{"id":1955,"date":"2012-06-22T14:43:46","date_gmt":"2012-06-22T13:43:46","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=1955"},"modified":"2014-11-27T16:01:35","modified_gmt":"2014-11-27T15:01:35","slug":"2012-banques-et-assurances-sengagent","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2012\/06\/2012-banques-et-assurances-sengagent\/","title":{"rendered":"2012 : banques et assurances s\u2019engagent !"},"content":{"rendered":"

\u00ab\u00a0Axa votre service\u00a0\u00bb, \u00ab\u00a0Votre Caisse d\u2019\u00c9pargne s\u2019engage\u00a0\u00bb, \u00ab\u00a0les engagements de conseil du Cr\u00e9dit Agricole\u00a0\u00bb \u00ab\u00a0Le cr\u00e9do des Mutuelles de Poitier\u00a0\u00bb\u2026\u00a0: le paysage publicitaire du secteur bancassurance s\u2019est fortement dessin\u00e9 autour d\u2019engagements de service clients sur le premier semestre. 2012 marquerait-il le retour aux fondamentaux\u00a0?<\/p>\n

Comme le souligne le barom\u00e8tre bancassurance Solucom, la diff\u00e9renciation par le prix et les garanties s\u2019estompe de plus en plus. La relation prime sur l\u2019offre\u00a0! Maintenir un haut niveau de d\u00e9veloppement n\u00e9cessite d\u2019am\u00e9liorer encore la perception client de la personnalisation de la relation et du professionnalisme. \u00a0Tout l\u2019enjeu est de recr\u00e9er la confiance client par la comp\u00e9tence, l\u2019engagement, la qualit\u00e9 de la relation et du service.<\/p>\n

C\u2019est donc tout naturellement qu\u2019aujourd\u2019hui les groupes du secteur esp\u00e8rent susciter la pr\u00e9f\u00e9rence par une qualit\u00e9 de service affirm\u00e9e. En 2012, ils s\u2019engagent. Reste \u00e0 se diff\u00e9rencier\u00a0!<\/p>\n

Des engagements, oui\u00a0; mais chacun les siens<\/strong><\/h2>\n

En F\u00e9vrier, \u00ab\u00a0Le cr\u00e9do\u00a0\u00bb des Mutuelles de Poitiers <\/a><\/h3>\n

Une communication tr\u00e8s percutante\u00a0avec un mot d\u2019ordre\u00a0: \u00ab Vous n\u2019\u00eates pas un dossier g\u00e9r\u00e9 par un plateau t\u00e9l\u00e9phonique\u00bb. Cet engagement\u00a0fort met en avant la relation privil\u00e9gi\u00e9e avec le conseiller, dans un secteur o\u00f9 la gestion collective – notamment des sinistres – doit encore faire ses preuves aupr\u00e8s du client.<\/p>\n

En mars, la caisse d\u2019\u00e9pargne<\/a> s\u2019engage<\/h3>\n

9 engagements, couvrant 4 \u00abmoments de v\u00e9rit\u00e9\u00a0\u00bb\u00a0: l’entr\u00e9e en relation avec le client, le traitement des r\u00e9clamations, les demandes de mobilit\u00e9 et les demandes de pr\u00eats, notamment immobiliers. Ces engagements permettent d\u2019aborder tous les aspects de la relation que l\u2019on peut avoir avec sa banque, au d\u00e9triment peut-\u00eatre de l\u2019engagement phare d\u2019apporter une r\u00e9ponse \u00e0 toute demande de cr\u00e9dit sous 24h.<\/p>\n

En avril, Axa <\/a>se met \u00e0 notre service<\/h3>\n

\u00c0 grand renfort de communication multim\u00e9dia et relay\u00e9 dans la presse sectorielle, Axa a marqu\u00e9 ce d\u00e9but d\u2019ann\u00e9e avec son programme \u00ab\u00a0Axe votre service\u00a0\u00bb.\u00a0 Il \u00a0se concr\u00e9tise notamment dans la mise en ligne d\u2019un site d\u00e9di\u00e9 \u00e0 la valorisation de sa charte de service. \u00ab\u00a0Simplicit\u00e9, Conseil adapt\u00e9, Pr\u00e9sence engag\u00e9e, A l\u2019\u00e9coute\u00a0\u00bb\u00a0: 4 mots d\u2019ordre simples, illustr\u00e9s par une s\u00e9rie de vid\u00e9o humoristique\u2026pr\u00e8s d\u2019une vingtaine, m\u00e9langeant malheureusement concr\u00e9tisation d\u2019engagement et marketing de l\u2019offre.<\/p>\n

Toujours en avril, les 3 engagements de conseil du Cr\u00e9dit Agricole<\/a><\/h3>\n

Il ne s\u2019agit pas de promouvoir la prise en charge de bout en bout mais le moment critique de la relation commerciale\u00a0: un conseil\u00a0: \u00ab\u00a0objectif, clair, qui vous laisse le temps\u00a0\u00bb. 3 engagements, concr\u00e9tis\u00e9s chacun par une mesure tangible : aucune incitation financi\u00e8re pour le conseiller, un MEMO explicatif des produits souscrits, \u00a030 jours pour se r\u00e9tracter.<\/p>\n

\u00a0Des engagements pour le b\u00e9n\u00e9fice des clients\u2026et des collaborateurs<\/strong><\/h2>\n

L\u2019\u00e9mergence de ces engagements de services de groupes bancaire et d\u2019assurance donne bien le signal d\u2019un mouvement de fond du secteur, d\u2019une volont\u00e9 de passer d\u2019un mode de relation transactionnel \u00e0 un mode relationnel.<\/p>\n

Il ne suffit cependant pas d\u2019afficher une pancarte ou de diffuser un spot publicitaire pour gagner ou fid\u00e9liser des clients. Certaines entreprises, les plus investies dans les d\u00e9marches qualit\u00e9 orient\u00e9es clients ont choisi de labelliser ou de certifier leurs engagements de services. On peut citer \u00e0 ce titre Les Banques Populaires Loire (Afnor), Les Banques Populaires Nord (Bureau Veritas), ou encore la MAIF (Afnor). La Caisse r\u00e9gionale Groupama d\u2019Oc y travaille \u00e9galement.<\/p>\n

Mais le v\u00e9ritable enjeu est de f\u00e9d\u00e9rer les actions de l\u2019entreprise autour d\u2019une vision et d\u2019objectifs clients communs. Le travail sur les engagements de services clients constitue un v\u00e9ritable levier de changement des comportements internes. Pour r\u00e9ussir cette transformation de l\u2019entreprise, la d\u00e9marche d\u2019engagements doit \u00eatre le fruit d\u2019un projet d\u2019entreprise pleinement partag\u00e9 avec les \u00e9quipes op\u00e9rationnelles, concr\u00e8tement traduits dans les gestes m\u00e9tiers et pris en compte dans les process manag\u00e9riaux.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u00ab\u00a0Axa votre service\u00a0\u00bb, \u00ab\u00a0Votre Caisse d\u2019\u00c9pargne s\u2019engage\u00a0\u00bb, \u00ab\u00a0les engagements de conseil du Cr\u00e9dit Agricole\u00a0\u00bb \u00ab\u00a0Le cr\u00e9do des Mutuelles de Poitier\u00a0\u00bb\u2026\u00a0: le paysage publicitaire du secteur bancassurance s\u2019est fortement dessin\u00e9 autour d\u2019engagements de service clients sur le premier semestre. 2012 marquerait-il…<\/p>\n","protected":false},"author":111,"featured_media":6343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,32],"tags":[197,533,237,110],"coauthors":[953],"class_list":["post-1955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-assurance","category-marketing-relation-client","tag-assurance-2","tag-banque","tag-engagement","tag-marketing"],"acf":[],"yoast_head":"\n2012 : banques et assurances s\u2019engagent ! 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