{"id":379,"date":"2018-11-08T18:05:00","date_gmt":"2023-09-07T18:05:59","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=379"},"modified":"2023-11-13T17:06:43","modified_gmt":"2023-11-13T17:06:43","slug":"l-ere-du-client-la-satisfaction-client-quel-impact-sur-la-ren","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/l-ere-du-client-la-satisfaction-client-quel-impact-sur-la-ren\/","title":{"rendered":"L\u2019\u00e8re du client : La satisfaction client, quel impact sur la rentabilit\u00e9 des entreprises ?"},"content":{"rendered":"\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/KNu-NACpJgY\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\"> <\/iframe><\/p>\n\n\n\n<p><b>Un meilleur service client, c\u2019est l\u2019assurance d\u2019un consommateur heureux ! Soit. Mais cette satisfaction client tant recherch\u00e9e est-elle gage de performance \u00e9conomique pour l\u2019entreprise ? C\u2019est ce dont d\u00e9battent les invit\u00e9s de l\u2019Ere du client : Florence Lagrange, Directrice de la recherche de Trusteam Finance ; Julien Tanguy, Directeur g\u00e9n\u00e9ral d\u2019Edenred France et Olivier Derrien, Directeur g\u00e9n\u00e9ral de Salesforce France.<\/b> <\/p>\n\n\n\n<p>\u00ab <i>Je vends donc je suis<\/i> \u00bb. Le vieil adage de commercial, ne fait aujourd\u2019hui plus recette aupr\u00e8s des strat\u00e8ges du monde de l\u2019entreprise, de plus en orient\u00e9s exp\u00e9rience et satisfaction client. Aujourd\u2019hui, la ligne directrice de la grande majorit\u00e9 des marques a \u00e9volu\u00e9 en \u00ab <i>Je vends bien, donc je gagne en performances <\/i>\u00bb. Pour Julien Tanguy, Directeur g\u00e9n\u00e9ral d\u2019Edenred France, leader mondial des transactions dans le monde du travail (Ticket Restaurant, Kadeos), ce changement de paradigme s\u2019impose \u00e0 toute entreprise, car c\u2019est une question de survie : \u00ab <i>Dans un monde en faible croissance, o\u00f9 le consommateur est de plus en plus volatile et o\u00f9 l\u2019acquisition de nouveaux clients co\u00fbte de plus en plus cher, conserver sa client\u00e8le est vital. Et la seule fa\u00e7on de conserver cette client\u00e8le, c\u2019est de la satisfaire. <\/i>\u00bb La fid\u00e9lisation assure donc la p\u00e9rennit\u00e9 de la rentabilit\u00e9 pour une entreprise. Mieux : \u00ab <i>elle repr\u00e9sente un excellent moyen de conqu\u00eate de nouveaux clients par la recommandation <\/i>\u00bb, poursuit Julien Tanguy. Le bon vieux bouche-\u00e0-oreille n\u2019est pas rendu caduque dans le monde ultra-connect\u00e9 o\u00f9 les avis clients font et d\u00e9font les r\u00e9putations en un instant, loin de l\u00e0 : en moyenne 1 client satisfait le dit \u00e0 5 personnes et 1 client insatisfait le signale \u00e0 10 ! <\/p>\n\n\n\n<div class=\"layout-five 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\">La 5e\u00a0\u00e9dition du rapport \u00ab Focus sur le service client \u00bb<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D\u00e9couvrez pourquoi les t\u00e9nors du secteur utilisent l&rsquo;IA plus que jamais.<\/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\/service-cloud\/state-of-service\/?nc=7013y000000vkk6AAA\">Lire le guide<\/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<img loading=\"lazy\" decoding=\"async\" width=\"628\" height=\"400\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png\" class=\"attachment-full size-full\" alt=\"Astro tenant une tablette avec Couverture du livre blanc Focus sur le service client\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png 628w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png?w=300&amp;h=191 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png?w=150&amp;h=96 150w\" sizes=\"auto, (max-width: 628px) 100vw, 628px\" \/>\t\t<\/div>\n\t<\/div>\n\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-five.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-five.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-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-le-client-actif-principal-de-l-entreprise\"><b>Le client, actif principal de l\u2019entreprise<\/b><\/h3>\n\n\n\n<p>Il faut donc veiller \u00e0 proposer un service qui r\u00e9ponde aux besoins des clients et faire \u00e9voluer cette offre de service car les attentes changent de plus en plus vite. Florence Lagrange, Directrice de la recherche de Trusteam Finance, pr\u00e9cise : \u00ab<i> La connaissance client est primordiale. Il faut identifier en amont les attentes afin de proposer le produit ou le service qui va plaire sur le long terme.<\/i> \u00bb Pour Florence Lagrange, l\u2019actif principal de l\u2019entreprise, c\u2019est v\u00e9ritablement le client. D\u2019ailleurs, Trusteam Finance, soci\u00e9t\u00e9 de gestion ind\u00e9pendante, a plac\u00e9 la satisfaction client en t\u00eate de ses crit\u00e8res d\u2019investissement : \u00ab <i>Pour nous, les crit\u00e8res extra-financiers sont prioritaires. Nous \u00e9valuons d\u2019abord la satisfaction client d\u2019une entreprise \u00e0 travers des sondages (interview de consommateurs, \u00e9coute du bruit sur le web\u2026), puis nous nous assurons que l\u2019entreprise m\u00e8ne une strat\u00e9gie <\/i>client centric <i>avant de proc\u00e9der \u00e0 son analyse financi\u00e8re pour d\u00e9cider d\u2019investir ou pas.<\/i> \u00bb Julien Tanguy rappelle notamment que l\u2019on peut vendre un produit plus cher si la qualit\u00e9 de service est remarquable. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-toute-l-organisation-de-l-entreprise-doit-etre-client-centric\"><b>Toute l\u2019organisation de l\u2019entreprise doit \u00eatre client centric<\/b><\/h3>\n\n\n\n<p>Dans ces conditions, quelles sont les recettes pour obtenir une satisfaction client solide dans le temps ? Pour Julien Tanguy, cela passe par une proximit\u00e9 maximale : \u00ab <i>Nous organisons r\u00e9guli\u00e8rement des enqu\u00eates qualitatives autour d\u2019entretiens individuels tr\u00e8s pouss\u00e9s avec nos clients. Nous effectuons \u00e9galement des rencontres \u00e0 travers des groupes de travail r\u00e9unissant nos collaborateurs, nos entreprises clientes et les commer\u00e7ants chez qui nos coupons sont utilis\u00e9s. Cela nous permet d\u2019am\u00e9liorer nos produits.<\/i> \u00bb Associer les collaborateurs \u00e0 l\u2019am\u00e9lioration de la satisfaction client : un imp\u00e9ratif confirm\u00e9 par Olivier Derrien, Directeur g\u00e9n\u00e9ral de Salesforce France : \u00ab<i> un employ\u00e9 heureux, c\u2019est un client heureux. Il faut donc mettre en place des syst\u00e8mes et des outils qui permettent \u00e0 tous les collaborateurs de s\u2019approprier l\u2019enjeu de la relation client.<\/i> \u00bb Pour impliquer les \u00e9quipes, Edenred a ainsi choisi d\u2019objectiver la prime d\u2019int\u00e9ressement annuelle de tous les salari\u00e9s sur la relation client. \u00catre customer centric, c\u2019est l\u2019affaire de tous ! <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-la-preuve-par-l-exemple-sunelia-le-camping-digital\"><b>La preuve par l\u2019exemple : Sun\u00ealia, le camping digital<\/b><\/h3>\n\n\n\n<p>Plus que du camping, Sun\u00ealia se positionne comme une cha\u00eene d\u2019h\u00f4tellerie de plein air, avec des services haut de gamme comme des spas, de la restauration de prestige et m\u00eame des cr\u00e8ches pour enfants. <\/p>\n\n\n\n<p>Il y a deux ans, pour mieux prendre en charge sa client\u00e8le, Sun\u00ealia a pris un virage digital sous l\u2019impulsion de son directeur g\u00e9n\u00e9ral Aur\u00e9lien Ravet. La communication s\u2019est ainsi calqu\u00e9e au plus pr\u00e8s des habitudes de chaque client : \u00ab <i>Certains clients r\u00e9servent 6 mois \u00e0 l\u2019avance. On leur envoie donc des informations \u00e0 ce moment-l\u00e0. <\/i>\u00bb En fonction des questionnaires de satisfaction, remplis en lignes et analys\u00e9s dans Saleforce, l\u2019information est personnalis\u00e9e : par exemple, un client avec b\u00e9b\u00e9 se verra proposer un camping avec cr\u00e8che. Ce type de changement n&rsquo;est pas une am\u00e9lioration marginale du parcours client : le nombre de r\u00e9servations a doubl\u00e9 en un an et le taux de fid\u00e9lisation a bondi ! <\/p>\n\n\n\n<p>Dans l&rsquo;accompagnement apr\u00e8s-vente aussi, Salesforce contribue \u00e0 une nette am\u00e9lioration. L\u2019analyse des avis et retours clients permet \u00e0 Sun\u00ealia de rester en veille active. La proportion de clients revenant deux fois dans les trois ans est m\u00eame pass\u00e9 de 20 % \u00e0 30 % ! <br>Avec le lancement d\u2019une appli mobile permettant de noter le camping en direct, Sun\u00ealia se donne aujourd\u2019hui les moyens d\u2019am\u00e9liorer ses services en temps r\u00e9el, pour une plus grande satisfaction client et une meilleure fid\u00e9lisation. <\/p>\n\n\n\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/-FbA7d2DDtw\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\"> <\/iframe><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un meilleur service client, c\u2019est l\u2019assurance d\u2019un consommateur heureux ! Soit. Mais cette satisfaction client tant recherch\u00e9e est-elle gage de performance \u00e9conomique pour l\u2019entreprise ?<\/p>\n","protected":false},"author":1,"featured_media":381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"d7feb8c8f6304c78a56dc43bd1d0bfe8","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[12,10],"sf_content_type":[],"blog":[363,423],"coauthors":[27],"class_list":["post-379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-service","sf_topic-news","blog-service","blog-news"],"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>L\u2019\u00e8re du client : La satisfaction client, quel impact sur la rentabilit\u00e9 des entreprises ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Un meilleur service client, c\u2019est l\u2019assurance d\u2019un consommateur heureux ! Soit. Mais cette satisfaction client tant recherch\u00e9e est-elle gage de performance \u00e9conomique pour l\u2019entreprise ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/l-ere-du-client-la-satisfaction-client-quel-impact-sur-la-ren\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019\u00e8re du client : La satisfaction client, quel impact sur la rentabilit\u00e9 des entreprises ?\" \/>\n<meta property=\"og:description\" content=\"Un meilleur service client, c\u2019est l\u2019assurance d\u2019un consommateur heureux ! Soit. 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