{"id":209852,"date":"2026-09-15T04:29:02","date_gmt":"2026-09-15T04:29:02","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/la-macif\/"},"modified":"2026-09-15T04:31:09","modified_gmt":"2026-09-15T04:31:09","slug":"la-macif","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/la-macif\/","title":{"rendered":"Comment la Macif a renou\u00e9 avec ses clients gr\u00e2ce \u00e0 une messagerie RCS porteuse de sens"},"content":{"rendered":"\n

Avec pr\u00e8s de 5 millions de soci\u00e9taires convaincus (92,8\u00a0% d’entre eux la recommanderaient), la Macif<\/a> assure ce qui compte le plus pour son public depuis 2009\u00a0: l’automobile, l’habitation, la sant\u00e9 et l’\u00e9pargne. Ayant identifi\u00e9 le besoin de s’adresser \u00e0 ses clients de mani\u00e8re plus proche, la Macif s’est mise en qu\u00eate du partenaire id\u00e9al pour l’aider \u00e0 innover.<\/p>\n\n\n\n

D\u00e9fi\u00a0: une messagerie innovante<\/h2>\n\n\n\n

La Macif connaissait une certaine \u00ab\u00a0congestion\u00a0\u00bb dans son utilisation des canaux de communication plus traditionnels. L’entreprise a donc voulu tester une approche plus innovante pour \u00e9valuer son effet sur le taux de retour. Dans l’id\u00e9al, elle souhaitait observer une am\u00e9lioration de l’engagement<\/a>, mais elle voulait aussi renouer avec les clients inactifs de sa base de donn\u00e9es afin de voir s’il \u00e9tait possible de raviver la flamme et de stimuler l’activit\u00e9.<\/p>\n\n\n\n

Il \u00e9tait essentiel pour la Macif de s’entourer d’un partenaire capable de lui apporter le support n\u00e9cessaire dans cette nouvelle aventure\u00a0: la messagerie conversationnelle, ou bidirectionnelle,<\/a> n’\u00e9tait pas un domaine qu’elle ma\u00eetrisait.<\/p>\n\n\n\n

Solution\u00a0: engager la conversation<\/h2>\n\n\n\n

L’adoption d’une approche de la communication plus conversationnelle et riche en m\u00e9dias<\/a> est pr\u00e9cis\u00e9ment la sp\u00e9cialit\u00e9 de Sinch. L’\u00e9quipe de la Macif \u00e9tait donc entre de bonnes mains.<\/p>\n\n\n\n

Apr\u00e8s un rapide chat avec Sinch, il est apparu \u00e9vident que le Rich Communication Services, ou RCS, serait le meilleur moyen d’obtenir des r\u00e9sultats rapides et probants. Avec des taux d’ouverture et d’engagement traditionnellement \u00e9lev\u00e9s gr\u00e2ce aux images et vid\u00e9os int\u00e9gr\u00e9es au message, une campagne diffus\u00e9e via le RCS avait le potentiel non seulement de susciter une r\u00e9ponse (litt\u00e9ralement) positive des clients gr\u00e2ce \u00e0 leur familiarit\u00e9 avec ce canal, mais aussi de renforcer la confiance envers la marque Macif, gr\u00e2ce aux opportunit\u00e9s de personnalisation offertes par la plateforme.<\/p>\n\n\n\n

Sinch a aid\u00e9 la Macif \u00e0 mettre sur pied cette campagne d’un genre nouveau, en lui apportant son support tout au long du processus de conception et d’envoi, puis en l’accompagnant dans l’analyse post-campagne pour \u00e9valuer l’impact de l’utilisation du RCS comme nouveau messagerie conversationnelle<\/a> canal sur cette campagne.<\/p>\n\n\n\n

\"macif<\/figure>\n\n\n\n

R\u00e9sultats\u00a0: des retomb\u00e9es imm\u00e9diates<\/h2>\n\n\n\n

L’un des atouts majeurs du RCS, c’est qu’il passe par un canal que la majorit\u00e9 des utilisateurs ma\u00eetrisent d\u00e9j\u00e0\u00a0: l’application native SMS<\/a> bo\u00eete de r\u00e9ception. . C’est cette familiarit\u00e9 qui a permis de booster les r\u00e9sultats positifs constat\u00e9s presque instantan\u00e9ment par la Macif, la disponibilit\u00e9 d’un style de communication plus conversationnel ayant \u00e9galement jou\u00e9 un r\u00f4le cl\u00e9.<\/p>\n\n\n\n

Par rapport aux pr\u00e9c\u00e9dentes campagnes ayant utilis\u00e9 SMS enrichi<\/a> (et non le RCS), le taux de clics de cette campagne a connu une hausse de 100\u00a0%. Et compar\u00e9 aux r\u00e9sultats observ\u00e9s lors des campagnes d’emailing ant\u00e9rieures, l’engagement et les taux de clics ont tripl\u00e9.<\/p>\n","protected":false},"author":19,"featured_media":60296,"template":"","meta":{"_acf_changed":false},"class_list":["post-209852","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nComment la Macif a redonn\u00e9 du sens aux interactions avec ses clients | Sinch<\/title>\n<meta name=\"description\" content=\"La Macif a entrepris de renouer avec ses clients inactifs et d'am\u00e9liorer ses taux de r\u00e9ponse. 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