{"id":527,"date":"2022-08-30T18:08:00","date_gmt":"2023-09-07T18:08:29","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=527"},"modified":"2023-10-10T17:54:09","modified_gmt":"2023-10-10T17:54:09","slug":"customer-loyalty-program","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/customer-loyalty-program\/","title":{"rendered":"Le programme de fid\u00e9lit\u00e9 est-il d\u00e9pass\u00e9 ?"},"content":{"rendered":"\n<p><b>Les cartes de fid\u00e9lit\u00e9 sont bien plus anciennes qu\u2019on ne l\u2019imagine. D\u00e8s 1793, des commer\u00e7ants am\u00e9ricains distribuaient des jetons de cuivre comme marque de fid\u00e9lit\u00e9, pour \u00eatre \u00e9chang\u00e9s avec des produits gratuits. En 1896, ces jetons ont laiss\u00e9 place aux cartes \u00e0 tamponner, moins cher \u00e0 produire. Ce m\u00e9canisme de <i>cashback <\/i>a perdur\u00e9 durant deux si\u00e8cles&#8230; Mais il atteint aujourd\u2019hui ses limites : une multitude de facteurs plaident pour une renaissance des programmes de fid\u00e9lit\u00e9.<\/b><\/p>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<h2 class=\"wp-block-heading\" id=\"h-la-renaissance-des-programmes-de-fidelite\"><span>La renaissance des programmes de fid\u00e9lit\u00e9<\/span><\/h2>\n\n\n\n<p>Comment fid\u00e9liser vos clients gr\u00e2ce des programmes engageants ? D\u00e9couvrez :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>comment renouer avec vos clients<\/li>\n\n\n\n<li>quels sont les pr\u00e9-requis pour un programme de fid\u00e9lit\u00e9 r\u00e9ussi<\/li>\n\n\n\n<li>comment aborder la \u00ab\u00a0zero party data\u00a0\u00bb<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/Loyalty-ebook\/?nc=7013y000000ZsnCAAS&amp;d=7013y000002ZKQoAAO\"><span>T\u00e9l\u00e9charger le guide<\/span><\/a><\/div>\n<\/div>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69df33048ea76&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69df33048ea76\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"648\" height=\"368\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/loyalty-ebook.png?w=648\" alt=\"couverture du guide sur les programmes de fid\u00e9lit\u00e9 dans une tablette\" class=\"wp-image-525\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/loyalty-ebook.png 648w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/loyalty-ebook.png?w=300&amp;h=170 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/loyalty-ebook.png?w=150&amp;h=85 150w\" sizes=\"auto, (max-width: 648px) 100vw, 648px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><b>1. Il existe plusieurs crit\u00e8res pour mesurer la fid\u00e9lit\u00e9<\/b><\/h3>\n\n\n\n<p>La fr\u00e9quence d\u2019achat restera toujours un indicateur phare de la mesure de fid\u00e9lit\u00e9. Pour autant, est-il le seul \u00e0 \u00eatre pertinent ? Certains clients achetant peu souvent restent des ambassadeurs de votre marque sur leurs r\u00e9seaux sociaux ou dans leur entourage. Peut-\u00eatre consomment-ils vos contenus r\u00e9guli\u00e8rement, contribuant \u00e0 votre pr\u00e9sence en ligne ? \u00c0 l\u2019\u00e8re du num\u00e9rique, la fid\u00e9lit\u00e9 doit \u00eatre mesurer de plusieurs fa\u00e7ons. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>2. Les consommateurs veulent se sentir uniques<\/b><\/h3>\n\n\n\n<p>Le consommateur contemporain sait que les donn\u00e9es permettent aux marques de personnaliser son exp\u00e9rience client. \u00c0 ses yeux, une marque doit lui proposer des dotations qui lui ressemble. Certains pr\u00e9f\u00e9reront des bons d\u2019achats quand d\u2019autres pr\u00e9f\u00e9reront des acc\u00e8s \u00e0 des \u00e9v\u00e9nements priv\u00e9s, des contenus exclusifs&#8230; Ces r\u00e9compenses personnalis\u00e9es renforcent les affinit\u00e9s envers la marque et transforment les clients en v\u00e9ritables ambassadeurs. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>3. Les programmes de fid\u00e9lit\u00e9 sont une mine de donn\u00e9es<\/b><\/h3>\n\n\n\n<p>Le contexte r\u00e9glementaire limite les entreprises dans la collecte de <i>data<\/i>. La fin des cookies tiers en 2023 les pousseront \u00e0 se tourner vers des sources premi\u00e8res de donn\u00e9es (first-party ou zero-party) pour continuer \u00e0 personnaliser les exp\u00e9riences. Or, un programme de fid\u00e9lit\u00e9 est une excellente source d\u2019informations sur le comportement d\u2019achat des clients, et le seul moyen d\u2019identifier son client en magasin. Il est indispensable d\u2019\u00e9liminer les silos qui entravent le partage de ces donn\u00e9es entre toutes les \u00e9quipes : marketing, commerce, service client&#8230; Ceci, afin de cr\u00e9er des parcours coh\u00e9rents. L\u2019analyse des donn\u00e9es r\u00e9colt\u00e9es alimentera ainsi la connaissance du client et la pertinence des communications. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Les programmes de fid\u00e9lit\u00e9, c\u2019est aussi pour le B2B<\/b><\/h2>\n\n\n\n<p>Ils sont un lieu commun dans le B2C, mais commencent \u00e0 gagner le B2B. Les programmes de fid\u00e9lit\u00e9 B2B visent \u00e0 se rapprocher de ses partenaires et ses distributeurs, en leur proposant des avantages qui am\u00e9lioreront leurs performances. Les points cumul\u00e9s serviraient \u00e0 d\u00e9bloquer des fonds marketing pour g\u00e9n\u00e9rer encore plus de ventes ou une formation \u00ab exclusive \u00bb pour aider les partenaires \u00e0 mieux vendre. Sinon, devant l&rsquo;int\u00e9r\u00eat grandissant des clients pour les entreprises soucieuses sur le plan social, les points pourraient \u00eatre revers\u00e9s \u00e0 une cause ou \u00e0 une initiative locale. <\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un programme de fid\u00e9lisation de la client\u00e8le efficace et rentable doit tenir compte des habitudes et des pr\u00e9f\u00e9rences d&rsquo;achat des clients.<\/p>\n","protected":false},"author":1,"featured_media":529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"9c19ea2aa68c4745b083c482215f71e7","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[15,6],"sf_content_type":[],"blog":[347,357],"coauthors":[27],"class_list":["post-527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-marketing","blog-commerce","blog-marketing"],"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>Le programme de fid\u00e9lit\u00e9 est-il d\u00e9pass\u00e9 ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Un programme de fid\u00e9lisation de la client\u00e8le efficace et rentable 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