{"id":209877,"date":"2026-09-15T04:30:12","date_gmt":"2026-09-15T04:30:12","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/credit-mutuel-arkea-2\/"},"modified":"2026-09-15T04:30:12","modified_gmt":"2026-09-15T04:30:12","slug":"credit-mutuel-arkea","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/credit-mutuel-arkea\/","title":{"rendered":"Comment le Cr\u00e9dit Mutuel Ark\u00e9a a transform\u00e9 le SMS enrichi en un outil d’engagement client\u00a0"},"content":{"rendered":"\n
Le Cr\u00e9dit Mutuel Ark\u00e9a, un groupe bancaire coop\u00e9ratif fran\u00e7ais, souhaitait \u00e9lever sa campagne de rentr\u00e9e au-del\u00e0 des messages promotionnels classiques. Estelle Boufrioua, cheffe de projet marketing relationnel au Cr\u00e9dit Mutuel Ark\u00e9a, a vu l’opportunit\u00e9 de combiner deux tendances fortes\u00a0: la gamification et la messagerie mobile.\u00a0\u00a0<\/p>\n\n\n\n
\u00ab\u00a0Notre r\u00f4le est d’accompagner nos soci\u00e9taires et nos clients \u00e0 chaque instant de leur vie. Notre op\u00e9ration de rentr\u00e9e s’inscrit dans cette d\u00e9marche\u00a0: une op\u00e9ration d’activation de la relation, visant \u00e0 \u00e9quiper nos clients de produits et services adapt\u00e9s\u00a0\u00bb, explique Estelle.\u00a0<\/p>\n\n\n\n
Place au jeu\u00a0: la mise \u00e0 niveau du SMS<\/h2>\n\n\n\n
Le concept \u00e9tait simple mais engageant\u00a0: les clients ont re\u00e7u un SMS enrichi les invitant \u00e0 participer \u00e0 un jeu num\u00e9rique o\u00f9 ils devaient trouver et glisser trois fournitures scolaires cach\u00e9es dans un cartable virtuel le plus rapidement possible.\u00a0\u00a0<\/p>\n\n\n\n
En participant, il \u00e9tait possible de gagner un bon d’achat de 30\u00a0\u20ac de Kadeos Edenred, un programme de cartes-cadeaux populaire en Europe qui permet aux destinataires de faire des achats dans une grande vari\u00e9t\u00e9 de commerces.\u00a0<\/p>\n\n\n\n
\u00ab\u00a0Comme les foyers font face \u00e0 des d\u00e9penses importantes pendant cette p\u00e9riode, nous souhaitons \u00e9galement soutenir nos clients \u00e0 travers cette campagne \u00ab\u00a0coup de pouce\u00a0\u00bb en leur permettant de tenter de gagner un ch\u00e8que-cadeau\u00a0\u00bb, pr\u00e9cise Estelle.\u00a0<\/p>\n\n\n\n
En jouant, des offres pertinentes \u00e9taient pr\u00e9sent\u00e9es, telles qu’une assurance scolaire compl\u00e8te et une assurance-vie familiale, avec des offres sp\u00e9ciales pour les clients existants.\u00a0<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n
Aller au-del\u00e0 du simple texte avec le SMS enrichi<\/h2>\n\n\n\n
Le choix d’utiliser le SMS enrichi a \u00e9t\u00e9 d\u00e9terminant pour le succ\u00e8s de la campagne. Contrairement au SMS traditionnel, le SMS enrichi a permis \u00e0 la banque d’int\u00e9grer des \u00e9l\u00e9ments interactifs et des images directement dans le message.\u00a0\u00a0<\/p>\n\n\n\n
Le SMS enrichi a atteint un taux de clics de 30\u00a0% \u2013 quatre fois sup\u00e9rieur \u00e0 la moyenne du march\u00e9 pour des campagnes similaires. Une fois sur la page du jeu, 93\u00a0% des clients ont particip\u00e9.\u00a0<\/p>\n\n\n\n
Le Cr\u00e9dit Mutuel Ark\u00e9a a enregistr\u00e9 une augmentation de 48,5\u00a0% du trafic vers ses pages de produits, de services et de consultation. Cela signifie que l’exp\u00e9rience ludique et gamifi\u00e9e s’est traduite par un v\u00e9ritable int\u00e9r\u00eat pour ce que la banque avait \u00e0 offrir.\u00a0<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n
Une strat\u00e9gie gagnante, ann\u00e9e apr\u00e8s ann\u00e9e<\/h2>\n\n\n\n
Ce succ\u00e8s n’\u00e9tait pas un cas isol\u00e9. Le Cr\u00e9dit Mutuel Ark\u00e9a m\u00e8ne cette campagne depuis trois ans, en la perfectionnant \u00e0 chaque fois avec l’aide de Sinch.\u00a0<\/p>\n\n\n\n
\u00ab\u00a0Il est important de souligner que cette performance est rendue possible gr\u00e2ce \u00e0 l’optimisation et \u00e0 l’innovation propos\u00e9es chaque ann\u00e9e par l’\u00e9quipe de Sinch\u00a0\u00bb, note Estelle.\u00a0<\/p>\n\n\n\n
Pour le Cr\u00e9dit Mutuel Ark\u00e9a, la campagne de SMS enrichi montre comment les banques peuvent allier cr\u00e9ativit\u00e9 et technologie pour tisser des liens porteurs de sens avec leurs clients. Il ne s’agit pas seulement d’envoyer un message\u00a0: il s’agit de cr\u00e9er une exp\u00e9rience marquante.\u00a0<\/p>\n","protected":false},"author":19,"featured_media":66939,"template":"","meta":{"_acf_changed":false},"class_list":["post-209877","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n
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