{"id":389,"date":"2019-05-31T18:06:00","date_gmt":"2023-09-07T18:06:11","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=389"},"modified":"2023-11-13T17:13:39","modified_gmt":"2023-11-13T17:13:39","slug":"marketing-de-l-enchantement","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/marketing-de-l-enchantement\/","title":{"rendered":"Marketing de l&rsquo;enchantement : misez sur l&rsquo;effet waouh !"},"content":{"rendered":"\n<p><b>Pas besoin de baguette magique pour lib\u00e9rer le g\u00e9nie du marketing de l\u2019enchantement. Misez plut\u00f4t sur des outils de relation client pratiques et pens\u00e9s non seulement pour combler le client, mais aussi pour d\u00e9passer ses attentes. Souffl\u00e9 devant une qualit\u00e9 de service d\u00e9passant les standards du march\u00e9, votre client saluera la prestation d\u2019un vibrant <i>waouh<\/i>, pr\u00e9lude \u00e0 une relation de haute fid\u00e9lit\u00e9. <\/b> <!-- BANNER START --> <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-paf-bim-waouh\"><b>PAF ! BIM ! <i>WAOUH !<\/i><\/b><\/h3>\n\n\n\n<p>C\u2019est le graal de l\u2019inbound marketing. L\u2019\u00e9tape ultime o\u00f9 le client, d\u00e9j\u00e0 satisfait par une marque, est d\u00e9finitivement conquis par un produit ou un service inattendu, voire inesp\u00e9r\u00e9, qui d\u00e9passe toutes ses attentes. C&rsquo;est le fameux <b><i>effet waouh<\/i><\/b>, puissant facteur d\u2019engagement et de fid\u00e9lisation des consommateurs. S\u2019il joue sur l\u2019effet de surprise, il n\u2019en est pas moins m\u00e9ticuleusement pr\u00e9par\u00e9 par les entreprises, dans le cadre de leur strat\u00e9gie de<b> <\/b>marketing de l\u2019enchantement. <\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">La 8e\u00a0\u00e9dition du rapport \u00ab\u00a0Focus sur le marketing\u00a0\u00bb<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Les marketeurs misent sur chaque interaction client. Voici comment. <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/marketing\/8th-state-of-marketing\/\">Miser sur chaque interaction <\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png\" class=\"attachment-full size-full\" alt=\"La 8e \u00e9dition du rapport \u00ab Focus sur le marketing \u00bb\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/07\/state-of-marketing-8th-card-fr.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-pas-de-bon-twist-sans-un-bon-scenario\"><b>Pas de bon twist sans un bon sc\u00e9nario<\/b><\/h3>\n\n\n\n<p>Avant de penser \u00e0 \u00ab enchanter \u00bb un consommateur, il faut d\u2019abord l\u2019ambiancer. Autrement dit, le satisfaire. Une exp\u00e9rience et un service client hors pair sont des pr\u00e9alables. Il est donc indispensable de conna\u00eetre parfaitement chaque client, de <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2017\/07\/parcours-client---ameliorez-l-experience-en-7-etapes.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">r\u00e9pondre \u00e0 ses besoins et de prendre les bonnes initiatives<\/a>. Une strat\u00e9gie <i><a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2018\/02\/l_ere-du-client---lhumain-au-cur-de-la-relation-client.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">client-centric<\/a><\/i> et des outils digitaux permettant d\u2019avoir une vue \u00e0 360 degr\u00e9s de chaque client sont des pr\u00e9requis pour offrir une exp\u00e9rience homog\u00e8ne et sans couture. Le client est satisfait ? Il est temps de passer \u00e0 l\u2019\u00e9tape d\u2019apr\u00e8s. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-une-strategie-coherente-de-surprises-aux-effets-durables\"><b>Une strat\u00e9gie coh\u00e9rente de surprises\u2026 aux effets durables<\/b><\/h3>\n\n\n\n<p>Une fois le client content\u00e9, vous pouvez maintenant aller plus loin, avec un sentiment positif inattendu. En associant votre marque \u00e0 une \u00e9motion forte et m\u00e9liorative, vous aidez votre entreprise \u00e0 passer de \u201cfournisseur efficace\u201d \u00e0 \u201centreprise aim\u00e9e\u201d ou \u201c<a adhocenable=\"false\" href=\"https:\/\/www.e-marketing.fr\/Definitions-Glossaire\/Lovemark-242193.htm#wHTUYKrlzasyMrir.97\" target=\"_blank\" rel=\"noopener\">lovemark<\/a>\u201d. L&rsquo;int\u00e9r\u00eat de devenir une \u201clovemark\u201d ? Une meilleure image de marque et, \u00e0 minima, une fid\u00e9lisation renforc\u00e9e et un apport cons\u00e9quent de leads !<\/p>\n\n\n\n<p>Jouer de l\u2019effet waouh implique donc de d\u00e9passer la simple satisfaction client en introduisant un \u00e9l\u00e9ment de surprise, tout en restant dans l\u2019horizon des d\u00e9sirs du client li\u00e9s au produit ou service. Il s\u2019agit, par exemple, de : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>devancer un besoin non identifi\u00e9 par le client ;<\/li>\n\n\n\n<li>doper le service (livrer deux jours avant la date pr\u00e9vue, proposer un service client inattendu ou innovant, etc.) ;<\/li>\n\n\n\n<li>accro\u00eetre la praticit\u00e9 ou les capacit\u00e9s d\u2019un produit (avec un bonus, une fonctionnalit\u00e9 suppl\u00e9mentaire, un packaging innovant, etc.)<\/li>\n<\/ul>\n\n\n\n<p>Tout l\u2019art du marketing de l\u2019enchantement est d\u2019installer l\u2019effet de surprise dans le temps. Il<b> <\/b>ne s\u2019agit pas d\u2019en mettre (seulement) plein la vue mais d\u2019apporter un b\u00e9n\u00e9fice r\u00e9el. \u00c0 titre d\u2019exemple, si les Google Glass du g\u00e9ant californien ont bien suscit\u00e9 un \u00e9lan d\u2019admiration mondial, leur effet waouh n\u2019a pas dur\u00e9 faute d\u2019applications concr\u00e8tes dans la vie quotidienne. \u00c0 l\u2019inverse, lorsqu\u2019Apple a pr\u00e9sent\u00e9 son iPod en 2001, sa \u00ab mollette \u00bb a enchant\u00e9 le monde entier dans la mesure o\u00f9 elle r\u00e9pondait durablement \u00e0 un besoin naissant : naviguer avec aisance et pr\u00e9cision \u00e0 travers une interminable liste de chansons.<\/p>\n\n\n\n<p>Idem pour le bracelet Disneyland, port\u00e9 par les visiteurs aux poches trop pleines du parc d\u2019Orlando (\u00c9tats-Unis) : il sert de pass, de porte-monnaie et de cl\u00e9 de chambre d\u2019h\u00f4tel : tout simplement waouh !<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur le E-commerce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Soyez \u00e0 l&rsquo;\u00e9tat de l&rsquo;art du e-commerce.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/resources\/guides\/state-of-commerce\/?d=inc-blog-banner&#038;nc=7013y000002KDk4AAG\">Lire l&#039;\u00e9tude<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-michelin-un-marketing-de-l-enchantement-qui-tient-la-route\"><b>Michelin, un marketing de l&rsquo;enchantement qui tient la route<\/b><\/h3>\n\n\n\n<p>Surprendre le client durablement, c\u2019est ce qu\u2019a r\u00e9ussi \u00e0 faire <a href=\"https:\/\/www.salesforce.com\/fr\/customer-success-stories\/michelin\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Michelin<\/a> en \u00e9quipant ses pneumatiques de capteurs connect\u00e9s. Gr\u00e2ce \u00e0 l\u2019intelligence artificielle, la pression des pneus <a adhocenable=\"false\" href=\"https:\/\/business.lesechos.fr\/directions-numeriques\/digital\/transformation-digitale\/0301706555554-florent-menegaux-les-technologies-vont-magnifier-l-humanite-321161.php\" target=\"_blank\" rel=\"noopener\">Track Connect<\/a> est ainsi contr\u00f4l\u00e9e \u00e0 distance pour une performance optimale. Autre effet waouh pour les voitures de tourisme : le pneu communique son \u00e9tat d\u2019usure au conducteur qui peut adapter son pilotage en cons\u00e9quence\u2026 <\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pas besoin de baguette magique pour lib\u00e9rer le g\u00e9nie du marketing de l\u2019enchantement. Misez plut\u00f4t sur des outils de relation client pratiques et pens\u00e9s non seulement pour combler le client, mais aussi pour d\u00e9passer ses attentes.<\/p>\n","protected":false},"author":1,"featured_media":391,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"23130aa4d83548f5a16be66921314aa8","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[8,6],"sf_content_type":[],"blog":[357,374],"coauthors":[27],"class_list":["post-389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-marketing","blog-marketing","blog-best-practices"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketing de l&#039;enchantement : misez sur l&#039;effet waouh ! \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Pas besoin de baguette magique pour lib\u00e9rer le g\u00e9nie du marketing de l\u2019enchantement. 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