L’importance des avis en ligne pour le consommateur

importance avis en ligne

importance avis en ligne

Avez-vous déjà vu l’épisode Nosedive de Black Mirror, satire illustrant les dérives des systèmes de notation dans les relations sociales ? Si le scénario pousse la caricature à noter les personnes et leurs interactions entre elles, la réalité n’est pas si éloignée de la fiction.
Tout, ou presque, s’évalue et se note : services, produits, événements culturels, vêtements, électroménager et même articles de journaux… En attendant de se voir octroyer une réputation sous forme d’étoiles comme l'(anti)héroïne de l’épisode, celle de votre marque est sujette à être commentée en ligne par une clientèle désireuse d’être écoutée.

Par leur omniprésence, et parfois inconsciemment, nous nous laissons influencer par les avis en ligne.

Les avis d’utilisateurs sont l’équivalent du bouche-à-oreille traditionnel puissance mille : ils sont à la portée de tous, tout le temps et de n’importe où. Évidemment, dans les avis en ligne, on trouve à boire et à manger. Cela n’empêche que la réputation d’un produit ou d’un service est plus que jamais l’un des critères clés de réussite d’une entreprise et les enjeux sont immenses.

Il existe des outils permettant de mesurer et gérer les avis disséminés en ligne. Ces logiciels rassemblent les commentaires afin de les consulter et d’y répondre facilement. On peut ainsi effectuer un tour d’horizon de son e-réputation et, au choix, s’en satisfaire ou y remédier.

Capterra a mené l’enquête et sondé 390 personnes afin d’obtenir leur avis sur les avis (belle mise en abyme s’il en est !).

Que pensent les Français interrogés sur la pratique des avis en ligne ? À quel point en tiennent-ils compte ? Dans quels cas en laissent-ils eux-mêmes ? 

comportement avis utilisateur

Quelques chiffres clés de cette enquête :

  • 64 % des interrogés consultent des avis en ligne pour se faire une idée d’un produit ou service
  • 50 % consultent souvent les avis, 35 % les consultent toujours avant une décision d’achat
  • On laisse plus souvent un avis positif qu’un avis négatif
  • Le secteur des services est celui qui reçoit le plus d’avis en ligne

Le consommateur français fait davantage confiance aux avis en ligne qu’aux recommandations de son entourage

Les chiffres sont probants : 64 % des répondants affirment consulter les avis en ligne afin d’aiguiller leur décision d’achat. Si l’on compare avec les 12 % qui s’en tiennent aux recommandations de leur entourage et aux 11,5 % qui se fient à la réputation de la marque, il n’y a pas photo : l’avis utilisateur fait autorité.

C’est également devenu un passage obligé pour 35 % des répondants qui les consultent toujours et 50 % qui les lisent souvent. Rares sont ceux qui ne vont jamais les lire (0,2 % des interrogés).

En ce qui concerne les motivations, 49 % des interrogés ayant déjà laissé un avis en ligne (et ils sont 348 sur 390 à avoir déjà publié un avis utilisateur) évoquent le désir d’aider les autres dans leur décision d’achat (49 %), tandis qu’une autre partie a voulu faire part de sa satisfaction après un achat (33 %).

On laisse davantage d’avis positifs que d’avis négatifs mais les avis négatifs sont plus consultés

Contrairement à ce que l’on pourrait imaginer, les personnes souhaitant simplement se plaindre sont en minorité (10 % des personnes ayant déjà laissé un avis), même si la signification de ce pourcentage doit être mise en regard des 55 % du total des répondants prêtant plus attention aux avis négatifs qu’aux 45 % s’attardant uniquement sur les avis positifs.

Ces avis négatifs ne sont cependant pris au sérieux que s’ils sont constructifs et argumentés.

Le secteur des services est celui qui reçoit le plus de commentaires

secteurs avis consommateur

Le secteur des services (hôtellerie et restauration inclus) est le domaine pour lequel les internautes laissent plus souvent des avis.

Ailleurs, une grande partie des avis laissés se répartissent plutôt équitablement entre l’électroménager, le divertissement et les vêtements, ces secteurs ayant été plébiscités par 16 à 17 % des répondants.

À noter que d’autres secteurs se voient également attribuer des commentaires dans une moindre mesure, comme celui de la beauté. Ce dernier, s’il représente un nombre de réponses plus réduit (10 répondants l’ont cité dans une réponse ouverte), c’est peut-être que l’investissement financier est moins important qu’un appareil d’électroménager ou électronique, ou bien que les acheteurs se tournent plus vers les blogs et les nombreux tutoriels dédiés pour se faire une idée précise d’un produit.

Le consommateur apprécie recevoir une réponse de l’entreprise

avis utilisateur en ligne

55 % des clients ayant pris la peine de laisser un commentaire (positif ou négatif) n’ont jamais reçu de réponse des prestataires et 48 % d’entre eux auraient souhaité en recevoir une. Une telle marque de reconnaissance de la part du prestataire contribue à l’établissement de la marque et de sa (bonne) réputation. Néanmoins, nul besoin d’écrire un roman : une simple ligne de remerciement suffit à conforter le client dans son choix !

Il est en outre aisé de mettre en place un système de gestion des commentaires afin de surveiller et de soigner sa réputation, voire d’étendre son rayonnement dans l’univers impitoyable d’Internet (et dans le monde réel si l’on possède un commerce physique).

On ne niera pas que certains échanges peuvent s’avérer provocateurs, orageux ou injustifiés : dans ce cas, les plateformes se doivent de modérer les propos injurieux. Le consommateur reste libre d’être mécontent d’un service et de le faire savoir, toutes proportions gardées. Au lecteur de faire la part des choses et à l’entreprise d’y répondre diplomatiquement.

De fait, une majorité des personnes sondées estime que les entreprises tiennent certes compte des avis, mais pas assez (pour 51 %), les autres estimant qu’elles en tiennent plutôt compte (31 %) et généralement compte (12 %).

La question des faux avis

Entre les faux avis (auto promotionnels ou visant à dénigrer la concurrence) et les avis positifs achetés, il est parfois difficile de démêler le vrai du faux. En revanche, on peut se douter en lisant un commentaire démesurément dithyrambique ou exagérément négatif qu’il puisse s’agir d’un fake. De même un grand nombre de commentaires sur un nouveau produit ou un service trop récent pour avoir été éprouvé peut susciter la méfiance. Il n’y a dans ce cas pas d’autre solution que de faire appel au bon sens afin de faire le tri et se faire son propre avis.

Il existe par ailleurs des règles établies par l’Institut national de la consommation (INC) à destination des plateformes dont l’activité consiste à publier des avis consommateurs : la méthodologie doit être clairement identifiable (date, procédure de contrôle, critère de classement…). Les prestataires ne respectant pas ces obligations encourent une amende.

Une confiance variable d’une plateforme à l’autre

En ce qui concerne la confiance, le résultat est mitigé. Bien sûr, les plateformes les plus consultées diffèrent selon le produit ou service recherché.

L’avis d’expert peut être une bonne source d’informations ; cependant il peut être perçu comme un test ponctuel qui sera moins parlant qu’une utilisation sur le long terme par un consommateur auquel on peut s’identifier.

Globalement, ce sont les entreprises Amazon, TripAdvisor et Google qui constituent le trio gagnant des sites les plus consultés. Cela s’explique probablement par le fait qu’elles proposent une gamme de produits et services plus vaste que, par exemple, un magasin de sport spécialisé ou qu’un site de logiciels professionnels tel que Capterra. Pourtant, dans ce cas également, les avis pèsent dans la balance et ce n’est pas 1 million d’avis en ligne publiés sur Capterra qui nous diront le contraire !

Un site d’e-commerce tel que Amazon remporte les suffrages de la confiance vis-à-vis de la sincérité du propos laissé en ligne. Les commentaires sont perçus comme plus fiables, avec des critères de notation facilement assimilables. Un site spécialisé dans un secteur comme TripAdvisor est également vu comme fiable.

Par ailleurs, on consulte majoritairement les avis sur la plateforme où on compte effectuer son achat. Si le site en question ne présente pas d’avis, rien ne dit que l’acheteur n’ira pas faire un tour sur Amazon pour consulter les avis et, pourquoi pas, y finaliser son achat.

Les critères de fiabilité

avis consommateur idéal

Les évaluations écrites, plus que celles à étoiles, sont largement préférées à 96 %. Quelqu’un qui s’est “donné la peine” de rédiger un commentaire détaillé, sera bien sûr plus crédible.

Le nombre d’avis idéal se situe entre 5 et 20 avis consommateurs : cela est suffisant pour convaincre 47 % des interrogés de s’intéresser au produit.

32 % attendent à que ce nombre se situe entre 20 et 50. On parle bien sûr d’avis positifs. D’où l’intérêt d’inciter ses clients à publier des commentaires ! Et dans le pire des cas, de soigner son produit et son service client pour parer aux déconvenues.

L’ancienneté de l’avis peut également être un facteur déterminant : si 22 % n’y accordent pas d’importance, 35 % vont faire confiance à des avis publiés lors des trois derniers mois. Ceci est à tempérer selon le type de produit : si un livre ou un jeu ne va pas changer avec le temps, une prestation de restauration peut, en revanche, voir son service évoluer au fil des mois. Un avis de moins d’un an est encore légitime pour 16 % des interrogés et un avis datant de moins de 6 mois l’est également pour 22 % d’entre eux.

En résumé, voici les critères importants lors de la consultation des avis d’un produit ou prestation :

Très important ★★★★★
Commentaires détaillés
Note du produit (nombre d’étoiles par exemple)
Plutôt important ★★★☆☆
Nombre d’évaluations
Peu important ★★☆☆☆
– Date d’évaluation
Pas du tout important ★☆☆☆☆
– Informations sur l’auteur du commentaire

Illustration par l’exemple

Une des questions de notre sondage était la suivante :

Entre ces deux produits, lequel achèteriez-vous ?
Produit A : 5 étoiles sur 5 avec 5 évaluations
Produit B : 4 étoiles sur 5 avec 15 évaluations

83 % choisiraient spontanément le produit B qui a reçu une étoile en moins mais a été commenté plus de fois.

Le commentaire écrit et argumenté a plus de valeur aux yeux des consommateurs. Il est vrai que l’attribution d’étoiles, même si elle attire l’œil et qu’elle est facile à saisir, peut sembler arbitraire, au contraire d’un argumentaire, même peu élaboré.

Gérez votre réputation en vous équipant des bons outils

Sur Internet, le temps et l’espace sont abolis ; les réputations se font et défont au gré des buzz plus rapidement que dans le monde physique.

Peu d’entreprises disent avoir affaire aux avis des clients et beaucoup ne disposent pas de logiciel leur permettant de mesurer le phénomène : le fait est qu’il se peut que ces dernières n’aient pas encore mesuré ce qui se joue sur les réseaux, par manque de visibilité ou de moyens, ou tout simplement par manque d’information.

Un support client ou un community manager sont des atouts pour l’entreprise qui peuvent peser dans la balance de l’opinion populaire. Si vous n’avez pas la structure pour avoir un CM à temps plein, vous pouvez investir, comme évoqué précédemment, dans un logiciel de gestion des avis ou encore dans un logiciel de gestion de communautés.

Vous pouvez consulter, toujours sur Capterra et dans leur langue respective, la même étude menée auprès des consommateurs allemands, brésiliens, néerlandais et britanniques ! Globalement, le même constat est observable dans tous ces pays : les avis en ligne ont une importance telle que le phénomène est réellement planétaire et non culturel. Tout le monde fait plus confiance aux avis en ligne qu’à son entourage !

 

Méthodologie de l’enquête : pour collecter les données de ce rapport, nous avons mené une enquête en ligne en juillet 2019. Les réponses proviennent d’un échantillon du marché cible français. 390 personnes ont répondu à notre sondage. Les participants sont issus de divers secteurs d’activité.

 

VR And AR in Retail: How to Amplify The Customer Shopping Experience

vr and ar in retail

Virtual reality (VR) and augmented reality (AR) technologies blur the line between physical and virtual worlds. In this article, we highlight how VR and AR in retail are revolutionising the consumer shopping experience.

vr and ar in retail

What is AR shopping?

Augmented reality (AR), according to Gartner, represents:

“The real-time use of data and information including graphics, text, audio and a variety of virtual enhancements overlapping real-world objects.”
 The “real world” component differentiates augmented reality from virtual reality (VR). AR is not a simulation of real surroundings. 
Augmented reality overlays the digitally designed content into the consumer’s real environment. The features comprise transparent optics and the real surroundings of the user. Augmented reality in shopping helps consumers to digitally engage with products and brands. It also delivers more product information details compared to standard online shopping experiences.
With augmented reality shopping, consumers can virtually try on a variety of products and styles before buying. Retailers are slowly implementing the technologies to gain traction and engage shoppers. For example, leading beauty companies such as Onda, MAC, and Deciem, use AR-powered apps to allow users to try and test different shades of lipstick shades and makeup styles.

According to GetApp’s research, an average of just 14% of Australian consumers have used AR to shop (online or in-store.) Similarly, only 12% have shopped in a virtual reality environment. Yet, the same survey predicts that AR and VR are trends set to grow and strengthen. On average, 49% of respondents said they’re interested in shopping with AR and the 47% said the same about VR.

What is VR shopping?

 According to Gartner, virtual reality (VR) is:

“An innovative technology, which offers a computer-generated 3D digital environment including 360-degree video and graphics.”
The user will use a head-mounted display and handheld devices to take part in the VR activity. A rendered, digital surrounding replaces the consumer’s real surroundings. The environment surrounds the user and it’s responsive to the user’s actions. Touch-sensitive feedback is also available. Plus, more than one user can take part at once.

VR and AR in retail use 3D assets, which are digital models of the brands’ physical products. Users can interact with 3D assets during VR/AR experiences.

Using VR and AR to drive better customer experiences

AR and VR solutions can help retailers:

  • Improve their customer engagement levels
  • Create personalised shopping experiences
  • Improve customer return rate and satisfaction.
SalesForce research reveals that 75% of consumers expect new tech to make their shopping experiences better. The same study shows that 84% ofconsumers consider the experience is as important as the product.
Statista shows that the video games sector will be the largest segment within the AR and VR industry in 2020—exceeding $11.5 billion by 2025. Yet, the implementation of AR and VR in the retail sector is growing strong and it’s expected to reach 1.4 billion by 2025.

Here’s how using VR and AR can help you deliver a seamless shopping experience.

Engaging and immersive shopping experiences

AR and VR address the prime directives in retail. This includes:

  1. Driving customer engagement and immersion into the brand’s value proposition.
  2. Expanding customer experiences and making them more interactive.
  3. Streamlining the consumer’s buying journey through the shop by providing navigational help.

VR store accessibility

Onboarding is simple and efficient when retailers use easy-to-follow UX designs. Customers can learn how to use the different features available in AR and VR that retailers put in place.

Product information, browsing and help

AR provides extended product information such as ingredients, specifications, features, and benefits. AR streamlines the delivery of product information. It also helps customers compare and select different product categories. The amount of details at the client’s disposal influences their decision-making process.

AR extensions can help customers search for products. The technology allows users to discover products in the virtual shop from home, and as if in-store, they can view products in augmented reality before buying.

People want to make sure they buy a product with the correct specifications and configurations. Augmented reality can help customers buy the right product from home. In turn, this reduces the potential for returns.

Understanding your augmented reality development kit

An augmented reality development kit includes special hardware, AR software, VR software and networking solutions. Hardware components for AR include sensors, displays, processors and input devices. Smartphones include most of the hardware needed, such as:
  • A camera
  • Micro-electromechanical (MEMS) sensors
  • Strong compasses.
Units for AR rendering include:
  • Monitors
  • Optical projection systems
  • Display systems
  • Handheld devices.
AR displays are available on special eyeglasses, HUDs (head-up displays) and contact lenses.
Mobile AR apps are gaining traction thanks to the adoption of wearables and mobile units. According to Statista, smart augmented reality glasses global shipments increased from 150,000 in 2016 to 10.7 million in 2020.

The future of augmented reality and virtual reality in retail

Brands worldwide are steadily adopting VR and AR in retail. Major retailers are enjoying the benefits of AR software and VR software solutions such as increased customer engagement, sales and ROI rates. Consumers are responding to augmented reality, which encourages a seamless, interactive shopping experience.

Looking for AR software? Check out our catalogue.

What Is Self-Service Business Intelligence Software?

self service business intelligence

Business intelligence (BI) software is a data analysis system that allows users to access, analyse and share information about their business. In turn, they can use performance metrics to make important business decisions every day. But where does self-service business intelligence software come into play?

self service business intelligence

With self-service BI tools, users don’t need to be a data scientist to operate it. On a daily basis, business users can:

  1. Define parameters
  2. Analyse data
  3. Generate reports.

Without self-service analytics programs, companies must depend entirely on data professionals to interpret and extract information on their behalf. However,  with a BI tool, companies can simplify and speed up this process. 

According to Gartner, data analysis will move further toward the forefront of transformational business strategies for 90% of companies in the coming years.

What is the difference between traditional BI and self-service BI?

The difference between traditional BI and self-service BI is that the latter offers democratised access and usability of the tool. 

When traditional BI tools appeared on the market, they required a complex IT structure—in addition to high maintenance costs and the need to invest in specialised workers. Not all companies have the resources for this structure. As a consequence, this meant the systems were mostly limited to large companies and multinationals.

With the emergence of self-service BI software, more small and medium-sized businesses can benefit from business intelligence. Partly, this is because of the simplified interface, ease of deployment, and a lower cost to adopt the software.

To break it down further, here are the main pros and cons of using a self-service BI tool:

pros and cons of self-service BI
Self-service BI tool pros and cons.

What are the advantages of adopting self-service BI? 

The advantages of self-service BI is the ease of accessibility for any user to take the platform and start using the data according to their needs. With the system, users can filter, analyse and extract data with its accompanying insights and learnings, without depending on specialists.

Here’s a self-service bi example within a typical business today: A  marketing team could use it to track new leads, including where they came from, and use this data to define future lead nurturing strategies. This planning can happen with the speed required to keep up with the fast-paced marketing industry, without having to wait on other departments to chip in.

Lastly, these tools are cloud-based so users can access information from anywhere. This is useful for remote teams, or those not based in a company office. Not only does it allow companies to be more flexible and productive, but it also helps them to save on infrastructure costs.

What are the limitations of self-service BI? 

Like all technology, self-service BI software doesn’t come without its limitations. But the good news is that most of these are not associated with the performance of the tool itself, but rather with the tool being misused. 

Common pitfalls & how to avoid them:

Below are the main pitfalls to be aware of:

Lack of planning

First and foremost, if you are implementing a BI tool, you should have a clear purpose or strategy for its use. This is so you have a clear direction when requesting and analysing data, and can use the data most advantageously for your business. 

In a context in which you may not yet have a clear strategy established,  you’ll likely accumulate a lot of reports that say the same thing. Often, this is difficult to spot because the reports look different by showing varied visuals and graphs, for example. However, the information is essentially the same, which risks confusion when interpreting the information and hinder productivity.

Lack of internal organisation

While a key benefit of the software is its usability ease, companies need to ensure they keep the system organised for any new users that join. This avoids any confusion if, for instance, someone departs the company and leaves a series of reports which aren’t clear to the team inheriting them. 

By keeping the tool well configured, companies also control which content is public or private This provides an important information security measure to help avoid the sharing or misuse of confidential data.

Lack of update

Updating the tool frequently helps with the accuracy of the data. If regular checks aren’t carried out, the software may emit erroneous data. The day-to-day running of the software doesn’t require heavy involvement from the IT team, but they should check in every so often to ensure the tool is still performing as they want it to.

Examples of self-service BI tools for you to consider for your company

Below is a selection of the best self-service BI tools for a range of expertise—we’ve included a full methodology of how we chose these tools at the bottom of this article.

1. Power BI

Power BI screenshot
User dashboard showing Power BI’s interface [Source]
Power BI is a tool from Microsoft which provides interactive visualisation and analytics features. It doesn’t require deep knowledge in BI, making it suitable for a range of professionals needing access to business data. Microsoft regularly provides optimisations thanks to the feedback it receives in the market, offering new features that meet the ongoing demands of businesses.

2. Tableau

Tableau screenshot
Types of data shown in Tableau’s dashboard [Source]
Tableau’s key advantage is its visualisation of data, regardless of the type and format of this information. The tool is compatible with most forms of data and offers the possibility to connect with large volumes of information for bigger requests.

3. OriginPro

OriginPro screenshot
Data display of OriginPro [Source]
OriginPro provides users with the flexibility to create graphics and a wide range of size, resolution and format options to display data. Users of the platform say it is easy to use because it has a  straightforward interface. 

4. SiSense

Sisense screenshot
Sisense interface displaying performance metrics [Source]
Users of SiSense say the platform is simple and easy to use, especially for those who are not data experts. As well as this, users highly rate the platform’s customer support service.

Looking for a BI tool? Check out our catalogue.

Methodology for the tool list

The tools selected for this article had to have an overall rating of at least 4.5 /5. They also required more than 100 user ratings in the Capterra directory. Also, the tools could not have a rating lower than 4/5 in the below requirements: 

  • Practicality
  • Customer service
  • Resources and quality
  • Price ratio.

British SME owners on remote work, software and the future post-pandemic

British SME owners on remote work and COVID-19

With the UK facing a slow return to the workplace, it has been reported that there could be a second wave and another lockdown.

In London in particular, this is a big concern, since if the new rule of six (no more than six people are allowed to gather together in the same space to help reduce the spread of COVID-19) doesn’t work out as expected, the future of office working is pretty much still up in the air. 

British SME owners on remote work and COVID-19

We wanted to hear from SME owners about their experience with COVID-19  and how software has helped them overcome the hurdle of managing a remote workforce.

#1: Adapting your business model to survive

51% of businesses had to implement new software as a response to the pandemic. Remote desktop software, live chat software and video conferencing software are the three most popular software solutions purchased by SMEs. In addition, 76% have had to change their offering to adapt to the crisis.

We asked them how this impacted their core business model and to describe any major changes they have experienced. 

Richard Westhead,CEO, One Digital Signage

“We placed three elements at the core of our response to COVID-19: the enduring viability and success of our business, the wellbeing and support of our people, and providing the solutions needed by our customers and the general public. These factors were vital in steering a business strategy that has seen the company design, develop, and manufacture a range of new COVID solutions.”

Gordon McHarg, Managing Director, AutoRek:

There has clearly been a significant impact on the market and going forward new business development will no doubt be challenging. Difficult market environments change business priorities and create opportunities for innovation, and it is important to be ready to adapt to meet client needs.”

Liam Chennells, Chief Executive Officer of Detected:

“Detected origins came about while working on another business I have. The more we helped both buyer and seller, the more we saw issues with suppliers. There wasn’t a way to verify a seller’s authenticity and we encountered plenty of unscrupulous parties. We realised business verification was something every company and marketplace needs. Detected was then born.”

Charles Henri Becquet, CEO, My Social Book

“We saw a large increase in sales during global lockdown. People were online more and took to social media to stay connected with friends and family. Customers were also after creative activities to spend time on. After all, there’s only so much Netflix you can watch.”

#2: Remote work and taking care of employees

Retaining employees (45%) and maintaining employee productivity (49%) are two of the main concerns for managers during the crisis. 

One of the key successes of collaboration tools is that they replace office interactions by allowing users to work together via virtual interaction. However, it’s important to make sure that communication between teams is efficient and well planned to avoid messaging saturation.

We asked British owners how they have handled the transition of their staff to remote working and how have their employees responded to the change.

Richard Westhead,CEO, One Digital Signage

We have supported our team to work remotely, and for all of our people we have emphasised the importance that they feel comfortable in their working environment. There has certainly been no downturn in performance and we will continue to support remote working as a choice for them if they want or require it.”

Gordon McHarg, Managing Director, AutoRek

“For many employees, working from home on an almost permanent basis has been challenging and while the company operational objectives can be met, we also recognise that it can be difficult for individuals. The workplace is not only important to people from a career/employment perspective but is often part of their social lives where they support and are supported by their friends and colleagues.”

Charles Henri Becquet, CEO, My Social Book

“For us, habits, routines and structure are crucial. We keep in touch and share information as much as possible – it’s crucial everyone knows the team’s priorities. Each of us works in a different way—some of us are good at holding ourselves to account, others need more guidance. Leaders should take this into consideration and keep adapting.”

Liam Chennells, Chief Executive Officer of Detected:  

“The most important thing is having everybody know everyone else’s role and ensuring we are all heading in the same direction. Remote working stumbles when people don’t know what others are responsible for.”

#3: Using new tools remotely (and how to get everybody on board using them)

A new software tool shouldn’t add an additional layer of responsibilities, it should remove them. 

When choosing collaboration software, there should be a good understanding of the workflows, how teams work on projects, and how a tool can help improve either of those. 

Richard Westhead , CEO, One Digital Signage

“We have invested time in ensuring our people are comfortable using Microsoft Teams. Within our business development operations Teams has also been crucial to building strong relationships with new partners.”

Charles Henri Becquet, CEO, My Social Book

“[Before COVID-19] we were already communicating via Slack, Google, Zoom and other collaboration technology before the pandemic. We are investing in our SEO and using some online tools to guide that process, however that wasn’t prompted by COVID-19.”  

Liam Chennells, Chief Executive Officer of Detected: 

“Google Hangouts is free and that’s the main tool we work in since we operate in a very lean business model”

Gordon McHarg, Managing Director, AutoRek

“A lot of our employees were already set up for the odd working from home day before COVID-19.  However, we did have to do additional VPN testing to measure how well it worked with everyone working from home. So in this case, we were quite fortunate in that it wasn’t a  huge transition.”

#4: Business continuity and the future post-COVID-19

The lack of business continuity plans meant for many SMEs had to invest in software looking at ensuring employee productivity.

The COVID-19 crisis has shaken up businesses and pushed some of them into making emergency software decisions meant to help in the short term. However, as restrictions ease and workers start to go back to the office, companies need to think about a more longer-term strategy.

We asked owners how they see the future post-crisis and how it will affect continuity plans.

Richard Westhead, CEO, One Digital Signage:

It’s important to emphasise the impact COVID-19 will continue to have on the economy and everyday life and then devise plans accordingly. In many instances, it [COVID-19] has simply accelerated changes in consumer behaviour that were underway already.”

 

Liam Chennells, Chief Executive Officer of Detected: 

“Businesses have been forced into more astute decision-making and are far more selective about who they work with, so you have to put your best foot forward. COVID-19 has created a culture of clarity and transparency.”

Gordon McHarg, Managing Director, AutoRek: 

“Significant market disruption is [obviously] a major challenge for most business owners. However, it is the case that market disruption creates a business opportunity. This is already the case for some organisations who have moved to digital channels for distribution and who are experiencing growth above the levels they would have expected prior to the pandemic. 

Understanding the changing needs and priorities both in the short and long term of your customer market is critical to identifying these opportunities and planning for your business in the future.”

Looking for Collaboration Software? Check our catalogue

 

VR shopping adoption in the UK: 4 insights to take into consideration

When you think about virtual reality (VR), one thinks about something rather futuristic, but, in fact, it has been around for quite some time. American computer scientist Ivan Sutherland invented the first headset in 1968  and since then it’s been a long journey for VR. 

VR shopping adoption in the UK

The use of VR has extended to many industries like gaming or sports throughout the years, however immersive technologies such VR in shopping are experiencing an increase in adoption— especially since some retailers are incorporating the technology into their offering to customers. 

What is VR?

Gartner defines it as:

“Virtual reality (VR) provides a computer-generated 3D environment (including both computer graphics and 360-degree video) that surrounds a user and responds to an individual’s actions in a natural way, usually through immersive head-mounted displays.”

Consumers may be familiar with gaming headsets like Oculus Rift or HTC Vive or perhaps have used Samsung VR/Gear or Google Cardboard using a mobile phone.  But who is actually using VR for shopping in the UK?

VR shopping adoption in the UK

We wanted to understand how UK consumers use VR for shopping (or if they do at all), and what is their opinion on the technology. 

For this study, we asked 5,080 respondents in Europe (over 1,000 based in the UK)  to also understand if consumers in Europe have adopted VR shopping and what is their view on using this technology to shop.*(full methodology at the bottom of this article)

Highlights of the study: 

  • In the UK, only 13% of respondents have used VR for shopping.
  • Food & drinks (63%) and clothes & accessories (59%) are the most popular items bought using VR.
  • 60% state that 360º videos help them understand the product better.
  • 54% of respondents in the UK state that the perception of VR and willingness to use it has changed because of COVID-19.

Below are the 4 key insights from our study that retailers looking to adopt VR software should take into consideration:

#1: A quick look at who uses VR for shopping

The use of VR for shopping is still in its infancy, in the UK only 13% of respondents state having used VR to shop. This is not much different from users that have used augmented reality (AR) in the UK, with 15% of them have used this technology to shop.

So what does the current user persona look like? Respondents aged between 18 – 45 state having shopped in a virtual environment, 58% are male and the average income is above  £26,000.

Food, drinks and clothes are the most popular items bought using VR

63% of users that have used VR to shop have used it to buy food and drinks, and clothes and accessories (59%). A third of consumers surveyed (34%)  have also used it for real estate virtual visits

When asked which device they have used for buying using VR, almost half of the users (45%) used dedicated VR glasses and 38% a smartphone with a VR app and a VR headset for the device.

The most popular VR headsets used by consumers in the UK are the Samsung Gear VR (52%) followed by Google Cardboard (17%). In Europe, the Samsung Gear is also popular with users in Germany (43%), Netherlands (49%) and France (36%) using the device for shopping. 

Users in Spain (27%) and France (29%) have higher use of Google cardboard than in the UK.

Helping to understand the product better with 360º videos

Approximately half of the respondents in Spain have used  360º  videos (51%), whilst in the UK only a third have used it.  However, the number of people interested in using this type of content is higher in the UK than in other countries in Europe, with 37% of respondents interested in doing it.

Respondents consider that  360º  videos help understand the product better (60%) and add entertainment to the shopping experience (51%). 44% say it can improve the perception of a brand and 45% state that this content helps to make a better purchase decision.

#2: The VR user of the future

Looking at who is interested in using VR in the future, there are a number of factors that make for the (possible) VR shopper of the future:

  • Women: Women respondents are more willing to try VR for shopping (55%). 
  • Over 56 years old: State being interested in shopping in a virtual environment.
  • Interest in clothes and accessories: 74% of consumers that haven’t used VR would be interested in trying it in clothes and accessories followed by food and drinks (69%)
  • Income: Respondents who state being interested in trying VR for shopping have an income between £15,000 and £25,000 a year.
  • Free headset preferred: 24% of respondents would only be willing to use it if these were provided for free. 

#3: What is the perception of VR shopping by users in the UK?

Consumers would like to use VR to have a similar experience of going to a store but without leaving the house. This is important as shoppers have changed their habits due to the pandemic, being more cautious when looking to go to a physical store and using online shopping instead. 

In fact, 60% state that using VR would minimise the risk of infection as there is less interaction with people or trying clothes that someone else has already tried on.

54% of respondents state that the perception of VR and willingness to use it has changed because of COVID-19. Out of these, almost half (45%) state that they are more willing to use it than before the pandemic.

The UK is among the countries that are willing to adopt VR due to the lockdown

In Spain and France, respondents state that it has changed their perception of VR, perhaps because these countries, as well as the UK have had stronger lockdown measures have pushed people into considering other technology available to shop.

Almost half of UK consumers surveyed (46%) state feeling comfortable or very comfortable using AR and VR formats in the future for most of their shopping.

#4: Immersive technologies are here to stay

Our study showed that immersive technology such as and VR are finding a place in society thanks to allowing shoppers to experience the product before buying it.

The pandemic has changed consumer’s shopping habits and has accelerated the adoption of these technologies since they allow more distance. 60% of users state they can have the same shopping experience using VR as they would in a shop.

Providing consumers with a tailored shopping experience where they can shop from the comfort of their home or in a physical store will become pivotal for retailers if they want to stay in line with the latest demands from consumers.

Looking for VR software? Check our catalogue

* Survey methodology

Data for the “GetApp AR/VR Survey 2020” study was collected in August 2020 from an online survey of 5,080 respondents that live in the UK, Germany, France, Spain or The Netherlands.

Out of these, 1,006 participants who qualified to answer in the UK.  The information in this article corresponds to the average of all surveyed participants.

Note: There were several answer options available for the graphics so that the total of the percentages exceeds 100%.

The criteria for participants to be selected are:
  • Employed full-time
  • Employed part-time
  • Freelancer
  • Full-time student
  • Retired
All participants come from different industry sectors.

Meios de pagamento online: código QR é o preferido de 19% dos consumidores

meios de pagamento online

meios de pagamento online

Um de cada cinco consumidores brasileiros aponta o código QR como uma das suas três formas preferidas de pagamento na hora de fazer compras online. 

O dado integra pesquisa feita pelo Capterra sobre o comportamento online dos compradores após o início da crise do coronavírus (confira a metodologia completa no final do texto). Os dados fazem parte de uma série de conteúdos sobre como empresas e consumidores estão reagindo às mudanças trazidas pelo Covid-19, que passa pela adoção de novas tecnologias, como softwares para o trabalho remoto e de videoconferência, e por mudanças na maneira de consumir.  

A aposta por novos meios de pagamento online veio acompanhada de um forte crescimento das compras recorrentes pela internet devido à pandemia. Segundo o estudo, dobrou o número de consumidores que afirmam fazer de 6 a 10 compras online por mês na comparação do período pré-crise com o atual, de 9% a 19%, respectivamente (veja gráfico abaixo). Por outro lado, a quantidade daqueles que afirmam fazer somente de uma a duas compras por mês teve queda de 37%.

meios de pagamento compras mês

E a mudança parece ter vindo para ficar: 53% dos entrevistados afirmam que mudaram definitivamente seus hábitos de consumo e farão mais compras em lojas online a partir de agora.

O que é o código QR?

O código QR é um código de barras que pode ser lido por diversos dispositivos, entre eles celulares com câmeras. Para fazer pagamentos, o usuário deve apontar a câmera para o código gerado pela maquininha ou na tela de um dispositivo e finalizar a transação.

Pagamentos online: Paypal divide liderança com cartão

Não são apenas os novos meios de pagamento online, como o código QR, que ganham a atenção dos clientes virtuais na nova era pós-pandemia: outros que já levam muitos anos no mercado se consolidaram. É o caso da carteira digital Paypal, criada há mais de 20 anos (veja box abaixo), e que, segundo a pesquisa, é a forma de pagamento favorita da maioria dos entrevistados (43%), ao lado do cartão de crédito à vista. Ambos são seguidos pelo cartão de crédito parcelado (41%), cartão de débito (32%) e boleto bancário (23%).

meios de pagamento online mais utilizados

Com atuação desde 2000 no mercado de meios de pagamento online, o Paypal vive desde o início da crise do coronavírus um período de quebra de recordes: somente no segundo trimestre, movimentou US$ 222 bilhões (cerca de R$ 1,2 trilhões ), ultrapassou pela primeira vez os US$ 5 bilhões (cerca de R$ 27 bilhões) de receita em um único trimestre e abriu 28,3 milhões de novas contas, número maior que o de novos clientes no ano de 2016.
Como mostram os dados do gráfico, o boleto, criado em 1993 e por muito tempo escolhido como opção de pagamento daqueles que não tinham ou não queriam usar o cartão, agora compete com novidades como o código QR e as carteiras digitais para celular.  

Esta mudança de paradigma obriga os negócios a estarem preparados. Segundo o estudo do Capterra, 35% dos consumidores online buscam outro e-commerce caso a loja em que estejam comprando um produto não aceite seu método de pagamento preferido.

Confira abaixo algumas dicas para o seu negócio não ficar para trás. 

Meios de pagamento online: negócios precisam estar preparados

Em uma panorama de crescimento do comércio online e de expansão das novas formas de pagamento, como mostra a pesquisa, os comerciantes precisam equipar seus negócios online com as ferramentas necessárias para atender às novas necessidades dos clientes na hora do check-out. Mas não apenas isso, já que para garantir que o cliente não abandone o carrinho, tudo precisa correr bem até que ele chegue ao caixa. 

Para proporcionar uma boa experiência de compra online, é importante pensar nos seguintes aspectos: 

  • Tecnologia: primeiramente, certifique-se de que sua plataforma de e-commerce oferece as opções de pagamento mais buscadas pelos seus clientes ou que garanta integrações com soluções populares como Paypal e Mercado Pago. Se você também tem uma loja física, pode integrar seu sistema PDV com a loja virtual para facilitar o controle de caixa.
  • Experiência do usuário: para que seu cliente confirme o pagamento, é importante que ele tenha uma boa experiência de compra. É como em uma loja física: ele precisa sentir-se bem, encontrar facilmente o que busca e ter acesso a um atendente caso tenha dúvidas. Tudo isso passa por contar com um site organizado e com design atrativo (há uma infinidade de softwares para criação de sites que podem ajudá-lo) e contar com uma ferramenta de atendimento ao cliente com opções de bate-papo ao vivo e atendimento via Whatsapp, que agilizam o atendimento.
  • Descontos: com mais lojas migrando para o online devido à pandemia, a competição também aumenta. Por isso, pense em maneiras de atrair os clientes com descontos e promoções. Use as redes sociais com inteligência, pensando numa estratégia para se comunicar com seus clientes em potencial. Ferramentas de redes sociais são grandes aliadas na tarefa.  

Segurança nas compras online preocupa consumidores

Outra questão de extrema importância relacionada aos pagamentos por internet é a segurança. De acordo com a pesquisa, 50% dos entrevistados afirmam estar preocupados ou muito preocupados com ameaças à segurança ao comprar online. Entre as principais faixas etárias analisadas, quando mais velho o consumidor, mais preocupado com a questão:  

meios de pagamento online segurança

Tal preocupação não é infundada. Segundo o Mapa da Fraude, nos primeiros seis meses de 2020 foram reportados 706,3 mil pedidos classificados como tentativas de fraude no e-commerce com pagamentos via cartão de crédito, aumento de 75% em relação ao mesmo período do ano anterior. Já levantamento feito no mesmo período pela Konduto, empresa de antifraude para e-commerces e pagamentos digitais, mostrou que quase 4 de cada 100 compras pela internet foram tentativas de fraude. Tais ataques, além de prejudicar os negócios, podem colocar em risco os dados de todos os clientes.

Além de garantir a segurança de suas páginas, é importante que os negócios estejam atentos ao que os clientes falam sobre suas experiências de compra em fóruns e sites de avaliações. Isso porque a maioria dos entrevistados (75%) afirma buscar opiniões de outros clientes em sites de terceiros para verificar se uma loja é segura. 

Outra dica é deixar claro para o cliente que sua loja online se preocupa com a questão e que toma as medidas necessárias para evitar ataques, já que 57% dos entrevistados pelo Capterra afirmam verificar se o site está criptografado como medida de segurança antes das compras.      

Como compra o consumidor online 

Além de diversificar os métodos de pagamento, os consumidores estão cada vez mais migrando para dispositivos móveis na hora de comprar online, principalmente para o celular, segundo o estudo do Capterra. Quase quatro de cada dez consumidores (38%), por exemplo, afirmam já ter feito compras por sistemas de chat, como o WhatsApp.

As redes sociais também ganham protagonismo: 33% dos entrevistados afirma já ter comprado pelo menos uma vez diretamente nas redes sociais, como o Instagram.

É importante que os negócios estejam muito atentos a tal mudança. 

Para uma boa experiência de compra mobile, por exemplo, os sites devem oferecer versões exclusivas para essas plataformas. Outra opção é construir um site responsivo, que se adapta ao tipo de tela usada pelo usuário (desktop, tablet ou celular). Os principais programas para desenvolver aplicativos contam com essa funcionalidade.

A importância da preocupação com a construção da página fica evidente quando analisamos alguns dos tipos de produtos que os consumidores passaram a comprar por primeira vez depois do início da quarentena, como mostra o gráfico abaixo:

meios de pagamento online produtos

Tecnologias como a realidade aumentada, integradas às principais plataformas de e-commerce e que permitem o consumidor enxergar o produto na página dentro de um contexto real e em três dimensões, são de extrema importância para quem quer comprar um sofá ou um tênis novo, por exemplo. Recentemente, a rede de móveis e decoração Tok&Stok anunciou o lançamento de um aplicativo com essa função.  

Finalmente, os varejistas online não devem esquecer de pensar na política de entregas e, principalmente, na de trocas, questão de extrema importância para muitos dos produtos citados acima. 

Busca sistemas de pagamento? Confira o nosso catálogo!

Metodologia

Para reunir os dados presentes neste estudo, o Capterra realizou um levantamento online entre os dias 14 e 21 de julho em que ouviu 1.002 consumidores com mais de 18 anos, de diferentes faixas de renda (até 1 salário mínimo, de 1 a 3, de 3 a 7, de 7 a 15, de 15 a 20 e mais de 20) e de todas as regiões do país. Os entrevistados deveriam ser trabalhadores em tempo integral ou parcial, freelancers/autônomos, estudantes em tempo integral, aposentados ou terem perdido o emprego durante a crise. O painel contou com 50% dos entrevistados do sexo feminino e 50% do sexo masculino. Os resultados são representativos da pesquisa, mas não necessariamente da população como um todo.

COVID-19 Drives Australia’s Interest In Augmented Reality Shopping

AR in retail for Australia

Augmented reality shopping technology isn’t a new concept in the retail industry, but it’s not common either. Just 17% of Australian consumers have used it to shop online according to GetApp’s survey—even less (11%) have used the technology in stores. 

Yet, because of COVID-19, interest in augmented shopping is on the rise: On average, 51% of Australians think augmented reality (AR) would make their online and in-store buying experiences safer.

AR in retail for Australia

In this article, GetApp highlights how augmented reality could advance shopping online, and be a potential solution to revitalising the struggling high street. 

What is augmented reality?

Augmented reality is a concept that many of us may have come across, despite not fully understanding what it is. Games, such as Pokemon GO and Jurassic World Live operate using AR technology—as do the filters we use on social networks like Instagram and Snapchat. 

Gartner defines augmented reality (AR) as:

‘The real-time use of information in the form of text, graphics, audio and other virtual enhancements integrated with real-world objects. It is this “real world” element that differentiates AR from virtual reality. AR integrates and adds value to the user’s interaction with the real world, versus a simulation.’

 

The technology works by superimposing additional content (such as moving images) onto the user’s actual surroundings.  The virtual image overlays onto real-world products or environments based on the input received from a device. This could be through the camera of a phone or other wearable devices, like AR-enabled glasses.

Augmented reality shopping, also referred to as augmented shopping, is the process of using AR to shop. 

Examples of AR being used in a retail store

Timberland is one retailer that was quick to jump on this trend with its Augmented Reality Campaign. The shoes and clothing brand created a ‘magic’ mirror outside one of its stores in Warsaw, Poland, enticing passersby to try out their virtual fitting room.

The thought process behind the AR experience was more than just gimmick. According to Marketing Squad:

‘Timberland has been on a journey since 2011 to change their marketing strategies, as well as their target market – millennials. [The brand] created value for their customers by developing a fitting room that is efficient and easy to use. The ease of trying on their clothes enticed customers and encouraged them to participate in the AR campaign.’

 

Examples of AR being used online

Ikea was one of the first retail companies to bring an augmented shopping experience into peoples homes. 

ar-app-ikea
Ikea augmented reality application [Source: Architecture Magazine]
The idea behind the app was to help the customer visualise products from their website in home-settings. The AR app allows users to hold their smartphone camera at an area of their house to see how the piece of furniture would look there—and this kind of service may be more necessary than you think. 

According to research from UNSW Sydney, 2-5% of us have difficulty with visual imagery (a condition known as Aphantasia), meaning picturing products at home is a genuine challenge. Augmented reality could be considered a valuable asset for those who have genuine challenges picturing products away from their immediate surroundings.

How is AR being used in the Australian retail market?

GetApp surveyed 1,012 Australian consumers (see full methodology at the end of this article) to explore how they’re using augmented reality for retail shopping. While many themes are driving this trend, we honed in on the most important ones for retailers.

Early adopters are already using it to shop in Australia

On average (across online and in-store purchases), 14% of respondents said they’d used augmented reality to shop. 

autralians-using-augmented-shopping

Of this group:

  • 88% are in employment 
  • 62% earn between $51,000 and $100,000 per annum. 
  • 71% are under 35-years-old. 

Considering that Millennials and Generation Z are often referred to as digital natives, it’s unsurprising that they are the biggest users of augmented reality technology. Retailers that want to introduce this tech to their services should pay special attention to this group. Why? Because these are the people that drive ideas out and spread them to other people.

The Diffusion of Innovation Theory explains why it is important to hone in on the personality traits and characteristics of consumers that accept innovations fastest:

‘Adoption of a new idea is caused by human interaction through interpersonal networks.  If the initial adopter of an innovation discusses it with two members of a given social system, and these two become adopters who pass the innovation along to two peers, and so on, the resulting distribution follows a binomial expansion.’

 

innovativeness-adopters-categories-rogers

Key takeaway: Innovators will help drive AR technology adoption

Those targeting age groups under 35-years-old should think ahead about how AR will be used in a few years time. Preparing applications now will allow them to catch the market as market share grows. To organically drive brand awareness by developing an AR application, hone in those that fit the role of innovators and early adopters.

Around half of Aussies are interested in using it

An average of 49% of Australian consumers said they’re interested in using AR technology to shop online or in-store. 

australias-interest-levels-ar-technology-shopping34% have not tried augmented shopping online, and have no interest in doing so. Slightly more respondents (39%) felt this way about using AR for in-store shopping. Primarily, this was because they:

  • Prefer to see and try the products in person
  • Must download additional applications on their devices
  • Are concerned about privacy.

Key takeaway: Integrate AR into your audience’s most popular channels

There is interest in augmented reality shopping in Australia. Now is the time for brands to consider the best ways to introduce it to their audiences. To increase how quickly they embrace it, consider the platforms where consumers are already using AR. For example, there may be an opportunity to incorporate it into social media strategies. 

Opportunities and potential success vary across retail sectors

The most popular items purchased through augmented shopping differ slightly, depending on whether the consumer is online or in-store. However, clothing remained the top choice for both.

most popular items bought using ar technology

Clothing was also the top choice for those that hadn’t shopped using augmented reality but were keen to try it.

items australians think would be useful for augmented shopping

Key takeaway: There is potential to tap into AR across multiple categories

Before investing in augmented reality experiences, eCommerce brands and stores that specialise in these categories should consider why they’re doing it. Are they jumping on a trend or seeking to bring genuine value to their users? The latter is likely to be much more successful in achieving business goals. 

Key drivers behind using AR in technology:

1. Better visualisation of products

The main use of augmented reality is to help consumers ‘see’ the product in its potential context. For example, Dulux’s Colour AR app lets customers visualise how shades of paint would look on their walls. 

Dulux colour AR app
The Dulux Colour app showing a user how blue paint would look [Source: Dulux]
GetApp’s results demonstrate that AR is serving its purpose well. Around two thirds (65%) of respondents said the technology made their ability to visualise the product in the right place easier when shopping online. Around the same (61%) said the same for shopping for products in-person.

2. Protection against the pandemic

51% of respondents said that the pandemic is a key reason why they have or want to use AR to shop online. 52% of respondents said the same for shopping in stores. 

AR reduces covid risks

For both in-store and in webshops, the top three reasons for wanting to try augmented shopping were the same. Protecting themselves against COVID-19 was the second-largest aspect driving consumers towards AR technology.

Top 3 reasons for wanting to use AR to shop:

  1. Shoppers can visualise products in the right context more easily (such as seeing a shade of lipstick applied on their face without actually putting it on.)
  2. It minimises the risk of catching and spreading Covid-19.
  3. There is more information readily available about the product which can help make decisions easier.

Less than half (46%) of all respondents have changed their perception towards augmented reality and are more willing to use the technology.

3. Faster purchases

On average, 49% of consumers who have shopped using augmented reality (either online or in-person) said it made purchases faster. One reason for this may be that with AR, less travel time is typically required. However, it may also be because users have access to more details, which enables them to make decisions quicker. 

37% of users said AR provides them with more information on the product when shopping in-store. For online shopping, this response increased to 38%.

Return rates of augmented shopping products is a challenge

50% of respondents said they return more products when buying online using augmented reality. On the other hand, 50% of respondents who have shopped using the technology said they return items the same (26%) or less (24%) than when they shop online without it. 

Return rates with AR shopping

In terms of accurately representing real-life products, AR may still be finding its feet. According to Appinventiv, however, retail augmented reality app development levels are ‘improving at breakneck speed.’ Despite being around for some years now, it’s important to note that the technology is still young in essence. 

However, AR will help retailers adapt to the post-COVID-19 reality

There is genuine market interest in augmented shopping, and evidence that it can improve the retail experience. With that in mind, now is a good time for retailers to get ahead of the curve and explore its full potential. AR is no longer a future possibility for retail—it’s here. 

Looking for augmented reality software? Check out our catalogue.

Methodology for GetApp’s Augmented Reality Shopping survey

GetApp wanted to understand how shopping habits in Australia are changing in light of COVID-19. We surveyed consumers living in Australia, and over the age of 18-years-old, to discover the role of augmented reality in this. 

The full panel of 1,012 respondents includes 51% female and 49% male respondents. Incomes ranged from less than $15,000 per annum to more than $201,000 per annum. The participants also came from various business sectors and levels of seniority. 

The AR in retail survey ran in August 2020. 

Note: There were several answer options available for the graphics so that the total of the percentages exceeds 100%.

 

Führung Generation Z: So kommunizierst du effizient mit der Gen Z am Arbeitsplatz

Führung Generation Z

Führung Generation Z? Jüngere Angestellte haben ihre eigenen Vorlieben und Gewohnheiten – und es lohnt sich, sich mit ihnen vertraut zu machen.

Führung Generation Z

Der Umgang mit Millenials ist für Unternehmen mittlerweile normal geworden, aber die Führung von Generation Z fällt manchen noch schwer. Dabei geht es um diejenigen, die nach 1996 geboren sind und mittlerweile fast ein Viertel der weltweiten Arbeitskräfte ausmachen.

Auf den ersten Blick haben Millenials und Generation Z so einiges gemeinsam. Beide Generationen sind sehr vielfältig, sie sind Digital Natives und ihnen ist wichtig, dass ihr Arbeitgeber zu positiven Entwicklungen in der Gesellschaft beiträgt. Außerdem legen sie viel Wert auf gute Kommunikation. Eine Studie der Bellevue University zeigte, dass Personen, die der Generation Z oder den Millennials zugerechnet werden, eine gute Kommunikationsfähigkeit als wichtigste bevorzugte Eigenschaft von Führungskräften nennen.

Was gute Kommunikation bedeutet, definieren beide Generationen allerdings sehr unterschiedlich. Unternehmen können bei der Führung von Generation Z Schwierigkeiten bekommen, wenn sie einfach davon ausgehen, die jungen Angestellten hätten die gleichen Wünsche wie ihre etwas älteren Vorgänger*innen. Wer nicht weiß, was sie von der Kommunikation am Arbeitsplatz erwarten, tritt schnell in Fettnäpfchen oder erzeugt Verwirrung.

Die folgenden vier Punkte sollen dir bei der effektiven Kommunikation und gelungenen Führung von Generation Z behilflich sein.

Führung Generation Z: So kommunizierst du effizient mit der Gen Z am Arbeitsplatz

1. Persönliche Kommunikation nicht unterschätzen

Ein typisches Vorurteil lautet, die Generation der Digital Natives würde lieber tweeten oder Textnachrichten schicken, als Gespräche von Angesicht zu Angesicht zu führen. Eine Umfrage von Yello zeigt, wie falsch diese Annahme ist: Ganze 51 % der Arbeitskräfte der Gen Z kommunizieren vorzugsweise von Angesicht zu Angesicht und nur 25 % unterhalten sich lieber digital.

Was bedeutet das für dich? Stell sicher, dass du ausreichend Zeit für gute persönliche Gespräche mit jüngeren Angestellten einplanst, damit du sie wirklich kennenlernst. Laufe gelegentlich an ihren Schreibtisch, um neue Infos zu einem Projekt zu überbringen oder zu fragen, wie es läuft, anstatt einfach eine Mail zu senden.

So baust du nicht nur eine bessere Beziehung auf, sondern auch gegenseitiges Vertrauen. Generation Z vertraut Autoritätspersonen nicht so schnell wie andere Generationen: Du musst dir ihr Vertrauen erarbeiten.

2. Feedback ist nicht nur willkommen, sondern erwünscht

Während sich einer Studie von Randstad zufolge weniger als die Hälfte der Millennials (47 %) regelmäßiges Feedback und Mentoring von ihren Manager*innen wünschen, sind es bei Angestellten der Gen Z bereits 69 %. In anderen Worten: Arbeitskräfte aus der Generation Z wollen durchgehend wissen, wo sie stehen, und die Führungskräfte und Mentor*innen haben die Aufgabe, sie darüber zu informieren.

Wenn Angestellte der Gen Z ausschließlich bei jährlichen Performance-Reviews Feedback bekommen, ist das eindeutig zu wenig. Du kannst das auf einfache Weise ändern, indem du in die alltäglichen Gespräche mit deinen Angestellten mehr Informationen zu ihrer Leistung einflechtest. Eine weitere Möglichkeit bietet Technologie, die natürlichere Gelegenheiten für entsprechende Gespräche in Echtzeit bietet:

  • Software zur Mitarbeiterbeurteilung mit Funktionen für kontinuierliches Feedback ermöglicht es sowohl Angestellten als auch dem Management, regelmäßig Feedback zur eigenen Leistung anzufordern und zu erhalten.
  • Anwendungen zur Mitarbeiteranerkennung bieten Unternehmen einen Instagramm-ähnlichen Feed, in dem Angestellte sich gegenseitig zu ihren Errungenschaften gratulieren können und besondere Arbeitsleistungen unternehmensweit sichtbarer werden.
  • Mit Lernplattformen (LMS) kann das Management Schulungsinhalte für Angestellte bereitstellen, mit denen sie neue Fähigkeiten entwickeln oder bestehende Schwächen ausgleichen können.
Führung Generation Z mit SmarterU LMS
Kursliste in SmarterU LMS (Quelle)

Wechsle zwischen verschiedenen Arten des Feedbackgebens, damit deine Gen Z-Mitarbeiter*innen über ihre Leistung auf dem Laufenden bleiben, ohne dass die Gespräche unangenehm werden oder du von oben herab zu ihnen sprichst.

3. Kommunikation in beide Richtungen ermöglichen

So sehr die talentierten Köpfe der Generation Z Feedback von anderen schätzen, sie wollen trotz allem nicht, dass diese Gespräche nur in eine Richtung gehen. 44 % der Arbeitskräfte der Gen Z wünschen sich einer Studie vom Workforce Institute zufolge Vorgesetzte, die ihren Ideen zuhören und zeigen, dass sie ihre Meinung schätzen.

In einem neuen Job fühlen sich einige möglicherweise noch nicht sicher genug, ihre Gedanken offen kundzutun, aber du solltest ihnen unbedingt regelmäßig Gelegenheit dazu geben, damit sie sich als wichtigen Teil des Teams wahrnehmen. Frag bei Brainstorming-Sitzungen nach ihren Vorschlägen. Frag sie, was sie über ein Projekt denken oder was sie gerne einbringen möchten, damit sie sehen, dass dir ihre Meinung wichtig ist. Achte außerdem darauf, dass alle Kanäle, über die du Feedback gibst, auch offen dafür sind, Feedback zu erhalten.

Stell unbedingt sicher, dass alle wissen, an wen sie sich bei ernsthaften Problemen wie Mobbing oder sexueller Belästigung am Arbeitsplatz wenden können. Zeige deutlich, dass das Büro für alle ein sicherer Ort sein soll, in dem sie auch über schwierige Situationen offen sprechen können.

4. Schnell auf den Punkt kommen und visuell kommunizieren

Generation Z scheint mit ihrer Aufmerksamkeit noch stärker hin- und herzuspringen als die Millennials:

Personen der Generation Z sind hervorragend im Multitasking und sehr selektiv darin, welche Informationen sie aufnehmen und behalten, was ihnen durchaus Vorteile bringt. Gleichzeitig kann es passieren, dass wichtige Informationen nicht bei ihnen ankommen, wenn du sie auf ungünstige Weise kommunizierst.

Sprich daher mit ihnen als Erstes über die zentralen Punkte oder Anliegen, bevor du dich in weniger relevanten Details verlierst. Angestellte der Gen Z schätzen es, wenn schriftliche Kommunikation ansprechend gestaltet wird. Liste beispielsweise die wichtigsten Informationen als übersichtliche Stichpunkte auf oder hebe sie fett hervor, sodass auf den ersten Blick ersichtlich ist, was für die Empfänger relevant ist.

Noch effektiver sind visuelle Elemente. Einer Studie von Pearson zufolge verbringen Personen der Generation Z mehr Zeit mit dem Konsumieren visueller Medien und Videos als Millennials und teilen diese Inhalte auch häufiger in sozialen Medien. Tatsächlich ist YouTube die zweitbeliebteste Lernmethode der Gen Z, direkt nach dem persönlichen Lernen mit Lehrpersonen.

Ob Whiteboards bei Brainstorming-Sitzungen (physisch oder virtuell) oder Diagramme, GIFs und Zeichnungen in E-Mails und anderen Kanälen: Visuelle Kommunikationsmittel bieten sich in vielen Situationen an und passen dazu, wie Generation Z im Alltag Inhalte konsumiert.

Führung Generation Z mit Mural
Virtuelle Notizzettel in einem Teammeeting in Mural (Quelle)

Führung Generation Z: Trends nicht blind befolgen

Wir haben nun einiges dazu geschrieben, welche Kommunikationsvorlieben die Generation Z von vorherigen Generationen unterscheiden. So nützlich und wichtig diese Überlegungen auch sind, es kann gefährlich sein, ihnen einfach blind zu folgen.

Auch Angestellte einer bestimmten Altersgruppe sind schließlich Individuen mit einzigartigen Wünschen und Bedürfnissen, die sich stark von denen Gleichaltriger unterscheiden können. Herkunft und Hintergrund einer Person sowie ihre Position im Unternehmen können für ihre Kommunikation eine mindestens genau so große Rolle spielen wie ihr Alter. Wer Trends der Gen Z unhinterfragt im Unternehmen umsetzt, schafft möglicherweise neue Probleme, wenn die Annahmen nicht mit den tatsächlichen Erwartungen der Angestellten übereinstimmen.

Auch hier ersetzt nichts das persönliche Gespräch mit der Belegschaft, über das sich erst herausfinden lässt, welche Wünsche zu Kommunikation und Feedback bestehen und was die Angestellten brauchen, um produktiv und motiviert zu sein. Nur wer diese Fragen direkt stellt, findet heraus, wie stark die eigenen jungen Arbeitskräfte vielleicht von der „Norm“ der allgemeinen Empfehlungen abweichen und welche guten Ideen sie zusätzlich einbringen können.

Über Plattformen für das Mitarbeiterengagement kannst du über automatisierte Kurzumfragen regelmäßig Feedback deiner Angestellten einholen und deine Richtlinien und Praktiken nach Bedarf anpassen.

Suchst du weitere Informationen zu Kommunikation und Projektmanagement?

  • Auf unserem Blog findest du mehr zu Trends und Best Practices im Unternehmensmanagement.
Willst du mehr erfahren? Dann wirf einen Blick auf unser Mitarbeiterengagement Software Verzeichnis, um weitere Produkte zu entdecken.

Haftungsausschluss

Die in diesem Artikel ausgewählten Anwendungen dienen als Beispiele, um Funktionen im Kontext zu präsentieren. Dies stellt keine Empfehlung dar. Die Informationen stammen aus Quellen, die wir als vertrauenswürdig beurteilen. 

3 erstklassige Gratis- oder Open-Source-Tools für das Fuhrparkmanagement

Gratis- oder Open-Source-Tools für das Fuhrparkmanagement

Suchst du nach einem unkomplizierten Tool für das Fuhrparkmanagement oder nach einer umfangreichen Lösung, die du an deine Anforderungen anpassen kannst? Bei diesen Gratis- und/oder Open-Source-Optionen wirst du fündig.

Software für das Fuhrparkmanagement gibt es in Hülle und Fülle, was die Entscheidung nicht ganz einfach macht. Zu den Faktoren, die dabei eine Rolle spielen, gehört natürlich auch der Preis.

Wir haben uns ungefähr 350 Fuhrparkmanagement-Lösungen aus unserem Verzeichnis angeschaut und die drei besten kostenlosen Tools identifiziert, die die wichtigsten Funktionen für das Fuhrparkmanagement bieten. Eine davon ist Open Source, sodass du den Quellcode nach Belieben anpassen kannst.

Gratis- oder Open-Source-Tools für das Fuhrparkmanagement

Dieser Artikel behandelt drei gut bewertete Fuhrparkmanagement-Softwaretools. Hier findest du die ganze Liste mit kostenloser Software für das Fuhrparkmanagement.

Neben dem Preis haben wir die Bewertungen zur Nutzerfreundlichkeit, Rezensionen sowie zusätzliche Kosten betrachtet. Jedes hier aufgeführte Tool hat eine Capterra-Gesamtbewertung von mindestens 3,9 von 5 und hat im letzten Jahr mindestens 10 Nutzerbewertungen erhalten.

Weitere Informationen zu unserer Vorgehensweise findest du am Ende des Artikels.

Gratis- und Open-Source-Tools für das Fuhrparkmanagement

Die 3 besten Gratis- und Open-Source-Tools für das Fuhrparkmanagement (in alphabetischer Reihenfolge)

1. GPSWOX

GPSWOX ermöglicht die mobile Echtzeit-GPS-Verfolgung von Fahrzeugen, einschließlich Fahrzeuggeschwindigkeit, Kraftstoffverbrauch und Standort. Das Tool unterstützt verschiedene Karten wie OpenStreetMap, Google Maps und Bing Maps. Zu den wichtigsten Funktionen gehören sofortige Warnmeldungen und Benachrichtigungen, Berichte und Geofencing.

Außerdem unterstützt die Software eine Reihe von Sensoren wie Kilometerzähler, Temperatur- und Kraftstofftanksensoren sowie den Mobilfunkstandard GSM. Nutzer*innen können diese Sensoren mit der Software verbinden und festlegen, welche Ereignisse verfolgt werden sollen, um entsprechende Meldungen zu erhalten.

Dashboard in GPSWOX
Dashboard in GPSWOX (Quelle)

Vorteile

  • Die Nutzerbewertungen auf Capterra erwähnen die einfach zu bedienende und intuitive Nutzeroberfläche und die vereinfachten Fahrzeugverfolgungsfunktionen von GPSWOX.
  • Die Lösung kann in zahlreiche Tracking-Geräte integriert werden.

Nachteile

  • Bewertungen zufolge bietet die Software nur wenig Auswahl bei den Berichten und die mobile App reagiert zeitweise langsam.

Produktinformationen

  •  Upgrade-Kosten: Das Upgrade ist ab 2,99 $ monatlich für die Lite-Version, 9,97 $ für die Basic-Version, 49 $ für die Pro-Version und 99 $ für die White Label-Version erhältlich.
  •  Am besten geeignet für: Die Software ist für jede Branche und Unternehmensgröße geeignet und kann für die Verfolgung beliebiger Fahrzeuge genutzt werden, ob Personenfahrzeuge, Lastwagen oder Tiertransporte.
  • Mobile Apps: Android, iOS

2. KeepTruckin

Mit der kostenlosen Version von KeepTruckin lassen sich Fahrzeug- und Standortverlauf nachverfolgen, Inspektionsberichte erstellen und herunterladen, Dokumente wie Frachtbriefe und Tankkarten verwalten und Sofortnachrichten an Fahrer*innen senden.

Die Plattform bietet detaillierte tägliche Datenprotokolle zur Verfolgung von Fahrer*innen, Arbeitsstunden und von einzelnen Fahrzeugen zurückgelegten Strecken. Außerdem werden Verstöße gegen vorgeschriebene Arbeitszeiten sowie Mängel an Fahrzeugen oder Ausrüstung in Berichten festgehalten.

Inspektionsberichte in KeepTruckin
Inspektionsberichte in KeepTruckin (Quelle)

Vorteile

  • Den Bewertungen auf Capterra zufolge finden Fahrer*innen die Software und die mobile App angenehm zu bedienen.
  • Die verschiedenen Protokolle zum Nachverfolgen von Nutzeranforderungen werden positiv hervorgehoben.

Nachteile

  • Nutzer*innen erwähnen, dass Kundendienst und technischer Support gelegentlich langsam oder uneinheitlich reagieren.
  • Einigen Bewertungen zufolge kommt es vor, dass die Website einfriert oder langsamen lädt, was die Fahrzeugverfolgung erschwert.

Produktinformationen

  • Upgrade-Kosten: Es gibt drei kostenpflichtige Versionen: Standard (20 $/Monat), Pro (35 $/Monat) und Enterprise (Preis auf Anfrage).
  •  Am besten geeignet für: KeepTruckin ist für Unternehmen jeder Größe geeignet. Unternehmen, die Premium-Support und Funktionen wie eine maßgeschneiderte Inspektion und Fahrer-Workflows wünschen, sollten einen Blick auf die Enterprise-Version werfen.
  • Mobile Apps: Android, iOS

3. Odoo

Odoo ist eine für eine unbegrenzte Nutzerzahl verfügbare kostenlose Fuhrparkmanagement-Lösung. Sobald du dich auf der Website registriert hast, kannst du loslegen.

Mit dem Konfigurationsmodul können Sie Details wie Serviceaufzeichnungen, Verträge, Fahrzeugkennzeichen und die Marken und Modelle der Fahrzeuge im Fuhrpark gespeichert und nachverfolgt werden. Im Berichtsmodul werden diese Informationen grafisch dargestellt.

Odoo ist eine Open-Source-Softwareplattform und bietet außerdem eine cloudbasierte Plattform mit GitHub-Integration, sodass Entwickler*innen neue Funktionen testen können.

Vertragsverwaltung in Odoo 
Vertragsverwaltung in Odoo (Quelle)

Vorteile

  • Nutzerbewertungen heben hervor, dass Odoo ein qualitativ hochwertiges Produkt mit gutem Preis-Leistungs-Verhältnis ist.
  • Odoo wird als benutzerfreundlich, funktionsreich, flexibel und umfassend anpassbar beschrieben. Felder können unkompliziert erstellt, gruppiert und gefiltert werden.

Nachteile

  • Einige Personen erwähnen die steile Lernkurve der Software, da es an Schulungsmaterialien mangelt.
  • Der Kundenservice reagiert manchmal nur langsam auf technische Fragen und Tickets.

Produktinformationen

  •  Upgrade-Kosten: Die Software ist vollständig kostenlos. Wenn du Apps aus der Odoo-Suite nutzen möchtest, musst du sie allerdings käuflich erwerben. Außerdem bietet Odoo „Success Packs“, die bei der Implementierung helfen. Dazu gehören Beratungen, Schulungen und Coachings zur Softwarenutzung und App-Anpassung und Unterstützung bei der Entwicklung.
  •  Am besten geeignet für: Die Software ist mit ihren zahlreichen Fuhrparkmanagement-Funktionen für alle Unternehmen geeignet und kann gratis von unbegrenzt vielen Personen genutzt werden.
  • Mobile Apps: Android, iOS

Nächste Schritte

Die folgenden Schritte helfen dir, die richtige kostenlose Fuhrparkmanagement-Software für dein Unternehmen zu wählen.

  • Vergleiche Nutzungsbeschränkungen der Gratisversionen: Schließe Produkte aus, die nicht die von deinem Unternehmen benötigte kostenlose Nutzerzahl oder Datenspeichermenge bieten.
  • Berechne die Upgrade-Kosten: Ermittle dein IT-Budget für Fuhrparkmanagement-Software und schließe alle Produkte aus, die es überschreiten. Stell sicher, dass der Upgrade-Plan alle Funktionen umfasst, die du für dein Unternehmen benötigen könntest.
  • Lies Nutzerbewertungen: Probiere Fuhrparkmanagement-Lösungen aus, die Test- oder Freemium-Versionen anbieten, und lies Erfahrungsberichte von echten Nutzer*innen.

Hast du selbst schon eine kostenlose Fuhrparkmanagement-Software verwendet, die dir gut gefallen hat? Erzähl es uns in den Kommentaren!

Willst du mehr erfahren? Dann wirf einen Blick auf unser Fuhrparkmanagement Software Verzeichnis, um weitere Produkte zu entdecken.


Methodik

Die in diesem Artikel aufgeführten Produkte erfüllen die folgenden Kriterien:

Kostenlose Produkte

Für die Zwecke dieses Artikels haben wir ein Produkt als kostenlos eingeordnet, wenn es:

  • Eine Gratisversion anbietet, die unabhängig genutzt werden kann
  • Sich nicht um eine Testversion der Software handelt und es nicht erforderlich ist, nach einem bestimmten Zeitraum eine kostenpflichtige Version zu erwerben.

Open Source

Damit ein Produkt in diesem Artikel als Open-Source-Produkt aufgeführt wurde, musste sein Quellcode für alle zugänglich, nutzbar und bearbeitbar sein. Der Quellcode muss mit den Betriebssystemen Windows, Mac oder Linux kompatibel sein und im letzten Jahr (ganz oder teilweise) aktualisiert worden sein.

Auswahlkriterien

Die Produkte, die die obigen Kriterien erfüllten, wurden anschließend daraufhin überprüft, ob sie unserer Definition von Fuhrparkmanagement entsprechen: Fuhrparkmanagement-Software ermöglicht das Nachverfolgen, Koordinieren und Verwalten von Arbeitsfahrzeugen, Ausrüstung und Beständen sowie die Optimierung von Lieferrouten und Zeitplänen.

Mit dieser Definition wurde sichergestellt, dass Software die grundlegenden Funktionen für das Fuhrparkmanagement bietet und für die Kategorie geeignet ist. Ein Produkt wurde als Fuhrparkmanagement-Software klassifiziert, wenn es alle Kernfunktionen (Liefermanagement, GPS-Verfolgung und Routing) sowie mindestens die Hälfte der üblichen Funktionen bot (Angestelltenmanagement sowie Nachverfolgung von Kraftstoffverbrauch, Kilometerstand und Wartung).

Wenn eine Software diese Definition erfüllte, mussten außerdem zwischen dem 2. September 2018 und dem 2. September 2019 mindestens 10 Nutzerbewertungen auf der Kategorie-Seite für Fuhrparkmanagement-Software auf Capterra veröffentlicht worden sein. Im selben Zeitraum musste das Produkt außerdem eine Bewertung von mindestens 3,9 von 5 aufweisen.

Hinweis: Die genannten Vor- und Nachteile wurden Funktionslisten auf den Produktwebsites sowie Produkt-Nutzerbewertungen auf den Websites von Gartner Digital Markets (Capterra, GetApp und Software Advice) entnommen. Dabei handelt es sich weder um eine Meinung noch um eine Empfehlung von Capterra oder einem seiner Zweigunternehmen.

Qué es un gestor de contraseñas y por qué lo necesita tu empresa

Qué es un gestor de contraseñas

Qué es un gestor de contraseñas y por qué lo necesita tu empresa

Un estudio de Capterra sobre los hábitos de uso de contraseñas en pymes españolas, reveló que un 24% de los usuarios utiliza la misma contraseña en todos los sitios de internet. Esto supone un riesgo sumamente elevado en la vulnerabilidad de los datos personales y de la empresa.

A fin de proteger las cuentas, cada una debe llevar una contraseña fuerte y única para reducir los ataques de hackers. Con tantas aplicaciones que se utilizan a diario, es imposible poder recordar cada una de las contraseñas. Para ello, te irá bien contar con un gestor de contraseñas. Pero ¿qué es un gestor de contraseñas?

¿Qué es un gestor de contraseñas?

Un gestor de contraseñas es un sistema de seguridad informática, un programa que permite crear contraseñas únicas para cada una de tus cuentas, posibilita guardarlas en un lugar seguro y acceder a ellas a través de una extensión en el navegador de internet o por medio de una app. Por lo que se puede usar con el ordenador, el smartphone o la tablet.

Con un administrador de contraseñas en tu empresa puedes compartir contraseñas de forma segura entre los empleados, por lo que ya no tendrás que escribirlas en una nota de papel, en un documento o enviarlas por e-mail, reduciendo así el riesgo de que alguien se apodere de ellas.  

Medidas de seguridad que aportan los gestores de contraseñas

Ahora que ya conoces qué es un gestor de contraseñas, te enumeramos las medidas de seguridad que te pueden aportar a nivel empresarial.

  • Ataques a fuerza bruta: En este tipo de ataques un hacker usa distintas técnicas con el fin de descifrar la contraseña, por lo que cuanto más larga y complicada sea la contraseña, más difícil será descifrarla. Usar un administrador de contraseñas te protegerá contra este tipo de ataque, ya que permite generar contraseñas fuertes usando caracteres aleatorios.
  • Inyección de código en base de datos: Estos ataques van dirigidos a empresas que gestionan un número importante de usuarios y por lo tanto tienen en sus bases de datos muchas combinaciones de correos electrónicos y contraseñas. Hace pocos días, la empresa española Freepik sufría uno de estos ataques de seguridad en los que quedaron expuestos los datos de millones de sus usuarios. Un gestor de contraseñas te advertirá en caso de que uses la misma contraseña más de una vez y te permitirá cambiarla fácilmente en caso de que se vea comprometida.
  • Robo de contraseñas: Una contraseña apuntada en una nota de papel, en un bloc de notas en el ordenador o en otro formato está en peligro de ser apoderada por otra persona con malas intenciones. El estudio sobre ciberseguridad en pymes realizado por Capterra revela que un 21% de los usuarios utiliza documentos u hojas de cálculo para guardar contraseñas. Este riesgo de seguridad se puede evitar con un administrador de contraseñas elimina ya que las mantiene en un lugar seguro y encriptado.

Importancia de usar contraseñas fuertes en tiempos de teletrabajo

La situación con la pandemia del coronavirus ha hecho que muchas empresas implanten el teletrabajo, esto ha supuesto un reto a fin de mantener la seguridad en las conexiones remotas entre la empresa y los usuarios. Por lo que es vital contar con herramientas de seguridad que permitan proteger las conexiones y evitar así vulnerabilidades en el sistema.

A parte de esto, es recomendable que las empresas implanten una política de gestión de contraseñas, donde se impulse el uso de contraseñas fuertes, algo que ofrecen los gestores de contraseñas.

El estudio de Capterra sobre ciberseguridad en el teletrabajo en pymes mencionado antes, revela que solamente un 38% de las pequeñas y medianas empresas utiliza un gestor de contraseñas. Un 24% apuntan sus contraseñas en una hoja y un 20% las comparte entre compañeros . Este escenario es preocupante, ya que demuestra que la mayoría de las empresas no le da la importancia debida a la gestión de contraseñas, lo que les expone a sufrir una brecha de seguridad.  

Funciones de un gestor de contraseñas

Es importante no solo saber qué es un gestor de contraseñas y lo que hace, sino también saber elegir uno que se adapte a las necesidades de tu empresa. Por lo que debes tener en cuenta que cumpla al menos con estas características:

  • Habilidad para rastrear el uso de contraseñas y generar informes: función que permite monitorear aspectos como quién ha accedido a ciertas cuentas, desde qué IP y por cuánto tiempo.
  • Autenticación de doble factor: característica que posibilita verificar el acceso del usuario al gestor de contraseñas, usando al menos dos tipos de verificación.
  • Conexión VPN incluida: función que añade una capa de seguridad extra cuando se usa el gestor de contraseñas desde conexiones remotas ya que cifra la comunicación. También existe software especializado en este tipo de seguridad.
  • Auditoría de contraseñas: característica del gestor que analiza qué contraseñas son débiles y sugiere el cambio de estas.

Ya conoces qué es un gestor de contraseñas y las ventajas que aportan en el entorno de la empresa. Pero ¿son de fiar?

¿Se puede confiar en un gestor de contraseñas?

Aunque no nos blindan completamente en contra de ciberataques, sí que podemos beneficiarnos de las ventajas de un gestor de contraseñas. Te enumeramos dos razones por las que puedes confiar en ellos:

  • Evitan los ataques por reutilización de contraseña, en el caso de que un hacker se apodere de una de tus contraseñas, no podrá utilizarla en el resto de tus cuentas, ya que el administrador de contraseñas evita que uses la misma contraseña en más de una cuenta.
  • Te protegen contra el phishing, que es una de las técnicas muy extendidas y que pone en riesgo a muchos usuarios. En este tipo de ataque, se crean sitios web o e-mails que te redirigen a un sitio con un diseño muy parecido a la empresa a la que quieren suplantar pidiendo que introduzcas tus datos de acceso. Según un reporte de El País, una empresa puede tardar hasta 29,6 días en resolver uno de estos ataques, con todos los costes que esto implica. En este caso, un gestor de contraseñas te advertirá de este ataque y no te permitirá introducir tus datos.

Toda la información que está en internet es vulnerable de padecer algún tipo de ataque y el implantar un gestor de contraseñas no quiere decir que nuestras contraseñas estarán siempre seguras. Pero sí es recomendable su uso frente a otros sistemas, ya que añade un o más niveles de seguridad extra a los datos de la empresa. El no contar con uno, puede hacer que la empresa sea más susceptible de sufrir una brecha de seguridad, algo que puede resultar en pérdidas importantes para la empresa.

¿Quieres saber más? Visita nuestro catálogo de gestor de contraseñas para descubrir más productos.

Proptech: descubra a revolução no setor imobiliário

proptech

proptech

Há alguns anos, se pretendíamos comprar ou alugar uma casa, recorríamos aos classificados dos jornais, marcávamos os imóveis que nos interessavam e depois contatávamos por telefone o proprietário ou a agência imobiliária. Tudo isso mudou radicalmente desde que a proptech entrou no mercado imobiliário. Mas o que é proptech?

O que é proptech?

Proptech vem do inglês property technology e define-se como o conjunto de tecnologias inovadoras utilizadas no setor imobiliário, incluindo aquelas relacionadas a finanças, realidade virtual, automação residencial, big data, entre outras.

Neste artigo você vai saber mais sobre o que é a proptech e o que ela oferece, bem como as vantagens de utilizar este tipo de serviço.

Proptech em números

De acordo com pesquisa lançada em março pelo hub de inovação Distrito, o número de empresas do tipo atuando no Brasil aumentou 55% entre 2016 e 2020

Ainda segundo a Distrito, mais de US$ 800 milhões (cerca de R$ 4,2 bilhões) foram investidos em proptechs desde 2011, a grande maioria em três empresas, dado que ilustra que há ainda muito espaço para o crescimento desse mercado no país, com a diversificação de players e áreas de atuação. 

Quais ferramentas a proptech oferece?

Agora que já falamos sobre o que é proptech e sua abrangência, listaremos alguns exemplos práticos de uso.

Plataformas marketplace e ponto a ponto

Certamente você conhece e usa portais para a busca de imóveis. Esses sites, conhecidos como marketplaces, estão implementando cada vez mais a proptech para facilitar as relações comerciais entre locatários, proprietários e imobiliárias, permitindo, por exemplo, o envio de mensagens da própria plataforma e a realização de reservas ou visitas virtuais às propriedades.

Já as plataformas ponto a ponto (do inglês pessoa a pessoa) permitem o contato direto do proprietário com o locatário ou comprador por meio de ferramentas de mensagem instantânea, eliminando intermediários. O Airbnb é uma das empresas mais conhecidas que usa esse tipo de tecnologia.

Tours virtuais

Outra das ferramentas impulsionadas pela protech é aquela que permite visitas virtuais dos imóveis oferecidos. Algumas dessas soluções incluem uma maquete 3D da casa com fotos 360º, na qual o usuário pode visitar cada cômodo a partir do seu computador ou smartphone, algo em alta neste momento devido à situação de pandemia do coronvavírus, que está limitando movimentos e o contato físico. 

Existem várias ferramentas para a criação de modelos 3D de casas que permitem elaborar uma maquete virtual da propriedade a partir de fotos 360º ou totalmente simulada em gráficos.

Além da modelagem 3D, muitas empresas estão utilizando softwares de realidade virtual para oferecer ao usuário uma experiência única. Com eles, é possível visitar o imóvel sem sair de casa, por meio do smartphone ou usando óculos de realidade virtual. Você pode até visualizar prédios a serem construídos e, dessa forma, tomar uma decisão de investimento com mais informações sobre como seria a propriedade.

Usando big data para análise de dados

Existem várias ferramentas de big data disponíveis no mercado que podem ser usadas na área de proptech. O big data permite acessar uma grande quantidade de dados para analisar o comportamento de determinado segmento da população. São os dados que todos nós compartilhamos diariamente com as empresas digitais as quais usamos os serviços.

Essas informações são extremamente úteis ao analisar cenários futuros e identificar oportunidades antes da concorrência. Tais dados podem ajudar a identificar potenciais clientes, mostrando, por exemplo, para que determinada área está se deslocando um segmento da população com determinada renda. Também pode nos mostrar a diminuição ou aumento da atividade de compra de imóveis em uma determinada área e identificar outras com maior rentabilidade.

Plataformas de financiamento e transações financeiras

A gestão financeira é essencial em qualquer setor da indústria, e as ferramentas de gestão financeira se tornaram hoje aliadas fundamentais para qualquer PME (pequena e média empresa). As proptechs também atuam nessa área. 

Sabemos que a forma tradicional de obtenção de financiamento é recorrer aos bancos. Proptechs de crowdfunding (o financiamento coletivo), no entanto, permitem o acesso a uma rede de investidores que podem ir desde pessoas físicas a empresas.

Além disso, as ferramentas da proptech também possibilitam a realização de transações monetárias por meio de soluções conhecidas como fintechs. As principais vantagens do uso dessas tecnologias são a redução de despesas em relação às operações financeiras realizadas com bancos tradicionais, já que tudo é feito online, e a possibilidade da utilização de sistemas alternativos de pagamento, como criptomoedas, entre outros.

As principais vantagens da proptech

Depois de conhecer essa tecnologia e ver algumas das soluções que ela oferece, você pode se perguntar se realmente vale a pena implementar este tipo de ferramenta na sua empresa. Entre suas principais vantagens, destacamos as seguintes:

  • Permitir agregar valor ao serviço prestado por uma imobiliária e oferecer benefícios tanto para o usuário quanto para a empresa. Além disso, com o aumento do uso da tecnologia em diversos setores, investir nessas ferramentas está se tornando cada vez mais vital para se destacar da concorrência.
  • Facilitar o contato entre vendedor e comprador. Ao usar comunicação ponto a ponto, os intermediários são eliminados e a experiência na comunicação entre o proprietário e o locatário é aprimorada por meio de aplicativos de mensagens instantâneas.
  • Permitir visitas virtuais aos imóveis através de um anúncio publicado em um portal imobiliário acaba por ser uma grande vantagem, principalmente durante a pandemia da Covid-19, que diminuiu o número de visitas presenciais, minimizando também o tempo gasto.
  • Utilizar ferramentas de big data, que permitem analisar e obter informações valiosas para a investigação de determinados perfis, como futuros compradores. Esses dados também permitem refinar a busca de potenciais clientes com solvência financeira.

Como mostram os dados, a proptech parece ter vindo para ficar e investir neste tipo de ferramenta poderá deixar de ser uma opção e se tornar uma necessidade para as empresas imobiliárias.

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