{"id":7444,"date":"2024-01-05T12:28:01","date_gmt":"2024-01-05T04:28:01","guid":{"rendered":"https:\/\/www.moneythor.com\/?p=7444"},"modified":"2024-03-04T19:06:21","modified_gmt":"2024-03-04T11:06:21","slug":"une-approche-personnalisee-de-lacquisition-et-de-lactivation-des-clients","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/fr\/technologie\/banque-numerique\/une-approche-personnalisee-de-lacquisition-et-de-lactivation-des-clients\/","title":{"rendered":"Une approche personnalis\u00e9e pour stimuler l&#039;acquisition et l&#039;activation de clients dans la banque num\u00e9rique"},"content":{"rendered":"<p>La personnalisation a \u00e9t\u00e9 et continue d\u2019\u00eatre un domaine d\u2019int\u00e9r\u00eat cl\u00e9 pour le secteur bancaire \u00e0 l\u2019\u00e9chelle mondiale. L\u2019int\u00e9r\u00eat des banques pour l\u2019int\u00e9gration de capacit\u00e9s de personnalisation dans leurs services num\u00e9riques continue de cro\u00eetre, tout comme l\u2019innovation dans ce domaine.<\/p>\n<p>Dans le pass\u00e9, les banques ont peut-\u00eatre reconnu la valeur des donn\u00e9es, mais elles ont eu du mal \u00e0 mettre en \u0153uvre des programmes qui les exploitaient r\u00e9ellement.<\/p>\n<p>Un changement notable s\u2019est produit depuis. Ce changement refl\u00e8te une compr\u00e9hension de la mani\u00e8re dont des clients plus engag\u00e9s sur le plan num\u00e9rique se traduisent par une rentabilit\u00e9 accrue et de la mani\u00e8re dont les donn\u00e9es sont essentielles \u00e0 la cr\u00e9ation d&#039;un engagement client durable.<\/p>\n<p>Olivier Berthier, PDG et cofondateur de Moneythor, et Paul Hindle, r\u00e9dacteur en chef de FinTech Futures, ont discut\u00e9 de l&#039;importance des services bancaires personnalis\u00e9s, des principaux d\u00e9fis auxquels les banques sont confront\u00e9es en mati\u00e8re d&#039;acquisition de clients et de ce qu&#039;elles peuvent faire diff\u00e9remment sur le march\u00e9. <em>Qu&#039;est-ce que<\/em> <em>La FinTech ?\u00a0<\/em>Podcast.<\/p>\n<div class=\"video video-fit mb\" style=\"padding-top:44%;\"><p><iframe loading=\"lazy\" title=\"Personnalisation dans la banque num\u00e9rique\" src=\"https:\/\/player.vimeo.com\/video\/900019857?dnt=1&amp;app_id=122963\" width=\"1020\" height=\"574\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/p>\n<\/div>\n\t<div id=\"text-1676130024\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>Strat\u00e9gies actuelles d&#039;acquisition de clients dans les institutions financi\u00e8res<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-1676130024 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-869838875\">\n\n\t<div id=\"col-2041265236\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>De nombreuses institutions financi\u00e8res ont recours \u00e0 une combinaison traditionnelle de strat\u00e9gies d&#039;acquisition de clients, notamment <a href=\"https:\/\/www.moneythor.com\/fr\/2023\/11\/10\/programmes-de-parrainage-dans-le-secteur-bancaire\/\">r\u00e9f\u00e9rences<\/a> et les campagnes de membre pour obtenir un membre. Bien que l\u2019approche de r\u00e9f\u00e9rencement existe depuis un certain temps, elle \u00e9tait auparavant limit\u00e9e \u00e0 quelques produits et consid\u00e9r\u00e9e comme une tactique d\u2019acquisition quelque peu dormante. Cependant, on constate aujourd\u2019hui une r\u00e9surgence et une demande accrue pour cette approche.<\/p>\n<p>Ce renouveau est attribu\u00e9 \u00e0 l\u2019exp\u00e9rience fluide qu\u2019il offre, permettant aux amis et \u00e0 la famille de b\u00e9n\u00e9ficier d\u2019avantages lorsqu\u2019ils adh\u00e8rent. Contrairement au pass\u00e9, o\u00f9 le processus \u00e9tait long et entra\u00eenait des frictions importantes, il suffit d\u00e9sormais d&#039;appuyer simplement sur l&#039;application pour lancer une r\u00e9f\u00e9rence.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-613023298\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>D\u00e9fis et points faibles dans l\u2019acquisition de nouveaux clients pour les banques<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-613023298 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-1299203375\">\n\n\t<div id=\"col-611438369\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Les principaux d\u00e9fis tournent autour de l\u2019activation et de la fid\u00e9lisation de nouveaux clients. M\u00eame si des incitations all\u00e9chantes peuvent inciter les individus \u00e0 rejoindre une banque, la question cruciale se pose : resteront-ils engag\u00e9s une fois qu&#039;ils auront re\u00e7u leurs r\u00e9compenses ? La cl\u00e9 r\u00e9side non seulement dans l&#039;acquisition de nouveaux clients, mais aussi dans <a href=\"https:\/\/www.moneythor.com\/fr\/2023\/11\/15\/moneythor-lance-une-plateforme-de-webcams\/\">activation<\/a> eux et favoriser un engagement \u00e0 long terme. Cela implique des coups de pouce r\u00e9guliers et des incitations soutenues pour garantir une implication continue des clients.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-2892344871\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>Comment les banques peuvent relever ces d\u00e9fis et ces probl\u00e8mes<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-2892344871 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-216781557\">\n\n\t<div id=\"col-1259108028\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Une fois qu\u2019un client est int\u00e9gr\u00e9, le bombarder d\u2019offres de vente incitative et de marketing est contre-productif. Essayez plut\u00f4t de permettre aux clients de d\u00e9couvrir des fonctionnalit\u00e9s riches et de les r\u00e9compenser pour des comportements et des actions sp\u00e9cifiques.<\/p>\n<p>Le processus d&#039;incitation ne devrait pas s&#039;arr\u00eater apr\u00e8s l&#039;int\u00e9gration. Offrir un bon lors de l&#039;int\u00e9gration est un d\u00e9but, mais des r\u00e9compenses suppl\u00e9mentaires peuvent \u00eatre gagn\u00e9es en r\u00e9pondant \u00e0 des crit\u00e8res sp\u00e9cifiques \u00e0 l&#039;avenir.<\/p>\n<p>Tirer parti de la puissance des connexions est \u00e9galement tr\u00e8s crucial. Les clients embarquent souvent gr\u00e2ce \u00e0 la recommandation d&#039;un ami ou d&#039;un membre de leur famille, et cette connexion peut \u00eatre continuellement encourag\u00e9e tout au long de leur parcours, tirant ainsi efficacement parti de la pression des pairs de mani\u00e8re positive.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n<div class=\"video video-fit mb\" style=\"padding-top:44%;\"><p><iframe loading=\"lazy\" title=\"Inciter les clients des services bancaires num\u00e9riques\" src=\"https:\/\/player.vimeo.com\/video\/900020432?dnt=1&amp;app_id=122963\" width=\"1020\" height=\"574\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/p>\n<\/div>\n\t<div id=\"text-3100618922\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>Opportunit\u00e9s et avantages des strat\u00e9gies d&#039;acquisition personnalis\u00e9es correctement mises en \u0153uvre<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-3100618922 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-286563818\">\n\n\t<div id=\"col-597219564\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>Des strat\u00e9gies d&#039;acquisition personnalis\u00e9es correctement mises en \u0153uvre cr\u00e9ent des opportunit\u00e9s d&#039;acquisition de v\u00e9ritables clients qui contribuent aux revenus de la banque. Engager les clients num\u00e9riquement se traduit par une rentabilit\u00e9 accrue. Les clients authentiques, plus engag\u00e9s, deviennent plus rentables, ce qui ouvre la possibilit\u00e9 d&#039;\u00e9tendre l&#039;utilisation du produit et d&#039;augmenter les fonds globaux.<\/p>\n<p>Du point de vue du client, les avantages incluent la r\u00e9ception d&#039;un contenu personnalis\u00e9, tel que des programmes de bien-\u00eatre financier, visant \u00e0 am\u00e9liorer la litt\u00e9ratie financi\u00e8re, \u00e0 promouvoir l&#039;\u00e9pargne et \u00e0 am\u00e9liorer la gestion financi\u00e8re globale. Cela contribue non seulement \u00e0 am\u00e9liorer la situation financi\u00e8re des clients, mais a \u00e9galement un impact particuli\u00e8rement important dans le contexte actuel de crise du co\u00fbt de la vie.<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-3704201849\" class=\"text\">\n\t\t\n<h2><span data-text-color=\"secondary\"><strong>L&#039;avenir de la personnalisation<\/strong><\/span><\/h2>\n\t\t\n<style>\n#text-3704201849 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"row align-middle\"  id=\"row-953073595\">\n\n\t<div id=\"col-2082611243\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<p>La personnalisation a \u00e9volu\u00e9 et implique aujourd&#039;hui une approche plus int\u00e9gr\u00e9e, combinant les techniques traditionnelles de gestion financi\u00e8re personnelle (PFM) avec d&#039;autres techniques telles que la fid\u00e9lisation, la gamification et le r\u00e9f\u00e9rencement. Cette approche vise \u00e0 am\u00e9liorer les comp\u00e9tences des individus en mati\u00e8re de gestion financi\u00e8re en proposant des exp\u00e9riences engageantes et interactives au sein des canaux bancaires num\u00e9riques.<\/p>\n<p>Par exemple, les utilisateurs qui cr\u00e9ent un compte d\u2019\u00e9pargne et pr\u00e9cisent leurs objectifs d\u2019\u00e9pargne peuvent recevoir des r\u00e9compenses pour avoir progress\u00e9 vers leurs objectifs. Les banques et les marques peuvent lancer des campagnes de co-marketing dans des applications qui encouragent les achats multiples suivis et g\u00e9r\u00e9s via des d\u00e9fis ou des jeux interactifs. Et les clients peuvent travailler avec leurs amis et leur famille pour s&#039;assurer que les actions accomplies re\u00e7oivent des incitations dans le cadre d&#039;un programme de parrainage continu. \u00a0<\/p>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n<\/div>\n\t<div id=\"text-2887369114\" class=\"text\">\n\t\t\n<h3>\u00c9coutez l&#039;\u00e9pisode complet du podcast <a href=\"https:\/\/open.spotify.com\/episode\/4QKDafCdrKQhUjTSNKyem0\">ici.<\/a><\/h3>\n\t\t\n<style>\n#text-2887369114 {\n  font-size: 0.85rem;\n}\n<\/style>\n\t<\/div>\n\t\n<div class=\"is-divider divider clearfix\" style=\"margin-top:0.5em;margin-bottom:0.5em;max-width:0px;height:4px;background-color:rgb(242, 192, 40);\"><\/div>\n<div class=\"is-divider divider clearfix\" style=\"margin-top:3.0em;margin-bottom:3.0em;max-width:0px;height:0px;background-color:rgb(242, 192, 40);\"><\/div>\n\t<div class=\"img has-hover sg-popup-id-8342 x md-x lg-x y md-y lg-y\" id=\"image_1745480183\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"299\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png\" class=\"attachment-large size-large\" alt=\"Abonnez-vous \u00e0 la newsletter Moneythor\" srcset=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png 1024w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING-768x225.png 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_1745480183 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Personalisation has and continues to be a key area of focus for the banking sector globally. The interest of banks in incorporating personalisation capabilities into their digital services continues to be on the rise, as is innovation in the space. In the past, banks may have recognised the value of data, but struggled to implement [&#8230;]\n","protected":false},"author":11,"featured_media":8364,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[279,64],"tags":[],"class_list":["post-7444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-digital-banking"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Personalised Approach to Customer Acquisition and Activation<\/title>\n<meta name=\"description\" content=\"We explore the importance of personalisation, the key challenges banks are facing and what it is they can be doing differently.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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