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Digital Transformation and Data Culture: A Case Study on Belcorp
技术
- 分析与建模 - 大数据分析
- 分析与建模 - 预测分析
适用行业
- 消费品
- 教育
适用功能
- 产品研发
- 销售与市场营销
用例
- 行为与情绪追踪
- 时间敏感网络
服务
- 培训
挑战
Belcorp 是一家拉丁美洲美容公司，由于 COVID-19 大流行、经济动荡和消费者行为的急剧变化，面临着重大挑战。该公司在 13 个不同的国家/地区开展业务，不得不重新考虑其过去 53 年以来的美容产品系列和商业模式。疫情也对 Belcorp 的传统直销模式提出了挑战，因为面对面的互动不再可能。公司必须快速适应这些变化，找到继续运营和保持增长的方法。我们面临的挑战不仅是如何度过危机，还在于如何利用危机，实现业务转型，变得更加数字化和以消费者为中心。
关于客户
Belcorp 是一家拉丁美洲美容公司，总部位于秘鲁，业务遍及 13 个不同国家。该公司成立的目的是让女性成为企业家，目前拥有超过 800,000 名独立顾问。 Belcorp 的业务模式以直销或上门销售为基础，这自公司成立以来一直是公司支柱的一部分。然而，COVID-19 大流行以及由此产生的消费者行为变化迫使该公司将大部分面对面互动转向新的在线模式。尽管面临这些挑战，Belcorp 仍能够保持增长，甚至加速数字化转型。
解决方案
Belcorp 通过加速数字化转型来应对这一挑战。该公司以技术为推动力，以人为战略核心。它将顾问转变为社交卖家、美容顾问和影响者，并为他们提供了自己的在线商店。这种新模式改变了业务物流，使 Belcorp 能够更好地了解如何管理关系和客户购买行为。该公司还建立了客户关系管理团队，以更好地了解和管理客户的见解。为了支持这一转型，Belcorp 与数据可视化工具 Tableau 合作，实现数据民主化并建立数据文化。该公司创建了数据学院，为员工提供市场上最好的分析开发计划，并使他们能够根据数据做出决策。
运营影响
数量效益
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