How it works Increased digitization of marketing transforms customer relationships. Medef is publishing this month a guide to good practices, helping companies to cope with these changes, by presenting examples of successful groups.
If there is one subject that puts all the companies in agreement, it is that of the impact of digital on their activity. The relationship between companies and their customers, as well as marketing practices, are undergoing profound and lasting changes. A problem that the Medef has seized to help French companies, which sometimes struggle to establish coherent digital strategies, to improve and redefine the experience of consumers. A priority all the more urgent as in the case of digital, companies are often behind compared to consumers. On average, the French have 4.6 connected objects per person and surf 20 hours a week on the Internet. On the other hand, the rate of equipment in digital channel of the French groups would be only 69%.
1. The Orange Cross-Channel Strategy
To keep its customers, it is essential to develop a cross-channel strategy. Companies need to diversify the means they use to reach and retain customers. Mobile, website, emailing, social networks … So many tools used complementarily by the group. The important thing is that the customer can buy without any problem, on any channel. As with Orange Slovakia, where the customer can initiate an order on any channel, then modify it and finalize it on any other, the companies that succeed in the field have managed to organize themselves, to allow this flexibility. This involves recruiting and training employees to oversee this organization, and ensuring good communication between sales channels.
Orange is also one of the first companies to have diversified its presence on the Web to dialogue with all customers, even the most discontented. “Orange is one of the first companies to join social networks, including the blogs on which the company was criticized, to respond to users’ comments,” explains Jean-Philippe Vanot, chairman of the Consumer Relations Medef and author of the book. Being present on all digital channels requires once again to rethink the whole organization of the company, and to have employees whose job is specifically to respond and react to customer feedback on all channels.
2. Danone analyzes the transformations of marketing
Digital tools are transforming marketing practices. Providing innovative training for “marketers” is therefore necessary in order not to be outdated. The Danone group is one of the pioneers in this field: it offers “training punch” on its shelf to its marketing teams, over a period of three days. The goal: to understand how the four phases of marketing (Listen, reach, engage, sell) are affected by digital. For Jean-Philippe Vanot, these light formations of Danone are ideal for the marketing teams to understand the changes that affect them. “Training people to break in their field is always complicated, but Danone has managed to create a training that explores all the fields of digital, And which affects all areas of marketing. A model that is easy to learn, “he said.
3. Darty Digitizes Its Stores
Careers in contact with customers are undergoing major changes, as are marketing activities. Companies must better accompany and listen to these professions. It is above all a question of proposing concrete solutions to them, in particular by investing in tools that facilitate life . For example, sellers often feel helpless in the face of increasingly well-informed customers who come to the shop with smartphones and tablets to check live information from sellers. To answer this question, Darty opted for a strategy of “digitizing” its stores. The company has invested heavily in new tools, specifically made available to sellers.
In sixty-two outlets, vendors now have tablets, with access to the Darty information system, where they can quickly search for product features, and track their availability in real time. They also save time, can proceed to the payment of the customer, without passing in checkout. The digital does not replace the seller, but reinforces it by providing tools adapted to the requirements of the customers. “Obviously, such a strategy has a cost for the company, and not everyone can follow this model. But it has allowed Darty to have better-equipped sellers, who can respond in a personalized way, with relevant information, to consumers, “notes Jean-Philippe Vanot.
4. SNCF partnerships
Business partnerships are key to surviving and developing in an increasingly digital world. In a more competitive environment, they can not survive alone, and must move closer together to innovate. That is why SNCF regularly associates itself with start-ups, and provides them with transport data, in order to offer together new competitive tourist services. These partnerships have, for example, made it possible to initiate travel services to railway stations or the development of all-inclusive hotel-transport packages . “SNCF has understood how to work with other players and propose new services on the Web. It is not always obvious for a company to work collaboratively,
5. Establishing trust, priority of La Poste
A digital strategy can not be built without trust, and without the commitment of employees, at all levels of the company. “When we talk about digital in customer relationships, we should not imagine a universe at the Big Brother, where everything would be digitized, the human being is key in customer relations, and we will always need human relationships to accompany the digital world “Recalls Jean-Philippe Vanot, chairman of the Medef consumer relations committee.
If companies want to retain their customers, they will have to ensure that their digital experience remains positive, by offering personalized support to each. To establish a relationship of trust with customers, the main challenge is to ensure the confidentiality of their data. For this purpose, the La Poste Group aims to provide regular support to its teams, with regular training, to learn how to better manage and protect data flows that are often very important. “La Poste has succeeded in changing the corporate culture about confidentiality and making it a concern for all employees. She has invested heavily in her human resources, on the theme of trust.
A simple method, which can be reproduced by others, according to him. “The secret of digital transformation is to get companies to change their culture. This involves numerous training actions, notably on the subject of data confidentiality, which is currently a source of mistrust for customers. Well-trained employees help restore confidence, “he says. It is true that for the time being, most data protection and monetization strategies are still hesitant. In response, 47% of consumers would be misinformed by companies.
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