{"id":420,"date":"2021-01-12T18:06:00","date_gmt":"2023-09-07T18:06:55","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=420"},"modified":"2023-12-01T13:49:35","modified_gmt":"2023-12-01T13:49:35","slug":"pme-comment-preserver-relation-client","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/pme-comment-preserver-relation-client\/","title":{"rendered":"PME : comment pr\u00e9server la relation client en p\u00e9riode de crise ?"},"content":{"rendered":"\n<p>La transformation des attentes des clients fait partie des pr\u00e9occupations majeures des entreprises depuis plusieurs ann\u00e9es. Les bouleversements g\u00e9n\u00e9r\u00e9s par la crise sanitaire ont acc\u00e9l\u00e9r\u00e9 ces changements et modifi\u00e9 de mani\u00e8re profonde &#8211; et certainement durable &#8211; les comportements d\u2019achats des clients. Dans ce contexte, il est primordial pour les PME de pr\u00e9server leur relation client, en mettant en place des mesures pour le court terme, mais aussi en revoyant leurs strat\u00e9gies pour l\u2019avenir. <\/p>\n\n\n\n<p>Notre dernier <b><i><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/small-business-trends-report\/\" target=\"_blank\" rel=\"noopener\">Rapport sur les tendances relatif aux petites et moyennes entreprises<\/a><\/i> <\/b>vient d\u2019\u00eatre publi\u00e9 et offre un \u00e9clairage in\u00e9dit sur la mani\u00e8re dont les PME ont g\u00e9r\u00e9 le d\u00e9but de la crise sanitaire et leurs perspectives pour le futur. D\u00e9couvrez avec nous comment elles ont man\u0153uvr\u00e9 pour rester connect\u00e9es \u00e0 leurs clients et quelles sont les bonnes pratiques pour s\u2019adapter au \u00ab monde d\u2019apr\u00e8s \u00bb. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-l-impact-du-coronavirus-sur-les-attentes-et-les-comportements-des-clients\"><b>L\u2019impact du coronavirus sur les attentes et les comportements des clients<\/b><\/h2>\n\n\n\n<p>La pand\u00e9mie de coronavirus s\u00e9vit partout sur la plan\u00e8te. C\u2019est d\u2019abord une crise sanitaire et sociale qui cause des pertes humaines consid\u00e9rables, mais aussi, une crise \u00e9conomique aux lourdes r\u00e9percussions. Du c\u00f4t\u00e9 des entreprises, celles-ci doivent \u00e9voluer dans un univers changeant et incertain, man\u0153uvrer en respectant les consignes sanitaires et, faire face aux changements d\u2019habitudes de leurs clients.<\/p>\n\n\n\n<p>En France, 56 % des clients confirment que <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">leurs comportements d\u2019achat ont chang\u00e9 en raison de la pand\u00e9mie<\/a> et 7 consommateurs sur 10 affirment qu\u2019ils persisteront apr\u00e8s la crise. Si l\u2019impact de la crise de la Covid-19 n\u2019a pas \u00e9t\u00e9 ressenti tout \u00e0 fait de la m\u00eame fa\u00e7on par chaque pays, on a tout de m\u00eame pu voir se dessiner, au niveau mondial, des similitudes dans les nouvelles habitudes de consommation des clients :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Un retour aux produits \u00ab essentiels \u00bb et une baisse des d\u00e9penses discr\u00e9tionnaires,<\/li>\n\n\n\n<li>Un regain d\u2019int\u00e9r\u00eat pour la consommation locale qui s\u2019accompagne d\u2019une diminution du trafic dans les points de vente physiques. Les consommateurs sont soucieux de leur sant\u00e9 et de leur s\u00e9curit\u00e9, et, s\u2019efforcent de r\u00e9duire les interactions physiques. <\/li>\n\n\n\n<li>Un glissement significatif vers le commerce digital et <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/11\/omnicanal-reunir-e-commerce-et-boutiques-physiques.html\" target=\"_blank\" rel=\"noopener\">l\u2019omnicanal<\/a>, acc\u00e9l\u00e9rant une tendance qui \u00e9tait d\u00e9j\u00e0 \u00e0 l\u2019\u0153uvre. <\/li>\n\n\n\n<li>La loyaut\u00e9 des clients mise \u00e0 l\u2019\u00e9preuve. <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/07\/pme-gagner-fidelite-client.html\" target=\"_blank\" rel=\"noopener\">La fid\u00e9lit\u00e9<\/a> &#8211; d\u00e9j\u00e0 ardue \u00e0 obtenir en temps normal &#8211; devient encore plus complexe \u00e0 atteindre en p\u00e9riode de crise o\u00f9 les crit\u00e8res de choix des prestataires se r\u00e9sument \u00e0 la valeur, la commodit\u00e9 et la disponibilit\u00e9 des produits ou services. <\/li>\n<\/ul>\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\">Exploitez le CRM \u00e0 100% !<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">R\u00e9duisez vos d\u00e9penses et boostez la productivit\u00e9 !<\/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\/crm-superpowers\/?d=inc-blog-banner&#038;nc=7013y000002lvs1AAA\">Voir comment<\/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=\"1024\" height=\"577\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/05\/16_9-Template-Blog-1.png\" class=\"attachment-full size-full\" alt=\"CRM SUperpower ESMB\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/05\/16_9-Template-Blog-1.png 1268w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/05\/16_9-Template-Blog-1.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/05\/16_9-Template-Blog-1.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/05\/16_9-Template-Blog-1.png?w=1024&amp;h=577 1024w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/05\/16_9-Template-Blog-1.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\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<h2 class=\"wp-block-heading\" id=\"h-covid-19-comment-les-pme-restent-connectees-a-leurs-clients\"><b>Covid-19 : comment les PME restent connect\u00e9es \u00e0 leurs clients ?<\/b><\/h2>\n\n\n\n<p>Confront\u00e9es \u00e0 ces nouveaux comportements d\u2019achats des clients, les PME se sont tant bien que mal adapt\u00e9es. Notre \u00e9tude r\u00e9v\u00e8le comment elles ont plac\u00e9 en t\u00eate de leurs priorit\u00e9s, la s\u00e9curit\u00e9 des clients et des employ\u00e9s et d\u00e9ploy\u00e9 de nouveaux moyens pour r\u00e9pondre \u00e0 ces enjeux. <\/p>\n\n\n\n<p>Ainsi, elles se sont efforc\u00e9es de mettre en place des mesures d\u2019hygi\u00e8ne plus strictes pour r\u00e9duire les risques de contamination et suivre les pr\u00e9conisations gouvernementales. Pr\u00e8s de la moiti\u00e9 des PME sond\u00e9es ont \u00e9galement tourn\u00e9 leur efforts vers les services \u00ab sans contact \u00bb. Elles sont nombreuses \u00e0 avoir proposer divers dispositifs digitaux qui minimisent les interactions (<i><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/10\/click-and-collect-pourquoi-l-utiliser-sur-site-ecommerce.html\" target=\"_blank\" rel=\"noopener\">click and collect<\/a><\/i>, signature \u00e9lectronique, etc.) <\/p>\n\n\n\n<p>Cependant, l\u2019impl\u00e9mentation de mesures, aussi efficaces soient-elles, ne suffit pas. Il faut aussi en informer les prospects. La crise du coronavirus a chang\u00e9 la donne en mati\u00e8re de communication. Plus que jamais durant cette p\u00e9riode, il est n\u00e9cessaire d\u2019aller \u00e0 la rencontre des prospect et clients. <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/04\/communiquer-avec-clients-periode-crise.html\" target=\"_blank\" rel=\"noopener\">D\u2019entretenir la conversation avec eux.<\/a> Mais pas n\u2019importe comment ! Pas question de leur parler des produits ou d\u2019avoir une communication autocentr\u00e9e, au risque de para\u00eetre opportuniste. <\/p>\n\n\n\n<p>La relation client en temps de crise doit \u00eatre profond\u00e9ment humaine. Les PME doivent s\u2019efforcer de cr\u00e9er une relation la plus <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/content\/blogs\/fr\/fr\/2020\/06\/pme-conseils-renforcer-empathie-relation-client.html\" target=\"_blank\" rel=\"noopener\">empathique<\/a> et transparente possible, tout en privil\u00e9giant les canaux de communication que les clients affectionnent. D\u2019apr\u00e8s notre \u00e9tude, les PME ont plut\u00f4t compris les enjeux de la prise de parole pendant la crise et ses effets sur la qualit\u00e9 de la relation client. Elle r\u00e9v\u00e8le que 55 % des PME affirment \u00eatre plus attentives aux communications \u00e0 destination des clients. Elles sont aussi 47 % \u00e0 avoir ouvert de nouveaux canaux de communication avec par exemple, une pr\u00e9sence plus visible sur <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/05\/twitter-partage-bonnes-pratiques-reseaux-sociaux.html\" target=\"_blank\" rel=\"noopener\">les r\u00e9seaux sociaux.<\/a> <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-redefinir-l-experience-client-du-monde-d-apres\"><b>Red\u00e9finir l\u2019exp\u00e9rience client du \u00ab monde d\u2019apr\u00e8s \u00bb <\/b><\/h2>\n\n\n\n<p>La plupart des d\u00e9cisions ci-dessus ont \u00e9t\u00e9, dans le feu de l\u2019action, guid\u00e9es par l\u2019instinct des entreprises. Mais alors qu\u2019il semble de plus en plus certain que ces habitudes de consommation perdurent apr\u00e8s la crise, l\u2019intuition ne suffit plus et il est indispensable que les PME s\u2019attellent \u00e0 la mise en place de strat\u00e9gies efficaces pour s\u2019adapter au \u00ab monde d\u2019apr\u00e8s \u00bb. Voici quelques bonnes pratiques \u00e0 appliquer : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p> <b>Devenez une entreprise socialement responsable<\/b><\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Le sujet de la <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2019\/09\/RSE-pourquoi-les-entreprises-doivent-rendre-le-monde-meilleur.html\" target=\"_blank\" rel=\"noopener\">Responsabilit\u00e9 Soci\u00e9tale des Entreprises<\/a> (RSE) n\u2019est pas nouveau, mais avec la crise, son importance a encore pris de l\u2019ampleur. Les consommateurs sont de plus en plus soucieux de l\u2019\u00e9thique et des valeurs pr\u00f4n\u00e9es par les entreprises, ils attendent d\u2019elles qu\u2019elles soient utiles et contribuent \u00e0 la soci\u00e9t\u00e9. Si ces attentes sont particuli\u00e8rement exacerb\u00e9es en p\u00e9riode de crise, elles sont aussi \u00e0 prendre en consid\u00e9ration pour l\u2019apr\u00e8s-crise. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p><b>Mettez-vous \u00e0 l\u2019heure de l\u2019exp\u00e9rience client sans contact<\/b><\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Les interactions entre consommateurs et entreprises ont \u00e9volu\u00e9 avec la pand\u00e9mie. Les PME doivent faire face \u00e0 cette r\u00e9alit\u00e9 le plus rapidement possible et proposer <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/10\/experience-client-ce-que-veulent-les-consommateurs.html\" target=\"_blank\" rel=\"noopener\">une exp\u00e9rience client<\/a> en ad\u00e9quation avec ces changements. Assurez-vous que votre plateforme de vente <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/10\/quand-e-commerce-fait-decoller-ventes-en-boutique.html\" target=\"_blank\" rel=\"noopener\">e-commerce<\/a> est \u00e0 la hauteur. Proposez des options de libre-service car elles permettent \u00e0 la fois une r\u00e9duction des co\u00fbts et davantage de flexibilit\u00e9 pour les clients. Offrez des alternatives d\u2019achat et de livraison sans contact et envisagez l\u2019adoption de nouvelles technologies \u00ab <i>touchless<\/i> \u00bb (interfaces vocales, reconnaissance faciale, etc).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p><b>Placez l\u2019humain au c\u0153ur de la relation client<\/b><\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Pour maintenir une relation client de qualit\u00e9, le recours aux nouvelles technologies est indispensable. Cette digitalisation de la relation client ne doit cependant pas oublier l\u2019humain. Si les consommateurs d\u00e9sirent r\u00e9duire le contact physique, ils veulent paradoxalement plus d\u2019interactions humaines. <a adhocenable=\"false\" href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/library\/consumer-intelligence-series\/future-of-customer-experience.html\" target=\"_blank\" rel=\"noopener\">74 %<\/a> des consommateurs (hors \u00c9tats-Unis) en esp\u00e8rent davantage dans le futur selon une \u00e9tude de PWC. Il appartient donc aux entreprises d\u2019accomplir, \u00e0 l\u2019aide de la technologie, un grand \u00e9cart en proposant une exp\u00e9rience client sans contact mais toujours plus humaine. <\/p>\n\n\n\n<p> <i>Pour plus d\u2019informations sur les tendances cl\u00e9s des PME, d\u00e9couvrez l\u2019int\u00e9gralit\u00e9 de notre <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/small-business-trends-report\/\" target=\"_blank\" rel=\"noopener\">Rapport sur les tendances relatif aux petites et moyennes entreprises. <\/a><\/i><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les bouleversements g\u00e9n\u00e9r\u00e9s par la crise sanitaire ont acc\u00e9l\u00e9r\u00e9 la transformation des habitudes d\u2019achats des clients. Les PME doivent pr\u00e9server leur relation client, en mettant en place des mesures pour le court terme, mais aussi en revoyant leurs strat\u00e9gies pour l\u2019avenir.<\/p>\n","protected":false},"author":1,"featured_media":422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"e1a5252be42644919ca74efad9c79490","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[15,1],"sf_content_type":[],"blog":[347,365],"coauthors":[27],"class_list":["post-420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-small-business","blog-commerce","blog-small-business"],"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>PME : comment pr\u00e9server la relation client en p\u00e9riode de crise ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Les bouleversements g\u00e9n\u00e9r\u00e9s par la crise sanitaire ont acc\u00e9l\u00e9r\u00e9 la transformation des habitudes d\u2019achats des clients. 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