{"id":26961,"date":"2026-09-21T06:58:51","date_gmt":"2026-09-21T06:58:51","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26961"},"modified":"2026-09-21T06:58:51","modified_gmt":"2026-09-21T06:58:51","slug":"interview-de-frederic-canevet-coauteur-de-business-express-suite","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite\/","title":{"rendered":"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite)"},"content":{"rendered":"
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\"\"<\/a><\/figure>\n<\/div>\n\n\n

Question :<\/strong> Le leitmotiv d\u00e9sormais, c\u2019est \u00ab\u00a0Priorit\u00e9 \u00e0 l\u2019action [avec] la m\u00e9thode 90\/30\u00a0\u00bb : ce n\u2019est pas un peu le mal de notre \u00e9poque, on agit vite, tr\u00e8s vite\u2026 mais on oublie un peu de r\u00e9fl\u00e9chir ?<\/em><\/p>\n\n\n\n

Fr\u00e9d\u00e9ric Canevet :<\/strong> C’est justement l’un des principes fondamentaux du livre : dans un monde impr\u00e9visible, il faut remettre l’action au centre.<\/p>\n\n\n\n

C’est \u00e9videmment li\u00e9 \u00e0 ce que nous disions pr\u00e9c\u00e9demment sur le monde BANI. Quand l’environnement peut changer rapidement, il devient beaucoup plus difficile de construire des plans extr\u00eamement d\u00e9taill\u00e9s \u00e0 deux ou trois ans et de penser qu’ils vont se d\u00e9rouler exactement comme pr\u00e9vu.<\/p>\n\n\n\n

Avant de vouloir pr\u00e9dire pr\u00e9cis\u00e9ment ce qui va se passer dans trois ans, essayons d\u00e9j\u00e0 d’atteindre nos objectifs du mois, puis du trimestre, et construisons l\u2019avenir \u00e0 1, 2, 3 ans progressivement.<\/p>\n\n\n\n

L’id\u00e9e n’est pas de trouver une recette miracle. Dans l’environnement actuel, elle n’existe probablement plus.<\/p>\n\n\n\n

L’enjeu est plut\u00f4t de tester, d’agir, d’observer les r\u00e9sultats et d’apprendre.<\/p>\n\n\n\n

Dans le livre, nous d\u00e9fendons cette id\u00e9e que l’action cr\u00e9e le mouvement. On exp\u00e9rimente, on obtient des succ\u00e8s, parfois des \u00e9checs, et surtout on apprend ce qui fonctionne et ce qui ne fonctionne pas. On acc\u00e9l\u00e8re sur ce qui produit des r\u00e9sultats et on abandonne ce qui n’en produit pas.<\/p>\n\n\n\n

Mais attention : cela ne signifie pas qu’il faut partir dans tous les sens, sans plan ni strat\u00e9gie.<\/p>\n\n\n\n

C’est justement une confusion que l’on fait souvent avec le growth hacking ou avec les fameux \u00ab hacks \u00bb. Faire des tests en permanence sans savoir o\u00f9 l’on veut aller peut rapidement devenir de la gesticulation.<\/p>\n\n\n\n

Il faut donc trouver un \u00e9quilibre.<\/p>\n\n\n\n

D’un c\u00f4t\u00e9, il faut privil\u00e9gier l’action, les exp\u00e9rimentations et les r\u00e9sultats rapides.<\/p>\n\n\n\n

De l’autre, il faut avoir une vision et une strat\u00e9gie de long terme qui donnent une direction \u00e0 ces actions.<\/p>\n\n\n\n

C’est d’ailleurs un point que j’avais d\u00e9j\u00e0 d\u00e9velopp\u00e9 dans mon pr\u00e9c\u00e9dent livre consacr\u00e9 au growth hacking. Le growth hacking n’est pas une strat\u00e9gie en soi. Les hacks ne servent \u00e0 rien s’ils ne s’inscrivent pas dans une vision globale.<\/p>\n\n\n\n

Sinon, on r\u00e9pond simplement aux urgences du court terme sans construire quoi que ce soit de durable ou diff\u00e9renciant.<\/p>\n\n\n\n

Je le vois tr\u00e8s concr\u00e8tement dans mon travail chez Eloquant.<\/p>\n\n\n\n

Nous sommes \u00e9diteurs de logiciels pour les centres de contact. Nous pouvons \u00e9videmment communiquer sur l’intelligence artificielle, d\u00e9velopper de nouvelles fonctionnalit\u00e9s et utiliser les m\u00eames canaux marketing que nos concurrents.<\/p>\n\n\n\n

Mais si nous nous contentions de multiplier les hacks marketing, nous pourrions peut-\u00eatre obtenir ponctuellement davantage de visibilit\u00e9 ou de leads.<\/p>\n\n\n\n

En revanche, cela ne r\u00e9pondrait pas \u00e0 une question fondamentale : pourquoi un client devrait-il nous choisir plut\u00f4t qu’un concurrent ?<\/p>\n\n\n\n

La strat\u00e9gie est indispensable pour r\u00e9pondre \u00e0 cette question.<\/p>\n\n\n\n

Elle permet de cr\u00e9er une diff\u00e9renciation.<\/p>\n\n\n\n

Par exemple, nous observons aujourd’hui un int\u00e9r\u00eat croissant pour les neurosciences et pour la dimension humaine de la relation client.<\/p>\n\n\n\n

Et cela n’est pas contradictoire avec l’arriv\u00e9e massive de l’intelligence artificielle. Au contraire.<\/p>\n\n\n\n

Plus les entreprises automatisent les interactions simples, plus les interactions humaines restantes deviennent importantes. Elles seront peut-\u00eatre moins nombreuses, mais elles deviendront des moments de v\u00e9rit\u00e9.<\/p>\n\n\n\n

\u00c0 ce moment-l\u00e0, il ne suffira plus simplement de r\u00e9pondre \u00e0 la demande du client.<\/p>\n\n\n\n

Il faudra \u00eatre capable d’aller au-del\u00e0 : \u00eatre proactif, assurer un suivi, comprendre le contexte, cr\u00e9er une attention particuli\u00e8re et, id\u00e9alement, g\u00e9n\u00e9rer ce que j’appelle un \u00ab effet Wow \u00bb dans le parcours client.<\/p>\n\n\n\n

Voil\u00e0 pourquoi je pense qu’il faut distinguer deux niveaux.<\/p>\n\n\n\n

Le premier est op\u00e9rationnel : agir, tester, apprendre et rechercher rapidement de l’efficacit\u00e9.<\/p>\n\n\n\n

Le second est strat\u00e9gique : prendre de la hauteur, comprendre o\u00f9 l’on veut aller et construire une v\u00e9ritable diff\u00e9renciation.<\/p>\n\n\n\n

Dans notre livre, l’action reste volontairement sur l\u2019action. Nous voulons d’abord aider les lecteurs \u00e0 obtenir leurs premiers r\u00e9sultats.<\/p>\n\n\n\n

C’est important, car les premiers succ\u00e8s cr\u00e9ent une dynamique positive. Ils donnent envie de continuer, permettent d’apprendre et entra\u00eenent progressivement le changement.<\/p>\n\n\n\n

Mais, vers la fin du livre, nous prenons davantage de hauteur.<\/p>\n\n\n\n

Nous travaillons notamment sur la vision, la mission, les personas et la strat\u00e9gie. Nous abordons \u00e9galement la mani\u00e8re d’\u00e9viter de se faire \u00ab Kodakiser \u00bb, d’anticiper les \u00e9volutions de son march\u00e9 et d’optimiser ses processus.<\/p>\n\n\n\n

En r\u00e9alit\u00e9, notre conviction est assez simple : il ne faut pas opposer l’action et la strat\u00e9gie.<\/p>\n\n\n\n

L’action sans strat\u00e9gie finit par tourner dans tous les sens.<\/p>\n\n\n\n

La strat\u00e9gie sans action reste un joli PowerPoint.<\/p>\n\n\n\n

Notre approche consiste donc \u00e0 commencer par agir, obtenir des premiers r\u00e9sultats, apprendre du terrain, puis progressivement prendre de la hauteur pour construire une trajectoire plus solide sur le long terme.<\/p>\n","protected":false},"excerpt":{"rendered":"

Question : Le leitmotiv d\u00e9sormais, c\u2019est \u00ab\u00a0Priorit\u00e9 \u00e0 l\u2019action [avec] la m\u00e9thode 90\/30\u00a0\u00bb : ce n\u2019est pas un peu le mal de notre \u00e9poque, on agit vite, tr\u00e8s vite\u2026 mais on oublie un peu de r\u00e9fl\u00e9chir ? Fr\u00e9d\u00e9ric Canevet : C’est justement l’un des principes fondamentaux du livre :…<\/p>\n","protected":false},"author":2,"featured_media":26962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[149],"tags":[667],"class_list":["post-26961","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-interviews","tag-canevet","post_format-post-format-gallery"],"yoast_head":"\nInterview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - 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=\"http:\/\/consumerinsight.eu\/marketingisdead\/interview-de-frederic-canevet-coauteur-de-business-express-suite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview de Fr\u00e9d\u00e9ric Canevet, coauteur de Business Express (suite) - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Question : Le leitmotiv d\u00e9sormais, c\u2019est \u00ab\u00a0Priorit\u00e9 \u00e0 l\u2019action [avec] la m\u00e9thode 90\/30\u00a0\u00bb : ce n\u2019est pas un peu le mal de notre \u00e9poque, on agit vite, tr\u00e8s vite\u2026 mais on oublie un peu de r\u00e9fl\u00e9chir ? 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