Juste un petit poste pour vous parler d'un article qui m'a beaucoup intéressé:Développement durable, un enjeu encore très produit, très corporate
En effet, je suis depuis déjà un moment un fervent défenseur du développement durable, car je pense qu'il constitue une nécessité pour notre planète mais aussi une opportunité pour affirmer une marque, et se différencier de la concurrence.
Un article permettant d'illustrer certains cas d'entreprise, mais aussi j'ai apprécié particulièrement l'intervention de Pierre Volle, directeur du master distribution et relation client, dont j'ai été l'élève il y a quelques mois de cela. Voici son avis sur comment le développement durable va impacter la stratégie de relation client d'une entreprise.
"Les enjeux du développement durable trouveront-ils demain une traduction concrète dans le marketing relationnel ? « Sans aucun doute, répond Pierre Volle responsable du Master Distribution et Relation Client, à l’Université Paris-Dauphine, mais on ignore encore de quelle façon ! » Pour lui, ce n’est pas nécessairement une question d’évolution des supports de la relation client. « Le développement durable ne sera probablement pas une menace, par exemple, pour le papier, tant qu’il restera adapté à certains types de messages et de communication, estime-t-il. Au-delà, les consommateurs vont-ils attendre des marques qu’elles fassent preuve d’une économie de moyens, quel que soit le média, pour faire consommer ? La question est bien sûr ouverte, mais on peut noter que les consommateurs déclarent déjà être trop exposés à la publicité, alors qu’ils ne la rejettent pas dans les faits et l’intègrent dans leurs critères d’achat. » Sur le court terme, Pierre Volle n’exclut pas que la recherche de simplicité portée par le développement durable nuise d’abord aux mécaniques trop complexes. « Sur certaines opérations ou programmes, on constate que la multiplication des boucles entraînent 4 ou 5 rebonds entre différents médias, des restrictions de date ou des conditions d’usages, observe l’expert de la relation client. Ces offres sont-elles encore compréhensibles par les cibles ? »"
En bref, il reste beaucoup d'encre à couler afin d'établir dans quels mesures ont peu incorporer le développement durable avec une stratégie de relation client. En tout cas, j'essayerai dès que j'en aurai l'occasion d'écrire sur ce blog mon avis et mes idées sur ce sujet.
J'ai vraiment tendance à penser que les entreprises, si elles souhaitent communiquer sur des thématiques de Développement Durable ....vont devoir le faire avec un maximum de transparence car le Greenwashing est dénoncé et décrié sur le net....ce qui dérange toujours les entreprises et autres marques, lorsque des papiers négatifs circulent sur elles.
ReplyDeleteAu final, donc, pas certain que le DD soit un des enjeux clé de 2008 pour l'entreprise...je crois plutot que c'est un des enjeux clés pour les citoyens et nos sociétés.
Pour l'instant, au niveau des entreprises, en dehors des opérations de greenwashing, il n'y a rien et, si une entreprise fait vraiment du DD, je pense que la communication se fait naturellement, sans rajouts d'artifice de com.
Car, soyons réaliste, il est possible et souhaitable de faire émerger une éco économie (cf les différents livres de Lester Brown) mais on ne peut pas faire non plus n'importe quoi.
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