{"id":306,"date":"2019-10-22T18:04:00","date_gmt":"2023-09-07T18:04:39","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=306"},"modified":"2023-09-07T18:13:46","modified_gmt":"2023-09-07T18:13:46","slug":"pourquoi-engager-un-customer-success-manager","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/pourquoi-engager-un-customer-success-manager\/","title":{"rendered":"Pourquoi vous devriez engager un Customer Success Manager ?"},"content":{"rendered":" <p><b>Cl\u00e9 de voute de la relation client, le Customer Success Manager travaille \u00e0 la fid\u00e9lisation du portefeuille client. Un nouveau m\u00e9tier \u00e0 la crois\u00e9e du marketing, du commerce, de la communication et du <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2019\/10\/3-conseils-pour-creer-le-service-client-de-vos-reves.html\" target=\"_blank\" rel=\"noopener\">service client<\/a>. Pour Julien Fiszman, co-fondateur de myBrain Technologies, un \u00e9diteur de solutions anti-stress associ\u00e9es \u00e0 un casque connect\u00e9, ce poste strat\u00e9gique devrait assur\u00e9ment monter en puissance. Explications. <\/b> <!-- BANNER START --> <\/p>\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur les ventes<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Conjuguer r\u00e9silience et croissance dans l&rsquo;entreprise : les conseils de pr\u00e8s de 6 000 professionnels de la vente<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/state-of-sales\/?d=inc-blog-banner&#038;nc=7013y000002KDp9AAG\">Lire l&#039;\u00e9tude<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n <!-- END --> <b> <\/b> Toute une cohorte de nouveaux m\u00e9tiers sont apparus dans le sillage de la r\u00e9volution num\u00e9rique. Parfois, la nouveaut\u00e9 s\u2019est limit\u00e9e \u00e0 angliciser une fonction existante ou \u00e0 donner un titre original \u00e0 une fonction mal d\u00e9finie. Le Customer Success Manager (CSM) n\u2019est pas de ces <i>bullshit jobs<\/i> d\u00e9crits par l\u2019anthropologue David Graeber. Il r\u00e9pond \u00e0 des besoins particuliers, propres aux entreprises <i>customer centric<\/i> dont le business repose sur la qualit\u00e9 de l\u2019exp\u00e9rience et de la satisfaction client. Des pr\u00e9occupations que partage enti\u00e8rement myBrain Technologies. La start-up fran\u00e7aise \u00e9dite et commercialise un programme d\u2019entra\u00eenement c\u00e9r\u00e9bral contre le stress tr\u00e8s innovant qui n\u00e9cessite un certain accompagnement aupr\u00e8s des clients, comme le r\u00e9sume Julien Fiszman, co-fondateur de la start-up : \u00ab <i>Les capteurs du casque Melomind enregistrent l\u2019activit\u00e9 du cerveau. C\u2019est un objet connect\u00e9 simple d\u2019usage mais tr\u00e8s sensible, qui doit \u00eatre bien positionn\u00e9 pour fonctionner. La p\u00e9dagogie aupr\u00e8s des utilisateurs est donc tr\u00e8s importante. D\u2019autre part, le protocole scientifique de Melomind permet de visualiser l\u2019activit\u00e9 c\u00e9r\u00e9brale. C\u2019est une approche inhabituelle qui peut d\u00e9sorienter l\u2019utilisateur. Nous devons donc l\u2019accompagner. Enfin, Melomind touche \u00e0 l\u2019intime puisqu\u2019il vise \u00e0 r\u00e9duire l\u2019anxi\u00e9t\u00e9, retrouver le sommeil, am\u00e9liorer ses performances c\u00e9r\u00e9brales\u2026 Nous devons donc \u00eatre en permanence \u00e0 l\u2019\u00e9coute et assurer un suivi personnalis\u00e9 des utilisateurs. Pour toutes ces raisons, nous avons d\u00e9cid\u00e9, d\u00e8s la commercialisation de Melomind en 2015, de nous doter d\u2019un CSM.<\/i> \u00bb \u00c0 la fois ange gardien et avocat du client au sein de l\u2019entreprise, le CSM \u0153uvre au bien-\u00eatre du client dans un objectif de fid\u00e9lisation. Parmi ses missions : <ul> <li>il <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2016\/11\/ecoute-active-ventes-lucratives.html\" target=\"_blank\" rel=\"noopener\">\u00e9coute<\/a> les attentes du clients, ses besoins, ses r\u00e9clamations\u2026 et y r\u00e9pond,<\/li> <li>il \u00e9duque et accompagne le client dans l\u2019usage <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2019\/07\/3-etapes-pour-passer-business-de-produit-a-business-de-service.html\" target=\"_blank\" rel=\"noopener\">du service ou du produit<\/a>,<\/li> <li>il diffuse la culture client au sein de l\u2019entreprise et f\u00e9d\u00e8re les \u00e9quipes. <\/li> <\/ul> <h2><b>1- Le CSM \u00e9coute et comprend le client<\/b><\/h2> <p>Au plus pr\u00e8s des clients, le CSM doit en permanence \u00e9couter leurs remarques et analyser les retours d\u2019exp\u00e9rience. \u00ab <i>D\u00e8s que nous avons commenc\u00e9 \u00e0 livrer le produit, nous avons simultan\u00e9ment recrut\u00e9 un CSM. Nous avons aujourd\u2019hui 3 CSM. Nous avons \u00e9galement rapidement mis en place des outils digitaux pour les aider au quotidien et leur permettre de bien comprendre les succ\u00e8s et les difficult\u00e9s d\u2019utilisation du produit. Faire remonter les avis le plus rapidement possible est fondamental pour am\u00e9liorer notre solution en continu<\/i> \u00bb, explique Julien Fiszman. Toutes les informations clients sont ainsi centralis\u00e9es, mises \u00e0 jour dans une seule et m\u00eame interface, et, accessibles par l\u2019ensemble des collaborateurs de la start-up. <\/p> <h2><b>2- Le CSM \u00e9duque et accompagne le client<\/b><\/h2> <p>L\u2019<a href=\"https:\/\/www.salesforce.com\/fr\/form\/smb\/cri-tool-retail\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">exp\u00e9rience client<\/a> est le nouveau nerf de la guerre. Or un client qui utilise mal son produit ou qui ne profite pas de la totalit\u00e9 de ses fonctionnalit\u00e9s pr\u00e9sente plus de risque d\u2019\u00eatre d\u00e9\u00e7u et de s\u2019en d\u00e9tourner. Le premier r\u00f4le du CSM est donc de s\u2019assurer du bon usage de la solution en mettant \u00e0 la disposition du client des outils p\u00e9dagogiques pr\u00e9cis et efficaces. Pour ses clients B2B, myBrain Technologies programme ainsi des <i>workshops<\/i> durant lesquels un CSM entre dans le d\u00e9tail de la technologie qui se cache derri\u00e8re Melomind. \u00ab <i>Nos CSM ont une fonction p\u00e9dagogique et un r\u00f4le d\u2019\u00e9vang\u00e9lisateur <\/i>\u00bb, confirme Julien Fiszman. <\/p> <h2><b>3- Le CSM f\u00e9d\u00e8re et diffuse la culture client dans l\u2019entreprise<\/b><\/h2> <p>En bon avocat du client, le CSM fait entendre sa voix dans tous les services de l\u2019entreprise. Il diffuse ainsi une culture client aupr\u00e8s des \u00e9quipes commerciales, marketing, techniques\u2026 Il est moteur dans tout projet de transformation de l\u2019organisation et \u0153uvre en faveur du d\u00e9cloisonnement. \u00ab <i>Le CSM est le premier point de contact avec le client. Mais tr\u00e8s souvent, il doit interagir avec d\u2019autres services pour r\u00e9soudre un probl\u00e8me ou signaler une attente. Il occupe une position centrale<\/i> \u00bb, souligne Julien Fiszman. Chez myBrain Technologies, les CSM sont ainsi en lien constant avec les \u00e9quipes commerciales, marketing, techniques, scientifiques et les partenaires externes de la distribution et de la livraison. Et puisque tout le monde est connect\u00e9 sur la m\u00eame interface, les \u00e9changes et les interactions sont faciles et rapides pour une efficacit\u00e9 exemplaire, au service du client, bien s\u00fbr. <\/p> <p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/nLtg0iQzQ8E\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\">&amp;amp;amp;amp;amp;nbsp;<\/iframe><\/p> <!-- BANNER START --> \n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur les ventes<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Conjuguer r\u00e9silience et croissance dans l&rsquo;entreprise : les conseils de pr\u00e8s de 6 000 professionnels de la vente<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/state-of-sales\/?d=inc-blog-banner&#038;nc=7013y000002KDp9AAG\">Lire l&#039;\u00e9tude<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n <!-- END --> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span> ","protected":false},"excerpt":{"rendered":"<p>Cl\u00e9 de voute de la relation client, le Customer Success Manager travaille \u00e0 la fid\u00e9lisation du portefeuille client. Un nouveau m\u00e9tier \u00e0 la crois\u00e9e du marketing, du commerce, de la communication et du service client. Explications avec Julien Fiszman, co-fondateur de myBrain Technologies !<\/p>\n","protected":false},"author":1,"featured_media":308,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"190ff031d31e49eca719a5591052fb13","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[8,1],"sf_content_type":[],"blog":[365,374],"coauthors":[27],"class_list":["post-306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-small-business","blog-small-business","blog-best-practices"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pourquoi vous devriez engager un Customer Success Manager ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Cl\u00e9 de voute de la relation client, le Customer Success Manager travaille \u00e0 la fid\u00e9lisation du portefeuille client. 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