{"id":25394,"date":"2017-05-11T14:24:56","date_gmt":"2017-05-11T14:24:56","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25394"},"modified":"2017-05-11T14:24:56","modified_gmt":"2017-05-11T14:24:56","slug":"restaurer-confiance-envers-marques-dassurance-utopie","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/restaurer-confiance-envers-marques-dassurance-utopie\/","title":{"rendered":"Restaurer la confiance envers les marques d&rsquo;assurance\u00a0: une utopie\u00a0?"},"content":{"rendered":"<p>Les Fran\u00e7ais n\u2019aiment pas leurs assureurs et leurs banquiers qui leur rendent bien\u00a0: au-del\u00e0 du lieu commun \u2013 il est toujours de bon ton de taper sur ceux qui g\u00e8rent nos sous ou que l\u2019on paie pour des services qu\u2019on esp\u00e8re, ils ne nous rendront pas \u2013, on constate <em>\u00ab une indiff\u00e9rence croissante de la part des Fran\u00e7ais envers les marques \u00bb<\/em> d&rsquo;assurance, constate de Philippe Le Magueresse d&rsquo;Opinionway, qui effectue tous les ans un bilan complet d&rsquo;image des principaux acteurs du secteur. A cela s&rsquo;ajoute la mise en \u0153uvre de la loi Hamon qui permet \u00e0 tout un chacun de se d\u00e9sengager \u00e0 tout instant\u00a0: bref, les perspectives semblent bien sombres !<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg\"><img data-attachment-id=\"25395\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/restaurer-confiance-envers-marques-dassurance-utopie\/mefiance\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?fit=640%2C640\" data-orig-size=\"640,640\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"M\u00e9fiance\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?fit=300%2C300\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?fit=640%2C640\" loading=\"lazy\" class=\"size-medium wp-image-25395 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?resize=300%2C300\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?resize=300%2C300 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?resize=150%2C150 150w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?resize=600%2C600 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?resize=550%2C550 550w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?resize=500%2C500 500w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?w=640 640w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Finie l&rsquo;\u00e9poque des promesses fortes et des discours enchanteurs, les marques doivent restaurer la confiance ; <em>\u00ab une confiance qui passe par une relation au quotidien \u00bb<\/em>, selon cet expert.<\/p>\n<p>A d\u00e9faut, jamais les conducteurs n&rsquo;accepteront de communiquer leurs donn\u00e9es de conduite automobile ou de laisser les compagnies consulter celles issues de leurs objets connect\u00e9s.<\/p>\n<p>Pour un diagnostic approfondi, le <a href=\"http:\/\/www.cerclelab.com\/conferences\/1748-2017-03-29-mati-confiance-assurance.html\">LAB<\/a> invite le jeudi 18 mai Philippe Le Magueresse pour nous expliquer comment \u00e9volue aujourd&rsquo;hui la confiance des consommateurs dans les marques d&rsquo;assurance \u2013 et comment la restaurer.<\/p>\n<p>S&rsquo;en suivra une table-ronde r\u00e9unissant :<\/p>\n<ul>\n<li>Emmanuel Chazalet, Responsable Communication Externe, AG2R La Mondiale,<\/li>\n<li>Philippe Lucas, Directeur G\u00e9n\u00e9ral de Wellcom, sp\u00e9cialiste des relations publiques et des marques<\/li>\n<li>Jean Wattin-Aaugouard, journaliste \u00e0 la Revue des Marques<\/li>\n<li>Constance Wible, Responsable Communication Groupe, MACSF Assurances<\/li>\n<\/ul>\n<p>Ouverture de la Table Ronde : Nathalie Lemesle, Expert RH dans la mode et la cr\u00e9ation, Directrice de Adeid\u00e9es, auteur de l&rsquo;Or Rouge du XXIe si\u00e8cle.<\/p>\n<p>Pour s\u2019inscrire, c\u2019est <a href=\"http:\/\/www.cerclelab.com\/conferences\/1748-2017-03-29-mati-confiance-assurance.html\">ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les Fran\u00e7ais n\u2019aiment pas leurs assureurs et leurs banquiers qui leur rendent bien\u00a0: au-del\u00e0 du lieu commun \u2013 il est toujours de bon ton de taper sur ceux qui g\u00e8rent nos sous ou que l\u2019on paie pour des services qu\u2019on esp\u00e8re, ils ne nous rendront&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[130],"tags":[265,161,191],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - 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Et les grands perdants sont \u2026 les marques\u00a0! Face \u00e0 une telle situation, bon nombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de survie\u00a0: comment pr\u00e9server \u2013 ou\u2026","rel":"","context":"Dans &quot;Demain l\u2019assurance&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/LB.jpg?fit=435%2C372&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26440,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/philippe-rondeau-et-la-grande-rebellion-des-consommateurs\/","url_meta":{"origin":25394,"position":2},"title":"Philippe Rondeau et la grande r\u00e9bellion des consommateurs","date":"17 mai 2021","format":"gallery","excerpt":"Le marketing a trop souvent consid\u00e9r\u00e9 les consommateurs comme des cibles taillables \u00e0 merci, pourvu qu\u2019on leur propose des produits et\/ou services \u00e0 peu pr\u00e8s adapt\u00e9s \u00e0 leurs besoin \u2026 sauf qu\u2019aujourd\u2019hui, \u00e7a marche de moins en moins \u2013 voire plus du tout selon les populations \u00e0 qui on s\u2019adresse\u00a0:\u00a0la\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/05\/Phillippe-Rondeau-27-03-12-41.jpg?fit=600%2C600&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25710,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/marques-de-lattachement-a-la-defiance\/","url_meta":{"origin":25394,"position":3},"title":"Marques : de l\u2019attachement \u00e0 la d\u00e9fiance","date":"12 avril 2018","format":"gallery","excerpt":"La rumeur court que chez un grand op\u00e9rateur de la t\u00e9l\u00e9vision, existe une salle capitonn\u00e9e o\u00f9 les clients m\u00e9contents peuvent de d\u00e9fouler ; bien s\u00fbr, ce n\u2019est qu\u2019une rumeur mais \u2026 Le marketing \u00ab traditionnel \u00bb parle \u2013 bien au-del\u00e0 de la satisfaction client \u2013 de confiance, d\u2019attachement \u00e0 la\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?fit=1200%2C799&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26443,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/georges-edouard-dias-et-la-grande-rebellion-des-consommateurs\/","url_meta":{"origin":25394,"position":4},"title":"Georges-Edouard Dias et la grande r\u00e9bellion des consommateurs","date":"25 mai 2021","format":"gallery","excerpt":"Le marketing a trop souvent consid\u00e9r\u00e9 les consommateurs comme des cibles taillables \u00e0 merci, pourvu qu\u2019on leur propose des produits et\/ou services \u00e0 peu pr\u00e8s adapt\u00e9s \u00e0 leurs besoin \u2026 sauf qu\u2019aujourd\u2019hui, \u00e7a marche de moins en moins \u2013 voire plus du tout selon les populations \u00e0 qui on s\u2019adresse\u00a0:\u00a0la\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/05\/Dias.jpeg?fit=1062%2C708&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26008,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls\/","url_meta":{"origin":25394,"position":5},"title":"Des gentils Bisounours aux vilains Trolls","date":"23 septembre 2019","format":"gallery","excerpt":"Il y avait bien d\u00e9j\u00e0 eu un 1er travail de sape d\u00e8s 1976 avec le lancement des Produits Libres par Carrefour\u00a0: d\u00e9sormais, ce n\u2019est la marque du fabricant qui cautionne le produit, mais l\u2019enseigne qui le distribue. Il y avait bien eu aussi une alerte \u00e0 la fin des ann\u00e9es\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/09\/P1500770.jpg?fit=538%2C480&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25394"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25394"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25394\/revisions"}],"predecessor-version":[{"id":25396,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25394\/revisions\/25396"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25395"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25394"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}