{"id":8404,"date":"2023-06-08T09:54:00","date_gmt":"2023-06-08T13:54:00","guid":{"rendered":"https:\/\/nventive.com\/?p=8404"},"modified":"2025-01-25T01:54:58","modified_gmt":"2025-01-25T06:54:58","slug":"l-experience-mobile-generatrice-de-fidelisation","status":"publish","type":"post","link":"https:\/\/nventive.com\/fr\/articles\/l-experience-mobile-generatrice-de-fidelisation\/","title":{"rendered":"L\u2019exp\u00e9rience mobile, g\u00e9n\u00e9ratrice de fid\u00e9lisation"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\tLa fid\u00e9lisation se d\u00e9finit comme l\u2019art de cr\u00e9er et de g\u00e9rer une relation durable et personnalis\u00e9e avec chacun de ses clients afin de maximiser sa part de portefeuille et sa\u202fvaleur vie client. Elle contribue \u00e0 entretenir un lien fort, un \u00ab\u202feffet de loyaut\u00e9\u202f\u00bb pour consolider la position comp\u00e9titive de celui qui offre un service ou un produit sur le march\u00e9 \u2013 pr\u00e9servant ainsi sa part de march\u00e9 et sa rentabilit\u00e9.\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
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\n\t\t\t\t\t\t\t\t\tFondamentale pour les entreprises de commerce et de services, la fid\u00e9lisation retrouve ses lettres de noblesse depuis plusieurs ann\u00e9es. En effet, les marques ont compris qu\u2019il est bien plus difficile et couteux de recruter de nouveaux clients que de fid\u00e9liser les clients aupr\u00e8s desquels elles ont d\u00e9j\u00e0 fait leurs preuves. Le programme de fid\u00e9lisation, pour convaincre, doit ainsi devenir une r\u00e9elle exp\u00e9rience pour chaque consommateur. D\u00e9couvrez de quelle mani\u00e8re le mobile peut vous aider \u00e0 cr\u00e9er une exp\u00e9rience compl\u00e8te et puissante.\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
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La place du mobile au sein de l\u2019\u00e9cosyst\u00e8me de fid\u00e9lisation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Tout consommateur dans le monde a un point commun\u202f: l\u2019utilisation permanente de son t\u00e9l\u00e9phone. Saviez-vous que 70 % des personnes<\/a> sont atteintes de nomophobie, la peur d\u2019\u00eatre loin de leur t\u00e9l\u00e9phone; ce qui indique qu\u2019il y a une relation sp\u00e9ciale entre cet appareil et chacun d\u2019entre nous.<\/p>

Le t\u00e9l\u00e9phone mobile intelligent, loin d\u2019offrir les m\u00eames fonctionnalit\u00e9s que son anc\u00eatre, permet d\u2019accomplir n\u2019importe quelle t\u00e2che. En une seule journ\u00e9e, nous pouvons discuter avec nos proches, travailler, g\u00e9rer nos finances ou effectuer des achats sur un seul et m\u00eame \u00e9cran \u2013 avec un nombre de clics de plus en plus bas.<\/p>

Face \u00e0 ce constat, offrir une exp\u00e9rience mobile de fid\u00e9lisation se doit d\u2019\u00eatre un incontournable\u202f: en r\u00e9unissant l\u2019ensemble de votre \u00e9cosyst\u00e8me de fid\u00e9lisation, elle sublime n\u2019importe quelle strat\u00e9gie marketing pour cr\u00e9er une solution sup\u00e9rieure \u00e0 tout ce qui peut \u00eatre cr\u00e9\u00e9 sur diff\u00e9rents canaux. Dans une application mobile, le marketing num\u00e9rique et la strat\u00e9gie de contenu, d\u2019influence et de programmes promotionnels se rejoignent pour \u00eatre propuls\u00e9s par des fonctionnalit\u00e9s uniquement disponibles sur une application mobile.<\/p>

En effet, on se rappelle Starbucks, qui est devenue la 2e application de paiement<\/a> aux \u00c9tats-Unis gr\u00e2ce \u00e0 une application puissante, devenue essentielle pour ses consommateurs.<\/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

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Comment cr\u00e9er une exp\u00e9rience mobile de fid\u00e9lisation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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L\u2019atteinte d\u2019un tel r\u00e9sultat ne se limite pas aux gros joueurs de ce monde\u202f: n\u2019importe quelle marque de produit ou de service peut pr\u00e9tendre \u00e0 d\u00e9velopper une exp\u00e9rience mobile aussi solide, \u00e0 condition de d\u00e9velopper une vision produit claire, avec un programme de fid\u00e9lisation en tant qu\u2019exp\u00e9rience mobile.<\/p>

St\u00e9phanie Mercier, strat\u00e8ge num\u00e9rique sp\u00e9cialis\u00e9e en exp\u00e9rience client, nous explique qu\u2019il est crucial de construire \u00ab une exp\u00e9rience de fid\u00e9lisation mobile qui cr\u00e9e un engagement profond, align\u00e9 sur la personnalit\u00e9 de la marque, le programme et la r\u00e9alit\u00e9 du client\u202f\u00bb.<\/p>

Pour y arriver, votre application mobile doit \u00eatre essentielle<\/strong>, puissante<\/strong> et sp\u00e9cifique<\/strong>.<\/p>

  • Essentielle\u202f<\/strong>: En \u00e9tant mobile-first, elle se retrouve continuellement entre les mains de vos clients. Cliquer sur votre application doit constituer une action naturelle et \u00e9vidente pour votre client puisqu\u2019elle r\u00e9pond \u00e0 un besoin pour lui.<\/li>
  • Puissante\u202f<\/strong>: En mobilisant des technologies, elle met \u00e0 profit des activateurs et des acc\u00e9l\u00e9rateurs mobiles pour cr\u00e9er de la proximit\u00e9 et augmenter la fr\u00e9quence d\u2019utilisation.<\/li>
  • Sp\u00e9cifique\u202f<\/strong>: Gr\u00e2ce \u00e0 votre relation avec vos clients et votre connaissance de leurs habitudes, vous pouvez les rejoindre \u00e0 des moments cl\u00e9s sur un support cl\u00e9 avec des offres personnalis\u00e9es.<\/li><\/ul>\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
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    \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Exp\u00e9rience\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
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    Penser \u00e0 un programme mobile de fid\u00e9lisation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    \u00ab\u202fConcevoir l\u2019exp\u00e9rience mobile pour votre programme de fid\u00e9lisation, c\u2019est d\u2019abord et avant tout penser le programme comme \u00e9tant une exp\u00e9rience mobile. Ce changement (\u00e0 priori subtil) de perspective fait toute la diff\u00e9rence. Bien orchestr\u00e9e, l\u2019exp\u00e9rience mobile est un vecteur d\u2019engagement sans \u00e9quivoque qui devient un avantage comp\u00e9titif certain \u00bb, explique David Alexandre Hamel, VP Strat\u00e9gie, CX & design.<\/p>

    Son succ\u00e8s repose sur les quatre piliers essentiels \u00e0 une exp\u00e9rience mobile engageante\u202f: le parcours client, le produit num\u00e9rique, la technologie et les activateurs et acc\u00e9l\u00e9rateurs du programme de fid\u00e9lisation. Ces derniers rendent possible la cr\u00e9ation d\u2019une exp\u00e9rience mobile unique, coll\u00e9e sur l\u2019ADN de votre marque.<\/p>

    \u00c9laborer une vision d\u2019exp\u00e9rience mobile fond\u00e9e sur ces quatre piliers peut se faire en une seule session de remue-m\u00e9ninges si les bonnes personnes sont dans la salle. Il s\u2019agit de suivre le cadre logique en y ajoutant ses id\u00e9es \u00e0 chacune des \u00e9tapes. C\u2019est un outil pr\u00e9cieux \u00e0 utiliser en avant-projet pour \u00e9tablir une vision et des objectifs communs.<\/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

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    La fid\u00e9lisation se d\u00e9finit comme l\u2019art de cr\u00e9er et de g\u00e9rer une relation durable et personnalis\u00e9e avec chacun de ses clients afin de maximiser sa part de portefeuille et sa\u202fvaleur vie client.<\/p>\n","protected":false},"author":3,"featured_media":8405,"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":[32],"tags":[49,174],"main_article":[],"class_list":["post-8404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie","tag-experience","tag-loyaute"],"acf":[],"yoast_head":"\nL\u2019exp\u00e9rience mobile, g\u00e9n\u00e9ratrice de fid\u00e9lisation<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment une exp\u00e9rience mobile optimis\u00e9e peut fid\u00e9liser vos utilisateurs et augmenter leur engagement 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