{"id":103,"date":"2026-11-01T11:50:17","date_gmt":"2026-11-01T10:50:17","guid":{"rendered":"https:\/\/www.cxm.academy\/fr-fr\/rasmus-houlind\/"},"modified":"2026-11-01T11:50:17","modified_gmt":"2026-11-01T10:50:17","slug":"rasmus-houlind","status":"publish","type":"page","link":"https:\/\/www.cxm.academy\/fr-fr\/rasmus-houlind\/","title":{"rendered":"Rasmus Houlind"},"content":{"rendered":"\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-hero cxm-v6-hero-product cxm-v6-hero-fac has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-grid is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<nav class=\"wp-block-group cxm-crumbs is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><a href=\"\/fr-fr\/\">Accueil<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/fr-fr\/faculty\/\">Nos formateurs<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\">Rasmus Houlind<\/p>\n\n<\/nav>\n\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Formateur \u00b7 Personalization Playbook<\/p>\n\n\n<h1 class=\"wp-block-heading cxm-v6-h1\">Rasmus Houlind<\/h1>\n\n\n<p class=\"cxm-v6-strap cxm-v6-sub wp-block-paragraph\">Auteur \u00b7 cr\u00e9ateur du Bowtie of Personalization<\/p>\n\n\n<p class=\"cxm-v6-lede wp-block-paragraph\">Personalization that pays, without breaking trust.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/fr-fr\/courses-teams\/#quote\">Former votre \u00e9quipe<\/a><\/div>\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/fr-fr\/faculty\/\">D\u00e9couvrir nos formateurs<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus.webp 1x\" width=\"900\" height=\"675\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus.jpg\" alt=\"Rasmus Houlind\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-thesis has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Sa conviction<\/p>\n\n\n<h2 class=\"wp-block-heading\">La plupart des programmes de personnalisation confondent donn\u00e9es et compr\u00e9hension<\/h2>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\">Ils ma\u00eetrisent la syntaxe, mais passent \u00e0 c\u00f4t\u00e9 de l'humain. Rasmus enseigne la discipline qui permet de distinguer les deux\u00a0: un mod\u00e8le pour d\u00e9cider quels signaux clients comptent, quels moments m\u00e9ritent qu'on y investisse et dans quels cas l'IA g\u00e9n\u00e9rative fait r\u00e9ellement mieux qu'un humain attentif.<\/p>\n\n\n<p class=\"wp-block-paragraph\">C'est toute la diff\u00e9rence entre un client qui se sent reconnu et un client qui se sent surveill\u00e9.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-fac-work has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Ses travaux<\/p>\n\n\n<h2 class=\"wp-block-heading\">Il a \u00e9crit le livre. Puis il en a \u00e9crit l'\u00e9dition IA.<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Rasmus est l'auteur de <em>Hello, $FirstName: Profiting from Personalization<\/em>, co\u00e9crit avec Frans Riemersma, Karsten Horsberg et Hugo Andersson, et d\u00e9sormais paru dans une \u00e9dition consacr\u00e9e \u00e0 l'IA g\u00e9n\u00e9rative. Son livre pr\u00e9c\u00e9dent, <em>Make It All About Me<\/em> (2019), a pos\u00e9 les bases en marketing omnicanal sur lesquelles reposent ses travaux consacr\u00e9s \u00e0 la personnalisation.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Fort de plus de vingt ans de pratique du marketing et de la personnalisation, il travaille chez Agillic, une plateforme nordique d'automatisation marketing. Il est le cr\u00e9ateur du Bowtie of Personalization, le mod\u00e8le qu'il utilise pour planifier les segments, les messages, les moments de v\u00e9rit\u00e9 et les contenus.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Ses ateliers ont transform\u00e9 le Bowtie, sch\u00e9ma tir\u00e9 d'un livre, en une m\u00e9thode op\u00e9rationnelle qu'utilisent des \u00e9quipes du commerce, de la banque, du secteur caritatif et des services par abonnement dans les pays nordiques, au Royaume-Uni et au-del\u00e0.<\/p>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus-workshop.webp 1x\" width=\"1000\" height=\"750\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-rasmus-workshop.jpg\" alt=\"Des Personalization Cards dispos\u00e9es sur deux grandes feuilles du Bowtie, pendant un atelier\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section id=\"teaches\" class=\"wp-block-group alignfull cxm-v6 cxm-v6-fac-teach has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Sa p\u00e9dagogie<\/p>\n\n\n<h2 class=\"wp-block-heading\">Volontairement simple<\/h2>\n\n\n<p class=\"wp-block-paragraph\">Rasmus garde son mod\u00e8le volontairement simple, pour que les d\u00e9saccords qui pi\u00e8gent la plupart des programmes de personnalisation (\u00ab\u00a0on parlait tous les deux de personnalisation, mais pas de la m\u00eame chose\u00a0\u00bb) puissent se r\u00e9gler autour d'une table, avec des cartes, avant le moindre achat de technologie.<\/p>\n\n\n<ul class=\"wp-block-list cxm-v6-facts\">\n<li><strong>Ma\u00eetrise op\u00e9rationnelle\u00a0:<\/strong> le Bowtie appliqu\u00e9 \u00e0 votre propre programme (segments, messages, moments de v\u00e9rit\u00e9, automatisation marketing, inbound et IA).<\/li>\n\n<li><strong>Un plan de personnalisation\u00a0:<\/strong> ce qu'il faut garder, ce qu'il faut abandonner et l\u00e0 o\u00f9 l'IA change l'\u00e9quation \u00e9conomique.<\/li>\n\n<li><strong>Un jugement plus aff\u00fbt\u00e9\u00a0:<\/strong> la surpersonnalisation, la sous-personnalisation, les faux positifs de l'IA et le point de rupture de la confiance.<\/li>\n<\/ul>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-fac-offer is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-tags is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-tag wp-block-paragraph\">Formation intra-entreprise<\/p>\n\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">La personnalisation, pour votre \u00e9quipe<\/h3>\n\n\n<p class=\"cxm-v6-body wp-block-paragraph\">Une formation en pr\u00e9sentiel r\u00e9serv\u00e9e \u00e0 votre \u00e9quipe, aux dates de votre choix. Nous travaillons sur vos cas r\u00e9els, pour que l'\u00e9quipe s'exerce sur ses propres clients.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/fr-fr\/courses-teams\/#quote\">Demander un devis<\/a><\/div>\n\n<\/div>\n\n\n<p class=\"cxm-v6-muted cxm-v6-small wp-block-paragraph\">D\u00e9j\u00e0 inscrit \u00e0 The Personalization Playbook\u00a0? Votre acc\u00e8s n'expire pas\u00a0: <a href=\"https:\/\/learn.cxm.academy\/\">connectez-vous sur learn.cxm.academy<\/a>.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-words has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">En ses propres termes<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">Personalization in 2026 is not the same conversation it was three years ago. Generative AI rewrote the cost curve, and a lot of programs that looked sophisticated last year now look brittle. The teams winning are not the ones with the most tools. They are the ones with the clearest framework for which customer signals matter, which moments deserve investment, and where AI is genuinely better than a thoughtful human.<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\"><strong>Rasmus Houlind<\/strong>, auteur de <em>Hello, $FirstName<\/em><\/p>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-quote is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-skill-k wp-block-paragraph\">The Personalization Playbook<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">I joined the masterclass wanting to sharpen my skills. I left with a framework, a new way of thinking about the customer journey, and a stronger professionalism in personalization.<\/p>\n\n\n<div class=\"wp-block-group cxm-v6-person is-layout-flow wp-block-group-is-layout-flow\">\n\n<figure class=\"wp-block-image size-full cxm-v6-avatar\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/learner-elsa-fanney-jonsdottir.webp 1x\" width=\"160\" height=\"160\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/learner-elsa-fanney-jonsdottir.jpg\" alt=\"Elsa Fanney J\u00f3nsd\u00f3ttir\"\/><\/figure>\n\n\n<div class=\"wp-block-group cxm-v6-person-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><strong>Elsa Fanney J\u00f3nsd\u00f3ttir<\/strong><\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Content Manager<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Duos<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-closing has-navy-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-head cxm-v6-head-center is-layout-flow wp-block-group-is-layout-flow\">\n\n<h2 class=\"wp-block-heading\">Pr\u00eat \u00e0 faire de l'orientation client une habitude qui dure\u00a0?<\/h2>\n\n\n<p class=\"cxm-v6-intro wp-block-paragraph\">Commencez d\u00e8s aujourd'hui \u00e0 votre rythme, ou planifiez un \u00e9change\u00a0: nous verrons ensemble qui former, et sous quel format, selon votre organisation.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-gold\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/fr-fr\/courses\/\">Voir nos formations<\/a><\/div>\n\n\n<div class=\"wp-block-button cxm-v6-btn-ghost\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/contact\/\">Planifier un \u00e9change<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Accueil Nos formateurs Rasmus Houlind Formateur \u00b7 Personalization Playbook Rasmus Houlind Auteur \u00b7 cr\u00e9ateur du Bowtie of Personalization Personalization that pays, without breaking trust. Sa conviction La plupart des programmes de personnalisation confondent donn\u00e9es et compr\u00e9hension Ils ma\u00eetrisent la syntaxe, mais passent \u00e0 c\u00f4t\u00e9 de l'humain. Rasmus enseigne la discipline qui permet de distinguer les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-wide","meta":{"cxm_tkey":"rasmus-houlind","footnotes":""},"class_list":["post-103","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/pages\/103","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/comments?post=103"}],"version-history":[{"count":0,"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/pages\/103\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cxm.academy\/fr-fr\/wp-json\/wp\/v2\/media?parent=103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}