{"id":2913,"date":"2016-03-30T08:51:08","date_gmt":"2016-03-30T07:51:08","guid":{"rendered":"http:\/\/www.cyberelles.com\/?p=2913"},"modified":"2016-03-30T08:51:08","modified_gmt":"2016-03-30T07:51:08","slug":"transformation-digitale-entre-buzz-word-et-realite","status":"publish","type":"post","link":"https:\/\/www.cyberelles.fr\/index.php\/2016\/03\/30\/transformation-digitale-entre-buzz-word-et-realite\/","title":{"rendered":"Transformation digitale entre buzz word et r\u00e9alit\u00e9"},"content":{"rendered":"

La transformation digitale est un buzz word de plus en plus utilis\u00e9 mais dont les contours demeurent flous. Cette analyse permet de mieux appr\u00e9hender les cl\u00e9s de cette transformation. Le digital a marqu\u00e9 notre d\u00e9cennie, entre consom\u2019acteur et cycle d\u2019innovation rapide comment devenir acteur de cette transformation en actionnant trois variables ?<\/p>\n

<\/p>\n

La transformation digitale est s\u00fbrement le buzz word de l\u2019ann\u00e9e. Au-del\u00e0 du nombre de conf\u00e9rences ou d\u2019articles qui en parle, un tour rapide sur Google trend confirme cette tendance entam\u00e9e en 2015.<\/p>\n

\"transformation<\/a><\/p>\n

En r\u00e9alit\u00e9 ce terme recouvre une r\u00e9alit\u00e9 cinglante. Le consommateur est devenu consom\u2019acteur, il questionne, challenge le statu quo et dispose d\u2019un pouvoir croissant d\u2019arbitrage et de sanction gr\u00e2ce \u00e0 internet et les entreprises sont confront\u00e9es \u00e0 une acc\u00e9l\u00e9ration technologique impactant toute l\u2019architecture de leur proposition de valeur.<\/p>\n

La transformation digitale se lit au travers de diff\u00e9rentes facettes
\n– Les barri\u00e8res \u00e0 l\u2019entr\u00e9e d\u2019un march\u00e9 sont de plus en plus faibles<\/strong>
\nPour preuve, la fameuse ub\u00e9risation qui a mis en exergue la fragilit\u00e9 de mod\u00e8les \u00e9conomiques consid\u00e9r\u00e9s il y a peu longtemps comme solides (les taxis, les h\u00f4tels, les banques, etc.)
\n– Le digital donne le la avec un cycle d\u2019innovation de plus en plus rapide<\/strong>
\nL\u2019agilit\u00e9 dont font preuve les start-up et les acteurs du digital nous fait vivre une vraie r\u00e9volution technologique qui nous emm\u00e8ne toujours plus loin (offres de streaming, les drones, les voitures auto-conduites, la r\u00e9alit\u00e9 virtuelle, les objets connect\u00e9s, etc.)
\n– Le consommateur est devenu consom\u2019acteur<\/strong>
\nLe consommateur a un pouvoir croissant puisqu\u2019il dispose d\u2019un espace d\u2019expression \u00e0 r\u00e9sonnance (internet et les r\u00e9seaux sociaux) et d\u2019un choix certain dans les offres qu\u2019il choisit.
\n– La fronti\u00e8re entre produit et service devient tenue<\/em>
\nLes clients cherchent d\u2019abord une exp\u00e9rience. Une exp\u00e9rience irr\u00e9prochable ne mettant aucune fronti\u00e8re entre l\u2019offline et l\u2019online.<\/p>\n

Transformation digitale, vous avez dit transformer ?<\/strong>
\nPour les entreprises du si\u00e8cle dernier et m\u00eame des deux derni\u00e8res d\u00e9cennies, ces changements les obligent \u00e0 revoir leur approche.
\nLa transformation digitale ne se r\u00e9sume pas \u00e0 une num\u00e9risation de l\u2019offre avec notamment un site e-commerce.
\nLa transformation digitale suppose une mutation profonde des processus et de l\u2019organisation. Elle suppose de mettre le client au centre de son approche (customer centric). Il s\u2019agit \u00e9galement de revoir la proposition de valeur pour l\u2019axer sur l\u2019exp\u00e9rience et par cons\u00e9quence de questionner le business model.
\nLa transformation digitale est un donc une r\u00e9volution qui se vit \u00e0 trois niveaux
\n– L\u2019organisation : comment ne plus fonctionner en silos par corps de m\u00e9tier ?
\n– L\u2019exp\u00e9rience client : comment ne plus vendre un produit mais une exp\u00e9rience ?
\n– Le business model : quelle valeur ajout\u00e9e pour \u00eatre l\u00e0 o\u00f9 mon client m\u2019attend ?
\nLa transformation digitale est une vraie r\u00e9volution qui fait peur aux entreprises car elle suppose une attitude d\u2019humilit\u00e9 et une volont\u00e9 r\u00e9elle de changement. Le socle de cette transformation est humain, il trouve sa source dans un changement d\u2019\u00e9tat d\u2019esprit, un changement des comportements et des pratiques.<\/p>\n

En conclusion, la citation de Charles Darwin \u00ab ce n\u2019est pas la plus forte ni la plus intelligente des esp\u00e8ces qui survivra mais celle qui sera la plus apte \u00e0 changer \u00bb.<\/p>\n

Ilham Guggenheim<\/a> est directrice conseil \u00e0 l\u2019agence Les 12 coups de minuit.<\/a> <\/em>
\nPassionn\u00e9e par le digital, Ilham a fait ses armes pendant plus de 16 ans dans le marketing international et le digital et accompagn\u00e9 plus de 40 marques dans divers secteurs. <\/em>
\nR\u00e9cemment, Ilham a accompagn\u00e9 un grand groupe pharmaceutique dans un processus de transformation digitale notamment avec une offre innovante autour du reverse mentoring.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

La transformation digitale est un buzz word de plus en plus utilis\u00e9 mais dont les contours demeurent flous. Cette analyse … Continue reading Transformation digitale entre buzz word et r\u00e9alit\u00e9<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":2915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,1],"tags":[17,145,164,318,594],"class_list":["post-2913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actus-2","category-non-classe","tag-12cdm","tag-consomacteur","tag-cycle-dinnovation","tag-ilham-guggenheim","tag-transformation-digitale"],"yoast_head":"\nTransformation digitale entre buzz word et r\u00e9alit\u00e9 - Cyberelles<\/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:\/\/www.cyberelles.fr\/index.php\/2016\/03\/30\/transformation-digitale-entre-buzz-word-et-realite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Transformation digitale entre buzz word et r\u00e9alit\u00e9 - Cyberelles\" \/>\n<meta property=\"og:description\" content=\"La transformation digitale est un buzz word de plus en plus utilis\u00e9 mais dont les contours demeurent flous. 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