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De « l’expérience client washing » 
Titre de la présentation 
au processus Intervenant - de date 
CEM 
Grégory Guzzo @greg...
Le marketing a ses modes !
Le green washing 
Le big data washing 
Le responsive washing 
Le customer experience design washing 
L’internet de séjour ...
Mais combien le mettent en oeuvre réellement ?
Le marketing doit changer… et tant mieux non ? 
• (R)évolution marketing ? 
• Ceux qui pensent être le maître des ondes… 
...
La seule vraie (r)évolution est que nous sommes 
passés du discours au dialogue !
La nécessité de l’Expérience Client 
• Banalisation des produits 
• Les consommateurs éliminent les positionnements 
média...
Un consommateur « caméléon » 
« Quand le luxe était la consommation ordinaire 
des gens extraordinaires, il est devenu la ...
Il a besoin de sens ! 
« Il ne suffit plus de satisfaire nos clients, mais il 
faut les ravir à travers une expérience cli...
L’Expérience : une réponse au besoin de sens 
• Passion et émotion prévalent bien souvent à 
l’acte d’achat (Patrick Hetze...
Un enjeu : Monitorer l’Experience Client 
Surprendre le 
consommateur 
(besoin 
d’inattendu, 
facilitation,…) 
Roue 
d’Het...
L’ère de « l’Experience Economy »
L’ère de « l’Experience Economy », dit 
autrement… 
Source : Modèle Pine & Gilmore
L’Expérience client selon Kapferer 
(Source: Ré-inventer les marques) 
INTÉRACTION X PERSONNE X OBJET X 
MOMENT X LIEU = C...
En résumé : 
• Le tourisme est propice aux ruptures… 
• Restez authentiques 
• Appréhendez le client dans sa globalité 
• ...
Plus qu’une campagne de communication, 
l’expérience client est un process précis, pas 
nécessairement couteux, qualitatif...
… et c’est aussi une source de valeur ajoutée 
pour le client comme pour l’entreprise… 
Différenciez vous !
… et gagnez l’amour de vos clients !
Les clients sont prêts à payer pour ce que vous 
êtes, mais ce ne sont pas des …
… et comme disait Audiard : « Le prix s’oublie, la 
qualité reste ! »
Merci ! 
Grégory GUZZO 
gregory.guzzo@valthorens.com 
@gregguzzo 
Merci ! 
Des questions ?
Experience Client "Du marketing experientiel washing au processus de la création d'expérience client" Gregory Guzzo TEDX 1...
Experience Client "Du marketing experientiel washing au processus de la création d'expérience client" Gregory Guzzo TEDX 1...
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Experience Client "Du marketing experientiel washing au processus de la création d'expérience client" Gregory Guzzo TEDX 15 minutes chrono aux 10iemes Rencontres de l'Etourisme de Pau, 2014

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Le marketing a ses modes et invente chaque année de nouveaux concepts…
Après le bidg data washing, le green washing, beaucoup parlent du marketing expérientiel.
Mais le marketing expérientiel, bien plus qu'une simple campagne de communication, répond à un processus précis, pas forcément couteux, mais qui augmente la valeur perçue par le client, et par l'entreprise…

Comment le marketing a été révolutionné ? Comment il évolue ? Comment évoluent nos clients ? Quels sont leurs attentes ?

Résumé des facteurs qui nous conduisent à travailler l'expérience client, les enjeux et les perspectives.

Format 15 minutes chrono, comme un tedx, visant à dépoussiérer le concept et inciter les auditeurs a mettre en place un vrai processus de marketing expérientiel

Published in: Marketing
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Experience Client "Du marketing experientiel washing au processus de la création d'expérience client" Gregory Guzzo TEDX 15 minutes chrono aux 10iemes Rencontres de l'Etourisme de Pau, 2014

  1. 1. De « l’expérience client washing » Titre de la présentation au processus Intervenant - de date CEM Grégory Guzzo @gregguzzo
  2. 2. Le marketing a ses modes !
  3. 3. Le green washing Le big data washing Le responsive washing Le customer experience design washing L’internet de séjour washing !!! Lol Le customer centric washing…
  4. 4. Mais combien le mettent en oeuvre réellement ?
  5. 5. Le marketing doit changer… et tant mieux non ? • (R)évolution marketing ? • Ceux qui pensent être le maître des ondes… • Ceux qui s’interrogent sur les motivations profondes des clients… le H to H • H to H washing ? (non on l’aime bien celui là)
  6. 6. La seule vraie (r)évolution est que nous sommes passés du discours au dialogue !
  7. 7. La nécessité de l’Expérience Client • Banalisation des produits • Les consommateurs éliminent les positionnements médiants • Bipolarisation des marchés • L’avènement des tribus (visions partagées et recommandation) • Segmentation CSP insuffisantes • La marque est un psy ! (cf. Nicolas Riou, Marketing Anatomy)
  8. 8. Un consommateur « caméléon » « Quand le luxe était la consommation ordinaire des gens extraordinaires, il est devenu la consommation extraordinaire des gens ordinaires… » (Bertrand Destailleurs, 4807 Communication)
  9. 9. Il a besoin de sens ! « Il ne suffit plus de satisfaire nos clients, mais il faut les ravir à travers une expérience client différenciante ! » (José Aliel Customer Experience Design)
  10. 10. L’Expérience : une réponse au besoin de sens • Passion et émotion prévalent bien souvent à l’acte d’achat (Patrick Hetzel, Planète Conso) • Les tribus suivent une dialectique d’imitation et de distinction (Michel Maffesoli, Tribus)
  11. 11. Un enjeu : Monitorer l’Experience Client Surprendre le consommateur (besoin d’inattendu, facilitation,…) Roue d’Hetzel Proposer de l’extraordinaire (gigantisme, authenticité, historicisme,…) Stimuler les 5 sens (ludique, intimisme, ambiance,…) Se servir de ce à quoi renvoie la marque (brand culture, état d’esprit qu’elle procure, Créer du lien avec le consommateur (Personnalisation des contacts, reconnaissance, proximité,…) …) Source : Patrick Hetzel, Planète Conso
  12. 12. L’ère de « l’Experience Economy »
  13. 13. L’ère de « l’Experience Economy », dit autrement… Source : Modèle Pine & Gilmore
  14. 14. L’Expérience client selon Kapferer (Source: Ré-inventer les marques) INTÉRACTION X PERSONNE X OBJET X MOMENT X LIEU = Création de sens !
  15. 15. En résumé : • Le tourisme est propice aux ruptures… • Restez authentiques • Appréhendez le client dans sa globalité • Imaginez un produit dans un produit, un service dans un service • Pensez à un moment signature • Définissez un process pour mettre en scène l’expérience
  16. 16. Plus qu’une campagne de communication, l’expérience client est un process précis, pas nécessairement couteux, qualitatif & personnalisé !
  17. 17. … et c’est aussi une source de valeur ajoutée pour le client comme pour l’entreprise… Différenciez vous !
  18. 18. … et gagnez l’amour de vos clients !
  19. 19. Les clients sont prêts à payer pour ce que vous êtes, mais ce ne sont pas des …
  20. 20. … et comme disait Audiard : « Le prix s’oublie, la qualité reste ! »
  21. 21. Merci ! Grégory GUZZO gregory.guzzo@valthorens.com @gregguzzo Merci ! Des questions ?

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