{"id":11119,"date":"2024-06-07T01:07:41","date_gmt":"2024-06-06T23:07:41","guid":{"rendered":"https:\/\/www.clemenceconsulting.fr\/?p=11119"},"modified":"2025-12-05T10:48:59","modified_gmt":"2025-12-05T09:48:59","slug":"comprehension-du-marche-et-de-ses-consommateurs","status":"publish","type":"post","link":"https:\/\/www.clemenceconsulting.fr\/fr\/comprehension-du-marche-et-de-ses-consommateurs\/","title":{"rendered":"Compr\u00e9hension du march\u00e9 et de ses consommateurs. Je connais mon client ; mais qui connait le consommateur final ?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid vc_custom_1709720852009 vc_row-has-padding-bottom\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element vc_custom_1717757752163\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><b>La cha\u00eene de valeur entre le producteur et le consommateur peut \u00eatre complexe et compos\u00e9e de plusieurs entreprises partenaires, clientes et\/ou fournisseurs. Que ce soit dans la Banque Assurance ou l\u2019Industrie, l\u2019entreprise qui con\u00e7oit et\/ou r\u00e9alise les produits et services n\u2019est pas n\u00e9cessairement celle qui les vend, ni celle qui les prescrit au consommateur. <\/b><\/p>\n<p>Dans ce contexte de mod\u00e8les d&#8217;affaires\u00a0 B2B2B (Business-to-Business-to-Business) et le B2B2C (Business-to-Business-to-Consumer), la connaissance des entreprises impliqu\u00e9es, leurs interactions et relations pour servir le client final est source d\u2019efficacit\u00e9 pour le Marketing strat\u00e9gique et le Commerce.<\/p>\n<h3><strong><span style=\"color: #1cbeb6;\">Quels sont les impacts de la chaine de valeur sur le d\u00e9ploiement d&#8217;une offre \u00e0 l&#8217;international ?<\/span><\/strong><\/h3>\n<p>\u2012 Malgr\u00e9 une planification minutieuse, l\u2019adaptation aux march\u00e9s locaux et la coordination \u00e9troite des acteurs ; la vitesse d\u2019adoption de l\u2019offre peut rester lente,<\/p>\n<p>\u2012 L\u2019h\u00e9t\u00e9rog\u00e9n\u00e9it\u00e9 de la qualit\u00e9 des donn\u00e9es CRM entre les r\u00e9gions\/pays est aggrav\u00e9e,<\/p>\n<p>\u2012 Il y a des probl\u00e8mes d\u2019efficacit\u00e9 marketing dus \u00e0 la mauvaise connaissance de la chaine d\u2019entreprises entre le Producteur et le Consommateur final. Par exemple une opportunit\u00e9 commerciale est envoy\u00e9e \u00e0 un partenaire ; mais celui-ci n\u2019adresse structurellement pas le prospect cibl\u00e9 car c\u2019est un interm\u00e9diaire qui r\u00e9alise la vente finale.<\/p>\n<h3><strong><span style=\"color: #1cbeb6;\">Quelles missions avons-nous r\u00e9alis\u00e9es sur ce th\u00e8me ?<\/span><\/strong><\/h3>\n<h4><em><strong>\u2012\u00a0 Cas client n\u00b01 pour un grand \u00e9quipementier \u00e9lectrique :<\/strong><\/em><\/h4>\n<p>Cl\u00e9mence Consulting a accompagn\u00e9 son client dans le cadre d\u2019un <b>programme d\u00e9di\u00e9 \u00e0 ses partenaires<\/b>. L\u2019objectif est d\u2019animer le r\u00e9seau de partenaires, de les faire monter en maturit\u00e9 et de <strong>booster les ventes d\u2019une nouvelle offre de services.<\/strong><\/p>\n<p>Nous avons men\u00e9 une mission de Business Consulting aupr\u00e8s des directions concern\u00e9es chez notre client et ses plus grands partenaires.<\/p>\n<p>Apr\u00e8s segmentation des partenaires, l\u2019organisation de r\u00e9unions a permis d\u2019informer\/former les partenaires et des ateliers ont facilit\u00e9 le partage des retours d\u2019exp\u00e9riences, des bonnes pratiques et l\u2019\u00e9tablissement de plans d\u2019actions marketing et commerciaux conjoints pour toucher le consommateur final.<\/p>\n<h4><em><strong>\u2012 Cas client n\u00b02 dans le secteur de la mobilit\u00e9 :<\/strong><\/em><\/h4>\n<p>Cl\u00e9mence Consulting a accompagn\u00e9 la cr\u00e9ation d\u2019une offre \u00e0 destination des clients de son client, c\u2019est-\u00e0-dire des prescripteurs aupr\u00e8s du consommateur final. Nous sommes intervenus en tant que Business Analyst, de l\u2019expression des besoins \u00e0 l\u2019aide au choix de solution et \u00e0 son d\u00e9ploiement, pour <b>mettre en place et mon\u00e9tiser une offre SaaS de <\/b><b>e.learning<\/b><b> &amp; IA.<\/b><\/p>\n<h4><em><strong>\u2012 Cas client n\u00b03 pour une grande Banque-Assurance :<\/strong><\/em><\/h4>\n<p>Cl\u00e9mence Consulting a permis de renforcer l\u2019\u00e9quipe de pilotage du programme de <b>modernisation du CRM <\/b>de son client en vue prendre en compte la vente d\u2019offres partenaires<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element vc_custom_1731485364044\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3 style=\"text-align: center;\"><strong><span style=\"font-size: 26px; color: white;\">Vous \u00eates int\u00e9ress\u00e9(e) par les oppportunit\u00e9s li\u00e9es \u00e0 une meilleure compr\u00e9hension de la cha\u00eene de valeur de votre entreprise ?<\/span><\/strong><\/h3>\n<p style=\"text-align: center;\"><span style=\"color: white; font-size: 18px;\">V\u00e9ronique Bui Quan &#8211; 06 09 03 73 28 &#8211; <a style=\"color: #fff;\" href=\"mailto:vbuiquan@clcg.fr\">vbuiquan@clcg.fr<\/a><\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"La cha\u00eene de valeur entre le producteur et le consommateur peut \u00eatre complexe et compos\u00e9e de plusieurs entreprises partenaires, clientes et\/ou fournisseurs. Que ce soit dans la Banque Assurance ou [...]","protected":false},"author":1,"featured_media":11179,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[59,57,109],"tags":[],"class_list":["post-11119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-mise-en-avant","category-use-case"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Compr\u00e9hension du march\u00e9 et de ses consommateurs. 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