{"id":1530,"date":"2012-02-29T18:42:44","date_gmt":"2012-02-29T17:42:44","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=1530"},"modified":"2015-08-17T10:58:34","modified_gmt":"2015-08-17T09:58:34","slug":"le-marketing-operationnel-dans-lassurance-comment-relever-le-defi-multicanal","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/02\/le-marketing-operationnel-dans-lassurance-comment-relever-le-defi-multicanal\/","title":{"rendered":"Le marketing op\u00e9rationnel dans l\u2019assurance : comment relever le d\u00e9fi multicanal ?"},"content":{"rendered":"<h2>Un constat g\u00e9n\u00e9ral\u00a0: une baisse de l\u2019efficacit\u00e9 des campagnes marketing et une augmentation sensible des co\u00fbts d\u2019acquisition<\/h2>\n<p>Le marketing op\u00e9rationnel s\u2019est largement appuy\u00e9 sur le d\u00e9veloppement des nouveaux canaux (d\u2019abord t\u00e9l\u00e9phone, puis Internet, puis mail, puis SMS et aujourd\u2019hui r\u00e9seaux sociaux) pour assurer son efficacit\u00e9. Cette approche essentiellement \u00ab\u00a0quantitative\u00a0\u00bb arrive aujourd\u2019hui \u00e0 ses limites.<\/p>\n<p>Ainsi,\u00a0 sur le e-mailing, un levier majeur des campagnes marketing, les derni\u00e8res \u00e9volutions font ressortir\u00a0 une v\u00e9ritable lassitude des clients \/ prospects qui se traduit par un taux d\u2019ouverture des mails qui chute autour de 17%, un taux de clics en dessous de 3% apr\u00e8s une remont\u00e9e en 2009 et une exasp\u00e9ration de plus en plus marqu\u00e9e (76% des internautes se sentent \u00ab\u00a0agress\u00e9s\u00a0\u00bb).<\/p>\n<p>Cette \u00e9volution est nettement plus sensible dans la banque et l\u2019assurance, qui partaient de beaucoup plus haut (pr\u00e8s de 40% de taux d\u2019ouverture des mails en 2009) et se trouvent aujourd\u2019hui dans la m\u00eame \u00ab\u00a0grisaille marketing\u00a0\u00bb, confront\u00e9s \u00e0 des probl\u00e9matiques qu\u2019ils ne connaissaient pas jusque-l\u00e0.<\/p>\n<p>Parall\u00e8lement, l\u2019investissement publicitaire s\u2019envole, les co\u00fbts de e-marketing (r\u00e9f\u00e9rencement, display, \u2026) se rapprochent des niveaux du marketing direct classique (mailing, phoning, \u2026) d\u2019o\u00f9 l\u2019observation d\u2019un effet de ciseaux induit d\u2019un c\u00f4t\u00e9 par la baisse d\u2019efficacit\u00e9 et de l\u2019autre par l\u2019augmentation des co\u00fbts.<\/p>\n<h4>\u00a0Une n\u00e9cessaire remise en question des processus et pratiques de prospection et de vente<\/h4>\n<p>L\u2019assurance, plus que son concurrent banquier, d\u00e9pend de la qualit\u00e9 de son marketing op\u00e9rationnel pour s\u00e9curiser et renforcer son portefeuille client\u00e8le.<\/p>\n<p>Elle ne peut se permettre de subir l\u2019\u00e9rosion des chiffres. Il s\u2019agit de mettre en \u0153uvre une v\u00e9ritable transformation des pratiques marketing selon 3 axes majeurs\u00a0:<\/p>\n<ul>\n<li>\u00a0Passer d\u2019une approche transactionnelle de masse (une action \/ une cible) \u00e0 une approche relationnelle personnalis\u00e9e<\/li>\n<\/ul>\n<p>Plus inform\u00e9s, plus exigeants, les prospects r\u00e9pondent moins aux campagnes de marketing direct si elles ne sont pas suffisamment personnalis\u00e9es.<\/p>\n<p>Il devient donc indispensable de disposer d\u2019une connaissance de leur environnement et une qualification plus fine de leurs attentes pour leur adresser des messages cibl\u00e9s, plus efficaces et structur\u00e9s dans un programme relationnel sp\u00e9cifique. La capacit\u00e9 \u00e0 recueillir des donn\u00e9es fiables et exploitables devient un levier majeur de la d\u00e9marche.<\/p>\n<ul>\n<li>\u00a0Int\u00e9grer l\u2019app\u00e9tence aux canaux comme crit\u00e8re de ciblage<\/li>\n<\/ul>\n<p>Si le canal internet s\u2019est progressivement impos\u00e9 dans le secteur de l\u2019assurance comme le canal privil\u00e9gi\u00e9 d\u2019information dans la phase avant-vente, tous les prospects ne privil\u00e9gient pas le m\u00eame mix canal pour entrer en relation avec leur futur assureur.<\/p>\n<p>Tenir compte de leur app\u00e9tence aux diff\u00e9rents canaux de relation client pour leur proposer des parcours de prospection adapt\u00e9s devient une des cl\u00e9s de l\u2019efficacit\u00e9 des actions de conqu\u00eate.<\/p>\n<ul>\n<li>\u00a0Rechercher les compl\u00e9mentarit\u00e9s efficaces des canaux<\/li>\n<\/ul>\n<p style=\"text-align: left;\" align=\"center\">Les associations de canaux permettent d\u2019am\u00e9liorer les campagnes multicanal \u00e0 la fois en termes de taux de transformation et de ma\u00eetrise des co\u00fbts.<\/p>\n<p style=\"text-align: center;\" align=\"center\"><a href=\"http:\/\/www.solucominsight.fr\/2012\/02\/le-marketing-operationnel-dans-l%e2%80%99assurance-comment-relever-le-defi-multicanal\/complementarite-canaux\/\" rel=\"attachment wp-att-1534\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1534\" title=\"compl\u00e9mentarit\u00e9 canaux\" src=\"http:\/\/www.solucominsight.fr\/wp-content\/uploads\/2012\/02\/compl%C3%A9mentarit%C3%A9-canaux.jpg\" alt=\"\" width=\"472\" height=\"266\" \/><\/a><\/p>\n<h2>L\u2019enjeu\u00a0: la mise en place de \u00ab\u00a0parcours prospects\u00a0\u00bb multicanal.<\/h2>\n<p>Il s\u2019agit donc d\u2019orchestrer l\u2019intervention des diff\u00e9rents canaux pour une v\u00e9ritable prise en charge ma\u00eetris\u00e9e du parcours du prospect.<\/p>\n<p>Ce qui revient \u00e0 proposer pour une m\u00eame op\u00e9ration un choix de prises en charge multicanal performantes pour l\u2019assureur et r\u00e9pondant \u00e0 l\u2019app\u00e9tence du prospect, en lui laissant le choix du parcours et en l\u2019accompagnant dans ce parcours, dans une approche en forte interaction \u00e0 la fois proactive et r\u00e9active, dans la \u00ab\u00a0juste\u00a0\u00bb pression commerciale.<\/p>\n<p>L\u2019exemple ci-dessous illustre la d\u00e9marche pour une offre impliquante telle que l\u2019offre sant\u00e9, n\u00e9cessitant un accompagnement conseil, selon l\u2019app\u00e9tence pour une souscription \u00e0 distance ou non\u00a0; un parcours pur. Elle s\u2019appuie sur l\u2019exploitation des contacts internet.<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/www.solucominsight.fr\/2012\/02\/le-marketing-operationnel-dans-l%e2%80%99assurance-comment-relever-le-defi-multicanal\/parcours-client-2\/\" rel=\"attachment wp-att-1535\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1535\" title=\"parcours client\" src=\"http:\/\/www.solucominsight.fr\/wp-content\/uploads\/2012\/02\/parcours-client1.jpg\" alt=\"\" width=\"533\" height=\"238\" srcset=\"https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2012\/02\/parcours-client1.jpg 888w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2012\/02\/parcours-client1-427x191.jpg 427w, https:\/\/www.riskinsight-wavestone.com\/wp-content\/uploads\/2012\/02\/parcours-client1-71x32.jpg 71w\" sizes=\"auto, (max-width: 533px) 100vw, 533px\" \/><\/a><\/p>\n<p>\u00a0<!--more--><\/p>\n<p>&nbsp;<\/p>\n<p>Retrouvez tous nos articles sur le secteur de l\u2019assurance sur\u00a0<a title=\"Insurance speaker - le blog assurance des consultants Solucom\" href=\"http:\/\/www.insurancespeaker-solucom.fr\/\" target=\"_blank\">Insurance speaker<\/a>, le blog assurance des consultants Solucom<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un constat g\u00e9n\u00e9ral\u00a0: une baisse de l\u2019efficacit\u00e9 des campagnes marketing et une augmentation sensible des co\u00fbts d\u2019acquisition Le marketing op\u00e9rationnel s\u2019est largement appuy\u00e9 sur le d\u00e9veloppement des nouveaux canaux (d\u2019abord t\u00e9l\u00e9phone, puis Internet, puis mail, puis SMS et aujourd\u2019hui r\u00e9seaux&#8230;<\/p>\n","protected":false},"author":103,"featured_media":3381,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[197,364,362,363,84],"coauthors":[943,998],"class_list":["post-1530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-assurance","tag-assurance-2","tag-canaux-numerique","tag-e-marketing","tag-marketing-relationnel","tag-multicanal-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le marketing op\u00e9rationnel dans l\u2019assurance : comment relever le d\u00e9fi multicanal ? 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