Parce qu’en marketing on est « coooool » et qu’on aime bien utiliser des expressions « So British » ou se la jouer à la « ricaine », comme vous préférez (STOP LES CLICHES!), je vous propose de découvrir à travers cet article en quoi le Nudge peut être un formidable outil à mettre en place dans les entreprises.
Le Nudge (en un rébus) c’est quoi ?
Pssssssst si vous n’avez pas le courage de réfléchir, je vous donne la réponse juste ici :
Le Nudge c’est : Inciter des personnes à adopter des comportements favorables pour eux-même ou pour autrui, sans qu’ils ne le perçoivent comme une contrainte.
Dit de cette manière, je dois admettre que ça ne paraît pas des plus « funky » (on avait dit Stop les clichés), mais en fait vous allez vous rendre compte que c’est plutôt sympa.
Si je devais vous expliquer de manière détournée, je vous dirais que c’est un peu comme les amuse-bouches qu’on nous apporte au resto pour nous faire patienter: ça permet de donner un aspect agréable ou ludique à quelque chose qui l’est franchement beaucoup moins…
Quelques exemples d’application?! L’écologie, la prévention, l’éducation…. Bref un peu tout quoi !
De notre côté, on va s’intéresser aux Nudges qui donnent un p’tit côté US aux entreprises, mais qui ont pourtant un vrai enjeu stratégique et managérial.
1 – Développer un atmosphère ou climat social convivial
Un salarié qui se sent pleinement intégré parmi les membres de son entreprise est un salarié heureux ! Et on sait Ô combien le bien être au travail est primordial et représente un facteur direct de motivation et productivité.
Je conçois que ce que je dis puisse vous paraître bien illusoire, pourtant je vous assure que c’est bien vrai…Des études l’ont prouvé!
Ci-dessous, je vous laisse découvrir quelques exemples de Nudge qui permettent de renforcer le lien social et la bonne humeur au travail.
Un décor enjoué pour une gaieté renforcée
Donner son humeur pour accroître sa bonne humeur
2 – Favoriser la culture d’entreprise pour renforcer le sentiment d’appartenance
Que ce soit en renforçant les liens inter-entreprise, par la création d’un mur « Meet the Team » par exemple, ou en faisant participer de manière volontaire et spontanée les salariés à l’amélioration et la vie quotidienne de la société : la voix de chacun devrait être entendue.
En effet aujourd’hui, dans un monde où les entreprises ne cessent de se développer, les salariés ont de plus en plus l’impression d’être déconsidérés et vus comme des outils de productivité. Prendre en compte leur avis et les aider à se sentir «membre» à part entière, ne fera qu’améliorer leur bien-être au travail et ainsi leur motivation.
Mur « Meet the Team » : créer une (re)présentation ludique de l’ensemble des membres de l’entreprise
Faire participer à la vie de l’entreprise et son amélioration
3 – Encourager des gestes écologiques pour un espace public agréable et responsable
N’avez-vous pas remarqué sur votre lieu de travail, l’apparition de pancartes vous demandant d’adopter tout un tas de comportements écologiques comme: éteindre la lumière en quittant la pièce, contribuer au tri sélectif ou encore ne pas gaspiller le papier? Je suis sûre que si !
En effet aujourd’hui, face à une prise de conscience grandissante, les entreprises souhaitent agir en faveur de la protection environnementale. Pour cela, une seule solution : la participation de l’ensemble de ses membres.
Pour favoriser la mobilisation générale, le Nudge est alors un outil des plus efficaces car il agit directement sur la prise de conscience de l’individu et ce de manière ludique.
Si le plus répandu de tous est le principe du « Vote avec ton mégot » (consistant à inciter les individus à jeter leur mégot de cigarette dans une poubelle par l’intermédiaire d’un sondage. Le pion de vote étant le mégot et la boite réponse étant la poubelle), d’autres idées toutes aussi ingénieuses peuvent être mises en places.
Je vous laisse découvrir par vous-même, certaines d’entre-elles.
Alors finalement, ces marketeurs, ils n’en ont pas de bonnes idées?
D’ailleurs, si le principe du Nudge vous a plu et que vous avez envie d’en lire plus à ce sujet, vous pouvez consulter la rubrique « Coup de Nudge » (lien ci-dessous) et vos petits yeux en resteront tout émerveillés!
https://gnitekram.fr/coup-de-nudge/
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