{"id":6834,"date":"2025-09-11T20:13:28","date_gmt":"2025-09-11T13:13:28","guid":{"rendered":"https:\/\/www.eurogroupconsulting.com\/?p=6834"},"modified":"2026-01-15T14:55:39","modified_gmt":"2026-01-15T13:55:39","slug":"eclairages-memoire-and-customer-relations","status":"publish","type":"post","link":"https:\/\/www.eurogroupconsulting.com\/en\/publications\/etude\/eclairages-memoire-et-relation-client","title":{"rendered":"Insights - Memory and customer relations"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"6834\" class=\"elementor elementor-6834\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1a6fe4f e-con-full e-flex e-con e-parent\" data-id=\"1a6fe4f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-69c016a elementor-widget elementor-widget-text-editor\" data-id=\"69c016a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"livre_blanc_content_section wpb_column vc_column_container vc_col-sm-6\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<p class=\"pf0\"><strong><span class=\"cf0\">Memory, an under-exploited strategic lever in customer relations :\u00a0<\/span><\/strong><\/p>\n<p class=\"pf0\"><span class=\"cf1\">L<\/span><span class=\"cf2\">arketing and sales departments invest massively in data to personalize the customer experience\u00a0<\/span><span class=\"cf1\">but<\/span><span class=\"cf2\">\u00a0qu<\/span><span class=\"cf1\">\u2019<\/span><span class=\"cf2\">e<\/span><span class=\"cf1\">n<\/span><span class=\"cf2\">-Is there memory in this relationship?<\/span><\/p>\n<p class=\"pf0\"><span class=\"cf1\">In addition to<\/span><span class=\"cf2\">\u00a0The accumulation of figures, often limited to a few years, conceals a narrative and heritage potential that is still under-utilized.<\/span><\/p>\n<p class=\"pf0\"><span class=\"cf2\">Yet history and current events, identity and data<\/span>\u00a0<span class=\"cf2\">can\u00a0<\/span><span class=\"cf1\">levers for\u00a0<\/span><span class=\"cf2\">reinvent\u00a0<\/span><span class=\"cf1\">the\u00a0<\/span><span class=\"cf2\">customer relations<\/span><span class=\"cf1\">.<\/span><\/p>\n<p class=\"pf0\"><span class=\"cf1\">Memory\u00a0<\/span><span class=\"cf2\">can become a real driver of differentiation and loyalty<\/span><span class=\"cf1\">\u00a0but also a key\u00a0<\/span><span class=\"cf2\">reading to rethink customer strategy\u00a0<\/span><span class=\"cf1\">taking into consideration the\u00a0<\/span><span class=\"cf2\">pass<\/span><span class=\"cf1\">\u00e9\u00a0<\/span><span class=\"cf2\">and<\/span><span class=\"cf1\">\u00a0better anticipate the future<\/span><span class=\"cf2\">.<\/span><\/p>\n<p><strong>Find out how Nicolas Bartel and Pierre Volle (Paris Dauphine University), with contributions from the Institut Choiseul, the Observatoire des m\u00e9moires and Eurogroup Consulting, rethink customer relations through memory.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><b><br \/>Our viewpoint<\/b><\/h3>\n<hr size=\"2\" width=\"100%\" \/>\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\u00a0<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<div class=\"standard-arrow list-divider bullet-top\">\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1733758452519 vc_row-has-fill vc_column-gap-25 ult-vc-hide-row\" data-rtl=\"false\" data-row-effect-mobile-disable=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-12\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<p class=\"pf0\"><span class=\"cf0\">Memory appears to be a strategic lever that is still under-utilized when it comes to enriching customer relationships over the long term. As a complement to data, it offers a way of anchoring brands in their history, reinforcing their uniqueness and creating deeper ties with customers.<\/span><span class=\"cf1\">.<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"standard-arrow list-divider bullet-top\">\n<ul>\n<li><span class=\"cf0\">Revaluing memory<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<li><span class=\"cf2\">Going beyond data<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<li><span class=\"cf2\">Enhancing heritage<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<li><span class=\"cf2\">Building a lasting relationship<\/span><span class=\"cf1\">\u00a0with the customer using the\u00a0<\/span><span class=\"cf1\">\"<\/span><span class=\"cf1\">history telling<\/span><span class=\"cf1\">\"<\/span><\/li>\n<li><span class=\"cf2\">Making memory a tool for innovation<\/span><span class=\"cf1\">\u00a0<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1733758452519 vc_row-has-fill vc_column-gap-25 ult-vc-hide-row\" data-rtl=\"false\" data-row-effect-mobile-disable=\"true\">\n<div class=\"upb_row_bg\" data-bg-override=\"ex-full\">\u00a0<\/div>\n<div class=\"wpb_column vc_column_container vc_col-sm-12\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_text_column wpb_content_element\">\n<div class=\"wpb_wrapper\">\n<p><span class=\"cf0\">Download the<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\">our expert's insight\u00a0<a href=\"https:\/\/www.eurogroupconsulting.com\/en\/the-firm\/our-partners\/nicolas-bartel\/\" target=\"_blank\" rel=\"noopener\">Nicolas Bartel<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/pierre-volle\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Pierre Volle<\/a>\u00a0(Paris Dauphine University), written for the\u00a0<a href=\"https:\/\/www.choiseul.info\/nos-plateformes-et-evenements\/choiseul-memoire-des-entreprises\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Club<\/a>\u00a0\u00abs \u00bbCorporate Memory\" program.<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\"><a href=\"https:\/\/www.choiseul.info\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Choiseul Institute<\/a>\u00a0and the<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\"><a href=\"https:\/\/www.observatoireb2vdesmemoires.fr\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Memory Observatory<\/a>, with the support of<\/span><span class=\"cf0\">\u2019<\/span><span class=\"cf0\">Eurogroup Consulting.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Memory, an under-exploited strategic lever in customer relations : <\/p>\n<p>Les directions marketing et commerciales investissent massivement dans la donn\u00e9e pour personnaliser l\u2019exp\u00e9rience client mais qu\u2019en-t-il de la m\u00e9moire dans cette relation ?<\/p>","protected":false},"author":1,"featured_media":7573,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-6834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etude"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9clairages \u2013 M\u00e9moire et relation client<\/title>\n<meta name=\"description\" content=\"Comment l\u2019histoire et la m\u00e9moire renforcent-elles la relation client ? 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