{"id":26387,"date":"2021-03-22T13:23:38","date_gmt":"2021-03-22T13:23:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26387"},"modified":"2021-03-22T13:23:39","modified_gmt":"2021-03-22T13:23:39","slug":"respecter-le-consommateur-avec-alexandre-rispal","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/respecter-le-consommateur-avec-alexandre-rispal\/","title":{"rendered":"Respecter le consommateur, avec Alexandre Rispal"},"content":{"rendered":"\n

Respecter le consommateur : le Club Horizon(s) de l\u2019Adetem<\/a> invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar ; retour sur cette matin\u00e9e avec Alexandre Rispal<\/strong> \u2013 Assurly<\/a>, Insurtech France.<\/p>\n\n\n\n

MarketingIsDead : <\/strong>Pour le marketer, le consommateur reste bien souvent juste une cible : cette posture est-elle encore tenable aujourd\u2019hui ?<\/em><\/p>\n\n\n\n

\"\"<\/a><\/figure><\/div>\n\n\n\n

Alexandre Rispal :<\/strong> Les clients attendent du respect et de l\u2019engagement des marques. Cela passe souvent par des preuves simples : tenir ses promesses, r\u00e9pondre rapidement en cas d’appel client, pr\u00e9venir d’un retard en prenant l’initiative d’un d\u00e9dommagement par exemple. Toutes les publicit\u00e9s et les meilleures technologies ne valent rien si les fondamentaux ne sont pas pr\u00e9sents. Et sans respect des fondamentaux, comment respecter le client ?<\/p>\n\n\n\n

MarketingIsDead : <\/strong>Avec des techniques un peu sauvages comme le Growth Hacking, on ne s\u2019attend pas \u00e0 ce que les startups, de l\u2019assurance ou autres, se montrent tr\u00e8s respectueuses du consommateur \u2026<\/em><\/p>\n\n\n\n

Alexandre Rispal : <\/strong>Faire du Growth Hacking est indispensable pour une startup. Avec un budget limit\u00e9, il faut de la cr\u00e9ativit\u00e9 et de l’agressivit\u00e9 quand les soci\u00e9t\u00e9s n’ont pas les armes classiques et des millions d’euros \u00e0 d\u00e9penser.<\/p>\n\n\n\n

Toutefois, faire du growth hacking sans respecter les r\u00e8gles est court-termiste, sans vision. Faire monter une valorisation en ne respectant pas ses promesses revient \u00e0 manipuler le consommateur. Les soci\u00e9t\u00e9s qui utilisent ces pratiques doivent \u00eatre combattues.<\/p>\n\n\n\n

MarketingIsDead : <\/strong>Aujourd\u2019hui, Insurtech France <\/em>inscrit l\u2019\u00e9thique dans ses statuts : comment cette id\u00e9e s\u2019est-elle n\u00e9cessairement impos\u00e9e \u00e0 votre association ?<\/em><\/p>\n\n\n\n

Alexandre Rispal : <\/strong>Individuellement la majorit\u00e9 des Insurtech se sont lanc\u00e9es et organis\u00e9es pour apporter des b\u00e9n\u00e9fices aux clients en r\u00e9action \u00e0 des pratiques anciennes et souvent discutables. Ainsi la transparence, l\u2019exp\u00e9rience client sont au centre des business models de ces nouveaux acteurs. Insurtech France<\/em> est l’agr\u00e9gation de ces valeurs. L\u2019\u00e9thique est un imp\u00e9ratif et un combat du quotidien qui mobilise les membres d\u2019Insurtech France<\/em>, dans la dur\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"

Respecter le consommateur : le Club Horizon(s) de l\u2019Adetem invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar ; retour sur cette matin\u00e9e avec Alexandre Rispal \u2013 Assurly, Insurtech France. MarketingIsDead : Pour le marketer, le consommateur reste bien souvent juste une cible : cette…<\/p>\n","protected":false},"author":2,"featured_media":25817,"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":[149],"tags":[168,466],"yoast_head":"\nRespecter le consommateur, avec Alexandre Rispal - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/respecter-le-consommateur-avec-alexandre-rispal\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Respecter le consommateur, avec Alexandre Rispal - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Respecter le consommateur : le Club Horizon(s) de l\u2019Adetem invitait r\u00e9cemment 3 experts \u00e0 s\u2019exprimer sur le sujet lors d\u2019un Webinar ; retour sur cette matin\u00e9e avec Alexandre Rispal \u2013 Assurly, Insurtech France. 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