Understand the market and its consumers. I know my customer; but who knows the end consumer?

The value chain between producer and consumer can be complex and made up of several partner companies, customers and/or suppliers. Whether in Banking, Insurance or Industry, the company that designs and/or produces products and services is not necessarily the one that sells them, nor the one that prescribes them to the consumer.

Dans ce contexte de modèles d’affaires  B2B2B (Business-to-Business-to-Business) et le B2B2C (Business-to-Business-to-Consumer), la connaissance des entreprises impliquées, leurs interactions et relations pour servir le client final est source d’efficacité pour le Marketing stratégique et le Commerce.

Quels sont les impacts de la chaine de valeur sur le déploiement d’une offre à l’international ?

‒ Despite careful planning, adaptation to local markets and close coordination of stakeholders; the speed of adoption of the offer may remain slow,

‒ The heterogeneity of CRM data quality between regions/countries is aggravated,

‒ There are marketing effectiveness problems due to poor knowledge of the business chain between the Producer and the final Consumer. For example, a commercial opportunity is sent to a partner; but this does not structurally address the targeted prospect because it is an intermediary who makes the final sale.

What missions have we carried out on this theme?

‒ Customer case #1 for a large electrical equipment manufacturer:

Clémence Consulting supported its client as part of a program dedicated to its partners. The objective is to animate the network of partners, to help them mature and to boost sales of a new service offering.

We carried out a Business Consulting mission with the departments concerned at our client and its largest partners.

After segmenting the partners, the organization of meetings made it possible to inform/train the partners and workshops facilitated the sharing of feedback, good practices and the establishment of joint marketing and sales action plans to reach the final consumer.

‒ Customer case #2 in the mobility sector:

Clémence Consulting supported the creation of an offer for its client's customers, that is to say prescribers to the end consumer. We intervened as a Business Analyst, from the expression of needs to assistance with the choice of solution and its deployment, to set up and monetize a SaaS offering e.learning & IA.

‒ Customer case #3 for a large Bank-Insurance company:

Clémence Consulting staffed a management team for the CRM modernization of its client with a view to taking into account the sale of partner offers