{"id":6049,"date":"2022-03-25T18:00:00","date_gmt":"2022-03-25T18:00:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ca-fr\/?post_type=research-and-insight&#038;p=6049"},"modified":"2025-03-30T08:10:55","modified_gmt":"2025-03-30T08:10:55","slug":"entretien-avec-jean-marie-culpin-chief-marketing-officer-dorange","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/ca-fr\/perspectives\/publications\/entretien-avec-jean-marie-culpin-chief-marketing-officer-dorange\/","title":{"rendered":"Entretien avec Jean-Marie Culpin, Chief Marketing Officer d\u2019Orange"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ca-fr\/wp-content\/uploads\/sites\/21\/2022\/11\/CFT4_Jean-Marie-Culpin-15-1.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Entretien avec Jean-Marie Culpin, Chief Marketing Officer d\u2019Orange<\/h1><\/div><div class=\"inner-row-insight download-btn\"><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ca-fr\/perspectives\/publications\/entretien-avec-jean-marie-culpin-chief-marketing-officer-dorange\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ca-fr\/perspectives\/publications\/entretien-avec-jean-marie-culpin-chief-marketing-officer-dorange\/&amp;text=Entretien avec Jean-Marie Culpin, Chief Marketing Officer d\u2019Orange\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ca-fr\/perspectives\/publications\/entretien-avec-jean-marie-culpin-chief-marketing-officer-dorange\/&amp;text=Entretien avec Jean-Marie Culpin, Chief Marketing Officer d\u2019Orange\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Le Capgemini Research Institute s\u2019est entretenu avec <strong>Jean-Marie Culpin, Chief Marketing Officer, Europe Zone, Orange<\/strong>, sur la mani\u00e8re dont il collabore avec ses clients pour cr\u00e9er des propositions int\u00e9ressantes autour de la 5G, des services financiers et du d\u00e9veloppement durable.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<figure class=\"wp-block-table\"><table><tbody><tr><td><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Conversations-for-Tomorrow-4.pdf\">T\u00e9l\u00e9charger l&#8217;\u00e9tude compl\u00e8te<\/a><\/td><td><a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\">&lt;&lt; Retourner \u00e0 la vue d&#8217;ensemble<\/a><\/td><\/tr><tr><td><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Infographic-Conversations-for-Tomorrow-Edition-4.pdf\">T\u00e9l\u00e9charger l&#8217;infographie<\/a><\/td><td><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/06_Jean-Marie-Culpin.pdf\">T\u00e9l\u00e9charger l&#8217;article<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-une-nouvelle-direction-pour-le-cmo\">UNE NOUVELLE DIRECTION POUR LE CMO<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-comment-le-role-du-cmo-a-t-il-evolue\"><strong>Comment le r\u00f4le du CMO a-t-il \u00e9volu\u00e9 ?<\/strong><\/h3>\n\n\n\n<p>Alors que la vie post-pand\u00e9mique commence \u00e0 prendre forme, on attend des CMO qu\u2019ils aident les organisations \u00e0 comprendre comment les comportements des clients \u00e9voluent.<\/p>\n\n\n\n<p>Une grande partie des investissements des t\u00e9l\u00e9coms consiste \u00e0 moderniser le r\u00e9seau pour fournir de meilleurs services. Nous devons passer du cuivre \u00e0 la fibre, et \u00e9tendre la couverture 5G. Le potentiel est \u00e9norme, mais le marketing doit \u00eatre \u00e0 la fois une lumi\u00e8re directrice et une force motrice pour aider les organisations \u00e0 d\u00e9cider des priorit\u00e9s en mati\u00e8re de d\u00e9penses d\u2019investissement.<\/p>\n\n\n\n<p>En outre, les sp\u00e9cialistes du marketing doivent acqu\u00e9rir des comp\u00e9tences li\u00e9es aux donn\u00e9es. Ils ne sont pas forc\u00e9ment des experts en mati\u00e8re d\u2019algorithmes, mais ils doivent savoir comment fonctionne l\u2019analyse des donn\u00e9es. Plus important encore, ils doivent savoir comment interpr\u00e9ter les r\u00e9sultats et remettre en question les data scientists qui \u00e9crivent les algorithmes. Une collaboration \u00e9troite avec les experts en donn\u00e9es sera essentielle et les personnes comp\u00e9tentes dans ce domaine seront recherch\u00e9es dans les milieux du marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nouvelles-technologies-nouvelles-opportunites\">NOUVELLES TECHNOLOGIES, NOUVELLES OPPORTUNIT\u00c9S<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-comment-pilotez-vous-la-croissance-de-la-clientele-chez-orange\"><strong>Comment pilotez-vous la croissance de la client\u00e8le chez Orange ?<\/strong><\/h3>\n\n\n\n<p>Nous visons \u00e0 stimuler la \u00ab&nbsp;convergence&nbsp;\u00bb \u2013 nous voulons proposer \u00e0 nos clients une offre attrayante qui englobe le mobile, le haut d\u00e9bit fixe, la t\u00e9l\u00e9vision, la consommation \u00e0 la demande et les offres smart-home. Notre ambition est de devenir un \u00ab&nbsp;super agr\u00e9gateur&nbsp;\u00bb, en fournissant \u00e0 nos clients les meilleurs services de divertissement et en soutenant le lancement des offres 5G avec des contenus populaires de r\u00e9alit\u00e9 augment\u00e9e (AR), de r\u00e9alit\u00e9 virtuelle (VR) et de cloud gaming.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-orange-a-ete-un-precurseur-dans-les-services-financiers-mobiles-europeens-quels-avantages-les-clients-en-retirent-ils\"><strong>Orange a \u00e9t\u00e9 un pr\u00e9curseur dans les services financiers mobiles europ\u00e9ens. Quels avantages les clients en retirent-ils ?<\/strong><\/h3>\n\n\n\n<p>Orange Bank a r\u00e9ussi \u00e0 se tailler son propre segment sur le march\u00e9 des n\u00e9obanques et compte aujourd\u2019hui 1,6 million de clients en France et en Espagne. Nous sommes pass\u00e9s d\u2019une approche ax\u00e9e sur le d\u00e9veloppement de la client\u00e8le \u00e0 une approche ax\u00e9e sur la cr\u00e9ation de valeur et la recherche de synergies avec les op\u00e9rateurs de t\u00e9l\u00e9communications, ce qui nous rendra naturellement attractifs pour une client\u00e8le plus large. Et l\u2019entreprise gagne \u00e0 se d\u00e9marquer : alors que la majorit\u00e9 des n\u00e9o-banques ont un mod\u00e8le d\u2019utilisation gratuite, plus de 90 % des nouveaux clients d\u2019Orange Bank s\u2019abonnent \u00e0 un service payant, ce qui g\u00e9n\u00e8re des revenus d\u2019abonnement.<\/p>\n\n\n\n<p>Orange Bank Espagne offre \u00e9galement \u00e0 ses clients des promotions personnalis\u00e9es, comme un cr\u00e9dit \u00e0 la consommation et une solution de financement pour les mobiles achet\u00e9s dans les boutiques Orange. En France et en Espagne, Orange Bank est l\u2019une des applications bancaires les mieux not\u00e9es, selon plus de 600 000 clients.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-la-5g-est-un-catalyseur-de-la-transformation-numerique-pour-l-industrie-quelles-sont-les-grandes-opportunites-pour-orange-en-matiere-de-5g\"><strong>La 5G est un catalyseur de la transformation num\u00e9rique pour l\u2019industrie. Quelles sont les grandes opportunit\u00e9s pour Orange en mati\u00e8re de 5G ?<\/strong><\/h3>\n\n\n\n<p>Avec la 5G, le d\u00e9lai entre l\u2019envoi et la r\u00e9ception d\u2019informations est beaucoup plus court. Ainsi, elle aide les industries \u00e0 avoir plus d\u2019agilit\u00e9 et d\u2019efficacit\u00e9 dans les op\u00e9rations.<\/p>\n\n\n\n<p>Un autre aspect de la 5G concerne la connectivit\u00e9 et les donn\u00e9es IIoT (Internet industriel des objets). Prenons l\u2019exemple des op\u00e9rations portuaires. Actuellement, les op\u00e9rations portuaires typiques, avec un c\u00e2blage en fibre optique soutenu par une connectivit\u00e9 mobile 3G ou 4G autour du port, souffrent d\u2019une capacit\u00e9 limit\u00e9e de partage des donn\u00e9es et des informations. Ces r\u00e9seaux permettent certains cas d\u2019utilisation utiles, mais sont insuffisants pour une automatisation compl\u00e8te.<\/p>\n\n\n\n<p>La 5G a le potentiel de cr\u00e9er un port intelligent avec de nouvelles applications, telles que les drones intelligents pour la surveillance en temps r\u00e9el, la communication navire-terre en temps r\u00e9el pour la gestion du trafic port-navire et les op\u00e9rations en flux tendu.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quel-role-le-marketing-joue-t-il-dans-l-adoption-de-ces-nouvelles-technologies-par-les-entreprises\"><strong>Quel r\u00f4le le marketing joue-t-il dans l\u2019adoption de ces nouvelles technologies par les entreprises ?<\/strong><\/h3>\n\n\n\n<p>Nous devons adapter nos offres aux processus commerciaux. Cela n\u00e9cessite une compr\u00e9hension plus approfondie et plus pouss\u00e9e de chaque secteur et de chaque entreprise. Nous co-innovons avec nos entreprises clientes dans le monde entier pour tester et d\u00e9velopper des cas d\u2019utilisation de la 5G avant le lancement commercial.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-l-equilibre-entre-le-online-et-le-offline\">L\u2019\u00c9QUILIBRE ENTRE LE ONLINE ET LE OFFLINE<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quels-sont-les-nouveaux-canaux-de-marketing-experimentes-par-orange\"><strong>Quels sont les nouveaux canaux de marketing exp\u00e9riment\u00e9s par Orange ?<\/strong><\/h3>\n\n\n\n<p>Nous devons suivre nos clients o\u00f9 qu\u2019ils aillent \u2013 que ce soit sur Facebook, Twitter ou WhatsApp \u2013 pour comprendre de quel soutien ils ont besoin dans un environnement multim\u00e9dia en mutation et comment nous pouvons offrir ce soutien \u00e0 travers nos services. Mais il faut faire correspondre le message au support, typiquement sur les r\u00e9seaux les plus r\u00e9cents, comme TikTok, nous pouvons lancer un nouveau service num\u00e9rique ciblant une population plus jeune.<\/p>\n\n\n\n<p>Le r\u00f4le du CMO est \u00e9galement de promouvoir le bon m\u00e9lange de canaux entre le commerce physique et le num\u00e9rique. Il doit, premi\u00e8rement, identifier o\u00f9 il y a un besoin de changement et, deuxi\u00e8mement, comment nous devons faire pour que ce changement se produise.<\/p>\n\n\n\n<p>Des chatbots et des assistants virtuels ont \u00e9t\u00e9 d\u00e9ploy\u00e9s dans presque toutes nos filiales europ\u00e9ennes, ce qui a permis de maintenir la qualit\u00e9 de l\u2019exp\u00e9rience client omni-canal pendant la pand\u00e9mie, avec un taux de satisfaction client de 90 % en Espagne, par exemple.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketing-pour-un-avenir-durable\">MARKETING POUR UN AVENIR DURABLE<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-en-tant-que-cmo-comment-encouragez-vous-la-durabilite\"><strong>En tant que CMO, comment encouragez-vous la durabilit\u00e9 ?<\/strong><\/h3>\n\n\n\n<p>Pendant la pand\u00e9mie, nous avons constat\u00e9 une augmentation de la demande des clients pour des produits fabriqu\u00e9s localement : remise \u00e0 neuf et recyclage plut\u00f4t que commande \u00e0 distance. L\u2019int\u00e9r\u00eat des clients pour les t\u00e9l\u00e9phones remis \u00e0 neuf est en forte hausse. Il s\u2019agit d\u2019une \u00e9volution de la consommation : il ne s\u2019agit pas d\u2019acheter un nouvel iPhone 13 \u00e0 1 000 euros qui doit \u00eatre envoy\u00e9 par avion de Shenzhen, mais un iPhone 8, par exemple, qui a \u00e9t\u00e9 r\u00e9par\u00e9 ou remis \u00e0 neuf localement.<\/p>\n\n\n\n<p>Ce n\u2019est pas du green washing, c\u2019est du bon sens. Au moins 10 % des ventes totales en volume d\u2019appareils mobiles en Europe proviennent d\u2019appareils d\u2019occasion. Le march\u00e9 des appareils d\u2019occasion est assur\u00e9ment un secteur en pleine croissance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-inscrivez-vous-pour-recevoir-les-nouveaux-rapports-du-capgemini-research-institute\">Inscrivez-vous pour recevoir les nouveaux rapports du Capgemini Research Institute<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/capgemini-research-institute-subscription\/\">S&#8217;inscrire<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":6051,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"ede811fb-864e-4f98-a2ee-fedb932be5cf\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"","featured_focal_points":""},"tags":[],"research-and-insight-type":[],"theme":[],"brand":[],"service":[],"industry":[],"partners":[],"content-group":[],"class_list":["post-6049","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- 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