{"id":10702,"date":"2024-04-18T14:20:00","date_gmt":"2024-04-18T18:20:00","guid":{"rendered":"https:\/\/nventive.com\/?p=10702"},"modified":"2025-01-25T01:11:03","modified_gmt":"2025-01-25T06:11:03","slug":"fidelisation-et-si-l-ia-etait-la-cle-d-une-experience-personnalisee","status":"publish","type":"post","link":"https:\/\/nventive.com\/fr\/articles\/fidelisation-et-si-l-ia-etait-la-cle-d-une-experience-personnalisee\/","title":{"rendered":"Fid\u00e9lisation\u202f: Et si l\u2019IA \u00e9tait la cl\u00e9 d\u2019une exp\u00e9rience personnalis\u00e9e?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10702\" class=\"elementor elementor-10702\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb189f5 e-flex e-con-boxed e-con e-parent\" data-id=\"bb189f5\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41e517eb elementor-widget elementor-widget-text-editor\" data-id=\"41e517eb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Si votre application de fid\u00e9lisation n\u2019atteint pas ses cibles ou ne g\u00e9n\u00e8re pas l\u2019engagement souhait\u00e9, les avanc\u00e9es de l\u2019intelligence artificielle en mati\u00e8re de personnalisation pourraient repr\u00e9senter une bonne solution pour fid\u00e9liser davantage votre client\u00e8le. Qu\u2019on veuille y int\u00e9grer des seuils de personnalisation ou des offres pr\u00e9dictives, commen\u00e7ons d\u2019abord par le d\u00e9but.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2b121c9b e-flex e-con-boxed e-con e-parent\" data-id=\"2b121c9b\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1b3a38aa elementor-widget elementor-widget-text-editor\" data-id=\"1b3a38aa\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les outils de personnalisation sont g\u00e9n\u00e9ralement utilis\u00e9s pour:<\/p><ul><li><strong>Faire des offres cibl\u00e9es plus pertinentes:<\/strong>\u00a0Les clients sont sollicit\u00e9s de toutes parts par les marques, leur montrer rapidement des sp\u00e9ciaux ou des produits all\u00e9chants permet de capter leur attention.<\/li><li><strong>Renforcer la relation client:<\/strong>\u00a0C\u2019est une mani\u00e8re pour la marque de d\u00e9montrer\u00a0<a href=\"\/fr\/articles\/fidelisation-comment-tisser-les-liens-dune-relation-client-durable\/\">qu\u2019elle est \u00e0 l\u2019\u00e9coute de son client<\/a>\u00a0et qu\u2019elle conna\u00eet ses pr\u00e9f\u00e9rences.<\/li><li><strong>Raccourcir le temps de d\u00e9cision:<\/strong>\u00a0Lorsqu\u2019elle est r\u00e9ussie, la personnalisation permet de d\u00e9montrer la bonne offre au bon client au bon moment. Le client n\u2019a pratiquement pas d\u2019effort \u00e0 fournir pour se procurer les produits ou services souhait\u00e9s.<\/li><\/ul><div>\u00a0<\/div><div>\u00a0<\/div><p>Il va sans dire que le potentiel de l\u2019intelligence artificielle (IA) fait des pas de g\u00e9ant dans la cr\u00e9ation d&rsquo;exp\u00e9riences num\u00e9riques qui se d\u00e9marquent, que ce soit par des assistants virtuels qui donnent des r\u00e9ponses imm\u00e9diates, des recommandations de contenu sur mesure, ou encore la reconnaissance d\u2019images capt\u00e9es avec sa cam\u00e9ra. Pour une application de fid\u00e9lisation o\u00f9 chaque interaction compte, l&rsquo;IA peut propulser les technologies de personnalisation qui transcendent les m\u00e9thodes d&rsquo;engagement traditionnelles. \u201c<em>La puissance de l&rsquo;intelligence artificielle se r\u00e9v\u00e8le dans sa capacit\u00e9 \u00e0 filtrer d&rsquo;immenses quantit\u00e9s de donn\u00e9es provenant de multiples points de contact, permettant de cr\u00e9er des recommandations qui ne sont pas seulement pertinentes, mais surtout incroyablement opportunes<\/em>\u201d, nous explique\u00a0<strong>Josh Rochefort<\/strong>, Designer UX chez nventive.<\/p><p>Imaginez pouvoir si bien comprendre les besoins de vos clients que vous arrivez \u00e0 les anticiper avant m\u00eame qu\u2019ils ne vous les expriment! L\u2019ambition est de cr\u00e9er un parcours harmonieux o\u00f9 les clients se sentent valoris\u00e9s et compris, \u00e9tablissant un lien de confiance solide qui transforme les transactions uniques en relations durables.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1afcc40 e-flex e-con-boxed e-con e-parent\" data-id=\"1afcc40\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2a9c5356 elementor-widget elementor-widget-image\" data-id=\"2a9c5356\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/nventive.com\/app\/uploads\/utilisation-application-loyaute.webp\" class=\"attachment-full size-full wp-image-10696\" alt=\"Utilisation d\u2019une application de loyaut\u00e9\" srcset=\"https:\/\/nventive.com\/app\/uploads\/utilisation-application-loyaute.webp 1920w, https:\/\/nventive.com\/app\/uploads\/utilisation-application-loyaute-300x169.webp 300w, https:\/\/nventive.com\/app\/uploads\/utilisation-application-loyaute-1024x576.webp 1024w, https:\/\/nventive.com\/app\/uploads\/utilisation-application-loyaute-768x432.webp 768w, https:\/\/nventive.com\/app\/uploads\/utilisation-application-loyaute-1536x864.webp 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5b400f50 e-flex e-con-boxed e-con e-parent\" data-id=\"5b400f50\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-79491f5e elementor-widget elementor-widget-text-editor\" data-id=\"79491f5e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Cependant,\u00a0<strong>Josh Rochefort<\/strong>\u00a0nous rappelle cette note de prudence \u00e0 garder en t\u00eate: \u201c<em><strong>La ligne est fine entre une personnalisation qui ravit et une qui peut para\u00eetre intrusive.<\/strong>\u00a0D\u00e9passer cette limite peut avoir l&rsquo;effet inverse et refroidir les clients plut\u00f4t que de les rapprocher.<\/em>\u201d Il faut alors viser le juste milieu o\u00f9 la personnalisation am\u00e9liore l&rsquo;exp\u00e9rience client sans compromettre leur confort ou leur confiance.<\/p><p>Alors, comment l&rsquo;intelligence artificielle peut-elle concr\u00e8tement am\u00e9liorer votre programme de fid\u00e9lisation?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b72ddaa e-flex e-con-boxed e-con e-parent\" data-id=\"b72ddaa\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eefff58 elementor-widget elementor-widget-heading\" data-id=\"eefff58\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Des r\u00e9compenses plus que personnalis\u00e9es<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-490f782 elementor-widget elementor-widget-text-editor\" data-id=\"490f782\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La personnalisation a certainement sa place du c\u00f4t\u00e9 des offres, mais ne n\u00e9gligeons pas le r\u00f4le qu\u2019elle peut jouer du c\u00f4t\u00e9 des r\u00e9compenses. Les jours o\u00f9 les programmes de fid\u00e9lisation traditionnels pouvaient se contenter d&rsquo;offres g\u00e9n\u00e9riques sont r\u00e9volus. Passer du g\u00e9n\u00e9rique au personnalis\u00e9 en exploitant judicieusement les donn\u00e9es accessibles, c&rsquo;est faire un bond vers l&rsquo;approfondissement direct de l&rsquo;engagement, garantissant que m\u00eame si une offre n&rsquo;est pas d\u00e9pens\u00e9e, elle g\u00e9n\u00e8re tout de m\u00eame un sentiment de compr\u00e9hension et d&rsquo;appr\u00e9ciation chez l\u2019utilisateur.<\/p><p>L&rsquo;av\u00e8nement de l\u2019intelligence artificielle permet d\u2019aller encore plus loin dans la personnalisation, comme on l&rsquo;observe sur le programme PayPal CashPass qui atteint un niveau de personnalisation autrefois inimaginable. PayPal utilise l&rsquo;IA pour structurer et examiner les donn\u00e9es des transactions des marchands dans le monde entier, ce qui repr\u00e9sente pr\u00e8s d&rsquo;un demi-milliard de dollars. Gr\u00e2ce \u00e0 ce programme, PayPal peut recruter des marchands partenaires en fonction de la puissance de leur moteur de personnalisation, offrant ainsi une valeur ajout\u00e9e aux membres du programme. Cette pr\u00e9cision transforme chaque interaction en une opportunit\u00e9 de r\u00e9pondre et d&rsquo;anticiper les besoins des utilisateurs, cr\u00e9ant une exp\u00e9rience de fid\u00e9lisation \u00e0 la fois intime et intuitive.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c8ae6f2 e-flex e-con-boxed e-con e-parent\" data-id=\"c8ae6f2\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1daa338 elementor-widget elementor-widget-heading\" data-id=\"1daa338\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Comprendre les seuils personnalis\u00e9s<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d86ef01 elementor-widget elementor-widget-text-editor\" data-id=\"d86ef01\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ludifier l\u2019exp\u00e9rience de fid\u00e9lisation comme d\u00e9montrer un score avec des cibles \u00e0 atteindre ou offrir bonus de points pour un temps limit\u00e9, c\u2019est cr\u00e9er des occasions de multiplier les interactions avec le programme. Mais combiner les techniques de ludification \u00e0 la personnalisation, c\u2019est innover \u00e0 un autre niveau. Le concept de seuils personnalis\u00e9s (\u201c<em>personalized thresholds<\/em>\u201d) entre en jeu, affinant davantage la personnalisation pour l\u2019utilisateur. Une offre n&rsquo;est pertinente que si l&rsquo;utilisateur est en mesure d&rsquo;en tirer parti. En apprenant les habitudes et comportements du client, il est possible de personnaliser le seuil d&rsquo;une offre. Les programmes de fid\u00e9lisation peuvent proposer des niveaux d&rsquo;adh\u00e9sion bas\u00e9s sur l&rsquo;engagement des membres.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6761f857 e-con-full e-flex e-con e-parent\" data-id=\"6761f857\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6138bb0f elementor-widget elementor-widget-testimonial\" data-id=\"6138bb0f\" data-element_type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">\u00abPour obtenir des offres, ce qui est requis pour un utilisateur vs un autre peut-\u00eatre compl\u00e8tement diff\u00e9rent. Par exemple, si ce n\u2019est pas dans mes habitudes d\u2019aller en magasin, \u00e7a ne devrait pas faire partie de mes requis pour atteindre un autre niveau, c\u2019est un bloquant trop stricte. Mais, si j\u2019aime accomplir les d\u00e9fis hebdomadaires qu\u2019on me propose, le nombre de d\u00e9fis \u00e0 r\u00e9ussir pourrait augmenter pour m\u2019inciter \u00e0 revenir plus souvent. L\u2019id\u00e9e est de me garder engag\u00e9 le plus longtemps possible.\u00bb<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-name\">David Hamel<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-job\">Vice-pr\u00e9sident Strat\u00e9gie, CX et design<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6e260f81 e-flex e-con-boxed e-con e-parent\" data-id=\"6e260f81\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-34d0de48 elementor-widget elementor-widget-text-editor\" data-id=\"34d0de48\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAinsi, ce niveau d&rsquo;engagement requis pour passer \u00e0 un niveau sup\u00e9rieur pourrait \u00eatre adapt\u00e9 selon son profil d&rsquo;acheteur, ou encore la tarification et les rabais accord\u00e9s \u00e0 un utilisateur pourraient varier en fonction de ses limites de d\u00e9penses.\n\nLes programmes de fid\u00e9lisation des \u00e9piceries sont bien connus pour utiliser cette technique sur leurs applications mobiles. En identifiant les habitudes d&rsquo;achat, les \u00e9piceries peuvent proposer des r\u00e9ductions personnalis\u00e9es sur des produits r\u00e9guli\u00e8rement achet\u00e9s, permettant au client de les ajouter \u00e0 son panier plut\u00f4t et de concentrer ses achats au maximum aupr\u00e8s d\u2019une marque.\n\nComprendre les seuils de personnalisation, c\u2019est comme ma\u00eetriser l&rsquo;art de la conversation \u2014 il faut savoir quand parler, quoi dire et quand \u00e9couter. Puis, en invitant l\u2019IA dans la conversation, on r\u00e9ussit \u00e0 les affiner encore plus. En adaptant les strat\u00e9gies aux comportements et pr\u00e9f\u00e9rences individuels, les programmes de fid\u00e9lisation transforment de simples transactions en interactions significatives, r\u00e9imaginant le potentiel \u00e0 chaque point de contact. Cette adaptabilit\u00e9 ouvre de nouvelles opportunit\u00e9s d&rsquo;engagement,\u00a0<span style=\"text-decoration: underline;\"><a href=\"\/fr\/articles\/propulser-engagement-mobile-ludification\/\">de la ludification qui rend l&rsquo;exp\u00e9rience amusante et interactive<\/a><\/span>\u00a0aux offres anticip\u00e9es qui atterrissent au moment o\u00f9 l&rsquo;utilisateur en a besoin, encourageant une action d\u00e9sir\u00e9e.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dedbbbc e-flex e-con-boxed e-con e-parent\" data-id=\"dedbbbc\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd3d1fd elementor-widget elementor-widget-heading\" data-id=\"cd3d1fd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Introduire des offres pr\u00e9dictives<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd5e395 elementor-widget elementor-widget-text-editor\" data-id=\"bd5e395\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Tout est une question de bon \u201ctiming\u201d. Comme les seuils personnalis\u00e9s, les offres pr\u00e9dictives sont fond\u00e9es sur compr\u00e9hension nuanc\u00e9e des comportements des clients, et peuvent reposer sur l&rsquo;intelligence artificielle pour non seulement bien viser, mais aussi anticiper le moment id\u00e9al de chaque offre. Cette pr\u00e9voyance strat\u00e9gique garantit que chaque recommandation r\u00e9ponde aux besoins imm\u00e9diats et futurs du client.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-49e3d844 e-flex e-con-boxed e-con e-parent\" data-id=\"49e3d844\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1699a09a elementor-widget elementor-widget-image\" data-id=\"1699a09a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/nventive.com\/app\/uploads\/homme-consultant-son-telephone.webp\" class=\"attachment-full size-full wp-image-10700\" alt=\"Homme consultant son t\u00e9l\u00e9phone\" srcset=\"https:\/\/nventive.com\/app\/uploads\/homme-consultant-son-telephone.webp 1920w, https:\/\/nventive.com\/app\/uploads\/homme-consultant-son-telephone-300x169.webp 300w, https:\/\/nventive.com\/app\/uploads\/homme-consultant-son-telephone-1024x576.webp 1024w, https:\/\/nventive.com\/app\/uploads\/homme-consultant-son-telephone-768x432.webp 768w, https:\/\/nventive.com\/app\/uploads\/homme-consultant-son-telephone-1536x864.webp 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f88ff1a e-flex e-con-boxed e-con e-parent\" data-id=\"4f88ff1a\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cf833a2 elementor-widget elementor-widget-text-editor\" data-id=\"cf833a2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Par exemple, prenons la mani\u00e8re dont Hilton adapte ing\u00e9nieusement ses promotions pour ses membres Hilton Honors. En analysant \u00e0 la fois les habitudes et la localisation physique de leurs clients \u00e0 m\u00eame l&rsquo;h\u00f4tel, Hilton cr\u00e9e des promotions personnalis\u00e9es pour ses diff\u00e9rents services d&rsquo;une pertinence et d&rsquo;un\u00a0<em>timing<\/em>\u00a0impressionnant.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-76e4922 e-flex e-con-boxed e-con e-parent\" data-id=\"76e4922\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3274f2 elementor-widget elementor-widget-heading\" data-id=\"a3274f2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">L'approche de nventive<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-87632ca elementor-widget elementor-widget-text-editor\" data-id=\"87632ca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les possibilit\u00e9s d\u2019am\u00e9liorations reposant sur l&rsquo;intelligence artificielle dans les programmes de fid\u00e9lisation vont bien au-del\u00e0 des offres pr\u00e9dictives et des r\u00e9compenses personnalis\u00e9es. Imaginez offrir \u00e0 vos clients des interfaces qui s&rsquo;adaptent aux pr\u00e9f\u00e9rences de chaque utilisateur, des chatbots qui fournissent un service client personnalis\u00e9 instantan\u00e9, et de l&rsquo;IA g\u00e9n\u00e9rative qui cr\u00e9e du contenu tellement sur mesure qu&rsquo;il donne \u00e0 l\u2019utilisateur l&rsquo;impression d&rsquo;avoir \u00e9t\u00e9 \u00e9crit juste pour lui. Ces innovations repr\u00e9sentent la prochaine fronti\u00e8re des programmes de fid\u00e9lisation.<\/p><p>Cependant, la question se pose:\u00a0<span style=\"text-decoration: underline;\"><a href=\"\/fr\/articles\/votre-produit-a-t-il-reellement-besoin-d-intelligence-artificielle\/\">votre programme de fid\u00e9lisation a-t-il r\u00e9ellement besoin de toutes ces options offertes par l\u2019intelligence artificielle<\/a><\/span>, des seuils personnalis\u00e9s au contenu sur mesure?<\/p><p>Tout ce que peut promettre l\u2019intelligence artificielle doit \u00eatre \u00e9tudi\u00e9 avec prudence. Apr\u00e8s tout,\u00a0<span style=\"text-decoration: underline;\"><a href=\"https:\/\/hbr.org\/2023\/11\/keep-your-ai-projects-on-track\" target=\"_blank\" rel=\"noopener\">selon le Harvard Business, un \u00e9tonnant 80 % des projets d&rsquo;IA ne r\u00e9pondent pas \u00e0 leurs objectifs<\/a><\/span>, so<span style=\"text-align: var(--text-align); color: var( --e-global-color-primary ); font-family: var( --e-global-typography-primary-font-family ), Sans-serif; font-size: var( --e-global-typography-primary-font-size ); font-weight: var( --e-global-typography-primary-font-weight );\">uvent en raison d&rsquo;un d\u00e9calage entre la technologie mise en place et les probl\u00e8mes r\u00e9els qu&rsquo;elle vise \u00e0 r\u00e9soudre.<\/span><\/p><p><strong>L&rsquo;attrait de l&rsquo;intelligence artificielle peut \u00eatre tentant, mais le risque est d\u2019adopter des solutions avanc\u00e9es sans alignement clair avec vos besoins d\u2019affaires ou les attentes de vos clients. Notre approche sur mesure \u00e9value minutieusement votre r\u00e9alit\u00e9 et l\u2019aligne \u00e0 nos choix technologiques pour votre exp\u00e9rience num\u00e9rique, notamment pour l&rsquo;int\u00e9gration de fonctionnalit\u00e9s en IA. C&rsquo;est ce qui nous permet de garantir une application de fid\u00e9lisation qui am\u00e9liore concr\u00e8tement l\u2019exp\u00e9rience client et qui repr\u00e9sente une r\u00e9elle solution \u00e0 vos enjeux commerciaux.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a4759fb e-con-full e-flex e-con e-parent\" data-id=\"a4759fb\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5a7407a elementor-widget elementor-widget-template\" data-id=\"5a7407a\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"container\" data-elementor-id=\"12184\" class=\"elementor elementor-12184\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t<div class=\"elementor-element elementor-element-40d5957e e-flex e-con-boxed e-con e-parent\" data-id=\"40d5957e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1b78efbf e-con-full e-flex e-con e-child\" data-id=\"1b78efbf\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7e14a4ef elementor-widget elementor-widget-heading\" data-id=\"7e14a4ef\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Articles en vedette<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2902db16 elementor-widget elementor-widget-nv-button\" data-id=\"2902db16\" data-element_type=\"widget\" data-widget_type=\"nv-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\n                <a\n            class=\"nv-button  nv-button--style--desktop--outline-icon nv-button--style--laptop--outline-icon nv-button--style--tablet--outline-icon nv-button--style--mobile--outline-icon nv-button--theme--desktop--dark nv-button--theme--laptop--dark nv-button--theme--tablet--dark nv-button--theme--mobile--dark\" href=\"https:\/\/nventive.com\/fr\/blogue\/\" aria-label=\"Voir tous les articles\"        >\n            <span class=\"nv-button__text\">Voir tous les articles<\/span>\n            <span class=\"nv-button__icon\">\n                <i aria-hidden=\"true\" class=\"myemoji-icon my-emoji-iconarrow_right_alt\"><\/i>            <\/span>\n        <\/a>\n            \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e3d033e elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-loop-grid\" data-id=\"2e3d033e\" data-element_type=\"widget\" data-settings=\"{&quot;template_id&quot;:5334,&quot;_skin&quot;:&quot;post&quot;,&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;edit_handle_selector&quot;:&quot;[data-elementor-type=\\&quot;loop-item\\&quot;]&quot;,&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_laptop&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"loop-grid.post\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-loop-nothing-found-message\">\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Si votre application de fid\u00e9lisation n\u2019atteint pas ses cibles ou ne g\u00e9n\u00e8re pas l\u2019engagement souhait\u00e9, les avanc\u00e9es de l\u2019intelligence artificielle en mati\u00e8re de personnalisation pourraient repr\u00e9senter une bonne solution pour fid\u00e9liser davantage votre client\u00e8le.<\/p>\n","protected":false},"author":3,"featured_media":10698,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[31],"tags":[174],"main_article":[],"class_list":["post-10702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","tag-loyaute"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fid\u00e9lisation\u202f: Et si l\u2019IA \u00e9tait la cl\u00e9 d\u2019une exp\u00e9rience personnalis\u00e9e? | nventive<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment l&#039;intelligence artificielle am\u00e9liore les programmes de fid\u00e9lisation en proposant des offres et des r\u00e9compenses personnalis\u00e9es, renfor\u00e7ant l&#039;engagement 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