{"id":5192,"date":"2026-04-10T17:00:13","date_gmt":"2026-04-10T16:00:13","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=5192"},"modified":"2026-04-10T17:00:15","modified_gmt":"2026-04-10T16:00:15","slug":"club-med-crm","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/club-med-crm\/","title":{"rendered":"Club Med &amp; CRM : apporter autonomie et puissance aux \u00e9quipes locales"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a2fc2b14a73b\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Comment Club Med donne aux \u00e9quipes locales la puissance CRM de la centrale<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Cas d&rsquo;usages de la plateforme imagino par Club Med                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b14d857\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>37 march\u00e9s. Des \u00e9quipes marketing aux profils tr\u00e8s h\u00e9t\u00e9rog\u00e8nes. Certaines d\u00e9di\u00e9es \u00e0 100% au CRM, d&rsquo;autres qui y consacrent 30% de leur temps entre deux autres priorit\u00e9s. Et pourtant, une seule exigence : que chaque march\u00e9 puisse envoyer des communications pertinentes, personnalis\u00e9es, sans d\u00e9pendre d&rsquo;une \u00e9quipe technique.<\/p>\n<p><strong>C&rsquo;est le d\u00e9fi que <a href=\"https:\/\/www.clubmed.fr\/\" target=\"_blank\" rel=\"noopener\">Club Med<\/a> a d\u00e9cid\u00e9 de relever en offrant \u00e0 ces \u00e9quipes la <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">Customer Engagement Platform d\u2019imagino<\/a>, qui s&rsquo;adapte \u00e0 la r\u00e9alit\u00e9 de chacune.<\/strong><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b14dd53\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Global vs local, le choix de plateforme de Club Med<\/h2>\n<p>Quand on op\u00e8re dans 37 pays, la question se pose in\u00e9vitablement : une plateforme CRM unique pour tout le monde, ou des instances s\u00e9par\u00e9es par g\u00e9ographie pour plus de flexibilit\u00e9 locale ?<\/p>\n<p>Club Med a tranch\u00e9 pour la plateforme unique \u00e0 la condition qu&rsquo;elle soit capable de g\u00e9rer les deux cas de figure. D&rsquo;un c\u00f4t\u00e9, des cas d&rsquo;usage ultra-complexes trait\u00e9s en centrale, comme les e-mails transactionnels enti\u00e8rement personnalis\u00e9s, les triggers automatiques ou encore la gestion multilingue \u00e0 grande \u00e9chelle. De l&rsquo;autre, des marketeurs en local qui ont besoin de cr\u00e9er des campagnes pertinentes sans \u00e9crire une ligne de code.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b14e133\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--purple\"><cite>\u00ab Il fallait trouver un outil qui soit tr\u00e8s user friendly pour faire des choses assez avanc\u00e9es en local, mais tr\u00e8s facilement, et qui permette en m\u00eame temps de g\u00e9rer nos cas d&rsquo;usage tr\u00e8s complexes en central. \u00bb<\/cite><\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\"><a href=\"https:\/\/www.linkedin.com\/in\/julie-jonard-04b7b0130\/\" target=\"_blank\" rel=\"noopener\">Julie Jonard<\/a>, Responsable CRM &amp; Online M\u00e9dia, Club Med<\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b14e71c\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>La d\u00e9pendance \u00e0 la technique, un blocage pour les \u00e9quipes locales<\/h2>\n<p>Avant imagino, personnaliser une campagne en local impliquait de d\u00e9multiplier les communications. Sans template builder connect\u00e9 \u00e0 la donn\u00e9e, sans acc\u00e8s direct aux scores d&rsquo;IA, la seule fa\u00e7on d&rsquo;adresser le bon message \u00e0 la bonne personne \u00e9tait de cr\u00e9er autant de variantes de campagne que de profils cibles. C\u2019\u00e9tait chronophage, peu scalable et inaccessible pour des \u00e9quipes non techniques.<\/p>\n<p><strong>Les niveaux de personnalisation restaient ainsi r\u00e9serv\u00e9s aux \u00e9quipes centrales qui avaient les profils techniques pour les mettre en \u0153uvre.<\/strong> Les march\u00e9s locaux travaillaient avec des communications moins cibl\u00e9es, non par manque de volont\u00e9, mais par manque d&rsquo;outils adapt\u00e9s.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Une donn\u00e9e pr\u00eate, mais pas encore \u00e0 la port\u00e9e des marketeurs<\/h2>\n<p>Club Med avait d\u00e9j\u00e0 fait le travail de <a href=\"https:\/\/imagino.com\/fr\/resource\/blog-de-la-fragmentation-a-lunification-reprenez-le-controle-de-vos-donnees-clients\/\">r\u00e9unification et consolidation de la donn\u00e9e<\/a> en amont. Toutes les donn\u00e9es clients (navigation, r\u00e9servations, scores d&rsquo;IA d\u00e9velopp\u00e9s en interne, historique de fid\u00e9lit\u00e9) sont centralis\u00e9es et unifi\u00e9es dans Google Cloud Platform (BigQuery). Une source unique, propre et exploitable.<\/p>\n<p>Ce qu&rsquo;il manquait, c&rsquo;\u00e9tait <strong>une brique capable de se brancher simplement \u00e0 cet \u00e9cosyst\u00e8me et de mettre cette donn\u00e9e entre les mains des \u00e9quipes m\u00e9tier<\/strong> sans passer par l&rsquo;IT \u00e0 chaque nouveau besoin.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b14e984\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"\"><cite>\u00ab On avait besoin d&rsquo;un outil flexible, agile, qui nous permette tr\u00e8s facilement de capitaliser sur les nouveaux produits IA et sur toute la donn\u00e9e client que l&rsquo;on a. \u00bb<\/cite><\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">Julie Jonard.<\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b14ee27\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>C&rsquo;est pr\u00e9cis\u00e9ment ce que permet <strong>l&rsquo;approche z\u00e9ro copie d&rsquo;imagino : streamer la donn\u00e9e directement depuis BigQuery, sans la dupliquer et sans cr\u00e9er de flux d&rsquo;interface<\/strong>. La donn\u00e9e reste dans GCP, qui est la source de donn\u00e9es unique, et imagino l&rsquo;exploite en temps r\u00e9el pour les campagnes.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-6a2fc2b150699\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <h3>Une personnalisation \u00e0 grande \u00e9chelle accessible par aux \u00e9quipes locales<\/h3>\n<p>Concr\u00e8tement, un marketeur en local peut aujourd&rsquo;hui cr\u00e9er une seule campagne qui affiche automatiquement les 1 \u00e0 3 resorts pour lesquels chaque client a la meilleure app\u00e9tence (avec la photo, le nom du resort dans la bonne langue, les r\u00e8gles commerciales adapt\u00e9es au profil, etc.) le tout en quelques clics et sans code.<\/p>\n<p><strong>Le m\u00eame principe s&rsquo;applique au programme de fid\u00e9lit\u00e9<\/strong> : une campagne unique qui est personnalis\u00e9e selon le <a href=\"https:\/\/imagino.com\/fr\/resource\/referentiel-client-unique\/\">statut de chaque client<\/a>, d\u00e9ployable sur l&rsquo;ensemble des march\u00e9s sans d\u00e9multiplier les cr\u00e9ations.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<br \/>\n<em><strong>\u00ab En local, c&rsquo;\u00e9tait beaucoup plus chronophage puisque \u00e7a impliquait de d\u00e9multiplier les communications pour avoir la bonne communication \u00e0 chaque client. C&rsquo;est une vraie avanc\u00e9e de pouvoir mettre dans les mains des marketeurs locaux des outils plus puissants pour des communications beaucoup plus pertinentes. \u00bb<\/strong><\/em> Julie Jonard.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-6a2fc2b15069f\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/04\/Club-Med-email-promo-1024x1024.gif\" alt=\"Club Med email promo\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-6a2fc2b151c8b\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item \">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <h2>Et pour la centrale, des cas d&rsquo;usage d&rsquo;une autre complexit\u00e9<\/h2>\n<p>Dans le m\u00eame outil, les \u00e9quipes centrales g\u00e8rent des e-mails transactionnels d&rsquo;un niveau de complexit\u00e9 sup\u00e9rieur. Les confirmations de r\u00e9servation Club Med se font dans une unique campagne qui g\u00e8re toutes les langues, toutes les destinations, tous les types de booking (avec ou sans transport par exemple), les a\u00e9roports, les dates, les options prises, les donn\u00e9es de chaque participant, le tout en temps r\u00e9el, avec une pi\u00e8ce jointe enti\u00e8rement personnalis\u00e9e.<\/p>\n<p><strong>Des communications lues \u00e0 90-95% d&rsquo;ouverture, qui portent aussi un enjeu de revenu direct<\/strong> comme la maximisation des options prises sur place d\u00e8s la confirmation.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate animate__fadeInRight\">\r\n                    <div id=\"img-unify-section-6a2fc2b151c94\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/04\/Club-Med-email-transactionnel-1024x1024.gif\" alt=\"Club Med email transactionnel\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b1522bb\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h3>Des b\u00e9n\u00e9fices visibles<\/h3>\n<p>Le projet est encore en phase de d\u00e9ploiement, mais les premiers b\u00e9n\u00e9fices sont d\u00e9j\u00e0 visibles. Le plus imm\u00e9diat est le gain en autonomie. <strong>Les \u00e9quipes data et marketing travaillent d\u00e9sormais sur la m\u00eame plateforme<\/strong>, ce qui change profond\u00e9ment le quotidien. Ajouter une nouvelle table, cr\u00e9er un agr\u00e9gat ou int\u00e9grer un nouveau score IA d\u00e9velopp\u00e9 en interne se fait maintenant sans ticket IT et sans d\u00e9lai d&rsquo;attente.<\/p>\n<p>La prochaine \u00e9tape sera de brancher l\u2019IA de Club Med \u00e0 la solution pour automatiser davantage les processus de cr\u00e9ation de campagne et permettre aux \u00e9quipes de se concentrer sur ce qui a vraiment de la valeur.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a2fc2b152526\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--purple\"><cite>\u00ab On voit d\u00e9j\u00e0 l&rsquo;autonomie qu&rsquo;ont les \u00e9quipes sur le changement de data model, l&rsquo;int\u00e9gration d&rsquo;une nouvelle table, la cr\u00e9ation d&rsquo;agr\u00e9gats, sans avoir besoin d&rsquo;\u00e9quipes IT ou d&rsquo;experts techniques. \u00bb<\/cite><\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">Julie Jonard.<\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"cta-panel-6a2fc2b152fc1\" class=\"speak-expert-section section-padding\">\r\n    <div class=\"container-large\">\r\n        <div class=\"speak-expert-container u-gradient--pink-purple gradient-vertical swirl-blue-purple-thick\">\r\n            <div class=\"speak-expert-container__img\">\r\n                <div class=\"video-line video-blue-purple-thick\">\r\n                    <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\r\n                        <source type=\"video\/mp4; codecs=hvc1\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\r\n                        <source type=\"video\/webm\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\r\n                    <\/video>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            \r\n            <div class=\"speak-expert-container__text\">\r\n                                    <h2 class=\"tl js-animate animate__fadeIn\">Vous aussi, donnez \u00e0 vos \u00e9quipes locales la puissance de votre centrale.<\/h2>\r\n                \r\n                <!-- button -->\r\n                                        <div class=\"control js-animate animate__fadeInUp\">\r\n                                    <a href=\"https:\/\/imagino.com\/fr\/contactez-nous\/\" target=\"\" class=\"btn--icon-left btn btn--gradient-pink\">\n                        Demandez une d\u00e9mo         <\/a>\n                        <\/div>\r\n                        \r\n                <!--  dropdown -->\r\n                \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Cas client : Club Med permet \u00e0 ses \u00e9quipes locales d\u2019activer des campagnes CRM personnalis\u00e9es \u00e0 grande \u00e9chelle gr\u00e2ce \u00e0 une plateforme unifi\u00e9e. <\/p>\n","protected":false},"featured_media":5196,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-5192","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-articles-de-blog","resources_category-contenus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Club Med &amp; 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