{"id":43270,"date":"2024-02-28T07:34:00","date_gmt":"2024-02-28T07:34:00","guid":{"rendered":"https:\/\/sinchcomdev.local\/blog\/comment-groupama-reussi-creer-une-experience-hyper-personnalisee-dans-le-cadre-dun-de-leur\/"},"modified":"2025-02-27T13:11:37","modified_gmt":"2025-02-27T13:11:37","slug":"comment-groupama-reussi-creer-une-experience-hyper-personnalisee-dans-le-cadre-dun-de-leur","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/comment-groupama-reussi-creer-une-experience-hyper-personnalisee-dans-le-cadre-dun-de-leur\/","title":{"rendered":"Comment Groupama a r\u00e9ussi \u00e0 cr\u00e9er une exp\u00e9rience hyper personnalis\u00e9e dans le cadre d\u2019un de leur temps fort commercial ?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>CONTEXTE<\/strong><\/h2>\n\n\n\n<p>Groupama a souhait\u00e9 lancer l&rsquo;ann\u00e9e avec une action de conqu\u00eate personnalis\u00e9e \u00e0 360\u00b0 sur ses produits d&rsquo;assurances g\u00e9n\u00e9ralistes (auto, habitation, sant\u00e9, accidents de la vie). Un des enjeux majeurs \u00e9tait de saturer au plus t\u00f4t les nouveaux clients afin de les fid\u00e9liser dans le temps.<\/p>\n\n\n\n<p><strong>Comment personnaliser l&rsquo;exp\u00e9rience client lors d&rsquo;un temps fort commercial pour booster le taux de transformation des contrats clients\/prospects ?<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>SOLUTION<\/strong><\/h2>\n\n\n\n<p>Mise en place d&rsquo;un plan de contact complet avec 2 rich sms pour am\u00e9liorer le taux de transformation des contrats et inciter \u00e0 souscrire plusieurs contrats en m\u00eame temps. Pour cela, une matrice de cross-sell a \u00e9t\u00e9 cr\u00e9\u00e9e pour faire des suggestions d&rsquo;offres personnalis\u00e9es selon le profil du client\/prospect et son \u00e9ligibilit\u00e9 aux produits.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le 1er rich SMS \u00ab\u00a0Bonne nouvelle\u00a0\u00bb avait une m\u00e9canique de swipe-up pour d\u00e9couvrir une offre promotionnelle personnalis\u00e9e : de 50\u20ac offerts \u00e0 260\u20ac offerts. Cela a permis d&rsquo;engager et faire conna\u00eetre les offres avec <strong>un taux d&rsquo;engagement de + 91%.<\/strong><\/li>\n\n\n\n<li>Le 2nd rich sms avait pour objectif de relancer tous les leads chauds (devis) non transform\u00e9s pour inciter \u00e0 finaliser la souscription rapidement et surench\u00e9rir avec la promotion d&rsquo;un 2\u00e8me contrat personnalis\u00e9 au client (50\u20ac pour le 1er contrat souscrit, 70\u20ac si souscription d&rsquo;un 2\u00e8me contrat). <strong>Cela a permis de g\u00e9n\u00e9rer jusqu&rsquo;\u00e0 36% de devis en cross-sell et un taux d&rsquo;affaires conclues multipli\u00e9 par X2,5 sur la cible des prospects.<\/strong><\/li>\n<\/ul>\n\n\n\n<p><em>\u00ab Le sc\u00e9nario mis en place a tr\u00e8s largement boost\u00e9 les performances du temps fort. Gr\u00e2ce \u00e0 la cr\u00e9ation d&rsquo;une matrice incluant des poids d&rsquo;app\u00e9tence sur nos produits, nous avons pu personnaliser l&rsquo;affichage des bonnes offres aux bonnes personnes. Ainsi, on r\u00e9pondait \u00e0 leur besoin de messages hyperpersonnalis\u00e9s tout en modernisant notre image de marque. Apr\u00e8s une p\u00e9riode de test de 3 mois, le rich sms de relance des devis a \u00e9t\u00e9 industrialis\u00e9 et p\u00e9rennis\u00e9 en septembre 2022 pour relancer l&rsquo;ensemble des devis g\u00e9n\u00e9r\u00e9s aussi bien en ligne que via le r\u00e9seau commercial. Le sc\u00e9nario est d\u00e9sormais compl\u00e8tement automatis\u00e9 avec des envois chaque jour \u00bb <\/em><strong>explique Florian FERCOQ et Olivier PELTIER de chez Groupama.<\/strong><\/p>\n","protected":false},"author":39,"featured_media":43271,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[],"class_list":["post-43270","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Groupama : Cr\u00e9er une exp\u00e9rience personnalis\u00e9e | Sinch<\/title>\n<meta name=\"description\" content=\"Groupama a souhait\u00e9 lancer l&#039;ann\u00e9e avec une action de conqu\u00eate personnalis\u00e9e \u00e0 360\u00b0 sur ses produits d&#039;assurances g\u00e9n\u00e9ralistes (auto, habitation, sant\u00e9, accidents de la vie). 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