To each his own community of witnesses, the example of Cetelem

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To each his own community of witnesses, the example of Cetelem


It is time to create partnerships with your customers. This is the goal of BNP Paribas Personal Finance with its small community “Cetelem & Vous” created 3 years ago.

A customer and non-customer forum

This is a forum that provides a customer and prospect panel that can be consulted if needed. This forum responds to the need to better understand the market and integrates the voice and need of the consumer. However, such a community requires careful management.

This small community, of only 250 members, created in 2014, will have allowed the birth in April 2017 of Protexxio Vie Quotidienne, the first co-created insurance with 179 consumers underlines BNP Paribas PF, having allowed to develop the offer from the insurance guarantees offered associated media.

“This collaboration with the ‘Cetelem & Vous’ community has resulted in a very different end product from what we could have imagined, particularly in terms of the scope of insurance protection and the content of the customer instruction sheets,” underlines Olivier Floris, Marketing Director of BNP Paribas Personal Finance.

Periodic renewal of members

Generally, ” this community allows us to collaborate with consumers and better anticipate market developments “, says the manager. “This platform makes us more agile and accelerates our creative processes”, he finishes.

The profiles of the members are different and 50% of them are not clients of BNP Paribas Personal Finance and therefore potential clients of competing brands. The community must be renewed regularly otherwise the dynamics of co-creation get bogged down and there are no more contributions.

The marketing of BNP Paribas PF sees this community as a “laboratory for innovation and dialogue. “In three years, it is believed to have contributed greatly to the development of projects, to deepen the perception of customers towards certain products and services and, more generally, to better understand and anticipate developments in the sector, insists the director. marketing.

Voluntary registration

Registration is on a voluntary basis. Members share, discuss and give their opinions mainly in the “Activities” and “Ideas” areas. In the “Activities” section, members express themselves on the proposed topics over a period of 1 to 3 weeks. The engagement rate averages 72% of active members. The “Ideas” section offers the possibility to send suggestions and to interact among the members.

BNP Paribas Personal Finance is a leader in consumer credit and also finances mortgages in France and Europe. This branch of BNP Paribas employs 20,000 people and operates in 30 countries through the brands Cetelem, Cofinoga, Findomestic and AlphaCredit. BNP Paribas Personal Finance has completed its offer with insurance and savings products for its customers in Germany, Bulgaria, France and Italy.

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