{"id":3113,"date":"2020-01-21T16:36:10","date_gmt":"2020-01-21T16:36:10","guid":{"rendered":"https:\/\/scal-e.com\/?p=3113"},"modified":"2022-09-15T23:01:31","modified_gmt":"2022-09-15T23:01:31","slug":"programme-de-fidelite-que-choisir-uniformite-ou-differenciation","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/","title":{"rendered":"Programme de fid\u00e9lit\u00e9, que choisir : uniformit\u00e9 ou diff\u00e9renciation ?"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>A votre avis&nbsp;: la fid\u00e9lisation doit-elle aller vers plus de standardisation, d\u2019uniformit\u00e9, ou au contraire \u00eatre personnalis\u00e9e, adapt\u00e9e selon la marque et cibl\u00e9e sur chaque client&nbsp;? Attention : la r\u00e9ponse est dans la question. <\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CDP et CRM : vers la standardisation <\/h2>\n\n\n\n<p>Le monde du marketing subit une \u00e9volution importante aujourd\u2019hui dans l\u2019affrontement entre les diff\u00e9rentes plateformes CDP et\/ou CRM en termes de gestion de la <a href=\"https:\/\/scal-e.com\/fr\/gestion-du-parcours-client\/\"><strong>relation client <\/strong>et la <strong>fid\u00e9lisation<\/strong><\/a>. Beaucoup d\u2019entreprises pensent jouer la s\u00e9curit\u00e9 en choisissant les solutions les plus populaires, et r\u00e9pandues\u00a0; des solutions <em>on the shelf<\/em>, \u00ab\u00a0toutes pr\u00eates\u00a0\u00bb. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;esprit de troupeau<\/h2>\n\n\n\n<p>N\u00e9anmoins, on peut critiquer cette fa\u00e7on de penser. En pensant minimiser les risques, les entreprises s\u2019exposent \u00e0 un autre <strong>risque\u00a0: l\u2019uniformit\u00e9<\/strong>. Si au final l\u2019on se retrouve dans un monde o\u00f9 tous les <a href=\"https:\/\/scal-e.com\/fr\/acquisition-fidelisation\/\">programmes de fid\u00e9lit\u00e9<\/a> se ressemblent\u00a0; la fid\u00e9lisation perd sa dimension diff\u00e9renciante, o\u00f9 l\u2019on s\u2019approprie le canal B2C pour cr\u00e9er une relation \u00ab\u00a0unique\u00a0\u00bb avec le client, cr\u00e9er une image de marque, avoir une identit\u00e9 identifiable. Tout cela est menac\u00e9 par un comportement gr\u00e9gaire. <\/p>\n\n\n\n<p>Et il faut parfois savoir sortir du troupeau. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00catre \u00e0 nul autre pareil<\/h2>\n\n\n\n<p>Pour ceux qui feront ce choix, en prenant le <a href=\"https:\/\/scal-e.com\/fr\/recommandation-personnalisation-scal-e\/\">risque de se diff\u00e9rencier<\/a>, il y aura une r\u00e9compense. L\u2019identit\u00e9 propre. Et ils verront que le menu propos\u00e9 par des plateformes bien \u00e9tablies, est plus cher que certaines plateformes qui vous servent \u00e0 la carte. <\/p>\n\n\n\n<p>De plus, un g\u00e9ant du secteur n\u2019a que faire de perdre un client, quand les artisans de la donn\u00e9e seront aux petits soins pour vous. Vous m\u00e9ritez d\u2019\u00eatre trait\u00e9 avec \u00e9gards par quelqu\u2019un qui vous connait. <\/p>\n\n\n\n<p>N\u2019en est-il pas de m\u00eame pour vos clients&nbsp;? Chez Scal-e nous esp\u00e9rons vous servir. Et ainsi, cr\u00e9er une relation de confiance, dans la dur\u00e9e. <\/p>\n\n\n<section class=\"c-text-image\">\n  <div class=\"c-text-image__row \">\n    <div class=\"c-text-image__col -image\">\n      <div class=\"c-text-image__image \">\n        <img class=\"lazyload\" data-src=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Untitled-design-1.png\" alt=\"\"\/>\n      <\/div>\n    <\/div>\n    <div class=\"c-text-image__col -text\">\n      <h2><\/h2>\n      <div class=\"c-text-image__text \">\n        <p class=\"has-text-align-center\">Vous souhaitez mettre en place un programme de fid\u00e9lit\u00e9 innovant ou moderniser votre programme de fid\u00e9lit\u00e9 actuel ?<\/p>\n\n\n                        <div class=\"c-text-image__btn\">\n        <a href=\"http:\/\/gpiutbm.cluster023.hosting.ovh.net\/fr\/demo-sur-mesure\/\" class=\"o-btn\">Demander une d\u00e9mo<\/a>\n        <\/div>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<p class=\"has-text-align-center\">Suivez-nous sur <a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/company\/scalemartech\/\" target=\"_blank\">LinkedIn<\/a> &amp; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.instagram.com\/scale_martech\/\" target=\"_blank\">Instagram<\/a> pour ne pas manquer nos prochains articles sur ce sujet.<\/p>\n\n\n\n<p>__________<\/p>\n\n\n\n<p><em>Scal-e est une CDP (Customer Data Platform) permettant de connecter plusieurs flux de donn\u00e9es (site internet, points de vente, et autres) dans un seul datamart. Ainsi les marques ont acc\u00e8s \u00e0 des donn\u00e9es propres : des profils clients unifi\u00e9s, des informations \u00e0 jour en temps r\u00e9el, pour mieux conna\u00eetre leurs clients et r\u00e9pondre \u00e0 leurs besoins au bon moment, par le bon canal. Dans la m\u00eame plateforme, les marques peuvent construire leur strat\u00e9gie marketing (audience builder, sc\u00e9narisation, planification, programme de fid\u00e9lit\u00e9) et l\u2019appliquer sans changer de logiciel.<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A votre avis : la fid\u00e9lisation doit-elle aller vers plus de standardisation, d\u2019uniformit\u00e9, ou au contraire \u00eatre personnalis\u00e9e, adapt\u00e9e selon la marque et cibl\u00e9e sur chaque client ? Attention : la r\u00e9ponse est dans la question. <\/p>\n","protected":false},"author":9,"featured_media":8695,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[39,40,52,55,70,74,82,104,111,134,135,211],"class_list":["post-3113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-martech","tag-cdp","tag-customer-data-platform","tag-customer-experience-2","tag-parcours-client","tag-sur-mesure","tag-strategie-marketing","tag-marketing","tag-experience-client","tag-fidelisation","tag-programme-de-fidelite","tag-fidelisation-client"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Programme de fid\u00e9lit\u00e9, que choisir : uniformit\u00e9 ou diff\u00e9renciation ? - Scal-e<\/title>\n<meta name=\"description\" content=\"La fid\u00e9lisation doit-elle aller vers plus de standardisation, d\u2019uniformit\u00e9, ou au contraire \u00eatre personnalis\u00e9e, adapt\u00e9e selon la marque et le client...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programme de fid\u00e9lit\u00e9, que choisir : uniformit\u00e9 ou diff\u00e9renciation ?\" \/>\n<meta property=\"og:description\" content=\"La fid\u00e9lisation doit-elle aller vers plus de standardisation, d\u2019uniformit\u00e9, ou au contraire \u00eatre personnalis\u00e9e, adapt\u00e9e selon la marque et le client...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/\" \/>\n<meta property=\"og:site_name\" content=\"Scal-e\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/scalemartech2\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-21T16:36:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-15T23:01:31+00:00\" \/>\n<meta name=\"author\" content=\"Christophe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/scal-e.com\/wp-content\/uploads\/2020\/01\/Programme-de-fidelite-que-choisir-uniformite-ou-differenciation.png\" \/>\n<meta name=\"twitter:creator\" content=\"@scale_martech\" \/>\n<meta name=\"twitter:site\" content=\"@scale_martech\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christophe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/\"},\"author\":{\"name\":\"Christophe\",\"@id\":\"https:\/\/scal-e.com\/#\/schema\/person\/c2f461038926ccc7ac9ba63712c9162b\"},\"headline\":\"Programme de fid\u00e9lit\u00e9, que choisir : uniformit\u00e9 ou diff\u00e9renciation ?\",\"datePublished\":\"2020-01-21T16:36:10+00:00\",\"dateModified\":\"2022-09-15T23:01:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/\"},\"wordCount\":448,\"publisher\":{\"@id\":\"https:\/\/scal-e.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2020\/01\/Programme-de-fidelite-que-choisir-uniformite-ou-differenciation.png\",\"keywords\":[\"martech\",\"cdp\",\"customer data platform\",\"customer experience\",\"parcours client\",\"sur mesure\",\"strat\u00e9gie marketing\",\"marketing\",\"exp\u00e9rience client\",\"fid\u00e9lisation\",\"programme de fid\u00e9lit\u00e9\",\"fid\u00e9lisation client\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/\",\"url\":\"https:\/\/scal-e.com\/fr\/programme-de-fidelite-que-choisir-uniformite-ou-differenciation\/\",\"name\":\"Programme de fid\u00e9lit\u00e9, que choisir : uniformit\u00e9 ou diff\u00e9renciation ? 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