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La strat\u00e9gie de la marque sur les r\u00e9seaux sociaux constitue une premi\u00e8re ligne strat\u00e9gique, \u00e0 la fois pour la communication d&rsquo;entreprise et le service client.<\/p>\n<p>Avant l&rsquo;adoption d&rsquo;Emplifi, la coordination entre les \u00e9quipes communication et service client \u00e9tait tr\u00e8s cloisonn\u00e9e. Lorsqu&rsquo;une publication d\u00e9clenchait un afflux de r\u00e9actions, les transferts entre d\u00e9partements se faisaient en dehors des outils d\u00e9di\u00e9s.<\/p>\n<p>Le d\u00e9fi est devenu urgent lorsque Salesforce a annonc\u00e9 l&rsquo;arr\u00eat de Social Studio. Chronopost avait besoin d&rsquo;un rempla\u00e7ant offrant z\u00e9ro r\u00e9gression et une int\u00e9gration profonde \u00e0 Salesforce.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Avant Emplifi, notre organisation entre la communication et la relation client \u00e9tait, disons, tr\u00e8s manuelle.","quote_author":"Margaux Deblais","quote_author_description":"Responsable des r\u00e9seaux sociaux, Chronopost"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h3>L&rsquo;approche : une plateforme commune, une seule liste de besoins<\/h3>\n<p>La strat\u00e9gie de Chronopost a commenc\u00e9 par une r\u00e9organisation interne afin de d\u00e9finir clairement les p\u00e9rim\u00e8tres de chaque d\u00e9partement. Les conseillers client traitent les demandes de service, tandis que la communication se concentre sur l&rsquo;image de marque.<\/p>\n<p>Plut\u00f4t que de r\u00e9partir le travail entre un outil pour la relation client et un autre pour le marketing, Chronopost a lanc\u00e9 un seul appel d&rsquo;offres centr\u00e9 sur les besoins d\u00e9finis ensemble.<\/p>\n<h3>La solution : Emplifi dans Salesforce, sans aucune r\u00e9gression<\/h3>\n<p>La migration elle-m\u00eame a \u00e9t\u00e9 la preuve par les faits. Le basculement de Social Studio vers Emplifi a pris environ 15 minutes, les agents \u00e9tant pleinement op\u00e9rationnels en moins d&rsquo;une heure.<\/p>\n<ul>\n<li><strong>Mod\u00e9ration unifi\u00e9e.<\/strong> Les messages priv\u00e9s et mentions sur Twitter, Instagram, LinkedIn et les messages o\u00f9 Chronopost n&rsquo;est pas explicitement tagu\u00e9e sont centralis\u00e9s au m\u00eame endroit.<\/li>\n<li><strong>\u00c9tiquetage avanc\u00e9.<\/strong> Les tags cat\u00e9gorisent chaque message par th\u00e8me strat\u00e9gique, sentiment et niveau de crise.<\/li>\n<li><strong>Reconnaissance des contacts.<\/strong> Les identifiants sociaux sont rapproch\u00e9s des fiches contact Salesforce.<\/li>\n<\/ul>\n"},{"acf_fc_layout":"quote","quote":"Lorsque nous avons choisi Emplifi, ce n'\u00e9tait pas strictement pour la gestion de crise. 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L&rsquo;\u00e9quipe est pass\u00e9e d&rsquo;une r\u00e9ponse r\u00e9active aux crises \u00e0 un travail de pr\u00e9vention en amont.<\/p>\n<ul>\n<li><strong>Donn\u00e9es plus pr\u00e9cises.<\/strong> Le reporting qui prenait auparavant une \u00e0 deux heures de relev\u00e9s manuels prend d\u00e9sormais quelques minutes.<\/li>\n<li><strong>Meilleurs signaux CSAT.<\/strong> En repensant ses enqu\u00eates de satisfaction et en \u00e9tendant cette approche \u00e0 X en 2026, Chronopost a nettement am\u00e9lior\u00e9 les notes de ses profils Google.<\/li>\n<li><strong>Coh\u00e9rence de marque.<\/strong> Emplifi est d\u00e9sormais le canal utilis\u00e9 par Chronopost pour la mod\u00e9ration.<\/li>\n<\/ul>\n<h3>Les points cl\u00e9s \u00e0 retenir<\/h3>\n<ul>\n<li>\u00c9couter les utilisateurs et cartographier les parcours avant de choisir l&rsquo;outil.<\/li>\n<li>D\u00e9finir t\u00f4t les p\u00e9rim\u00e8tres de la relation client et de la communication.<\/li>\n<li>Prioriser 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