{"id":329,"date":"2022-08-09T18:05:00","date_gmt":"2023-09-07T18:05:02","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=329"},"modified":"2023-12-01T09:15:58","modified_gmt":"2023-12-01T09:15:58","slug":"kpi-client-salesforce","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/kpi-client-salesforce\/","title":{"rendered":"Les KPIs pr\u00e9f\u00e9r\u00e9s des entreprises clientes de Salesforce"},"content":{"rendered":"\n

La crise sanitaire a entra\u00een\u00e9 de profonds bouleversements \u00e9conomiques, au premier rang desquels l\u2019explosion du e-commerce et l\u2019\u00e9mergence de nouvelles habitudes de consommation. Avec l\u2019IA, le traitement des donn\u00e9es permet aujourd\u2019hui aux entreprises de mieux anticiper les changements et de s\u2019ajuster \u00e0 ces nouvelles modalit\u00e9s. \u00c0 condition qu\u2019elles d\u00e9terminent les bons KPIs. \u00ab Faire plus de chiffre en moins de temps. \u00bb Pour Patrick Pelot, Senior Solution Engineer chez Salesforce, cette maxime est particuli\u00e8rement d\u2019actualit\u00e9 depuis la fin de la crise sanitaire. \u00ab Les KPIs, comme le chiffre d\u2019affaires, sont suivis quotidiennement par nos clients. En parall\u00e8le, on remarque une pr\u00e9occupation grandissante pour le bien-\u00eatre des collaborateurs, cons\u00e9quence directe de la crise sanitaire. De plus en plus d\u2019entreprises, tout particuli\u00e8rement les plus grandes, mettent en place des KPIs permettant de le mesurer. \u00bb<\/p>\n\n\n\n

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Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t

Les plus grandes tendances du marketing n’auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Couverture\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n

Mesurer le bien-\u00eatre des collaborateurs<\/b><\/h2>\n\n\n\n

Face aux incertitudes \u00e9conomiques, les entreprises concentrent donc une partie de leurs efforts autour de l\u2019engagement et du bien-\u00eatre des collaborateurs. \u00ab Un collaborateur heureux fait un client heureux \u00bb, note Patrick Pelot. Mais avec les nouvelles formes de travail (g\u00e9n\u00e9ralisation du distanciel, autonomie grandissante des collaborateurs et des \u00e9quipes\u2026), le contact direct avec les \u00e9quipes est de moins en moins la norme. D\u2019o\u00f9 l\u2019int\u00e9r\u00eat des KPIs comme l\u2019ENPS (Employee Net Promoter Score), le turnover (rotation) des \u00e9quipes ou encore l\u2019absent\u00e9isme pour mesurer leur implication.<\/p>\n\n\n\n

\u00ab On peut aussi mesurer l\u2019engagement et le bien-\u00eatre des collaborateurs en les questionnant sur les actions pros et perso qu\u2019ils envisagent dans l\u2019ann\u00e9e, par exemple, des heures consacr\u00e9es au b\u00e9n\u00e9volat \u2026 \u00ab Chez Salesforce, nous avons mis en \u0153uvre le Plan de D\u00e9veloppement Individuel (IDP) qui soutient les collaborateurs dans leur d\u00e9veloppement \u00e0 la fois personnel et professionnel. En rassemblant les donn\u00e9es issues de cet outil, il devient possible d\u2019obtenir une bonne vision du climat de l\u2019entreprise. \u00bb D\u00e9velopp\u00e9e en France en 2020, la plateforme Salesforce Work.com<\/a>, qui accompagne les \u00e9quipes dans le cadre du d\u00e9confinement et du retour au pr\u00e9sentiel, conna\u00eet \u00e9galement un franc succ\u00e8s aupr\u00e8s des DRH.<\/p>\n\n\n\n

\u00ab La r\u00e9tention, un enjeu crucial \u00bb<\/b><\/h2>\n\n\n\n

\u00c0 la suite de la pand\u00e9mie, 78 % des organisations marketing ont modifi\u00e9 les m\u00e9triques relatives aux clients ou red\u00e9fini leurs priorit\u00e9s. Ce r\u00e9sultat, tir\u00e9 de la 7e<\/sup> \u00e9dition de l\u2019\u00e9tude Focus sur le marketing<\/a>, ne surprend pas Patrick Pelot : \u00ab Le num\u00e9rique et la forte concurrence qui fait rage dans presque tous les secteurs obligent les entreprises \u00e0 s\u2019adresser diff\u00e9remment \u00e0 leurs clients. \u00bb<\/p>\n\n\n\n

D\u00e9sormais, les bases clients et prospects repr\u00e9sentent des actifs de forte valeur. Toujours selon l\u2019\u00e9tude, les sp\u00e9cialistes marketing pr\u00eatent une plus grande attention aux indicateurs cl\u00e9s suivants : performance de l’entonnoir de marketing\/vente, satisfaction client, engagement sur les contenus, co\u00fbt d’acquisition client ou encore taux de fid\u00e9lisation. \u00c0 noter : le taux de recommandation client est l\u2019indicateur ayant le plus progress\u00e9 depuis la pand\u00e9mie. \u00ab La r\u00e9tention est un enjeu majeur. Il est crucial de s\u00e9curiser sa base clients. \u00bb <\/p>\n\n\n\n

Les performances des commerciaux \u00e0 la loupe<\/b><\/h2>\n\n\n\n

C\u00f4t\u00e9 commercial, Patrick Pelot insiste sur les atouts des dashboards : \u00ab On voit que le suivi des performances de chaque commercial \u2013 la fa\u00e7on dont il met \u00e0 jour son plan de comptes, le nombre d\u2019opportunit\u00e9s qu\u2019il convertit \u2013 permet de r\u00e9v\u00e9ler les meilleurs contributeurs. Ces m\u00e9triques mettent en lumi\u00e8re les bonnes pratiques, qu\u2019il convient ensuite de partager au reste de l\u2019\u00e9quipe. \u00bb Un KPI \u00e0 ne surtout pas oublier ? \u00ab Le nombre de connexions et le temps pass\u00e9 sur l\u2019outil Salesforce par les commerciaux. C\u2019est un tr\u00e8s bon indicateur de performance ! \u00bb <\/p>\n\n\n\n

Salesforce, Tableau\u2026 : des outils hautement personnalisables<\/b><\/h2>\n\n\n\n

Patrick Pelot souligne que chaque entreprise cliente de Salesforce s\u2019appuie sur des KPIs plus ou moins vari\u00e9s en fonction de ses objectifs. \u00ab Pour une entreprise, l\u2019important est de savoir quelle m\u00e9trique s\u00e9lectionner pour prendre la bonne d\u00e9cision au bon moment. Pour cela, il faut un bon outil, \u00e0 l\u2019image de Tableau, qui agr\u00e8ge toutes les donn\u00e9es en un seul et m\u00eame endroit. Aucun utilisateur ne souhaite jongler avec les chiffres, il pr\u00e9f\u00e8re retrouver toutes les donn\u00e9es pertinentes sur une seule page, avec un acc\u00e8s direct \u00e0 tous ses KPIs. \u00bb Un vrai poste de pilotage de la performance, solide et efficace, m\u00eame en pleine temp\u00eate !<\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Avec l\u2019IA, le traitement des donn\u00e9es permet aujourd\u2019hui aux entreprises de mieux anticiper les changements et de s\u2019ajuster \u00e0 ces nouvelles modalit\u00e9s. \u00c0 condition qu\u2019elles d\u00e9terminent les bons KPIs.<\/p>\n","protected":false},"author":1,"featured_media":331,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[1,4,6],"sf_content_type":[],"blog":[357,358,365],"coauthors":[27],"class_list":["post-329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-small-business","sf_topic-sales","sf_topic-marketing","blog-marketing","blog-sales","blog-small-business"],"yoast_head":"\nLes KPIs pr\u00e9f\u00e9r\u00e9s des entreprises clientes de Salesforce \u2022 Salesforce<\/title>\n<meta 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