{"id":209886,"date":"2026-09-15T04:30:45","date_gmt":"2026-09-15T04:30:45","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/telekom-deutschland-2\/"},"modified":"2026-09-15T04:30:46","modified_gmt":"2026-09-15T04:30:46","slug":"telekom-deutschland","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/telekom-deutschland\/","title":{"rendered":"Personnalisation \u00e0 l’\u00e9chelle nationale"},"content":{"rendered":"\n

Telekom Deutschland <\/a>est le leader du march\u00e9 en Allemagne en termes de chiffre d’affaires pour les lignes fixes et le mobile, en offrant une excellente qualit\u00e9 de r\u00e9seau associ\u00e9e \u00e0 un vaste portefeuille de produits et \u00e0 un service sans pareil. Le d\u00e9veloppement durable est toujours au premier plan, mais quelle est la meilleure fa\u00e7on de le pr\u00e9senter \u00e0 celles et ceux qui comptent vraiment\u00a0?<\/p>\n\n\n\n

D\u00e9fi\u00a0: r\u00e9pondre aux besoins d’un groupe cible exigeant<\/h2>\n\n\n\n

Telekom Deutschland souhaitait lancer un nouveau concept novateur et respectueux de l’environnement\u00a0: \u00ab\u00a0We Care\u00a0\u00bb. L’une des initiatives \u00ab\u00a0We Care\u00a0\u00bb encourage les clients de Telekom Deutschland \u00e0 \u00e9changer leurs anciens smartphones en toute simplicit\u00e9, \u00e0 un prix \u00e9quitable. Les t\u00e9l\u00e9phones sont ensuite enti\u00e8rement reconditionn\u00e9s, dot\u00e9s de nouvelles batteries et de nouveaux \u00e9crans, puis remis sur le march\u00e9 dans des emballages enti\u00e8rement biod\u00e9gradables.<\/p>\n\n\n\n

Ce programme positionne Telekom Deutschland comme une marque responsable, investie dans un avenir plus durable. Il offre \u00e9galement l’opportunit\u00e9 de cr\u00e9er des offres cibl\u00e9es pour un groupe de clients particuli\u00e8rement volatil dans le secteur des entreprises de t\u00e9l\u00e9communications\u00a0: les personnes de 28 ans et moins. Ce groupe s’est r\u00e9v\u00e9l\u00e9 particuli\u00e8rement attentif aux prix et difficile \u00e0 convaincre lorsqu’il s’agit de le fid\u00e9liser \u00e0 la marque.<\/a><\/p>\n\n\n\n

Sachant que le jeune public a tendance \u00e0 ignorer les formes de communication plus traditionnelles, Telekom Deutschland s’est tourn\u00e9e vers Sinch for Marketing pour trouver de nouvelles id\u00e9es afin de stimuler les niveaux d’engagement.<\/p>\n\n\n\n

Habituellement, Telekom Deutschland s’appuyait sur SMS standard<\/a> ou email<\/a> pour communiquer sur les nouveaux lancements et les promotions, en cr\u00e9ant parfois des vid\u00e9os ou des publicit\u00e9s. Le CTA habituel consistait \u00e0 inciter les clients \u00e0 se rendre sur le site Web ou en magasin pour profiter d’une offre. Trouver un moyen meilleur et plus omnicanal <\/a>de stimuler engagement client<\/a> \u00e9tait essentiel.<\/p>\n\n\n\n

La cr\u00e9ation et l’envoi d’un SMS personnalis\u00e9 contenant un lien vers une vid\u00e9o personnalis\u00e9e sur le programme \u00ab\u00a0We Care\u00a0\u00bb et les offres sur mesure disponibles constituaient la solution id\u00e9ale.<\/p>\n\n\n\n

\"Woman<\/figure>\n\n\n\n

Solution\u00a0: cr\u00e9er la vid\u00e9o personnalis\u00e9e parfaite<\/h2>\n\n\n\n

Sinch pour le marketing<\/a> a travaill\u00e9 avec Telekom Deutschland tout au long du processus de production, aux c\u00f4t\u00e9s de leur agence principale actuelle, pour assurer la cr\u00e9ation d’une vid\u00e9o captivante et engageante adapt\u00e9e \u00e0 divers canaux et sc\u00e9narios.<\/p>\n\n\n\n

S’exprimant sur le processus, Lutz Heinel, du Creation Center de Telekom Deutschland, a d\u00e9clar\u00e9\u00a0: \u00ab\u00a0Sinch for Marketing est le seul partenaire capable de programmer une telle complexit\u00e9, en associant la cr\u00e9ativit\u00e9 \u00e0 la compr\u00e9hension des \u00e9l\u00e9ments cl\u00e9s qui susciteront l’int\u00e9r\u00eat et l’action de chaque individu.\u00a0\u00bb<\/p>\n\n\n\n

Gr\u00e2ce \u00e0 la puissance de la plateforme de messagerie personnalis\u00e9e de Sinch, nous avons permis \u00e0 Telekom Deutschland d’\u00e9tablir une connexion personnalis\u00e9e avec ses clients, en incluant leur pr\u00e9nom, leur appareil actuel et une offre individualis\u00e9e (parmi d’autres variables). Cela a permis \u00e0 Telekom Deutschland de proposer \u00e0 chaque client l’offre qui lui correspondait le mieux. De plus, des tests A\/B ont \u00e9t\u00e9 r\u00e9alis\u00e9s pour comparer les performances entre un SMS standard et un SMS accompagn\u00e9 d’une vid\u00e9o personnalis\u00e9e. Le r\u00e9sultat \u00e9tait sans appel.<\/p>\n\n\n\n

R\u00e9sultats\u00a0: une envol\u00e9e des taux d’ouverture<\/h2>\n\n\n\n

Le SMS vid\u00e9o personnalis\u00e9 \u00ab\u00a0We Care\u00a0\u00bb a \u00e9t\u00e9 lanc\u00e9 \u00e0 la mi-janvier 2020 et s’est poursuivi jusqu’\u00e0 la fin du mois. La campagne a enregistr\u00e9 un taux d’ouverture et de visionnage de 45\u00a0%, et Telekom Deutschland a b\u00e9n\u00e9fici\u00e9 de conversions de ventes deux fois sup\u00e9rieures \u00e0 celles d’un SMS standard.<\/p>\n\n\n\n

Telekom Deutschland pr\u00e9voit d\u00e9sormais de transformer ce qui \u00e9tait \u00e0 l’origine un essai en un programme continu en support des offres cibl\u00e9es \u00ab\u00a0We Care\u00a0\u00bb. La flexibilit\u00e9 de la plateforme Sinch for Marketing fait que modifier la vid\u00e9o originale, \u00e0 mesure que de nouvelles offres sont ajout\u00e9es ou retir\u00e9es, est un jeu d’enfant.<\/p>\n","protected":false},"author":19,"featured_media":60458,"template":"","meta":{"_acf_changed":false},"class_list":["post-209886","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nD\u00e9couvrez Personnalisation \u00e0 l'\u00e9chelle nationale - Sinch<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment les clients de Sinch utilisent la messagerie vid\u00e9o personnalis\u00e9e pour atteindre des publics difficiles et faire grimper en fl\u00e8che les niveaux d'engagement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sinch.com\/fr\/messages\/temoignages-de-clients\/telekom-deutschland\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9couvrez Personnalisation \u00e0 l'\u00e9chelle nationale - 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