa pile technique propri\u00e9taire, sa connaissance des produits et ses \u00e9quipes. La rapidit\u00e9 d'ex\u00e9cution, la meilleure de sa cat\u00e9gorie, nous a permis de mettre en place de nouvelles solutions de commerce \u00e9lectronique pour nos partenaires en l'espace de quelques semaines, avec une demande qui a presque doubl\u00e9<\/a>.<\/p>\n

<\/p>\n

Dans son ouvrage de r\u00e9f\u00e9rence \"Good Strategy, Bad Strategy\", Richard P. Rumelt remarque que la strat\u00e9gie consiste \u00e0 d\u00e9couvrir le contexte et les obstacles, puis \u00e0 orienter l'organisation de mani\u00e8re \u00e0 les surmonter. Les partenaires qui ont reconnu l'importance croissante du commerce \u00e9lectronique et qui ont d\u00e9lib\u00e9r\u00e9ment investi dans les capacit\u00e9s requises ont pu aider leurs clients sans d\u00e9lai, permettant \u00e0 ces petites entreprises de commencer \u00e0 vendre en ligne en l'espace de quelques jours. Il ne fait aucun doute que cela a contribu\u00e9 \u00e0 maintenir certaines d'entre elles \u00e0 flot - et ces clients ne l'oublieront pas. Pour gagner une telle fid\u00e9lit\u00e9, ces organisations ont d\u00fb identifier et investir dans les bonnes opportunit\u00e9s. Chez Spotzer, nous sommes heureux de collaborer avec nos partenaires sur des questions strat\u00e9giques ainsi que sur l'ex\u00e9cution des commandes.<\/p>\n

<\/p>\n

\n
\"5fbbc9064e2c73534e23eb1c<\/div>\n<\/figure>\n

Cependant, il est in\u00e9vitable que les id\u00e9es et les tendances mondiales ne repr\u00e9sentent qu'une partie de l'histoire. Pour r\u00e9ussir, nous devons nous assurer que nos solutions r\u00e9pondent aux demandes locales. Certaines d'entre elles sont apparentes : Conformit\u00e9 GDPR (UE) ; culture d'entreprise (\u00c9tats-Unis) ; exigences l\u00e9gales (Allemagne) ; options de paiement uniques (Australie). Beaucoup, cependant, exigent un travail scrupuleux avec les donn\u00e9es internes et externes.<\/p>\n

<\/p>\n

Prenons l'exemple du Royaume-Uni. Il dispose d\u00e9j\u00e0 d'un march\u00e9 mature pour les produits et services num\u00e9riques. Au fil des ans, il est devenu de plus en plus concurrentiel. L'ann\u00e9e derni\u00e8re, pour tenter d'\u00e9chapper \u00e0 la course au moins-disant et donner aux \u00e9quipes de vente des munitions suppl\u00e9mentaires, nos \u00e9quipes ont effectu\u00e9 une \u00e9tude approfondie du march\u00e9. Plut\u00f4t que de s'appuyer sur des statistiques populaires facilement trouv\u00e9es sur le web (sans beaucoup de contexte ou de cr\u00e9dibilit\u00e9), nous avons parcouru des centaines de pages de rapports gouvernementaux et de recherches pertinentes. Mais surtout, nous avons pu examiner les donn\u00e9es historiques \u00e0 notre disposition, qu'il s'agisse de mod\u00e8les pour des cat\u00e9gories sp\u00e9cifiques ou de d\u00e9pendances entre les cycles de r\u00e9vision et les performances finales. Nous avons \u00e9galement pu interroger les \u00e9quipes de vente pour obtenir un compte rendu de premi\u00e8re main des d\u00e9fis auxquels elles ont \u00e9t\u00e9 confront\u00e9es et les comparer au retour d'information que nous avons re\u00e7u des clients lors des appels de prise en charge. <\/p>\n

<\/p>\n

\n
\"5fbbc93265b3809b548f19cb<\/div>\n<\/figure>\n

Le r\u00e9sultat a \u00e9t\u00e9 un ensemble de recommandations concises mais efficaces qui ont permis d'am\u00e9liorer la port\u00e9e et le positionnement de nos produits. Par exemple, une meilleure compr\u00e9hension des pr\u00e9occupations des PME en mati\u00e8re de complexit\u00e9 et d'investissement en temps a permis de modifier le niveau de soutien (introduction de modifications standard illimit\u00e9es) et de r\u00e9duire le d\u00e9lai d'approbation (en modifiant le flux de travail et en recentrant les ressources sur les \u00e9l\u00e9ments ayant la plus grande valeur en supprimant tout le reste).<\/p>\n

<\/p>\n

Non seulement cela nous a aid\u00e9s du point de vue des ventes et des op\u00e9rations, mais certaines le\u00e7ons que nous avons apprises en cours de route ont ensuite \u00e9t\u00e9 utilis\u00e9es avec succ\u00e8s sur d'autres march\u00e9s.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

This article is part of a series in which we provide an in-depth look into various aspects and techniques Spotzer uses to make our partner\u2019s digital products and services successful. One of the great things about working with Spotzer is the ability to tap into a well of knowledge about digital marketing around the world. 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