{"id":21246,"date":"2025-11-07T11:33:56","date_gmt":"2025-11-07T09:33:56","guid":{"rendered":"https:\/\/thom.eu\/?p=21246"},"modified":"2025-11-07T11:33:57","modified_gmt":"2025-11-07T09:33:57","slug":"crm-loutil-le-plus-sous-exploite-du-marketing-wallon","status":"publish","type":"post","link":"https:\/\/thom.eu\/be-fr\/resources\/articles\/crm-loutil-le-plus-sous-exploite-du-marketing-wallon\/","title":{"rendered":"CRM : l\u2019outil le plus sous-exploit\u00e9 du marketing wallon"},"content":{"rendered":"\n<section class=\"mc mc_scheme-white\" id=\"block_eb73d5a7ddb1033cd082c9c6cf1ddb79\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <p style=\"text-align: left;\"><strong>Votre CRM dort ? Il pourrait pourtant devenir votre meilleur commercial.<\/strong><\/p>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">En Wallonie, de nombreuses entreprises disposent d\u2019un CRM. Mais combien l\u2019utilisent r\u00e9ellement comme un <strong>moteur de performance et de croissance<\/strong> ?<br \/>\nTrop souvent, l\u2019outil se limite \u00e0 une base de donn\u00e9es de contacts, d\u00e9pourvue de strat\u00e9gie d\u2019activation ou de vision client unifi\u00e9e.<br \/>\nPourtant, un <strong>CRM bien exploit\u00e9 peut devenir un pilier de la performance marketing et commerciale<\/strong>, en unifiant les \u00e9quipes, en orchestrant les campagnes et en renfor\u00e7ant la relation client \u00e0 chaque \u00e9tape du parcours.<\/p>\n<p>&nbsp;<\/p>\n<h5 style=\"text-align: left;\"><strong>1. Le constat : un CRM encore per\u00e7u comme un simple fichier de contacts<\/strong><\/h5>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Dans de nombreuses organisations wallonnes, qu\u2019il s\u2019agisse de PME, d\u2019institutions publiques ou d\u2019acteurs B2B, le CRM est principalement <strong>per\u00e7u comme un outil administratif<\/strong>.<br \/>\nIl sert \u00e0 enregistrer des coordonn\u00e9es, \u00e0 suivre quelques interactions ou \u00e0 diffuser des campagnes ponctuelles, sans r\u00e9elle logique d\u2019exploitation strat\u00e9gique.<\/p>\n<p style=\"text-align: left;\">Les constats sont r\u00e9currents :<\/p>\n<ul style=\"text-align: left;\">\n<li><strong>Donn\u00e9es clients incomplets<\/strong> ou obsol\u00e8tes<\/li>\n<li><strong>Segmentation limit\u00e9e<\/strong> ou inexistante<\/li>\n<li><strong>Absence de coordination<\/strong> entre les \u00e9quipes marketing, commerciales et service client<\/li>\n<\/ul>\n<p style=\"text-align: left;\"><strong>R\u00e9sultat<\/strong> : le <strong>CRM devient une base de donn\u00e9es statique<\/strong>, souvent qualifi\u00e9e d\u2019\u00ab Excel am\u00e9lior\u00e9 \u00bb, <strong>d\u00e9connect\u00e9e des enjeux business<\/strong>.<br \/>\nCette sous-utilisation ne refl\u00e8te pas un manque d\u2019int\u00e9r\u00eat, mais plut\u00f4t une absence de vision et de gouvernance claire.<br \/>\nUn outil, m\u00eame performant, ne g\u00e9n\u00e8re pas de valeur sans objectifs d\u00e9finis, processus \u00e9tablis et adoption collective.<\/p>\n<p>&nbsp;<\/p>\n<h5 style=\"text-align: left;\"><strong>2. Le potentiel : du stockage de donn\u00e9es \u00e0 leur activation<\/strong><\/h5>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Le <strong>CRM peut pourtant jouer un r\u00f4le central dans la croissance d\u2019une entreprise<\/strong>. Bien utilis\u00e9, il devient un v\u00e9ritable <strong>centre de pilotage de la relation client<\/strong>.<\/p>\n<p style=\"text-align: left;\">Ses b\u00e9n\u00e9fices sont multiples :<\/p>\n<ul style=\"text-align: left;\">\n<li><strong>Centralisation et enrichissement de la connaissance client<\/strong><\/li>\n<li><strong>Ciblage et segmentation pr\u00e9cis<\/strong> selon les besoins et comportements<\/li>\n<li><strong>Automatisation de campagnes d\u2019activation, de fid\u00e9lisation et de cross-sell<\/strong><\/li>\n<li><strong>Vision client 360\u00b0<\/strong> partag\u00e9e par toutes les \u00e9quipes<\/li>\n<\/ul>\n<p style=\"text-align: left;\">La v\u00e9ritable valeur d\u2019un CRM r\u00e9side dans la transition entre la\u00a0<strong>collecte<\/strong>\u00a0et\u00a0<strong>l\u2019activation<\/strong>\u00a0des donn\u00e9es.<br \/>\nTant que l\u2019information reste statique, elle ne produit aucun impact.<br \/>\nMais lorsqu\u2019elle devient dynamique, contextualis\u00e9e et exploit\u00e9e dans les bons parcours, elle se transforme en un levier concret de performance commerciale et marketing.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h5 style=\"text-align: left;\"><strong>3. La m\u00e9thode : Strat\u00e9gie, Technologie, Adoption<\/strong><\/h5>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Le succ\u00e8s d\u2019un projet CRM<\/strong> ne d\u00e9pend pas de la solution choisie, mais de la mani\u00e8re dont elle s\u2019<strong>int\u00e8gre dans l\u2019organisation.<\/strong><br \/>\nChez The House of Marketing, trois piliers se r\u00e9v\u00e8lent syst\u00e9matiquement d\u00e9terminants.<\/p>\n<p style=\"text-align: left;\">\n<p>&nbsp;<\/p>\n<h6 style=\"text-align: left;\"><strong>3.1. La strat\u00e9gie<\/strong><\/h6>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>D\u00e9finir les objectifs<\/strong> du CRM est la premi\u00e8re \u00e9tape. S\u2019agit-il d\u2019am\u00e9liorer la conversion, de renforcer la fid\u00e9lisation ou d\u2019accro\u00eetre la valeur client ?<br \/>\nSans orientation strat\u00e9gique claire, l\u2019outil reste une base de donn\u00e9es sans impact business.<\/p>\n<h6><\/h6>\n<p>&nbsp;<\/p>\n<h6 style=\"text-align: left;\"><strong>3.2. La technologie<\/strong><\/h6>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Le <strong>choix de la plateforme doit r\u00e9pondre \u00e0 des besoins pr\u00e9cis<\/strong>. Salesforce, HubSpot ou d\u2019autres solutions offrent une puissance consid\u00e9rable, \u00e0 condition d\u2019\u00eatre connect\u00e9es aux autres briques du syst\u00e8me marketing et commercial.<br \/>\nUn <strong>CRM isol\u00e9, non int\u00e9gr\u00e9 \u00e0 l\u2019\u00e9cosyst\u00e8me digital, perd l\u2019essentiel de sa valeur<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h6 style=\"text-align: left;\"><strong>3.3. L\u2019adoption<\/strong><\/h6>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Le <strong>facteur humain demeure la cl\u00e9<\/strong>.<br \/>\nLe CRM doit \u00eatre per\u00e7u non comme une contrainte, mais comme un levier op\u00e9rationnel utile au quotidien.<br \/>\nLes utilisateurs doivent en comprendre l\u2019int\u00e9r\u00eat, b\u00e9n\u00e9ficier d\u2019une formation adapt\u00e9e et \u00eatre impliqu\u00e9s d\u00e8s la conception.<br \/>\nUne <strong>adoption progressive, soutenue par des cas d\u2019usage concrets, garantit la p\u00e9rennit\u00e9 du projet.<\/strong><\/p>\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n<section class=\"mc mc_scheme-denim\" id=\"block_c37c028f569499b2e248714c42c896a2\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <p>The House of Marketing accompagne les entreprises dans cette transformation, de la d\u00e9finition de la strat\u00e9gie CRM \u00e0 la mise en \u0153uvre op\u00e9rationnelle sur Salesforce, HubSpot et d\u2019autres plateformes.<br \/>\nQuelle que soit la technologie choisie, nos \u00e9quipes disposent de l\u2019expertise n\u00e9cessaire pour concevoir, activer et faire adopter la solution la plus adapt\u00e9e \u00e0 chaque organisation.<br \/>\nUn CRM ne se limite pas \u00e0 stocker des contacts : il permet de cr\u00e9er de la valeur durable.<\/p>\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n<section class=\"mc mc_scheme-white\" id=\"block_ce6df6c61b3485564d23b703042e9d27\">\n  <div class=\"mc__container\">\n    <div class=\"mc__header\">\n              \n\n<h3 class=\"heading heading_as-h3\">\n  \n<\/h3>\n      \n              \n\n\n<div class=\"text text_default-500\" >\n  <h5 style=\"text-align: left;\"><strong>4. Par o\u00f9 commencer ? Quelques leviers pragmatiques<\/strong><\/h5>\n<p>&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li>Identifier un\u00a0<strong>cas d\u2019usage prioritaire<\/strong>, tel qu\u2019une campagne de r\u00e9activation ou une relance post-achat<\/li>\n<li><strong>Nettoyer et structurer les donn\u00e9es<\/strong>\u00a0avant toute automatisation<\/li>\n<li><strong>Impliquer les \u00e9quipes<\/strong>\u00a0dans la d\u00e9finition et l\u2019\u00e9volution des processus CRM<\/li>\n<li><strong>Automatiser avec discernement<\/strong>\u00a0: la technologie doit amplifier la relation, sans la d\u00e9shumaniser<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h5 style=\"text-align: left;\"><strong>5. En conclusion : un levier encore largement inexploit\u00e9<\/strong><\/h5>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left;\">Le CRM n\u2019est pas qu\u2019un outil technologique. C\u2019est une <strong>approche strat\u00e9gique qui place la donn\u00e9e au service de la relation client<\/strong>.<br \/>\nDans un contexte o\u00f9 les budgets marketing sont de plus en plus optimis\u00e9s, la <strong>capacit\u00e9 \u00e0 exploiter la donn\u00e9e client devient un avantage concurrentiel majeur<\/strong>.<\/p>\n<p style=\"text-align: left;\">En Wallonie, o\u00f9 la maturit\u00e9 digitale reste variable, les entreprises capables d\u2019activer pleinement leur CRM prendront une avance significative.<br \/>\nTransformer son CRM en moteur de croissance n\u2019est pas une question de taille ou de budget, mais de vision et de m\u00e9thode.<\/p>\n<p style=\"text-align: left;\">Les donn\u00e9es existent d\u00e9j\u00e0. Il ne reste qu\u2019\u00e0 leur donner vie.<\/p>\n\n<\/div>\n          <\/div>\n\n      <\/div>\n<\/section>\n\n\n\n<section class=\"bcta bcta_scheme-white\" id=\"block_014f2b0458c5d1bcb747ebb2d0ed1e6f\">\n  <div class=\"bcta__container\">\n    <div class=\"bcta__inner\">\n      <svg class=\"bcta__logo\"\n        width=\"124\"\n        height=\"128\"\n        viewBox=\"0 0 124 128\"\n        fill=\"none\"\n        xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M113.189 137.969C114.14 142.166 114.037 148.058 120.637 146.59C126.409 145.308 124.278 140.098 123.616 136.398C119.25 112.478 118.154 88.8474 129.098 66.1473C130.257 63.7284 131.457 61.3302 132.636 58.9321L124.547 50.6211C109.858 78.1176 106.258 107.206 113.189 137.99V137.969Z\"\n          fill=\"currentColor\" \/>\n        <path d=\"M55.8596 94.0354C58.694 63.7893 67.5901 35.5899 83.8721 8.73437L76.3001 0.960938C75.576 1.87059 74.4174 3.68991 73.6105 5.09574C47.8117 49.5449 38.8949 96.8057 47.7704 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fill=\"currentColor\" \/>\n      <\/svg>\n\n      <div class=\"bcta__content\">\n                  \n\n<h3 class=\"heading heading_as-h6 bcta__content-title\">\n  Et si votre CRM devenait votre meilleur commercial ?\n<\/h3>\n        \n              <\/div>\n\n      <div class=\"bcta__buttons\">\n                  \n\n\n<a class=\"button button_variant-primary button_scheme-light\" href=\"https:\/\/thom.eu\/be-fr\/contact\/\" target=\"\">\n  \n      <span class=\"button__label\">Contact<\/span>\n  \n  <\/a>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"experts experts_scheme-denim\"\n  id=\"block_521dd7e4104a5cbb2207c8a95a62ecc8\"\n  data-experts>\n  <div class=\"experts__container\">\n    <div class=\"experts__header\">\n              \n\n<h3 class=\"heading heading_as-h3 experts__header-title\">\n  \n<\/h3>\n      \n      \n<div class=\"navigation\">\n  <button class=\"navigation__button prev\">\n    \n<div class=\"icon \" 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<\/div>\n\n                \n                                                                            <ul class=\"experts__expert-expertise\">\n                                                  <li class=\"experts__expert-expertise-item\">\n                            \n\n\n<span class=\"text text_default-500\" >\n  Marketing Strategy\n<\/span>\n                          <\/li>\n                                                  <li class=\"experts__expert-expertise-item\">\n                            \n\n\n<span class=\"text text_default-500\" >\n  Marketing Digital \n<\/span>\n                          <\/li>\n                                                  <li class=\"experts__expert-expertise-item\">\n                            \n\n\n<span class=\"text text_default-500\" >\n  Marketing Automation\n<\/span>\n                          <\/li>\n                                                  <li class=\"experts__expert-expertise-item\">\n                            \n\n\n<span 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Coaching\n<\/span>\n                          <\/li>\n                                              <\/ul>\n                                                                                                                                  \n                              <\/div>\n            <\/li>\n                  <\/ul>\n      <\/div>\n\n      <div class=\"experts__slider-scrollbar\">\n        <div class=\"experts__slider-scrollbar-inner\"><\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":21242,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[76],"acf":[],"_links":{"self":[{"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/posts\/21246"}],"collection":[{"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/comments?post=21246"}],"version-history":[{"count":14,"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/posts\/21246\/revisions"}],"predecessor-version":[{"id":21260,"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/posts\/21246\/revisions\/21260"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/media\/21242"}],"wp:attachment":[{"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/media?parent=21246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thom.eu\/be-fr\/wp-json\/wp\/v2\/categories?post=21246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}