{"id":437,"date":"2023-04-03T12:00:00","date_gmt":"2023-04-03T12:00:00","guid":{"rendered":"http:\/\/lineup7-blog.zynala.eu\/?p=437"},"modified":"2023-06-15T12:02:36","modified_gmt":"2023-06-15T12:02:36","slug":"plan-danimation-customer-centric-les-etapes-de-construction","status":"publish","type":"post","link":"https:\/\/www.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/articles-complementaires\/plan-danimation-customer-centric-les-etapes-de-construction\/","title":{"rendered":"Plan d&#8217;animation customer centric : les \u00e9tapes de construction"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Une \u00e9tape pr\u00e9alable indispensable pour \u00eatre customer centric : comprendre \u00e0 quels enjeux r\u00e9pond le plan d\u2019animation\u2026<\/h3>\n\n\n\n<p><strong>Le plan d\u2019animation customer centric ne peut pas \u00eatre pens\u00e9 sans une analyse<\/strong>, en amont, des objectifs marketing auxquels il doit r\u00e9pondre. Un diagnostic rapide va ainsi permettre de se poser les bonnes questions. Il va servir \u00e0 faire une mise au point des dispositifs \u00e0 mettre en place en priorit\u00e9 (en fonction des objectifs). Mais aussi de dresser&nbsp;<strong>un \u00e9tat des lieux des dispositifs CRM existants<\/strong>&nbsp;et d\u2019obtenir une&nbsp;<strong>checklist des outils et technologies disponibles<\/strong>. L\u2019approche n\u2019est pas tant de tout reconstruire mais d\u2019optimiser l\u2019existant. Il faut agr\u00e9menter votre plan d\u2019animation de nouveaux messages. Cela va permettre de cr\u00e9er une relation de plus long terme avec le client.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Premi\u00e8re \u00e9tape : identifier les campagnes pour adresser des dispositifs pertinents et adapt\u00e9s en fonction des clients<\/h3>\n\n\n\n<p>L\u2019un des objectifs du&nbsp;<strong>plan d\u2019animation customer centric<\/strong>&nbsp;est de cr\u00e9er&nbsp;<strong>une relation plus personnalis\u00e9e avec le client.<\/strong>&nbsp;Donc d\u2019adresser des messages coh\u00e9rents sur le temps du client. Dans cette perspective, l\u2019identification des campagnes va permettre de d\u00e9finir&nbsp;<strong>les cibles, les moments d\u2019interactions et id\u00e9es de communication.<\/strong>&nbsp;Ainsi on cadre la restitution finale du plan d\u2019animation envisag\u00e9 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Le ciblage est indissociable de l\u2019analyse<\/strong>&nbsp;d\u2019une \u00e9ventuelle segmentation et des objectifs associ\u00e9s : cette derni\u00e8re va permettre d\u2019associer des dispositifs \u00e0 des profils prioritaires identifi\u00e9s.<\/li>\n\n\n\n<li><strong>La cartographie des diff\u00e9rents types de moments<\/strong>&nbsp;va permettre de cadrer les moments sur lesquels communiquer des messages. En plus des moments autour du client, on identifie \u00e9galement : les moments li\u00e9s \u00e0 la marque et les temps forts de l\u2019ann\u00e9e.<\/li>\n\n\n\n<li><strong>La liste de toutes les id\u00e9es de communication possibles<\/strong>&nbsp;va ainsi graviter autour de la&nbsp;<strong>segmentation<\/strong>, des cibles prioritaires, et des diff\u00e9rents moments identifi\u00e9s.<\/li>\n<\/ul>\n\n\n\n<p>Une fois les campagnes identifi\u00e9es, il va s\u2019agir de d\u00e9crire pr\u00e9cis\u00e9ment chacun des dispositifs. Ainsi on pourra se projeter dans leur mise en \u0153uvre. Ensuite, la cartographie des id\u00e9es de communication est n\u00e9cessaire pour les regrouper en&nbsp;<strong>scenarii de campagnes<\/strong>&nbsp;(scenarii de conqu\u00eate, de fid\u00e9lisation, de r\u00e9activation,\u2026).<\/p>\n\n\n\n<p>L\u2019identification des&nbsp;<strong>messages cl\u00e9s \u00e0 faire passer<\/strong>&nbsp;et le d\u00e9tail de chaque campagne va permettre de d\u00e9finir :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le meilleur message (titre de la campagne, contenu,\u2026)<\/li>\n\n\n\n<li>Les bons clients \u00e0 adresser&nbsp; (ciblage, exclusions \u00e9ventuelles)<\/li>\n\n\n\n<li>Le moment id\u00e9al (moment trigger, fr\u00e9quence d\u2019envoi, lien avec une autre campagne,\u2026)<\/li>\n\n\n\n<li>Les canaux prioritaires en fonction de la cible et des usages (email, SMS, courrier, pop-in,\u2026)<\/li>\n\n\n\n<li>L\u2019offre \u00e9ventuelle associ\u00e9e (offre nouveau client, offre parrainage,\u2026).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Deuxi\u00e8me \u00e9tape : prioriser les campagnes pour une mise en \u0153uvre efficace et g\u00e9rer la pression commerciale<\/h3>\n\n\n\n<p><strong>La priorisation des campagnes de communication<\/strong>&nbsp;est indispensable pour s\u2019assurer d\u2019une mise en \u0153uvre qui soit \u00e0 la fois efficace et coh\u00e9rente. La priorisation d\u00e9pend de la structure et des ressources disponibles de l\u2019entreprise. Pour prioriser, 3 crit\u00e8res sont g\u00e9n\u00e9ralement pris en compte :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La faisabilit\u00e9<\/strong>&nbsp;: l\u2019objectif est alors d\u2019\u00e9valuer la complexit\u00e9 de la mise en \u0153uvre \u00e0 la fois technique et op\u00e9rationnelle. Par exemple, une pop-in personnalis\u00e9e sur l\u2019espace client est plus complexe \u00e0 mettre en \u0153uvre qu\u2019un mail automatis\u00e9.<\/li>\n\n\n\n<li><strong>L\u2019int\u00e9r\u00eat business<\/strong>&nbsp;: il s\u2019agit ici de confronter le dispositif imagin\u00e9 aux objectifs d\u00e9finis dans le diagnostic. Par exemple, un dispositif de cross-sell r\u00e9pond \u00e0 l\u2019objectif d\u2019augmentation du panier moyen.<\/li>\n\n\n\n<li><strong>L\u2019int\u00e9r\u00eat pour le client<\/strong>&nbsp;: la r\u00e9lfexion porte sur les avantages qu\u2019en retire le client. Par exemple, une offre promotionnelle a plus d\u2019int\u00e9r\u00eat pour le client que l\u2019envoi d\u2019un formulaire de satisfaction).<\/li>\n<\/ul>\n\n\n\n<p>Si la priorisation assure une mise en \u0153uvre qui a du sens, elle permet aussi de tester et d\u2019analyser les premi\u00e8res campagnes lanc\u00e9es et d\u2019int\u00e9grer et \/ ou d\u2019ajuster ensuite, les campagnes jug\u00e9es plus complexes.<\/p>\n\n\n\n<p>La construction du plan d\u2019animation customer centric s\u2019int\u00e8gre \u00e9galement dans une r\u00e9flexion de la\u00a0<a href=\"https:\/\/www.lineup7.fr\/le-nouveau-plan-danimation-dune-logique-product-centric-a-une-logique-consumer-centric\/\" target=\"_blank\" rel=\"noreferrer noopener\">gestion de la pression commerciale<\/a>.<\/p>\n\n\n\n<p class=\"has-text-align-right\"><strong><em>Anouk RADUREAU, Consultante Conseil &amp; Activation<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tape pr\u00e9alable indispensable pour \u00eatre customer centric : comprendre \u00e0 quels enjeux r\u00e9pond le plan d\u2019animation\u2026 Le plan d\u2019animation customer centric ne peut pas \u00eatre pens\u00e9 sans une analyse, en amont, des objectifs marketing auxquels il doit r\u00e9pondre. Un diagnostic rapide va ainsi permettre de se poser les bonnes questions. Il va servir \u00e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":438,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[10],"class_list":["post-437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-complementaires","tag-conseilactivation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Plan d&#039;animation customer centric : les \u00e9tapes de construction - Data Platform by LineUP7<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/articles-complementaires\/plan-danimation-customer-centric-les-etapes-de-construction\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plan d&#039;animation customer centric : les \u00e9tapes de construction - Data Platform by LineUP7\" \/>\n<meta property=\"og:description\" content=\"Une \u00e9tape pr\u00e9alable indispensable pour \u00eatre customer centric : comprendre \u00e0 quels enjeux r\u00e9pond le plan d\u2019animation\u2026 Le plan d\u2019animation customer centric ne peut pas \u00eatre pens\u00e9 sans une analyse, en amont, des objectifs marketing auxquels il doit r\u00e9pondre. Un diagnostic rapide va ainsi permettre de se poser les bonnes questions. 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