{"id":105545,"date":"2021-02-22T18:00:00","date_gmt":"2021-02-22T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/revue-du-balado-3-lecons-a-tirer-a-propos-de-la-transformation-numerique\/"},"modified":"2024-12-31T05:30:59","modified_gmt":"2024-12-31T10:30:59","slug":"revue-du-balado-3-lecons-a-tirer-a-propos-de-la-transformation-numerique","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/revue-du-balado-3-lecons-a-tirer-a-propos-de-la-transformation-numerique\/","title":{"rendered":"Revue du Balado : 3 le\u00e7ons \u00e0 tirer \u00e0 propos de la transformation num\u00e9rique"},"content":{"rendered":"<p>La transformation num\u00e9rique est un des concepts les moins bien compris dans le monde des affaires. Mais si on ne parle pas de cr\u00e9er un nouveau marketing stack ou bien de passer du boulier \u00e0 Excel, de <em>quoi<\/em> parle-t-on ?<\/p>\n<p>Dans ce 5e \u00e9pisode <a href=\"\/fr-ca\/podcast\/\">d\u2019Inside the Funnel<\/a>, Jenna, Nasser, et Dan explorent et expliquent pourquoi la transformation num\u00e9rique est importante pour l\u2019exp\u00e9rience consommateur et les r\u00e9sultats d\u2019entreprise, et en quoi ce n\u2019est pas juste une nouvelle technologie flambant neuve. Sans plus attendre, voici leurs 3 conclusions principales.<\/p>\n<ol>\n<li>\n<h2>Ce que c\u2019est (et ce que ce n\u2019est pas)<\/h2>\n<p>Si on ouvre le Dictionnaire des Mots \u00e0 la Mode de Jenna \u00e0 la page sur la transformation num\u00e9rique, voici ce qu\u2019on y trouve : &#8220;La transformation num\u00e9rique est le fait de fondamentalement changer comment l\u2019entreprise d\u00e9veloppe son plan, ses processus et comment elle valorise ses clients&#8221;. Cela en fait un processus qui est naturellement <a href=\"\/fr-ca\/blog\/revue-du-balado-5-extraits-de-notre-episode-omnicanal\/\">omnicanal<\/a> et centr\u00e9 sur le client, utilisant la technologie pour repenser et entreprendre une refonte compl\u00e8te de l\u2019entreprise.<\/p>\n<p>Mais voici le probl\u00e8me: la technologie en elle-m\u00eame ne constitue pas la transformation. Si vous souhaitez juste d\u00e9ployer un tout nouveau marketing stack sans changer la mani\u00e8re dont votre entreprise op\u00e8re, alors ce n\u2019est pas une transformation num\u00e9rique. Une transformation num\u00e9rique se concentrerait plut\u00f4t sur les exp\u00e9riences consommateurs, les r\u00e9sultats de l\u2019entreprise et comment ils peuvent \u00eatre mutuellement b\u00e9n\u00e9fiques.<\/li>\n<li>\n<h2>Les trois piliers de la transformation num\u00e9rique<\/h2>\n<p>La transformation num\u00e9rique est souvent la r\u00e9ponse d\u2019une entreprise qui r\u00e9alise que ses clients se comportent de mani\u00e8re diff\u00e9rente. Maintenant que nous savons que les consommateurs \u00e9valuent une entreprise \u00e0 partir de &#8220;<a href=\"https:\/\/www.ibm.com\/blogs\/internet-of-things\/the-last-best-experience\/\" target=\"_blank\" rel=\"noopener\">leur exp\u00e9rience la plus r\u00e9cente<\/a>&#8220;, les marques ont du pain sur la planche pour satisfaire des clients qui a) savent exactement ce qu\u2019ils veulent, et b) savent exactement o\u00f9 aller si leur exp\u00e9rience les laissent insatisfaits.<\/p>\n<p>Heureusement, ces consommateurs n\u2019ont pas d\u2019attentes irr\u00e9alistes. En fait, leurs attentes ont simplement \u00e9t\u00e9 renforc\u00e9es par leurs interactions avec d\u2019autres marques. Mais pour la plupart des entreprises, surtout celles \u00e9tant bien \u00e9tablies, r\u00e9pondre \u00e0 ces attentes plus \u00e9lev\u00e9es qu\u2019auparavant se traduit par la poursuite d\u2019un <em>certain<\/em> degr\u00e9 de transformation num\u00e9rique \u00e0 travers trois domaines principaux :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-55727\" src=\"\/wpe-content\/uploads\/2021\/01\/Blog-FR.jpg\" alt=\"Graphic showing DAC's approach to digital transformation\" width=\"641\" height=\"459\" \/><\/p>\n<ul>\n<li>\n<h3><span style=\"color: #1aa9e1;\">Excellentes exp\u00e9riences consommateurs<\/span><\/h3>\n<p>Afin d\u2019offrir d\u2019excellentes exp\u00e9riences consommateurs en ligne, vous devez tout d\u2019abord comprendre comment le mobile, la voix, ainsi que d\u2019autres avanc\u00e9es relativement r\u00e9centes ont compl\u00e8tement transform\u00e9 l\u2019environnement du consommateur. Utilisez ces connaissances pour vous atteler au travail qui vous attend : assurez-vous que votre <a href=\"\/fr-ca\/services\/strategie-de-contenu\/\">contenu<\/a> soit ad\u00e9quat, que votre <a href=\"\/fr-ca\/services\/referencement-naturel\/\">SEO<\/a> soit optimis\u00e9, et mettez en place des outils de base (DMC, CMP) qui soient pertinents par rapport \u00e0 ce que vous souhaitez accomplir. Concevez une exp\u00e9rience centr\u00e9e sur le consommateur puis organisez le reste de votre entreprise autour d\u2019elle.<\/li>\n<li>\n<h3><span style=\"color: #61bc47;\">Alignement interne<\/span><\/h3>\n<p>Ce pilier est probablement le moins glamour des trois, mais ce n\u2019est certainement pas le moins important. Nous parlons de processus de documentation, de centralisation des bases de donn\u00e9es de connaissances, de d\u00e9veloppement de programmes de formation, de logiciels de gestion de flux de travail. Chaque d\u00e9partement et chaque \u00e9quipe doit avoir une id\u00e9e claire des r\u00f4les de chacun, de la propri\u00e9t\u00e9, des responsabilit\u00e9s et des KPI associ\u00e9s. Il est presque impossible de r\u00e9ussir une transformation num\u00e9rique sans un alignement interne; tout le monde doit travailler dans le m\u00eame sens.<\/li>\n<li>\n<h3><span style=\"color: #ec3642;\">Donn\u00e9es unifi\u00e9es<\/span><\/h3>\n<p>La plupart des entreprises ont au moins une compr\u00e9hension basique des signaux num\u00e9riques cl\u00e9s, mais peu utilisent les donn\u00e9es analytiques pour vraiment comprendre les exp\u00e9riences des clients dans un environnement num\u00e9rique transform\u00e9. On ne parle pas juste de taux de conversion, du temps pass\u00e9 sur le site ou du taux de rebond, mais plut\u00f4t d\u2019une plong\u00e9e plus profonde dans les signaux primaires et secondaires pour mieux comprendre comment les comportements attendus sont influenc\u00e9s par les activations num\u00e9riques (ex : une r\u00e9solution positive par le service client\u00e8le est une conversion d\u2019une formidable valeur). C\u2019est pourquoi <a href=\"\/fr-ca\/blog\/predictions-2021-comment-utiliser-au-mieux-et-au-pire-les-3-plus-recentes-tendances-en-matiere-de-donnees\/\">Google Analytics 4<\/a> est dot\u00e9 d\u2019un moteur d\u2019analyse architectural \u00e9volu\u00e9 qui se concentre davantage sur l\u2019exp\u00e9rience du consommateur.<\/li>\n<\/ul>\n<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69dc600476116'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69dc600476116');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Parce que le g\u00e9ant de la location de vid\u00e9o supposait qu\u2019il avait plus ou moins accapar\u00e9 le march\u00e9, il a continu\u00e9 \u00e0 d\u00e9finir ses objectifs d\u2019affaires comme il en avait l\u2019habitude. \u00c9videmment, une croissance de 1% \u00e0 cette taille est plus que respectable, mais cela a emp\u00each\u00e9 Blockbuster de voir la voiture de course qui approchait rapidement dans son r\u00e9troviseur.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-55217\" src=\"\/wpe-content\/uploads\/2021\/01\/netflix.jpg\" alt=\"Une femme utilisant une tablette et regardant une plateforme de streaming.\" width=\"612\" height=\"306\" \/><\/p>\n<p>Netflix a compris qu\u2019il pourrait faire mieux que Blockbuster en utilisant des outils num\u00e9riques. En 1997, l\u2019entreprise lance le premier magasin de location de DVD en ligne, avec seulement 30 employ\u00e9s et 925 films de disponibles, soit quasiment tout le catalogue de DVDs disponibles \u00e0 l\u2019\u00e9poque. Dix ans plus tard, elle est devenue le service de streaming payant originel. Dans cette troisi\u00e8me vague, Netflix est un cr\u00e9ateur de contenu reconnu (et la plus grande entreprise de divertissement\/m\u00e9dia au monde). Cependant, m\u00eame apr\u00e8s s\u2019\u00eatre transform\u00e9e deux fois, Netflix continue fondamentalement de remplir sa mission initiale : offrir des films et des s\u00e9ries \u00e0 ses clients.<\/p>\n<p>Ainsi, Netflix est un exemple parfait de transformations num\u00e9riques r\u00e9ussies (et successives), mais il n\u2019est pas difficile d\u2019en trouver d\u2019autres. Ne cherchez pas plus loin que les entreprises de technologie qui deviennent des entreprises d\u2019automatisation (le &#8220;<a href=\"https:\/\/www.macrumors.com\/roundup\/apple-car\/\" target=\"_blank\" rel=\"noopener\">Projet Titan<\/a>&#8221; d\u2019Apple), ou bien que des entreprises effectuant des changements moins importants dans d\u2019autres secteurs de leur industrie, comme Microsoft qui devient de plus en reconnu pour son service de plateformes informatiques cloud plut\u00f4t que pour Windows.<\/li>\n<\/ol>\n<h2>Est-ce que la transformation num\u00e9rique est pour tout le monde?<\/h2>\n<p>Certaines entreprises ne savent juste pas pourquoi certains clients les aiment tandis que d\u2019autres clients les quittent. Dans la plupart des cas, ces entreprises savent quelle histoire elles veulent raconter, mais elles ne savent pas exactement comment d\u00e9finir ce dont leur audience a besoin, ce qu\u2019elle veut ou qu\u2019elle attend en retour. Doivent-elles simplement revoir leurs messages \u2018\u2019push\u2019\u2019 plut\u00f4t que de se lancer dans un projet de transformation?<\/p>\n<p>Si les \u00e9volutions marginales sont la cl\u00e9 de votre succ\u00e8s et que souhaitez simplement faire les petits efforts qui pourraient faire la diff\u00e9rence ici ou l\u00e0, alors la transformation peut s\u2019av\u00e9rer \u00eatre un concept trop gros et intimidant. Selon votre industrie, une croissance \u00e0 un chiffre peut m\u00eame repr\u00e9senter un retour exceptionnel. Cela dit, c\u2019est aussi ce que pensait Blockbuster\u2026<\/p>\n<p>Pour en apprendre plus sur la transformation num\u00e9rique, \u00e9coutez l\u2019\u00e9pisode en entier maintenant et n\u2019h\u00e9sitez pas \u00e0 visiter notre <a href=\"\/fr-ca\/podcast\/\">archive de balados<\/a> pour d\u00e9couvrir les \u00e9pisodes d\u2019Inside the Funnel que vous auriez pu manquer.<\/p>\n<div style=\"width: 100%; height: 170px; margin-bottom: 20px; border-radius: 10px; overflow: hidden;\"><iframe style=\"width: 100%; height: 170px;\" src=\"https:\/\/player.captivate.fm\/episode\/4d985f2d-63da-4226-9add-168a1ae3597d\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"><\/iframe><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La transformation num\u00e9rique est un des concepts les moins bien compris dans le monde des affaires. Mais si on ne parle pas de cr\u00e9er un nouveau marketing stack ou bien de passer du boulier \u00e0 Excel, de quoi parle-t-on ? Dans ce 5e \u00e9pisode d\u2019Inside the Funnel, Jenna, Nasser, et Dan explorent et expliquent pourquoi [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":105546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2906],"tags":[],"class_list":["post-105545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revue du Balado : 3 le\u00e7ons \u00e0 tirer \u00e0 propos de la transformation num\u00e9rique | DAC<\/title>\n<meta name=\"description\" content=\"Dans ce 5e \u00e9pisode, nous explorons pourquoi la transformation num\u00e9rique est une question d\u2019exp\u00e9rience consommateur plut\u00f4t que de nouvelles technologies. 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