{"id":5901,"date":"2021-11-09T10:22:21","date_gmt":"2021-11-09T10:22:21","guid":{"rendered":"https:\/\/scal-e.com\/?p=5901"},"modified":"2022-09-15T15:45:19","modified_gmt":"2022-09-15T15:45:19","slug":"preference-center-atout-marque-ameliorer-relation-client","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/preference-center-atout-marque-ameliorer-relation-client\/","title":{"rendered":"Preference Center : l&rsquo;atout des marques pour am\u00e9liorer la relation client"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Que ce soit pour <strong>renforcer la relation client<\/strong> ou <strong><a href=\"https:\/\/scal-e.com\/fr\/recommandation-personnalisation-scal-e\/\">personnaliser l\u2019exp\u00e9rience client<\/a><\/strong>, le Preference Center est un atout de taille pour les marques. Et voici pourquoi.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\"><em>SOMMAIRE<\/em><\/mark><\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li><em>Qu\u2019est-ce qu\u2019un Preference Center ?<\/em><\/li><li><em>Quels sont les avantages d\u2019un Preference Center pour l\u2019utilisateur ?<\/em><\/li><li><em>Comment l\u2019utilisateur acc\u00e8de-t-il au Preference Center ?<\/em><\/li><li><em>Pourquoi mettre en place un Preference Center ?<\/em><\/li><\/ol>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">1. Qu&rsquo;est-ce qu&rsquo;un Preference Center ?<\/h2>\n\n\n\n<p>Un <strong>Preference Center<\/strong>, ou <strong>Centre de Pr\u00e9f\u00e9rences<\/strong>, est une interface propos\u00e9e \u00e0 des contacts par une marque pour favoriser leur inscription \u00e0 des contenus et g\u00e9rer leurs param\u00e8tres d\u2019abonnement. <\/p>\n\n\n\n<p>Ce centre de gestion des pr\u00e9f\u00e9rences permet \u00e0 vos contacts de choisir&nbsp;les types de campagnes de communication qu&rsquo;ils souhaitent recevoir (relationnelles, transactionnelles, promotionnelles, de gestion) quel que soit le canal (email, sms, r\u00e9seaux sociaux&#8230;).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Quels sont les avantages d&rsquo;un Preference Center pour l&rsquo;utilisateur ?<\/h2>\n\n\n\n<p>Les avantages du <strong>Preference Center<\/strong> sont multiples. Il permet entre autres \u00e0 l\u2019utilisateur :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>d&rsquo;\u00eatre inform\u00e9 sur l&rsquo;utilisation, la gestion et la conservation (dur\u00e9e, lieu) de ses donn\u00e9es<\/li><li>d\u2019indiquer et mettre \u00e0 jour les informations de son profil personnel ou espace client (coordonn\u00e9es, date de naissance, situation familiale\u2026)<\/li><li>de s\u00e9lectionner et prioriser le contenu qui lui est envoy\u00e9<\/li><li>de choisir et g\u00e9rer son consentement sur les canaux de communication par lesquels il souhaite \u00eatre contact\u00e9 (email, sms, courrier postal, r\u00e9seaux sociaux, messaging\u2026) voire de permettre \u00e0 des partenaires de la marque de communiquer leurs offres<\/li><li>de d\u00e9finir sa pression marketing en choisissant la fr\u00e9quence \u00e0 laquelle il souhaite \u00eatre sollicit\u00e9 par la marque<\/li><li>de r\u00e9it\u00e9rer sa confiance avec la marque<\/li><\/ul>\n\n\n\n<p>Le <strong>Preference Center<\/strong> est donc un bon moyen pour les marques de donner \u00e0 leurs clients, mais aussi \u00e0 leurs prospects, la possibilit\u00e9 de g\u00e9rer leurs pr\u00e9f\u00e9rences.<\/p>\n\n\n\n<p>Mais les avantages d\u2019un <strong>Centre de Pr\u00e9f\u00e9rences<\/strong> ne s\u2019arr\u00eatent pas l\u00e0. En fonction de la <a href=\"https:\/\/scal-e.com\/fr\/data-privacy\/\">s\u00e9curisation des donn\u00e9es<\/a> et des choix des marques et des utilisateurs, cet espace pourrait s\u2019ouvrir \u00e0 d&rsquo;autres possibilit\u00e9s : l\u2019utilisateur pourrait par exemple retrouver dans son Preference Center ses pr\u00e9f\u00e9rences concernant son programme de fid\u00e9lit\u00e9, ses achats, sa satisfaction, ses avis et notes (sur le site de la marque ou de ses partenaires), etc.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Comment l&rsquo;utilisateur acc\u00e8de-t-il au Preference Center ?<\/h2>\n\n\n\n<p>L\u2019utilisateur peut acc\u00e9der au <strong>Preference Center<\/strong> \u00e0 diff\u00e9rents moments cl\u00e9s du parcours client&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>lors de l\u2019inscription \u00e0 une newsletter, puis lors de la r\u00e9ception de communications<\/li><li>lorsqu&rsquo;il acc\u00e8de \u00e0 un site web ou e-commerce pour un achat ou une consultation du site via son compte client<\/li><li>lors de la mise \u00e0 jour des pr\u00e9f\u00e9rences, depuis l\u2019espace client ou profil personnel d\u2019un site web<\/li><li>lors d\u2019une intention de d\u00e9sinscription, depuis un lien en bas d\u2019un email qui renvoie l\u2019utilisateur sur une landing page proposant d\u2019autres alternatives<\/li><\/ul>\n\n\n\n<p>Toutefois, pour que le Preference Center soit vraiment efficace, il faudrait que l&rsquo;utilisateur puisse y acc\u00e9der quel que soit le moment du parcours client (en magasin, sur son t\u00e9l\u00e9phone mobile&#8230;). On pourrait imaginer qu\u2019il soit \u00e9galement disponible en point de vente par exemple, via un QR code afin de pouvoir y acc\u00e9der \u00e0 tout moment et changer ses pr\u00e9f\u00e9rences. L&rsquo;exp\u00e9rience client prendrait alors une toute autre dimension.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Pourquoi mettre en place un Preference Center ?<\/h2>\n\n\n\n<p>Les consommateurs sont de plus en plus sollicit\u00e9s et soucieux de l\u2019utilisation et la conservation de leurs donn\u00e9es personnelles.<\/p>\n\n\n\n<p>En effet, le renforcement de la <strong>r\u00e9glementation<\/strong> en mati\u00e8re de <strong><a href=\"https:\/\/scal-e.com\/fr\/privacy-preferences\/\">confidentialit\u00e9<\/a><\/strong> et de <strong>gestion des consentements<\/strong> (RGPD, ePrivacy, \u2026) sensibilise les internautes \u00e0 prot\u00e9ger davantage leurs donn\u00e9es personnelles, qu\u2019ils refusent de plus en plus de partager face \u00e0 cette pression r\u00e9glementaire.<\/p>\n\n\n\n<p>Aujourd\u2019hui plus que jamais, la mise en conformit\u00e9 est une priorit\u00e9 pour les entreprises qui doivent non seulement rester aux normes<strong> RGPD<\/strong> malgr\u00e9 les changements r\u00e9guliers de l\u00e9gislation, mais aussi :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Limiter l\u2019attrition des prospects et des clients<\/strong> par une prise en compte de leurs attentes<\/li><li>Rassurer avec plus de transparence sur <strong>l\u2019utilisation et la conservation des donn\u00e9es personnelles<\/strong><\/li><li>Apporter <strong>une meilleure exp\u00e9rience relationnelle<\/strong> avec des contenus adapt\u00e9s aux sujets d\u2019int\u00e9r\u00eats du moment de leurs contacts et identifier des moments de vie cl\u00e9s des contacts<\/li><li><strong>Conserver un maximum de donn\u00e9es<\/strong> propres et mises \u00e0 jour sur leurs contacts<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Le Preference Center permet donc aux marques de <strong>r\u00e9pondre \u00e0 leurs probl\u00e9matiques de mise en conformit\u00e9 et respect de la <a href=\"https:\/\/scal-e.com\/fr\/la-protection-des-donnees-personnelles-a-travers-le-monde\/\">confidentialit\u00e9<\/a><\/strong> des consommateurs, tout en conservant leurs donn\u00e9es, en renfor\u00e7ant la relation client \u00e0 diff\u00e9rents moments du parcours client, et en leur proposant une exp\u00e9rience personnalis\u00e9e.<\/p>\n\n\n\n<p>Afin que le Preference Center soit <strong>connect\u00e9 en temps r\u00e9el avec les diff\u00e9rentes sources d&rsquo;informations<\/strong> des contacts, il devra \u00eatre nativement connect\u00e9 avec une <strong>CDP<\/strong> comme <a href=\"https:\/\/scal-e.com\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Scal-e<\/a>.<\/p>\n\n\n\n<p>Ainsi, la <strong>CDP<\/strong> alimente le Preference Center en donn\u00e9es, et vice versa. Le Preference Center est une source de donn\u00e9es suppl\u00e9mentaire et fourni \u00e0 la CDP davantage de donn\u00e9es qui permet d&rsquo;enrichir la connaissance client au sein de la CDP et d&rsquo;am\u00e9liorer l&rsquo;exp\u00e9rience relationnelle. C&rsquo;est pourquoi Scal-e propose de connecter votre Preference Center existant ou de cr\u00e9er votre Preference Center sur mesure et de le connecter en temps r\u00e9el \u00e0 sa CDP.<\/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>Scal-e, Digital Marketing Hub, vous aide \u00e0 am\u00e9liorer la relation client et cr\u00e9er des exp\u00e9riences clients personnalis\u00e9es. Des id\u00e9es, des envies, un projet ?<\/p>\n\n\n                        <div class=\"c-text-image__btn\">\n        <a href=\"http:\/\/gpiutbm.cluster023.hosting.ovh.net\/fr\/contact-us\/\" class=\"o-btn\">Discutons de vos challenges<\/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<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><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, centre de pr\u00e9f\u00e9rences) et l\u2019appliquer sans changer de logiciel.<\/em> <\/p><\/blockquote>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Que ce soit pour renforcer la relation client ou personnaliser l\u2019exp\u00e9rience client, le Preference Center est un atout de taille pour les marques. Et voici pourquoi. SOMMAIRE Qu\u2019est-ce qu\u2019un Preference Center ? Quels sont les avantages d\u2019un Preference Center pour l\u2019utilisateur ? Comment l\u2019utilisateur acc\u00e8de-t-il au Preference Center ? Pourquoi mettre en place un Preference [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":6650,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[42,61,66,111,112,113,114,115,116,117,118],"class_list":["post-5901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-confidentialite","tag-rgpd","tag-relation-client","tag-experience-client","tag-centre-de-preferences","tag-conformite","tag-consentement","tag-customer-lifetime-value","tag-gestion-des-donnees","tag-gestion-des-preferences","tag-preference-center"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Preference Center : l&#039;atout des marques pour am\u00e9liorer la relation client - Scal-e<\/title>\n<meta name=\"description\" content=\"Que ce soit pour renforcer la relation client ou personnaliser l\u2019exp\u00e9rience client, le Preference Center est un atout pour les marques.\" \/>\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\/preference-center-atout-marque-ameliorer-relation-client\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Preference Center : l&#039;atout des marques pour am\u00e9liorer la relation client - 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