{"id":6834,"date":"2025-09-11T20:13:28","date_gmt":"2025-09-11T13:13:28","guid":{"rendered":"https:\/\/egcmea.dev\/?p=6834"},"modified":"2025-12-03T22:34:39","modified_gmt":"2025-12-03T15:34:39","slug":"eclairages-memoire-et-relation-client","status":"publish","type":"post","link":"https:\/\/egcmea.dev\/en\/publications\/study\/eclairages-memoire-et-relation-client","title":{"rendered":"Insights - Memory and customer relations"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"6834\" class=\"elementor elementor-6834\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1a6fe4f e-con-full e-flex e-con e-parent\" data-id=\"1a6fe4f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-69c016a elementor-widget elementor-widget-text-editor\" data-id=\"69c016a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"livre_blanc_content_section wpb_column vc_column_container vc_col-sm-6\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<p class=\"pf0\"><strong><span class=\"cf0\">La m\u00e9moire, un levier strat\u00e9gique sous-exploit\u00e9 dans la relation client :\u00a0<\/span><\/strong><\/p>\n<p class=\"pf0\"><span class=\"cf1\">L<\/span><span class=\"cf2\">es directions marketing et commerciales investissent massivement dans la donn\u00e9e pour personnaliser l\u2019exp\u00e9rience client\u00a0<\/span><span class=\"cf1\">mais<\/span><span class=\"cf2\">\u00a0qu<\/span><span class=\"cf1\">\u2019<\/span><span class=\"cf2\">e<\/span><span class=\"cf1\">n<\/span><span class=\"cf2\">-t-il de la m\u00e9moire dans cette relation ?<\/span><\/p>\n<p class=\"pf0\"><span class=\"cf1\">En plus de<\/span><span class=\"cf2\">\u00a0l\u2019accumulation de donn\u00e9es chiffr\u00e9es, souvent limit\u00e9es \u00e0 quelques ann\u00e9es se cache un potentiel narratif et patrimonial encore trop peu mobilis\u00e9.<\/span><\/p>\n<p class=\"pf0\"><span class=\"cf2\">Pourtant histoire et actualit\u00e9, identit\u00e9 et donn\u00e9es<\/span>\u00a0<span class=\"cf2\">peuvent\u00a0<\/span><span class=\"cf1\">constituer des leviers pour\u00a0<\/span><span class=\"cf2\">r\u00e9inventer\u00a0<\/span><span class=\"cf1\">the\u00a0<\/span><span class=\"cf2\">lien avec les clients<\/span><span class=\"cf1\">.<\/span><\/p>\n<p class=\"pf0\"><span class=\"cf1\">La m\u00e9moire\u00a0<\/span><span class=\"cf2\">peut devenir un v\u00e9ritable moteur de diff\u00e9renciation et de fid\u00e9lisation<\/span><span class=\"cf1\">\u00a0mais aussi une cl\u00e9\u00a0<\/span><span class=\"cf2\">lecture pour repenser la strat\u00e9gie client\u00a0<\/span><span class=\"cf1\">en prenant en consid\u00e9ration le\u00a0<\/span><span class=\"cf2\">pass<\/span><span class=\"cf1\">\u00e9\u00a0<\/span><span class=\"cf2\">and<\/span><span class=\"cf1\">\u00a0mieux anticiper le futur<\/span><span class=\"cf2\">.<\/span><\/p>\n<p><strong>D\u00e9couvrez l\u2019\u00e9clairage de Nicolas Bartel et Pierre Volle (Universit\u00e9 Paris Dauphine), avec la contribution de l\u2019Institut Choiseul, de l\u2019Observatoire des m\u00e9moires et d\u2019Eurogroup Consulting, pour repenser la relation client \u00e0 travers la m\u00e9moire.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><b><br \/>Our viewpoint<\/b><\/h3>\n<hr size=\"2\" width=\"100%\" \/>\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\u00a0<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"standard-arrow list-divider bullet-top\">\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1733758452519 vc_row-has-fill vc_column-gap-25 ult-vc-hide-row\" data-rtl=\"false\" data-row-effect-mobile-disable=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-12\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<p class=\"pf0\"><span class=\"cf0\">La m\u00e9moire appara\u00eet comme un levier strat\u00e9gique encore trop peu mobilis\u00e9 pour enrichir durablement la relation client. En compl\u00e9ment des donn\u00e9es elle offre une voie pour r\u00e9ancrer les marques dans leur histoire renforcer leur singularit\u00e9 et cr\u00e9er des liens plus profonds avec les clients<\/span><span class=\"cf1\">.<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"standard-arrow list-divider bullet-top\">\n<ul>\n<li><span class=\"cf0\">Revaloriser la m\u00e9moire<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<li><span class=\"cf2\">Aller au-del\u00e0 de la donn\u00e9e<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<li><span class=\"cf2\">Valoriser l\u2019h\u00e9ritage<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<li><span class=\"cf2\">Construire une relation durable<\/span><span class=\"cf1\">\u00a0\u00e9motionnelle avec le client en utilisant le\u00a0<\/span><span class=\"cf1\">\"<\/span><span class=\"cf1\">history telling<\/span><span class=\"cf1\">\"<\/span><\/li>\n<li><span class=\"cf2\">Faire de la m\u00e9moire un outil d\u2019innovation<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1733758452519 vc_row-has-fill vc_column-gap-25 ult-vc-hide-row\" data-rtl=\"false\" data-row-effect-mobile-disable=\"true\">\n<div class=\"upb_row_bg\" data-bg-override=\"ex-full\">\u00a0<\/div>\n<div class=\"wpb_column vc_column_container vc_col-sm-12\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<p><span class=\"cf0\">T\u00e9l\u00e9chargez l<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\">\u00e9clairage de notre expert\u00a0<a href=\"https:\/\/egcmea.dev\/en\/the-firm\/our-partners\/nicolas-bartel\/\" target=\"_blank\" rel=\"noopener\">Nicolas Bartel<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/pierre-volle\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Pierre Volle<\/a>\u00a0(Universit\u00e9 Paris Dauphine), r\u00e9dig\u00e9 dans le cadre du\u00a0<a href=\"https:\/\/www.choiseul.info\/nos-plateformes-et-evenements\/choiseul-memoire-des-entreprises\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Club<\/a>\u00a0\u00ab\u00a0M\u00e9moire des entreprises\u00a0\u00bb de l<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\"><a href=\"https:\/\/www.choiseul.info\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Choiseul Institute<\/a>\u00a0et de l<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\"><a href=\"https:\/\/www.observatoireb2vdesmemoires.fr\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Observatoire des m\u00e9moires<\/a>, avec le soutien d<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\">Eurogroup Consulting.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>La m\u00e9moire, un levier strat\u00e9gique sous-exploit\u00e9 dans la relation client : <\/p>\n<p>Les directions marketing et commerciales investissent massivement dans la donn\u00e9e pour personnaliser l\u2019exp\u00e9rience client mais qu\u2019en-t-il de la m\u00e9moire dans cette relation ?<\/p>","protected":false},"author":1,"featured_media":7573,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-6834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etude"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9clairages \u2013 M\u00e9moire et relation client<\/title>\n<meta name=\"description\" content=\"Comment l\u2019histoire et la m\u00e9moire renforcent-elles la relation client ? 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