{"id":16866,"date":"2020-07-20T15:06:47","date_gmt":"2020-07-20T13:06:47","guid":{"rendered":"https:\/\/sendapp.live\/?p=16866"},"modified":"2020-07-20T15:09:09","modified_gmt":"2020-07-20T13:09:09","slug":"strategie-de-messagerie-nissan-x-myelefant","status":"publish","type":"post","link":"https:\/\/sendapp.live\/fr\/2020\/07\/20\/nissan-x-myelefant-strategia-messaggistica\/","title":{"rendered":"Strat\u00e9gie de messagerie Nissan x myElefant"},"content":{"rendered":"
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Nissan x myElefant : cr\u00e9er une strat\u00e9gie de messagerie mobile<\/a> \u00e0 chaque \u00e9tape du parcours client<\/p>\n

La soci\u00e9t\u00e9 japonaise, presque centenaire, est l'un des plus grands constructeurs automobiles au monde. L'Alliance Renault-Nissan-Mitsubishi a \u00e9t\u00e9\u00a0\u00a0premier groupe automobile mondial en termes de chiffre d'affaires en 2017 et 2018<\/strong>\u00a0.<\/p>\n

Le cycle de vie des clients dans le secteur automobile est long et Nissan est impliqu\u00e9 dans chacune de ces phases. De ce fait, la soci\u00e9t\u00e9 japonaise a rapidement accord\u00e9 une importance consid\u00e9rable \u00e0\u00a0\u00a0moyens de communication locaux utilis\u00e9s par ses revendeurs<\/strong>\u00a0\u00a0pour rester en contact avec vos clients.<\/p>\n

Ces derni\u00e8res ann\u00e9es, Nissan a observ\u00e9 une d\u00e9t\u00e9rioration de\u00a0\u00a0performance des canaux de communication traditionnels<\/strong>\u00a0. La recherche de solutions alternatives capables de dynamiser la relation client est donc devenue essentielle pour ce g\u00e9ant de l'automobile.<\/p>\n

Messagerie de la relation client<\/strong><\/h2>\n

Avec l'explosion du trafic des smartphones et le d\u00e9veloppement de nouveaux formats, Nissan a d\u00e9cid\u00e9 de poser\u00a0\u00a0la messagerie mobile au c\u0153ur de sa strat\u00e9gie de relation client<\/strong>\u00a0. Ce fut le point de d\u00e9part de la collaboration de myElephant avec Nissan Europe !<\/p>\n

La cible:\u00a0<\/strong>\u00a0concevoir et mettre en \u0153uvre une strat\u00e9gie de messagerie mobile en Europe pour chaque \u00e9tape du parcours client en utilisant la plateforme myElefant.<\/em><\/p>\n

Apr\u00e8s un exercice POC r\u00e9ussi, monEl\u00e9phant<\/a> et Nissan ont convenu de d\u00e9velopper une strat\u00e9gie en trois volets pour atteindre cet objectif\u00a0:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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  1. Accompagner Nissan dans le d\u00e9veloppement de la communication locale<\/li>\n
  2. Mettre en place des sc\u00e9narios relationnels automatiques via une connexion \u00e0 Nissan CRM<\/li>\n
  3. Innover en testant de nouveaux canaux de messagerie mobile<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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    L'\u00e9tape POC<\/strong><\/h2>\n

    En janvier 2018, Nissan a impl\u00e9ment\u00e9 son premier cas d'utilisation bas\u00e9 sur le format Rich de la plateforme myElefant pour pr\u00e9senter la nouvelle Nissan MICRA.<\/p>\n

    \"Photos<\/p>\n

    Le format a \u00e9t\u00e9 tr\u00e8s bien accueilli par les clients de Nissan et les r\u00e9sultats de la campagne sont probants. Nissan, en collaboration avec myElefant, a donc d\u00e9cid\u00e9 d'utiliser le format Rich SMS pour trois nouveaux types de campagnes r\u00e9pondant \u00e0 des objectifs pr\u00e9cis :<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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    • Des campagnes mettant en avant les derni\u00e8res innovations Nissan. (Voir au dessus)<\/li>\n
    • Campagnes promotionnelles personnalis\u00e9es<\/li>\n
    • campagnes interpersonnelles<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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      \"Image<\/p>\n

      Distribution des communications locales<\/strong><\/h2>\n

      Nissan, dans sa strat\u00e9gie de communication locale, cherche \u00e9galement \u00e0 doter ses concessionnaires d'une plateforme de messagerie leur permettant de rester en contact \u00e9troit avec leurs clients. Cela signifie que 150 comptes myElefant ont \u00e9t\u00e9 ouverts pour leurs revendeurs partout en France.<\/p>\n

      Chaque concession peut s'appuyer sur un catalogue d'op\u00e9rations valid\u00e9es par le marketing central et les activer \u00e0 chaque fois qu'elle souhaite toucher ses clients locaux.<\/p>\n

      En six mois, 200 000 clients ont re\u00e7u ces communications SMS de leur concession.<\/p>\n

      La connexion CRM pour \u00e9tendre les cas d'utilisation<\/strong><\/h2>\n

      Compte tenu de l'ampleur de l'utilisation par Nissan de la solution myElefant et de la gamme croissante de sc\u00e9narios de relation client, myElefant et Nissan ont choisi de connecter myElefant \u00e0 la plateforme Adobe Campaign utilis\u00e9e par Nissan Europe.<\/p>\n

      Cette connexion pr\u00e9sente de nombreux avantages, notamment :<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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      • Utilisation de listes dynamiques et segment\u00e9es dans Nissan CRM. Cela signifie que vous n'avez plus besoin de t\u00e9l\u00e9charger vos bases de donn\u00e9es clients sur notre plateforme<\/li>\n
      • Chargement des donn\u00e9es de performance de la campagne myElefant directement dans Adobe Campaign pour tirer parti de toute la finesse analytique fournie par myElefant<\/li>\n
      • Distribution automatique des campagnes. Cela vous permet d'automatiser l'envoi de communications tout au long du cycle de vie du client<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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        \"Image<\/p>\n

        Cette connexion a permis de mettre en place un premier sc\u00e9nario qui automatise l'envoi d'un SMS pour indiquer la concession la plus proche pour tous les candidats au test. (voir photo ci-dessus)<\/p>\n

        La messagerie au coeur de l'innovation<\/strong><\/h2>\n

        Vers des campagnes pr\u00e9dictives\u2026<\/strong><\/h3>\n

        En 2019, et toujours soucieux d'am\u00e9liorer la pertinence de ses contenus, Nissan pr\u00e9voit de faire passer ses campagnes Rich SMS au niveau sup\u00e9rieur en les rendant ultra-personnelles. La connexion CRM, associ\u00e9e aux analyses effectu\u00e9es par le fournisseur de services de marketing pr\u00e9dictif de Nissan, permettra \u00e0 l'avenir de cr\u00e9er des mod\u00e8les de campagne dynamiques et personnalis\u00e9s.<\/p>\n

        A la pointe de l'innovation<\/strong><\/h3>\n

        Parall\u00e8lement \u00e0 ces campagnes Rich SMS et en constante recherche d'innovation, myElefant, partenaire de Google RCS, a approch\u00e9 les \u00e9quipes de Nissan pour leur pr\u00e9senter ce nouveau canal de messagerie mobile !<\/p>\n

        Satisfait de l'exp\u00e9rience myElefant, renforc\u00e9e par le partenariat Google, Nissan a imm\u00e9diatement adopt\u00e9 ce nouveau format.<\/p>\n

        Cette collaboration a conduit au d\u00e9veloppement d'un cas d'usage \u00ab aftermarket \u00bb, un pilote pr\u00e9sent\u00e9 au Mobile World Congress 2018, qui permet aujourd'hui \u00e0 Nissan de se positionner comme un pionnier de la messagerie mobile.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"

        Nissan x myElefant : cr\u00e9er une strat\u00e9gie de messagerie mobile pour chaque \u00e9tape du parcours client L'entreprise japonaise, presque centenaire, est l'une des plus grandes\u2026<\/p>","protected":false},"author":22,"featured_media":16870,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343,884],"tags":[53,49,833,31,50,128,40,39,840,119,110,45,846,64,125],"class_list":{"0":"post-16866","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"category-sms","9":"tag-archivia-chat-whatsapp","10":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp-e-possibile-inviare-messaggi-whatsapp-che-si-autodistruggono-dopo-24-ore-utilizzando-funzione","11":"tag-how-to-set-up-auto-reply-for-whatsapp-guide-for-2020","12":"tag-free-whatsapp-bulk-sender","13":"tag-come-archiviare","14":"tag-custom-message","15":"tag-da-android-su-iphone","16":"tag-da-iphone-su-android","17":"tag-google","18":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp","19":"tag-marketing","20":"tag-messaggi-whatsapp-eliminati","21":"tag-telegram","22":"tag-whatsapp-virus","23":"tag-whatsapp-web"},"yoast_head":"\nNissan x myElefant strategia messaggistica<\/title>\n<meta name=\"description\" content=\"Nissan x myElefant:creazione di una strategia di messaggistica mobile per ogni passaggio del percorso del cliente. 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