Articles

PwC et SAP lancent une nouvelle stratégie d’innovation pour aider les entreprises à atteindre leurs objectifs ESG et Net Zero.

, ,

NEW YORK/WALLDORF, Allemagne – 7 décembre 2022 – PwC et SAP ont annoncé une nouvelle stratégie de co-innovation visant à faire du développement durable une partie intégrante des opérations commerciales. Cette stratégie vise à créer des solutions fiables pour relever les principaux défis Environnementaux, Sociaux et de Gouvernance d’entreprise (ESG). Elle couvre la mesure, le reporting et le pilotage du carbone ainsi que la décarbonisation de la chaîne d’approvisionnement, le risque climatique et l’analyse concurrentielle.

La nouvelle stratégie ESG s’appuie sur la force de l’alliance existante entre PwC et SAP, qui a fourni avec succès des solutions de transformation d’entreprise à des clients dans plus de 80 pays.

La stratégie comprend des solutions co-innovées, créées avec l’expertise approfondie de PwC en matière d’ESG et de comptabilité, visant à permettre aux entreprises d’appliquer des mesures ESG à travers leurs opérations fiables, auditables et vérifiables. Ces solutions s’appuient sur la solution SAP® Cloud for Sustainable Enterprises, ainsi que sur la solution SAP Sustainability Control Tower et la solution SAP Product Footprint Management. Ensemble, PwC et SAP aident les entreprises à tirer parti des solutions dont elles ont besoin pour satisfaire aux exigences de conformité et stimuler la croissance, afin de répondre aux attentes toujours plus grandes des clients et des investisseurs. Ils aident également les clients à façonner l’avenir de leur stratégie net zéro et de leur reporting sur le développement durable.

La stratégie de PwC et SAP comprend des solutions englobant une stratégie ESG à l’échelle de l’entreprise, allant de l’optimisation des transactions et de la reconnaissance des crédits d’impôt à la gestion des risques liés aux tiers et à l’analyse concurrentielle. Les trois principaux défis à relever en matière d’ESG, de réduction des émissions et de rapports sur le développement durable seront également abordés :

  • Le reporting et la diffusion aidant à satisfaire aux exigences en matière d’établissement de rapports et de diffusion des données sur la mesure du carbone de niveau investisseur, ceci afin de répondre aux demandes des investisseurs, prêteurs, régulateurs et clients.
  • L’opérationnalisation de la durabilité pour soutenir la prise en compte des mesures ESG, en particulier les questions sur le carbone, directement dans les fonctions commerciales, telles que la vente, la capitalisation et la fiscalité.
  • La gestion des risques, le suivi et la conformité de la chaîne d’approvisionnement étendant le soutien aux mesures ESG pour couvrir l’impact des fournisseurs sur les performances organisationnelles.

Des solutions comme l’outil primé Climate Excellence de PwC Allemagne, basé sur SAP Business Technology Platform, ont déjà démontré la force de la collaboration entre les deux organisations pour mettre sur le marché des innovations ESG.

PwC et SAP s’attachent à aider les entreprises à répondre aux exigences de reporting et d’auditabilité imposées par l’European Financial Reporting Advisory Group (EFRAG) et l’International Sustainability Standards Board (ISSB). Ils aident également les entreprises à se conformer à une décision connexe proposée par la Securities and Exchange Commission (SEC) des États-Unis. Les solutions fournies par PwC et SAP permettent de créer l’environnement en temps réel, et axé sur les données dont les clients ont besoin pour exploiter et promouvoir l’entreprise durable de demain.

Bob Moritz, Global Chairman de PwC, a déclaré : « L’ESG est devenu un impératif commercial et est au cœur de la stratégie mondiale de PwC, ‘The New Equation’, qui vise à aider les clients à instaurer la confiance avec leurs parties prenantes et à obtenir des résultats durables. De nouvelles exigences en matière de reporting et de divulgation ESG sont établies, et une plus grande transparence est essentielle pour instaurer la confiance. Cette conviction est au cœur de notre nouvelle stratégie de co-innovation avec SAP qui vient élargir notre collaboration pour mettre l’accent sur le développement de solutions ESG. PwC a travaillé intensément afin d’aider les entreprises à répondre à leurs exigences pour atteindre leurs objectifs ESG. L’association entre notre expertise et notre réputation de confiance et d’intégrité à la plateforme technologique de SAP, permettra d’apporter des capacités et des solutions plus larges pour répondre aux défis des entreprises dans le respect de leurs engagements ESG et de durabilité. »

Christian Klein, CEO et Membre du Conseil d’Administration de SAP SE, a déclaré : « La clé de la capacité de chaque organisation à atteindre ses objectifs de durabilité et à susciter des changements positifs, est la transparence. Notre collaboration permettra de combiner l’expertise sectorielle approfondie et la connaissance des clients de PwC avec notre portefeuille de technologies de pointe en matière de développement durable. La transparence ESG qui en résultera aidera les entreprises à réinventer leurs modèles économiques et à obtenir des résultats durables dont le monde a besoin de toute urgence.”

Pour en savoir plus sur la stratégie de co-innovation ESG de PwC et SAP, visitez notre site Web.

The post PwC et SAP lancent une nouvelle stratégie d’innovation pour aider les entreprises à atteindre leurs objectifs ESG et Net Zero. appeared first on SAP France News.

Source de l’article sur sap.com

/par

4 Founder-Led Brands That Are Done Right

,

When you hear the word “leadership,” do you think of a particular person?

If you’d been asked that question anytime before the 1900s, chances are you’d think of an accomplished politician or a battle-tested general. These were the people leading society for most of recorded history. Today, you might have someone else in mind.

Since the industrial era, the US has birthed a pantheon of founders who’ve arguably led our society as much as any statesman or president. We put Rockefeller and Ford right next to Lincoln and Jefferson. Think about it; these guys haven’t just changed the US; they’ve changed how the entire world lives and does business.

Founders of successful companies today command even larger amounts of capital and power than JD and Henry. With the rise of social media, they are often thrust to the forefront of their brands and the public, whether they like it or not. Some manage the responsibility better than others.

In my opinion, the best businesses use all that capital, manpower, and name recognition to do more than simply make a profit. By leading with authenticity, inspiring positive action, and influencing their brand’s vision for innovation – they try to make a change.

I wanted to take a minute to reflect on some modern founder-led brands I think are doing a killer job of creating unique, world-changing businesses and company cultures. I also want to discuss the lessons I have learned from them.

Elon Musk – Tesla

When talking about founder-led brands of the 21st century, it’s hard to pass over electric vehicle manufacturer Tesla and its outspoken CEO, Elon Musk. Love him or loathe him, he belongs in any conversation on influential founders.

While Musk isn’t technically the founder of Tesla, he is one hundred percent responsible for the company’s direction over the past decade. I think two of the strongest leadership points for Musk are his focus on branding and innovation.

Tesla created showrooms and charging stations long before his business had the sales to justify the expense. People saw the name Tesla everywhere, got curious about it, and now that’s paying off big time. Tesla today is at the forefront of the EV industry while all the other car companies play catch-up.

Behind the scenes, Tesla was also early to create a vertically-integrated supply chain – giving it almost complete control over its product and logistics. That’s another feature with a hefty upfront price tag but paid off when the pandemic hit. Now the biggest automakers in the world are rushing to copy that model.

Musk arguably even convinced China to deregulate foreign ownership of automotive companies. That’s hard to prove. However, China changed its rules around foreign ownership of EV companies shortly after he refused to enter the country.

Arguably, Tesla today is one of the frontrunners in redefining how traditional companies run. Musk is known to hate bureaucracy and traditional hierarchies. He hires other people to take care of bureaucratic processes for him.

Musk is also known for hiring relatively young, hard-working employees into high-power management positions in the company and letting them prove themselves. That inspires extreme loyalty from his employees from an early age. Musk’s focus on efficiency and rejection of traditional hierarchies has sparked a small revolution in tech companies.

Finally, I respect Musk because he has goals beyond showing year-over-year growth to shareholders. That’s hard to do day in and day out.

Sara Blakely – Spanx

Sara Blakely is an example of a founder with her hands in every part of her business, from product creation to sales. Most importantly, she created an authentic company culture with values she felt the business world lacked.

For those who know her story, Spanx very nearly didn’t happen. Blakely pitched her slimming undergarment to multiple women’s brands run by men. Most told her it would never work.

It might seem silly now, but men used to think they knew women’s fashion better than women. It wasn’t until one executive gave Blakely’s product to his daughters to try out that he agreed to start stocking Spanx. It’s a great example of how businesses can make a lot of money by listening to their customers.

Besides founding a women’s clothing company that sells products women want, Blakely strived to bring “feminine energy” into the workplace. I saw this poignant quote from her in an article:

“Twenty-one years ago when I started Spanx, I ended up in the paper in Atlanta, and I was at a cocktail party and a couple of guys came up to me and they said, ‘Sara, we read about you. Congratulations! We heard you invented something.’ And I said, ‘Yes I did, I’m so excited.’ They said, ‘Business is war,’ and then they pat me on the shoulder and they kind of laughed at each other. I went back home to my apartment that night. I was 29 and I just thought, I’m not going to war. I’m going to do this very differently. I’m going to honor a lot of feminine principles — intuition, empathy, kindness. Just allowing myself to be vulnerable through this process. And of course, a lot of the masculine energy has helped me also — it was a balance. But I wasn’t going to do it by squashing the feminine.”

Blakely worked hard to create a sales-oriented company culture that was purposely welcoming from that point forward. She regularly scheduled “oops meetings” where employees could stand up and say how they messed up and turn it into a funny story. At Spanx, it was okay to make mistakes and learn from them.

Blakely wanted everything about her product to be fun, including the way it was sold. She created a mandatory boot camp for salespeople, which, among other things, requires employees to perform standup comedy. Little things like that resonated with people and made Spanx synonymous with “fun.” Even famous actresses were flashing their Spanx on the red carpet.

The lesson we can all learn from Spanx and Blakely is that fun and positive energy are great marketing tools for any business. Many companies try to push a fun culture publicly without any authentic leadership that genuinely exemplifies that narrative, they won’t have the same effect. Blakely’s story of Spanx is not just a story of the brand but a story of her life and the experiences that shaped her vision and goals.

Jack Dorsey – Block (FKA Square)

While better known for founding Twitter, Jack Dorsey has recently been in the news for his move to solely running payment processing business Block. I admire Dorsey because he radically encourages his teams to think differently about how they work.

Dorsey is known for optimizing ways to stay productive and focused throughout the day. He manages through unconventional tactics like communicating only through voice memos on his phone that he runs through transcription apps. He says this prevents him from being sidetracked by distractions on his computer. I think that kind of mindfulness is necessary now more than ever.

Dorsey tries to bring this level of focus to his interactions with his employees too. I saw a great quote from him in this article discussing computer-less meetings at Block.

“When phones are down and laptops are closed, the team can discuss any issue at hand without distraction. We can actually focus and not just spend an hour together but make that time meaningful — and if that time is 15 minutes, then it’s 15 minutes and then we move on with our lives.”

Besides limiting distractions, Dorsey is known to walk five miles to work daily, theme each day, and create detailed agendas and goals for each team meeting. In his former company, Twitter, the culture was frequently described as a space where employees could speak freely to management about things they wanted to change.

On that subject, Dorsey has been known to push hard for employee control in his companies. Perhaps ironically, he was also quoted saying he wants Twitter to break away from its co-founders’- vision and control, calling founder-led companies “severely limiting.” However, it still seems he has some sort of vision for the world that he wants to bring around via Block.

His business goals are visionary, pushing the boundaries of innovation in the financial world.

Dorsey is a known cryptocurrency enthusiast but had pushback from the Twitter team, including his CFO, about making a crypto-centric product. His move to payments processor, Block, seems to be a bid to follow his passion and exert his vision on the world.

Block has since made headlines for being extremely bullish on cryptocurrencies, while many have expressed doubts. Dorsey even changed the business’s name to Block to better reflect its focus on blockchain and famously purchased $50 million worth of Bitcoin in 2020. All the while, Dorsey has been quietly creating arms of his business in the hopes of improving BTC’s usefulness. That may pay off down the line.

Melanie Perkins – Canva

I identify strongly with Melanie Perkins, co-founder of graphic design SaaS, Canva. Besides being roughly the same age, we both came from nondescript beginnings with no background in entrepreneurship or tech.

Canva is an excellent example of a business created by becoming intimately familiar with a customer problem and executing. Perkins spent years teaching people how to use design platforms like Adobe Creative Suite because they were so complicated. Taking that knowledge, she started a simple product to help customers create high school yearbooks. That expanded into a super app covering every aspect of design.

This super-app has unlocked a way for millions to learn design and produce high-quality content at any skill level. The cost to use Canva is many times lower than anything else on the market.

While Canva is an amazing product, what I like most about Perkins is that she believes business serves a higher purpose than maximizing profits.

When she was suddenly thrust into the limelight with a $40 billion valuation, people were even more impressed by Perkins’ philanthropic goals. She vowed to donate a 30 percent stake in Canva to a charity dedicated to eliminating poverty (about $12 billion). She is also known to regularly fundraise for 25,000 different nonprofits through her app. She doesn’t just inspire people with words, but by actions, she’s actually taking.

Canva is very public about its ethos. I like their values because they are general yet avoid the jargon many companies fall into. They are:

  • To be a force for good and empower others;
  • Pursue excellence;
  • Be a good human;
  • Make complex things simple;
  • Set crazy big goals and make them happen.

Besides revolutionizing how modern businesses design and harness goodwill marketing, Canva was also one of the forerunners of the remote work trend.

Most of Canva’s “Canvanauts” worked from homes worldwide even before the pandemic. Canva showed a lot of tired old businesses that you could still run a successful company without having employees in the office 24/7.

How I Try to Learn From the Best

Finally, I want to talk about what I am trying to contribute to my team and society with my current business, startup acquisition marketplace, MicroAcquire.

As I’ve mentioned, I think it is very much on myself as a founder to set the tone of my business – and that starts with who I hire. When I’m searching for new employees to join the “#Micromafia” I not only look for productive workers, I look for people I genuinely enjoy spending time with. It’s the best feeling in the world to go to meetings where you leave thinking, “That was really fun.”

Besides creating a great team, I’ve tried to address another problem I see again and again at major tech companies: employee burnout. There’s a reason the average tenure of a tech employee is three years.

I love working on startups. It’s like playing a video game for me, and it’s probably why I’m a founder. That said, I know my employees don’t always feel the same way. As CEO, I make sure my team knows I want them to live their lives outside of MicroAcquire.

On the business side of things, I take cues from the best. Like Musk and Dorsey, I want to preemptively create features that I know our customers will love. I knew people wanted an easy way to sell their startups because I wished I’d had one back when I was doing it.

Like Spanx and Tesla, I also strongly believe in the power of innovative branding – and I make sure we spend in areas that will give us significant returns down the line.

For example, we’ve made it easy to get MicroAcquire merchandise online completely free. The extra exposure we get from tech people rocking MicroAcquire t-shirts is more than worth the cost. We also created our own media publication Bootstrappers.com to tell the founder stories we thought major publications had missed. That’s been a huge hit with our customers, who also happen to be founders. These people traditionally have had to spam inboxes and pay for press because they didn’t raise billions in funding.

Finally, like Blakely and Perkins, I also want to actively listen to customer feedback and make sure we create a necessary and desired product. That’s why I make sure we’re constantly engaging with our community both on our website and social media. Many of the features we’ve added are just things we’ve heard mentioned multiple times from customers.

So far, I love the community we’ve created online and in the office. I don’t claim to have the winning formula, but I feel we are making a real difference out there. We’re lucky to live in a world with so many smart people getting their ideas out and making a positive change in the world.

 

Featured image via Unsplash.

Source

The post 4 Founder-Led Brands That Are Done Right first appeared on Webdesigner Depot.

Source de l’article sur Webdesignerdepot

/par

How to Build a Strong Brand Reputation

,

Most of us are concerned about our public image, right? It matters a lot how people see and think of us. Export the same sentiment to a brand instead of a person. That’s what brand reputation is all about!  

Yes, it’s that simple – the public’s perception of a brand constitutes its brand reputation. And since the internet plays a significant role in public perception nowadays, a brand’s online reputation essentially drives brand perception.

If we come at it from a slightly different angle, it’s the sum of all ideas and emotions a customer or client associates with a brand while interacting with it at any stage. It includes everything, from what kind of customer services they get when purchasing goods or services to after-sales services the company provides. Reputation management is usually done via social media, emails, and online chats.

(Remember, you shouldn’t confine brand reputation only to a brand’s customers or end-users. It includes all stakeholders’ opinions of a brand. It can be anyone from customers to retailers and shippers to manufacturers.)

In short, brand reputation is the most vital intangible asset for any organization striving to make it big in today’s cutthroat market.

What’s The Importance Of A Strong Brand Reputation For Today’s Businesses?

It wouldn’t be wrong to say that nothing affects every stage of the marketing and sales funnel, like a brand’s reputation. Whether it’s awareness, interest, evaluation, commitment, sales, or reputation, a strong brand reputation will only supplement it.

Recent research reveals that about 94% of consumers say that their likelihood of frequenting a business increases if it has positive reviews. Conversely, 92% say that their chance of patronizing a business decreases if it has negative reviews.

Now, let’s look at various factors that make working on your brand reputation important.

Market Trust

Strengthening brand reputation earns your business the trust factor, making your brand a more viable choice for existing and prospective customers. It helps them place their faith in you, believing that your brand is here to thrive and fulfill any promises it makes.

Moreover, it’s a fact that people prefer buying goods and services from a brand that enjoys a solid reputation, especially if people in their social circle use its products.  

Higher Sales

You can’t be far from the truth if you believe brand reputation only yields intangible business gains. It lends you tangible improvements as well, most importantly, in the form of higher sales volume, which translates as higher profits.

All this can’t be achieved without the push from a strong brand reputation, helping the brand carve a niche for itself amongst tough competition.

Customer Loyalty

When a brand succeeds in earning a higher trust level and a positive reputation, the customers are more likely to remain loyal. And, will continue to buy products and services from it, refuting various incentives by the competition, such as discount packages & low prices.

Customer loyalty also leads a brand to a host of other fringe benefits, i.e., demanding a premium price after some time.

Competitive Edge

One thing is for sure, the level of competition in the market is always going to soar higher and higher. And it’s almost impossible for a business to make its way through it without a competitive edge. That’s where a positive brand reputation can make a business’s life easier.

Having the edge over the competition means your potential for catching new customers increases exponentially, helping your brand claim more of the market share.

Word of Mouth

Happy customers remain one of the most significant assets of a brand, especially in this digital era. They serve as brand ambassadors, and if they’re happy and satisfied, they’ll pass the word on, advocating for the brand for free.

It not only leads to increased brand awareness in the market, but it also paves the way for a business to improve its sales and profit margins over time.

What Are The Best Strategies For Managing Your Brand’s Reputation Online?

We’ll keep our focus on the ones proven to be the most effective, starting with:

Staying Ahead of The Curve

Being proactive is among the primary requisites for today’s brand managers. They should be thinking ahead of their competitors and the target audience. While branding online, the margin of error is relatively low, and any slipup can lead to a ripple effect in nullifying the brand’s positive image.

The best way to cope with such a situation is to embrace the mistake quickly and be upbeat enough to resolve the issue immediately rather than have a wait-and-see attitude.

Be Specific About The Deliverables

Social media has played a phenomenal role in educating today’s customers, making them very intelligent and demanding at the same time. It has opened up infinite mediums and channels to get alternatives for almost everything.

That’s why brands need to be very specific in delivery time and after-sales services to avoid earning themselves a bad name in the market. Most experts recommend the “under promise and over deliver” approach to avoid disappointing your customers.

Establish Yourself as An Authority

If you have complete faith in your offerings as a business, knowing that you’re the best in the market, you better be loud and clear about it. It will help you catch immediate attention from your target audience, increasing your brand awareness and your potential to bag more sales and revenue.

Let’s talk about the quality of the product as an example. If you believe that the quality of your product is the unique selling prospect, you must let people know about it. Flaunt this factor with full force, vigor, and authority.

It will help you establish your brand in the market as an authority, and your target market will start looking up to you for the best and the latest on it.

Be Consistent and Assertive

As they say, consistency is the key. If you do it right, your brand reputation will go beyond the lifespan of your brand. People will relate to your brand positively even after your business shuts down.

However, this demands the next level of consistency from your business. You have to make sure you deliver your best in all aspects of branding your business, from the quality of the products and services to the level of customer service you offer.

It doesn’t work well if you outperform your competition by miles for the first time and then step back from delivering those high service standards. You roll your sleeves up and get to compete yourself if you believe you’re outdoing your competition so well.

Deliver on Your Promises

You cannot overstate the significance of delivering on your promises if you want to make the most of your brand reputation. Nothing brands your business better than a bunch of happy and satisfied customers.

And, delivering on your promises consistently is the least of what you need to do to win over your customers to the level they turn into your unofficial brand ambassadors.

Value Feedback

It would be best if you realign your thinking this way. 

Who are you producing your products/services for? Your clients/customers, of course!

What if it’s not working well for them?

Redo your product/service to the requirements and likings of your customers. Otherwise, your business will earn you nothing but a bad name in the market.

You have to realize the importance of listening to your customers, gathering customers’ opinions about what’s not working for them and what areas they would like to see improved. 

Learn to accept and respect your customers’ grievances, praises, issues, tips, or any feedback they give you about your product or service.

You’ll upscale your brand’s reputation considerably if you start doing this.

How Can Influencer Marketing Help You Grow Your Brand’s Reach

Influencer marketing is the concept of branding your business through influential people and opinion leaders in the industry rather than engaging your business directly in doing so. They also brand indirectly, setting a practical example rather than advocating verbally for it.

Research reveals that 94% of marketers using influencer marketing find it highly effective, potentially increasing the ROI 11% times higher than conventional marketing.

Brands that indulge in influencer marketing associate themselves with influential personalities resonating with their message, driving it across their target market in a manner that a large number of people develop an affiliation toward it.

Influencer campaigns help brands tap into an existing community comprising their influencer’s dedicated followers, compelling them to tilt toward a brand they use. Most of us have observed how renowned YouTubers, Tiktokers, and bloggers proactively advertise different brands to their followers.

The increased penetration of a rapidly growing number of social media platforms also helps the influencers garner a solid following and significantly impact the communities that follow them.

They are like a part of the family for their followers, who value their opinion and try to imitate them in what they do and how they do it.

Conclusion

With the competition getting steeper every passing day, earning the trust and business of your target market is becoming a challenging task for most companies. It makes branding even more imperative.

Make a great customer experience your top priority, also keeping a focus on the customer and employee retention and customer feedback to establish yourself as a customer-centric brand. 

Though it might take some time, it will surely help you grab your target market’s attention and respect in the long run. Once you achieve that, you’ll see sales and profits soaring accordingly.

 

Featured image via Pexels.

Source

The post How to Build a Strong Brand Reputation first appeared on Webdesigner Depot.

Source de l’article sur Webdesignerdepot

/par

Fighting Your Corner: Assertive SEO in 2021+

, ,

The web industry is beset by competing ideals and goals so that the simplicity of numbers makes sense to us: one is more than zero, two is more than one.

When it comes to any metric, there is an understandable temptation to focus on volume. In some cases, absolute metrics make more sense than others. If your goal is to make money, then $1 is marginally better than $0, and $2 is marginally better than $1.

However, even in ecommerce, some conversions are worth more than others; high-value items or items that open up repeat sales are inherently more valuable in the long term.

SEO (Search Engine Optimization) has traditionally been built around a high-traffic numbers game: if enough people visit your site, then sooner or later, someone will convert. But it is far more effective to attract the right type of visitor, the high-value user that will become a customer or even a brand advocate.

The best content does not guarantee success on Google, and neither does good UX or even Core Web Vitals. Content is no longer king. What works is brand recognition.

SERPs Look Different in 2021+

Traditional SEO strategies would have you pack content with keywords. Use the right keywords, have more keywords than your competitor, and you’ll rank higher. SERPs (Search Engine Results Pages) used to be a league table for keywords.

Unfortunately, it’s simply not that easy any longer, in part because Google has lost its self-confidence.

Even before the recent introduction of dark mode for Google Search, its SERPs had started to look very different. [We tend to focus on Google in these articles because Google is by far the biggest search engine, and whatever direction Google moves in, the industry follows — except for FLoC, that’s going down like a lead balloon on Jupiter.]

Google’s meteoric success has been due to its all-powerful algorithm. Anything you publish online is scrutinized, categorized, and archived by the all-seeing, all-knowing algorithm. We create quality content to appeal to the algorithm. We trust in its fairness, its wisdom…

…all of us except Google, who have seen behind the curtain and found the great and powerful algorithm, may as well be an old man pulling levers and tugging on ropes.

Content Is President

Google has never been coy about the inadequacies of the algorithm. Backlinks have been one of the most significant ranking factors of the algorithm for years because a backlink is a human confirmation of quality. A backlink validates the algorithm’s hypothesis that content is worth linking to.

One hundred words or so of keyword dense text requires less processing and has fewer outliers, and so is relatively simple for an algorithm to assess. And yet content of this kind performs poorly on Google.

The reason is simple: human beings don’t want thin content. We want rich, high-quality content. Thin content is unlikely to be validated by a human.

The key to ranking well is to create content to which many people want to link. Not only does this drive traffic, but it validates the page for Google’s algorithm.

There Can Be Only One

One of the key motivating factors in the recent changes to search has been the evolution of technology.

Siri, Bixby, and all manner of cyber-butler are queueing up to answer your question with a single, authoritative statement. Suddenly, top-ten on Google is a lot less desirable because it’s only the top answer that is returned.

Google, and other search engines, cannot afford to rely on the all-seeing, all-knowing algorithm because the all-powerful algorithm is just an educated guess. It’s a very good educated guess, but it’s an educated guess nonetheless.

Until now, an educated guess was sufficient because if the top result were incorrect, something in the top ten would work. But when it’s a single returned result, what search engines need is certainty.

The Single Source of Truth

As part of the push towards a single, correct answer, Google introduced knowledge panels. These are panels within search results that present Google’s top answer to any given question.

Go ahead and search for “Black Widow” and you’ll see a knowledge panel at the top of the results hierarchy. Many searchers will never get beyond this.

Knowledge panels are controversial because Google is deferring to a third authority on the subject — in the case of Black Widow, Google is deferring to Marvel Studios. If someone at Marvel decided to redefine Black Widow from action-adventure to romantic comedy, Google would respect that [bizarre] decision and update the knowledge panel accordingly.

Whether we approve of the move towards single results, knowledge panels, and whatever else develops in the next few years, it’s a moot point. It’s happening. Most of us don’t have the pull of Marvel Studios. So the question is, how do we adapt to this future and become the authority within our niche.

Making Use of sameAs

One of the most significant developments in recent years has been structured data. Structured data is essentially metadata that tells search engines how to interpret content.

Using structured data, you can specify whether content refers to a product, a person, an organization, or many other possible categories. Structured data allows a search engine to understand the difference between Tom Ford, the designer, Tom Ford, the corporation, and Tom Ford, the perfume.

Most structured data extends the generic “thing”. And thing contains a valuable property: sameAs.

sameAs is used to provide a reference to other channels for the same “thing”. In the case of an organization, that means your Facebook page, your Twitter profile, your YouTube channel, and anything else you can think of.

Implementing sameAs provides corroboration of your brand presence. In effect, it’s backlinking to yourself and providing the type of third-party validation Google needs to promote you up the rankings.

Be a Brand

Google prefers established brands because people are more likely to trust them, and therefore consider the result that Google returned as high-quality. They will, in turn, come back to Google the next time they need something, and Google’s business model survives another day.

Google’s results are skewed towards brands, so the best strategy is to act like a brand.

Brands tend to be highly localized entities that dominate a small sector. There’s no benefit to spreading out keywords in the hope of catching a lot of traffic. Instead, identify the area that you are an expert in, then focus your content there.

Develop a presence on social media, but don’t sign up for every service available unless you have the time to maintain them properly; a suspended or lapsed account doesn’t corroborate your value.

Big Fish, Flexible Pond

There’s a pop-psychology question that asks whether you would prefer to be a big fish in a small pond or a small fish in a big pond. The direction that search is moving the correct answer is “Big fish, small pond”.

The problem with metaphors is that they carry irrelevant limitations with them. In that question, we assume that there is the choice of two ponds, both a fixed size. There is no reason the pond cannot be flexible and grow with you as you increase in size.

What matters from an SEO point of view is that you dominate your niche. You must become the single source of truth, the number one search result. If you find that you aren’t number one, then instead of competing for that top spot, reduce your niche until you are the number one authority in your niche.

Be the single source of truth that Google defers to, and the all-powerful algorithm can clamber into its balloon and float away.

Source

The post Fighting Your Corner: Assertive SEO in 2021+ first appeared on Webdesigner Depot.


Source de l’article sur Webdesignerdepot

/par

SAP Tax Compliance, un outil de transformation digitale des fonctions fiscales

, ,

Dans notre précédent article intitulé « Et si l’avenir de la fiscalité passait par le système d’information ? », nous mettions en avant les besoins grandissants en termes de contrôles autour des fonctions fiscales. En effet, les entreprises sont soumises à de nombreuses réglementations ainsi qu’à une complexification de leur système d’information. Il devient donc nécessaire pour beaucoup d’entre elles de mettre en place des outils de « Tax Compliance ». Ils permettent de supporter les équipes fiscales et d’assurer le respect des obligations. Dans ce second article, nous illustrerons au travers des fonctionnalités offertes par un des outils du marché, SAP Tax Compliance, la valeur apportée par cette démarche d’outillée.

Que peut-on attendre d’un outil de Tax Compliance ?

De nombreux outils de Tax Compliance sont aujourd’hui présents sur le marché français et mondial. Ceux-ci diffèrent en fonction de la cible visée, de la PME nationale à la multinationale implantée dans de nombreux pays. Ils offrent des fonctionnalités plus ou moins avancées ainsi qu’une complexité de mise en œuvre plus ou moins lourde.

Néanmoins, nous pouvons regrouper les fonctionnalités offertes en deux grandes catégories :

  • L’aide à la conformité des déclarations (a priori) :
    • l’optimisation de l’élaboration de la liasse fiscale (élaboration, vérification et dématérialisation),
    • la détermination de taux,
    • la conformité de la facturation électronique,
    • La déclaration de TVA (soumission, reporting et contrôles).
  • La mise en place de contrôles afin de s’assurer de la conformité (a posteriori) :
    • l’analyse du FEC,
    • les contrôles sur les référentiels (fournisseurs, articles, etc.),
    • les contrôles sur les transactions effectuées.

En complément, nous devons également prendre en compte le fait que les gouvernements exigent de plus en plus de données en temps réel, la qualité des données devient un prérequis clé pour la gestion des processus fiscaux et cela peut être amélioré en mettant en œuvre des contrôles fiscaux et en abordant les problèmes à la source, comme nous allons le voir avec l’outil SAP Tax Compliance.

Quels critères prendre en compte dans le choix de son outil de Tax Compliance

 

Le choix d’une solution doit être fondé sur les critères tant fonctionnels que techniques, pour répondre aux besoins suivants :

  • Facilité d’installation et d’exploitation de la solution: évaluer le degré d’autonomie sur l’installation et le paramétrage du logiciel, ainsi que le degré d’intégration dans le paysage SI existant. Il est en effet important que les utilisateurs métiers aient un degré d’autonomie suffisant sur l’exploitation de l’outil pour ne pas avoir de besoin de solliciter les équipes IT pour la moindre opération dans l’outil
  • Réponse aux besoins métier au travers de la couverture et richesse fonctionnelle: il est nécessaire d’évaluer la couverture d’un maximum de fonctionnalités et de contrôles standards, ainsi que la couverture géographique au travers d’une gestion multi-pays. Assurance de la facilité de prise en main par l’utilisateur final ou l’auditeur externe au travers d’une ergonomie conviviale et intuitive
  • Exploitation des résultats simple et accessible : évaluer la facilité de compréhension et d’interprétation des résultats de contrôles, la facilité d’export sur des outils bureautiques, ainsi que la capacité de génération des rapports d’anomalie sous format.doc ou .pdf avec explication des résultats, annotations utilisateurs, etc.,
  • L’intégration dans le paysage applicatif de l’entreprise est également primordiale dans le cas très fréquent où plusieurs ERP ou systèmes comptables cohabitent. Devoir multiplier les outils de Tax Compliance pour adresser les différents systèmes serait en effet contre-productif.

Présentation d’un outil : SAP TAX Compliance

SAP Tax Compliance propose une approche centralisée des contrôles de conformité, couvrant tout l’ensemble du processus, de la détection à la correction, en passant par le reporting et l’audit. À l’aide de l’apprentissage automatique à l’échelle de l’entreprise et de contrôles automatisés, l’application permet aux utilisateurs de détecter systématiquement les problèmes de conformité. Mais aussi d’améliorer la qualité des données fiscales, de rationaliser les corrections et d’atténuer rapidement le risque de non-conformité.

L’automatisation des processus de contrôle fiscal en temps quasi réel permet aux organisations de passer à des modèles de travail en continu. Elle permet aussi de résoudre les problèmes dès le début des processus ce qui est essentiel pour éviter de lourdes charges de travail à la fin de la période. Mais également de se conformer aux mandats les plus exigeants que les gouvernements introduisent dans le monde entier. En fait, avec l’introduction de la conformité numérique, la qualité des données fiscales est plus importante que jamais.

SAP Tax Compliance est une solution agnostique qui peut être intégré à SAP S/4HANA ou facilement déployé côte à côte. Elle peut aussi intégrer des données issues d’autres systèmes ERP (SAP ECC ou non SAP) ou spécialisés métiers (MDM, facturation, site de vente en ligne…). Cela offre ainsi la possibilité de capturer simultanément de gros volumes de données à partir de plusieurs systèmes. La solution offre également un apprentissage automatique natif et une intégration avec le workflow SAP. L’intérêt est de permettre l’automatisation et l’orchestration transparente des tâches de correction.

 

SAP Tax Compliance en un coup d'œil
SAP Tax Compliance en un coup d’œil

SAP Tax Compliance est fourni avec des règles de contrôles préconfigurées pour vous aider à démarrer et à améliorer immédiatement la qualité des données fiscales.

Par exemple, cela vous permet d’identifier et de corriger facilement les immatriculations de TVA manquantes sur les transactions intracommunautaires de l’UE ou les factures enregistrées sans code TVA. Vous pouvez également utiliser le moteur de détection pour faciliter l’examen des factures avec un montant de TVA très élevé. Ceci, permet de générer une réserve de travail pour examiner efficacement les exceptions sans avoir à identifier manuellement les éléments sur l’ensemble des transactions commerciales.

Il est également très flexible et permet d’enrichir facilement l’ensemble des règles de contrôles de la TVA aux droits de douane et autres taxes. Il permet également de relever constamment la barre en matière de conformité en développant vous-même des règles de contrôles fiscaux supplémentaires. Ou bien encore en intégrant le contenu prêt à l’emploi de notre partenaire Mazars.

Ces règles peuvent être facilement créées en définissant de nouvelles vues sur les données. Une fois celles-ci en place, le reste de la configuration peut être facilement complété via une assistance numérique fourni en tant qu’application Fiori qui guide l’utilisateur dans ses choix. Il s’agit de limiter l’implication du service informatique au développement réel des vues. Mais aussi de permettre aux utilisateurs métier d’adapter les contrôles, de réorganiser les listes de travail, de configurer le Machine Learning lorsque les données historiques sont suffisamment significatives. Ainsi que d’adapter les plannings en fonction des besoins de l’entreprise. Les utilisateurs métiers peuvent également gérer les tâches et les groupes d’utilisateurs correspondants responsables de l’achèvement. L’objectif est de garantir que la configuration en cours peut être facilement adaptée à mesure que l’entreprise évolue sans avoir recours à des experts informatiques qui sont toujours très demandés.

La solution permet également des simulations de paramétrages des règles de contrôle fiscal pour optimiser les contrôles et réduire les faux positifs.

SAP Tax Compliance fournit un tableau de bord centralisé pour obtenir des informations en temps réel sur l’état de conformité dans le monde entier. Il devient également un référentiel central de problèmes et de solutions qui peuvent être exploités pour conduire des améliorations en continu des processus. De plus, il permet d’empêcher les problèmes de se produire en premier lieu.

SAP Tax Compliance intègre des mécanismes d’apprentissage automatique

SAP Tax Compliance automatise au-delà de la détection, rationalisant l’ensemble du processus de correction. Il intègre des mécanismes d’apprentissage automatique prêt à l’emploi pour augmenter l’efficacité. De plus, il propose des modèles de workflow natifs pour orchestrer efficacement les tâches entre la myriade d’équipes qui doivent être impliquées dans le processus de correction.

Ces fonctionnalités d’apprentissage automatique peuvent être activées et maintenues par les utilisateurs métiers. Le but étant de libérer la puissance des données sans avoir besoin du support du département IT.

Comment réussir son projet de mise en place ?

Bien qu’il s’agisse d’un projet de mise en place d’outil, celui-ci ne doit pas être considéré comme un projet purement technique mais bien un projet global impliquant les acteurs métiers dès les premières phases. Il s’agit d’être sûr de ne pas se tromper d’objectif. Mais également de réellement apporter la valeur attendue pour toutes les parties prenantes.

C’est pour cela que nous préconisons la mise en place d’une équipe projet pluridisciplinaire. Une équipe qui regroupe les compétences financières, fiscales, juridiques, comptables et IT. Celle-ci est capable de cerner les besoins de la façon la plus exhaustive possible. Mais aussi de mettre en place une cartographie des risques et d’identifier les contrôles afférents.

Au-delà du module Tax compliance il peut être intéressant de disposer d’une solution complète pour la gestion fiscale de bout en bout qui couvre :

  • Contrôles fiscaux pour améliorer la qualité des données fiscales et éviter les interruptions d’activité.
  • Rapports électroniques en temps réel avec rapprochement complet pour une mise en conformité efficace.

SAP Tax Compliance offre une intégration transparente avec la nouvelle solution SAP Document and Reporting Compliance. Cette solution regroupe les anciennes solutions SAP pour la facturation numérique en temps réel (SAP Document Compliance) et la gestion des déclarations périodiques (SAP Advance Compliance Reporting ACR). Elle garantit que les problèmes identifiés soient rapidement suivis, que l’origine de ces déficiences soient analysées et résolues afin d’empêcher les interruptions d’activité.

Ces solutions SAP pour la facturation numérique en temps réel et la gestion des déclarations périodiques proposent déjà plus de 300 modèles pré-configurés de déclaration pour plus de 50 pays.

En synthèse, l’automatisation des contrôles et de la fonction fiscale devient de plus en plus nécessaire. L’obligation de bien s’outiller devient incontournable.

Cliquez ici pour plus d’infos

Vincent DOUX – SAP +33 6 03 43 72 95 v.doux@sap.com
Jérôme HUBER – Mazars +33 6 67 51 13 38 jerome.huber@mazars.fr
Vincent THEOT – Mazars +33 6 60 47 46 64 vincent.theot@mazars.fr
Heyfa LIMAM – Mazars +33 6 66 90 10 81 heyfa.limam@mazars.fr
Nicolas RICHARD – Mazars +33 6 66 61 91 35 nicolas.richard@mazars.fr

The post SAP Tax Compliance, un outil de transformation digitale des fonctions fiscales appeared first on SAP France News.

Source de l’article sur sap.com

/par

How to Work for Free Without Wrecking Your Career

,

Choosing to work for free, pro bono, gratis, without charge is something that most of us find ourselves doing at one time or another. Whether we’re filling a hole in our portfolio, there’s a friend or relative we feel beholden to, or because there’s an opportunity to aid a cause we value.

Recently, I agreed to take on some work, free of charge, for a charity whose goals I share. Because it’s a cause I believe in, I enjoyed the idea of being able to contribute in a more meaningful way than donating money. But my initial goodwill rapidly diminished as the project spiraled out of control, leaving me resenting the time I spent on it.

No one should feel obliged to give away their time for free, but if you do choose to, there are rules you can apply to ensure that everything runs smoothly and you’re left with a positive experience.

1. Be Specific in What You’re Donating

The most obvious problem with working pro bono is that there is no correlation between cost and value.

Budget reins in project ambitions in a regular designer-client relationship; the more you ask for, the more it costs. Everyone encounters clients who want an ecommerce store “just like Amazon,” only to then rapidly downscale their plans when the actual development cost of a site on that scale is made clear.

working pro bono…there is no correlation between cost and value

But when there is no development budget, ambitions quickly escalate. Clients do not necessarily understand the work involved, and if they’re not footing the bill, there’s no incentive to learn.

As the professional, you need to guide them. Set limits on what you’re expecting to donate, and use that to frame what is reasonably achievable.

“I’m donating 40 hours of my time, which normally costs $3000.” Or, “I’m donating my SEO package, which is enough to meet your initial goals as discussed.” They are both perfectly fine.

The purpose is not to highlight your generosity; it’s to establish clear boundaries to prevent scope creep.

2. They’re Not Doing You a Favour

Any client who suggests that their project will be good for your portfolio or gain you “exposure” knows they’re underpaying you. When you hear it from a pro bono client, walk away immediately.

The client needs to understand you are donating your expertise, not because you need to, not because you’re expecting something in return, but because you’re an awesome human being who wants to make the world a little better.

A client who thinks you’re getting something out of the arrangement does not understand your commercial value and will treat you as a novice. Your evidence will become guesses, your decisions will become suggestions, and the client will have little faith in the project outcome.

Clients, whether paying or not, need guidance. If they don’t respect you and believe in your guidance, they will start to cast around for other opinions to the detriment of the project outcome and your relationship.

This brings us neatly on to…

3. Everyone’s an Expert

Q. What’s the difference between an amateur and a professional? A. Professionals get paid.

You’re not getting paid, so in the client’s eyes, you’re now an amateur. Hey, guess what? Their 12-year-old daughter is an amateur too, and her views are now equally valid.

When you’re working pro bono, you can expect a lot of “help.” You’ll find that someone’s niece is planning to major in graphic design…when she graduates high school…in four years. You’ll find that someone’s partner has a hiking blog, read an SEO article, and is happy to “give it a try.” You may even find that the client themselves fancies a career switch to web design and doesn’t think it looks too hard.

Shut that **** down immediately. Smile, be gracious. Explain that, of course, you’re happy for contributions, and then avoid them like the coronavirus.

You’re donating a professional service that you’ve spent years developing, and you’re donating it to a cause that you value. You’re not there to increase someone’s chance of getting into college or to distract someone from their boring day job. If you do want to mentor people, there are places you can do that.

Everyone Actually Is An Expert

The nature of pro bono work is that more often than not, the people involved actually are experts. The simple truth is that people who aren’t experts in something tend to be in low-paying employment and are too busy trying not to be in low-paying employment to donate their time.

Like you, the people volunteering their time are doing so because they can afford to. For example, you may find that the organization’s head of accounts spends Monday–Friday as a tax advisor; the head of outreach is a project manager at a construction firm; the head of safeguarding is a school teacher.

People bring transferable skills to pro bono roles. Be sensitive to the fact that just as you are an expert in your professional context, so may they be. Simply not being an expert in design does not make them an idiot.

4. Do Not Foot the Bill

It’s tempting to simply donate everything to do with the project: the domain name’s going to cost $10? Well, it’s only $10; hosting’s $5/month? Well, it’s not too arduous to set up a small space on your own server.

imparting your experience sets the organization up for future success

However, when you give everything away, the client doesn’t understand the cost or value they’re receiving. As a professional, it’s part of your job to educate the client on the costs of a project like this; imparting your experience sets the organization up for future success.

Be clear at the start of the project that the client will be responsible for all expenses.

If you wish to — and you should not feel obliged — you are always free to make a financial donation equivalent to the expenses.

5. Stick to Office Hours

When you agree to do pro bono design work, the chances are that you know the person or organization you’re doing the work for. There’s almost always a personal connection of some kind, which means that the person or organization doesn’t see you in the professional context that normal clients see.

All good clients will respect the fact that you don’t answer emails on a Sunday morning. Not so the charity client. Not only will the charity client assume that you’re available outside of office hours, they may even think they are doing you a favor by not disturbing you during your regular office hours.

It’s important that you find some downtime outside of work to live your life. If you don’t want your evening out with friends to descend into an impromptu planning meeting (you don’t), set clear boundaries about when and how you’re prepared to work on the project.

Unless you’re self-employed, you can’t donate time when you should be working; what you can do is append pro bono work to your paid employment — do an hour after work, on weekday evenings, for example.

If you are literally doing this in your spare time, then allocate a specific time slot, such as a Saturday afternoon, and stick to it.

7. Stick to the Plan, and the Deadline

It is a universal truth that projects run better when there’s a structured approach. It doesn’t matter if it’s lean, agile, waterfall, or whatever you want to dub it. What matters is that you have a plan that works for you and is suitable for the project goals.

A structured approach, especially one that includes a timeline, will combat most disruptions. On the project I was working on recently, I was preparing for final sign-off when one volunteer announced it was time to “start thinking about what pages we need on the site.” 🤨

Discipline is crucial in pro bono work because different stakeholders will have different levels of commitment; some people will be full-time volunteers, others will be donating an hour per week. What matters is that the project that you are responsible for runs on your schedule.

8. You Have Zero Availability

Non-profits tend to talk to one another. When your friends and family see what you’ve done for Joe’s startup, they will start having ideas of their own. The client you’re completed the project for will have other projects lined up. When you aren’t charging, there’s no shortage of clients.

be prepared to say, “no,” at some point

Before you agree to do any pro bono work at all, be prepared to say “no,” at some point.

The simplest way out is to say you have zero availability: you’re already booked up with paying work, or your boss has let you know she needs you for overtime next month.

Don’t feel bad about it. It’s probably true. There are only so many hours in the day, and even if you do have some time to spare, doesn’t your partner, dog, or social life deserve some attention?

There’s No Profit In Non-Profits

Working for free is not transactional. It probably won’t benefit your portfolio. It definitely won’t lead to paying work. Any skills or experience you acquire probably won’t be transferable. (It might give you the topic for a blog post.)

If the work were meant to benefit you, it would be called personalis bono.

Nevertheless, many of us will find ourselves agreeing to do pro bono work, either out of obligation or idealism. It’s not something to shy away from; changing the world — whether for a group or an individual — is a noble pursuit.

The key is that while you will not profit, neither should you suffer a loss. Volunteering your time, skills, and experience should be a sustainable process. One that you will not come to regret.

 

Featured image via Unsplash.

Source

The post How to Work for Free Without Wrecking Your Career first appeared on Webdesigner Depot.


Source de l’article sur Webdesignerdepot

/par

Gestion de la relation client : une solution CRM pour PME/ETI

, ,

Vous souhaitez vous concentrer sur votre cœur de métier ? Vous ne voulez plus perdre des heures en analyse de tableaux, de comptes-rendus et autres données concernant vos clients ? Optimisez votre temps et celui de vos salariés. Investissez dans un logiciel de gestion client, autrement appelé logiciel CRM pour Customer Relationship Management. Pour une PME/ETI, cette solution CRM de gestion de la relation client vous permet de synthétiser en un seul lieu, via Internet sur le cloud, toutes les données de vos clients et leur parcours dans votre entonnoir de vente.

Qu’est-ce qu’une solution CRM au sein d’une PME/ETI  ?

Le CRM, ou Customer Relationship Management, est une solution globale permettant de gérer la relation client au sein d’une entreprise, et ce, quel que soit son domaine d’activité. Elle est particulièrement adaptée aux petites et moyennes entreprises ainsi qu’aux entreprises de taille intermédiaire. La solution CRM regroupe trois notions :

  1. Une stratégie de gestion des clients choisie par la PME ou l’ETI, en fonction de ses valeurs et de sa vision du marketing.
  2. Un processus permettant de mettre en œuvre cette stratégie.
  3. Une solution technique : le logiciel CRM, hébergé sur le cloud où chacun enregistre ses données clients, qui sont ainsi mutualisées. Celles-ci sont alors accessibles aux différentes équipes de l’entreprise pour pouvoir être analysées et utilisées à des fins marketing.

Quelles sont les différentes fonctions d’un logiciel de gestion relation client ?

Un progiciel CRM est constitué de modules afin de l’adapter à chaque type d’entreprise en fonction de ses besoins et de son domaine d’activité. Vous bénéficiez ainsi d’un portefeuille de solutions sur mesure pour l’expérience client et votre stratégie CRM.

Voici les principales fonctionnalités d’un logiciel de gestion relation client.

Solutions pour les données clients

Côté entreprise, vous centralisez les informations concernant vos clients en un seul lieu, grâce à votre logiciel de gestion de base de données clients. Outre les coordonnées (adresse mail, adresse physique, numéro de téléphone, etc.), vous pouvez y répertorier leurs données socio-professionnelles (âge, sexe, composition familiale, niveau d’études, emploi, etc.). Vous avez également un aperçu personnalisé du parcours ayant conduit à la mise au panier et l’acte d’achat ainsi que le type de produits achetés ou consultés par chacun de vos clients et prospects.

Côté utilisateur, chaque client se voit proposer des produits susceptibles de l’intéresser, grâce à des suggestions ciblées en fonction des informations qu’il a lui-même fournies. D’ailleurs, pour qu’il accepte de vous transmettre ses données personnelles, il doit pouvoir le faire en toute confiance. Ainsi, vous devez le rassurer quant à la sécurité de ses données et au respect des informations confiées. Votre logiciel CRM doit donc répondre au RGPD et, en général, à la réglementation en vigueur en matière de confidentialité des données.

Solutions marketing

En étudiant le profil et le comportement de vos clients, vous pouvez mieux définir votre persona et affiner votre stratégie marketing. Il vous est également possible de la modifier afin d’élargir votre cible. En effet, un prospect à qui on propose exactement ce dont il a besoin est plus enclin à vous faire confiance et à faire appel à vos services ou produits.

Pour effectuer cette étude précise et poussée, quelques clics sur le tableau de bord de votre outil CRM marketing suffisent. Vous avez accès à de multiples statistiques en fonction du critère sélectionné (région, sexe, âge, catégorie socio-économique, nombre d’enfants, propriétaires d’animaux, etc.). Fort de ces informations, vous avez toutes les clés pour augmenter votre chiffre d’affaires par des campagnes marketing ciblées.

Solutions commerce et e-commerce

Afin d’optimiser l’expérience client, vous observez le comportement des personnes au moment de leur visite sur votre espace de vente, qu’il soit physique ou virtuel, puis après, à l’aide de sondages. Vous récoltez ces précieuses informations sur votre logiciel de gestion e-commerce. Leur analyse vous permet alors d’ajuster la configuration des points de ventes ou l’ergonomie de votre site et application.

Autant il peut être matériellement compliqué de modifier un lieu de vente physique, bien que la logistique en soit facilitée grâce à votre CRM, autant, toujours grâce à celui-ci, vous pouvez tester toutes les possibilités de boutique virtuelle en temps réel. Adaptez votre site marchand à chaque prospect afin de le convertir plus facilement en client, le fidéliser et ainsi maximiser vos profits.

Solutions de vente

En étudiant la satisfaction client avec vos solutions CRM, vous facilitez le travail de vos commerciaux et de vos équipes marketing. Suivez le tunnel de vente emprunté par vos prospects afin de supprimer des canaux d’appel inutiles et d’améliorer les plus efficaces dans votre entonnoir de vente.

Ainsi, vous optimisez votre budget publicitaire et de prospection. Votre système CRM vous indique en effet quelles actions marketing apportent des clients. Est-ce plutôt la distribution de flyers, une campagne emailing ou un contenu sponsorisé sur les réseaux sociaux ?  

Solution de service

En amont d’une vente, votre logiciel de relation client génère très facilement devis et contrats. Cette automatisation personnalisable accélère le processus de vente. Or, un client rapidement servi est un client satisfait. Il sera alors susceptible de faire de nouveau appel à vos services et à vous recommander auprès de son entourage.

En aval, il peut cependant s’avérer qu’un client ne soit pas entièrement satisfait du produit ou de la prestation. Il contacte alors le service après-vente. Grâce au logiciel CRM, tout l’historique des conversations écrites et orales entre le client et le SAV est enregistré et est accessible à n’importe quel opérateur du service clientèle. Ainsi, le suivi client en est grandement facilité. C’est la fidélisation assurée.

Quels sont les avantages d’une solution CRM pour les PME/ETI

Avant l’ère des solutions CRM, gérer l’ensemble des relations clients relevait parfois d’un exercice d’équilibriste. À partir du moment où plusieurs personnes sont concernées par la gestion client dans une entreprise, informer chacun de la moindre modification ou évolution des dossiers devient vite chronophage en logistique ou réunions. L’installation d’une solution CRM dans une PME/ETI est donc un gain de temps et d’argent. Voyons tous ces avantages en détail.

Une installation technique centralisée sur un cloud

Souvenez-vous quand il était nécessaire d’installer un nouveau logiciel sur tous les ordinateurs de votre entreprise. Vous deviez faire appel à une entreprise de techniciens spécialisés qui : soit travaillaient de nuit, soit devaient immobiliser les services de votre société pendant plusieurs jours. Il en était de même à chaque opération de maintenance qui se faisait laborieusement poste par poste.

Dorénavant, vous achetez une solution CRM auprès d’un opérateur qui vous en donne l’accès en ligne. La seule manipulation à effectuer est de télécharger via Internet l’application sur chaque terminal (PC, tablette, smartphone…). Chacun de vos collaborateurs et salariés peut même le faire lui-même.

Toutes vos données sont alors sauvegardées sur un cloud sécurisé, et mises à jour en temps réel. Ainsi, tous vos employés ont accès aux dernières informations clients et peuvent ainsi agir en conséquence. Quant aux mises à jour de la solution CRM en elle-même, elles sont réalisées par votre fournisseur, en ligne et en général la nuit, et sont installées automatiquement à l’ouverture de l’application par vos équipes en charge de la relation client.

Un logiciel de relation client accessible par tous et partout

En tant que PME ou ETI, vos équipes et collaborateurs sont répartis partout sur le territoire. Certains se déplacent et restent longtemps éloignés de votre siège. D’autres ont choisi le télétravail depuis leur domicile. Grâce à votre solution CRM pour PME/ETI, la gestion de la relation client s’effectue aussi facilement, voire même mieux, que si tout le monde était sur place.

En effet, chaque commercial sur le terrain, chaque vendeur en magasin, chaque opérateur du SAV, chaque analyste… entre les nouvelles données clients depuis le terminal pro qu’il possède, à partir du moment où il a accès à Internet. Cette condition est en général possible de quasiment n’importe où, grâce à la 4G ou la 5G, une borne wifi ou une connexion filaire (par câble ou fibre optique).

Une logistique rapide et simplifiée

Fort de toutes ces informations, vous voyez tous les avantages en termes de simplification et de rapidité que vous pouvez tirer d’une telle solution CRM au sein de votre PME/ETI. Vous ajustez en temps réel vos campagnes marketing. Vous adaptez vos pipelines de vente à chaque client. Votre service après-vente devient réactif et efficace. Ainsi, vous captez les bons prospects et vous fidélisez vos clients.

À qui est destinée la solution CRM ?

En faisant le choix des solutions SAP Customer Experience, vous avez la certitude de bénéficier d’un outil parfaitement adapté à votre secteur d’activité. En effet, la solution CRM que ce prestataire propose est entièrement modulable et personnalisable. Services publics ou secteur privé, vente de produits ou prestations en B2B ou B2C, magasin physique ou e-commerce… exigez le portefeuille de solutions de gestion de relation client qui vous convient parfaitement.  

Solution CRM pour le secteur public

Vous travaillez dans le secteur de l’eau, de l’énergie ou des télécommunications ? Vous êtes prestataire de services pour les administrations publiques ? Vos clients sont contraints de faire appel à vous, non par choix, mais par nécessité. En général, leur budget est calculé au plus juste, et la plupart cherche même à faire des économies. Grâce à votre solution CRM sur mesure, vous répondez à leurs demandes, et ce, à moindre coût.

Solution CRM pour le B2C

Vous êtes dans le secteur de la mode, des biens de consommation, de l’assurance, de l’automobile, des voyages, etc. et vous vous adressez aux particuliers ? Vos clients aiment vos produits, les valeurs véhiculées par votre entreprise, votre univers. Ils achètent chez vous par choix et par envie. En magasin ou sur votre site e-commerce, offrez-leur la meilleure expérience client possible. Répondez exactement à leurs attentes et leurs désirs de consommateur. Pour cela, utilisez toutes les fonctionnalités de votre logiciel CRM.

Solution CRM pour le B2B

Hautes technologies, équipements industriels, bâtiment… vos clients sont avant tout des professionnels comme vous. Vous parlez d’égal à égal, avec le même langage. Ils sont exigeants avec vous, comme vous l’êtes avec eux. Devis, contrats, gestion de la marketplace, factures, tout cela doit être fluide, intuitif, rapide, connecté et surtout performant.  Votre solution CRM intègre tous ces critères afin de fournir à vos clients ce dont ils ont besoin. Ainsi, ils ont une vision rassurante sur l’avenir et continuent à vous faire confiance. 

PME/ETI, augmentez vos performances, l’image que vous renvoyez à vos clients et donc votre chiffre d’affaires en choisissant les solutions CRM entièrement personnalisables de SAP Customer Experience.

The post Gestion de la relation client : une solution CRM pour PME/ETI appeared first on SAP France News.

Source de l’article sur sap.com

/par