{"id":158726,"date":"2025-06-02T08:46:51","date_gmt":"2025-06-02T08:46:51","guid":{"rendered":"https:\/\/sinch.com\/?post_type=customer-stories&#038;p=158726"},"modified":"2025-06-03T05:44:05","modified_gmt":"2025-06-03T05:44:05","slug":"bpce-messages-ludiques","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messaging\/customer-stories\/bpce-messages-ludiques\/","title":{"rendered":"Comment BPCE informe ses clients et am\u00e9liore la conversion gr\u00e2ce \u00e0 des messages ludiques"},"content":{"rendered":"\n<p>Pour les institutions financi\u00e8res, engager les clients tout en maintenant la conformit\u00e9 r\u00e9glementaire peut \u00eatre un \u00e9quilibre d\u00e9licat. <a href=\"https:\/\/www.groupebpce.com\/annuaire\/bpce-financement\/\">BPCE<\/a>, une filiale du deuxi\u00e8me groupe bancaire fran\u00e7ais, est confront\u00e9e quotidiennement \u00e0 ce d\u00e9fi lorsqu&rsquo;elle cherche \u00e0 donner des informations sur ses produits de cr\u00e9dit renouvelable \u00e0 ses clients.  <\/p>\n\n\n\r\n\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden  \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=UBR_SeS4jcc\" class=\"lazy-video-link\" data-lazy-video=\"UBR_SeS4jcc\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/UBR_SeS4jcc\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/UBR_SeS4jcc\/maxresdefault.jpg\" alt=\"How BPCE increased CTR by 4x with Rich SMS\">\r\n                <\/a>\r\n            <\/div>\r\n\r\n            \r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=UBR_SeS4jcc#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/UBR_SeS4jcc\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/UBR_SeS4jcc\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=UBR_SeS4jcc\",\n    \"name\": \"How BPCE increased CTR by 4x with Rich SMS\",\n    \"description\": \"BPCE Financement, a subsidiary of France's second-largest banking group, partnered with Sinch to create engaging customer experiences through Rich SMS. Learn how they used gamified messaging to educate customers about revolving credit while maintaining regulatory compliance.\",\n    \"uploadDate\": \"2025-03-11T00:13:46+00:00\",\n    \"duration\": \"PT3M32S\"\n}        <\/script>\r\n        \r\n\t\r\n\n\n\n<p>\u00ab&nbsp;Beaucoup de nos clients ne connaissent pas le cr\u00e9dit renouvelable et ne savent pas comment en tirer profit&nbsp;\u00bb, explique C\u00e9line Kerrec, responsable marketing client et communication chez BPCE. \u00ab&nbsp;Il nous fallait trouver un moyen de rendre ces informations plus accessibles et plus attrayantes tout en respectant notre cadre r\u00e9glementaire&nbsp;\u00bb.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trouver des moyens innovants de communiquer avec les clients<\/h2>\n\n\n\n<p>BPCE s&rsquo;adresse \u00e0 diff\u00e9rents segments de client\u00e8le, de ceux qui connaissent bien le cr\u00e9dit renouvelable \u00e0 ceux qui ont besoin de plus de conseils, et n\u00e9cessitait donc une solution capable d&rsquo;offrir des exp\u00e9riences personnalis\u00e9es \u00e0 grande \u00e9chelle.  <\/p>\n\n\n\n<p>\u00ab&nbsp;Les communications bancaires traditionnelles peuvent parfois sembler rigides&nbsp;\u00bb, admet C\u00e9line. \u00ab&nbsp;Nous voulions innover dans le cadre de nos contraintes pour offrir une exp\u00e9rience plus agr\u00e9able \u00e0 nos clients.&nbsp;\u00bb  <\/p>\n\n\n\n<p>C&rsquo;est ce qui a pouss\u00e9 BPCE \u00e0 cr\u00e9er un partenariat avec Sinch en 2017, en utilisant la technologie des <a href=\"https:\/\/sinch.com\/fr\/apis\/messages\/rich-sms\/\">SMS enrichis<\/a> pour transformer ses communications client.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cr\u00e9er un voyage interactif<\/h2>\n\n\n\n<p>Au printemps&nbsp;2024, BPCE a lanc\u00e9 une campagne mobile innovante pr\u00e9sentant un mini-jeu sur le th\u00e8me du cyclisme. Lorsque les clients re\u00e7oivent le SMS enrichi, ils sont dirig\u00e9s vers une landing page mobile s\u00e9curis\u00e9e o\u00f9 ils peuvent participer \u00e0 une exp\u00e9rience interactive.  <\/p>\n\n\n\n<p>\u00ab&nbsp;Le jeu guide les clients \u00e0 travers un parcours en v\u00e9lo virtuel&nbsp;\u00bb, explique Carla Chanca, chef de campagne marketing communication chez BPCE. \u00ab&nbsp;\u00c0 chaque \u00e9tape, ils d\u00e9couvrent les avantages cl\u00e9s du cr\u00e9dit renouvelable, ce qui rend la composante \u00e9ducative naturelle et attrayante.&nbsp;\u00bb  <\/p>\n\n\n\n<p>L&rsquo;exp\u00e9rience est con\u00e7ue pour \u00eatre homog\u00e8ne, les clients restant dans l&rsquo;environnement s\u00e9curis\u00e9 de BPCE tout au long de leur parcours. Une fois qu&rsquo;ils ont termin\u00e9 le jeu, les consommateurs peuvent facilement acc\u00e9der \u00e0 un simulateur de financement et envoyer des demandes de financement directement \u00e0 partir de leur appareil mobile.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des r\u00e9sultats qui d\u00e9passent les attentes<\/h2>\n\n\n\n<p>Toutes les statistiques de la campagne ont enregistr\u00e9 des r\u00e9sultats exceptionnels. Le taux de clics de 8&nbsp;% \u00e9tait quatre fois sup\u00e9rieur \u00e0 la moyenne de BPCE, et 85&nbsp;% des clients qui ont cliqu\u00e9 ont particip\u00e9 \u00e0 l&rsquo;exp\u00e9rience interactive.  <\/p>\n\n\n\n<p>Plus impressionnant encore, la campagne a doubl\u00e9 le taux de conversion par rapport aux campagnes standards.  <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"907\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-1024x907.png\" alt=\"\" class=\"wp-image-153694\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-1024x907.png 1024w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-300x266.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image-768x680.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/03\/image.png 1518w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>\u00ab&nbsp;Ce qui est particuli\u00e8rement int\u00e9ressant, c&rsquo;est que nous avons obtenu ces r\u00e9sultats en incluant de multiples \u00e9tapes interactives&nbsp;\u00bb, remarque Carla. \u00ab&nbsp;M\u00eame si les clients ont \u00e9t\u00e9 plus actifs que dans nos campagnes habituelles, nous avons constat\u00e9 des taux de conversion nettement plus \u00e9lev\u00e9s.&nbsp;\u00bb  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un partenariat fond\u00e9 sur l&rsquo;innovation<\/h2>\n\n\n\n<p>Pour BPCE, travailler avec Sinch a ouvert de nouvelles possibilit\u00e9s en mati\u00e8re d&rsquo;engagement client sans affecter ses pratiques bancaires responsables.  <\/p>\n\n\n\n<p>\u00ab&nbsp;Les r\u00e9glementations de notre milieu nous poussent \u00e0 \u00eatre plus cr\u00e9atifs&nbsp;\u00bb, affirme C\u00e9line. \u00ab&nbsp;Sinch comprend les contraintes de notre secteur et nous aide \u00e0 trouver des solutions innovantes qui respectent ces limites.&nbsp;\u00bb  <\/p>\n\n\n\n<p>Le succ\u00e8s de cette campagne a valid\u00e9 l&rsquo;approche de BPCE consistant \u00e0 combiner l&rsquo;\u00e9ducation avec l&rsquo;engagement, d\u00e9finissant un nouveau point de r\u00e9f\u00e9rence pour le marketing digital dans le secteur bancaire. BPCE continue d\u00e9sormais d&rsquo;explorer de nouvelles fa\u00e7ons d&rsquo;exploiter la technologie des SMS enrichis pour cr\u00e9er des liens significatifs avec ses clients.  <\/p>\n\n\n\n<p>\u00ab&nbsp;Cette campagne a prouv\u00e9 que nous pouvons \u00e9quilibrer les exigences r\u00e9glementaires et des exp\u00e9riences client engageantes&nbsp;\u00bb, conclut C\u00e9line. \u00ab&nbsp;Il s&rsquo;agit de trouver des moyens cr\u00e9atifs d&rsquo;apporter de la valeur ajout\u00e9e \u00e0 nos clients tout en conservant leur confiance.&nbsp;\u00bb  <\/p>\n","protected":false},"featured_media":153705,"template":"","meta":{"_acf_changed":false},"class_list":["post-158726","messaging_cstories","type-messaging_cstories","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>Comment BPCE informe ses clients gr\u00e2ce \u00e0 des messages ludiques | 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