{"id":71,"date":"2020-10-09T18:00:00","date_gmt":"2023-09-07T18:00:29","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=71"},"modified":"2023-10-25T00:12:48","modified_gmt":"2023-10-25T00:12:48","slug":"experience-client-ce-que-veulent-les-consommateurs","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/experience-client-ce-que-veulent-les-consommateurs\/","title":{"rendered":"Exp\u00e9rience client : ce que veulent les consommateurs"},"content":{"rendered":"\n<p>Comment cr\u00e9er un lien fort avec mon client ? Tous les brand managers se posent et reposent encore la m\u00eame question, d&rsquo;autant plus en ce moment. Le contexte sanitaire pousse les consommateurs vers le digital pour accomplir leurs achats. En r\u00e9ponse, les retailers \u00e9toffent leur offre digital pour satisfaire les clients les plus technophiles, mais aussi conqu\u00e9rir une nouvelle base de clients qui d\u00e9couvrent peu \u00e0 peu l&rsquo;e-commerce.<\/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\">Focus sur le client connect\u00e9<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Quelles sont les attentes des clients ? Comment les entreprises peuvent-elles mettre en \u0153uvre l\u2019IA de confiance ?<\/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\/client-connecte\/?nc=7013y000000vkjhAAA\">Je d\u00e9couvre les attentes des clients<\/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=\"576\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/06\/socc-form.png\" class=\"attachment-full size-full\" alt=\"Focus sur le client connect\u00e9\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/06\/socc-form.png 1536w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/06\/socc-form.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/06\/socc-form.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/06\/socc-form.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/06\/socc-form.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<p>Dans ce contexte ultra-concurrentiel, les retailers doivent prendre rapidement des d\u00e9cisions strat\u00e9giques, tr\u00e8s engageantes, pour r\u00e9pondre aux attentes des consommateurs. Pour les aider sur ce dernier point, nous avons <b>interrog\u00e9 plus de 10 000 consommateurs du monde entier et leur avons pos\u00e9 les questions suivantes<\/b> :<\/p>\n\n\n\n<p>\u2022 Comment les marques, les places de march\u00e9 en ligne et les retailers peuvent-ils se d\u00e9marquer ?<\/p>\n\n\n\n<p>\u2022 Qu&rsquo;est-ce qui influe sur la fid\u00e9lit\u00e9 des consommateurs ?<\/p>\n\n\n\n<p>\u2022 Comment les retailers peuvent-ils faire face aux nouveaux points de vente digitaux ?<\/p>\n\n\n\n<p>\u2022 Quelle est la place du magasin physique dans le paysage commercial moderne ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-cinq-attentes-cles-des-consommateurs\"><b>Les cinq attentes cl\u00e9s des consommateurs<\/b><\/h2>\n\n\n\n<p>Lorsqu&rsquo;il s&rsquo;agit de leur relation avec les marques, les clients d&rsquo;aujourd&rsquo;hui veulent \u00eatre compris et se sentir uniques. C&rsquo;est m\u00eame ce qu&rsquo;ils recherchent en priorit\u00e9.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d3f0f7123f2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d3f0f7123f2\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" 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\/experience-client-que-veulent-les-consommateurs-rapports-consommateurs-connectes-blog-salesforce2.png?strip=all&#038;quality=95\" alt=\"\"\/><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\n\n\n<p>Retailers, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/06\/facebook-instagram-nouvelles-marketplaces-du-ecommerce.html\" target=\"_blank\" rel=\"noopener\">marketplaces<\/a> et marques en D2C rivalisent pour conqu\u00e9rir ces derniers. Par cons\u00e9quent, les consommateurs disposent de nombreuses option d&rsquo;achat, et le produit ne se suffit plus \u00e0 lui-m\u00eame pour se d\u00e9marquer. Afin d&rsquo;attirer un consommateur et de nouer une relation durable avec lui, les entreprises doivent traiter leurs clients de fa\u00e7on personnalis\u00e9e et r\u00e9pondre \u00e0 leurs besoins sp\u00e9cifiques. Elles doivent \u00e9galement \u00eatre capables de s&rsquo;int\u00e9grer \u00e0 leur quotidien. \u00c0 cet effet, <a href=\"https:\/\/www.salesforce.com\/fr\/learning-centre\/crm\/what-is-crm\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">les technologies CRM<\/a> sont essentielles pour \u00e9tablir et mesurer l&rsquo;engagement client.<\/p>\n\n\n\n<p>Ce type de micro-marketing, qui vise directement un consommateur individuel plut\u00f4t qu&rsquo;un large public, aurait \u00e9t\u00e9 impossible il y a encore dix ans. Aujourd&rsquo;hui en revanche, \u00e0 l&rsquo;aube de la <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2020\/07\/4e-revolution-industrielle-de-consommateur-a-individu.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">quatri\u00e8me r\u00e9volution industrielle<\/a>, les nouvelles technologies offrent des possibilit\u00e9s int\u00e9ressantes pour b\u00e2tir et renforcer la relation client et pour offrir au consommateur exactement ce qu&rsquo;il veut, quand il le veut.<\/p>\n\n\n\n<p>Ne vous y trompez pas, il s&rsquo;agit l\u00e0 d&rsquo;une exigence port\u00e9e haut et fort : les consommateurs doivent se sentir compris et uniques, car 69 % des consommateurs interrog\u00e9s attendent des entreprises qu&rsquo;elles r\u00e9pondent \u00e0 leurs besoins et \u00e0 leurs attentes. Mais dans les faits, ils sont souvent d\u00e9\u00e7us, 56 % d&rsquo;entre eux estimant que les entreprises adoptent une communication impersonnelle, selon le rapport. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-parcours-client-loin-d-etre-lineaire\"><b>Un parcours client loin d&rsquo;\u00eatre lin\u00e9aire<\/b><\/h2>\n\n\n\n<p>Aujourd&rsquo;hui, le retail ne se limite plus \u00e0 un simple passage en magasin. Il englobe un \u00e9ventail complet d&rsquo;activit\u00e9s : la recherche d&rsquo;un produit sur le web, la d\u00e9couverte d&rsquo;une marque r\u00e9pondant aux attentes de l&rsquo;internaute, la navigation sur le site et l&rsquo;achat, mais aussi, le service apr\u00e8s-vente et la publication d&rsquo;un avis sur l&rsquo;exp\u00e9rience d&rsquo;achat. Sans compter l&rsquo;intervention des influenceurs : les \u00ab unboxing \u00bb (test de produits) g\u00e9n\u00e8rent des millions de vues sur Internet.<\/p>\n\n\n\n<p>Les clients n&rsquo;ont plus besoin de se dire \u00ab Tiens, je vais aller faire les magasins \u00bb et de prendre un moment dans la semaine pour leur s\u00e9ance shopping. D&rsquo;un simple effleurement du doigt ou \u00e0 l&rsquo;aide de commandes vocales, ils peuvent acheter des baskets sur les r\u00e9seaux sociaux tout en faisant leur jogging, r\u00e9server des vacances depuis leur voiture apr\u00e8s une journ\u00e9e de travail ou commander un d\u00eener 5 \u00e9toiles en regardant un \u00e9pisode de Masterchef.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d3f0f7132d7&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d3f0f7132d7\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" 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\/experience-client-que-veulent-les-consommateurs-rapports-consommateurs-connectes-blog-salesforce1.png?strip=all&#038;quality=95\" alt=\"\"\/><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\n\n\n<p>Pour 83 % de ces consommateurs, l&rsquo;exp\u00e9rience est tout aussi importante que le produit, et ils utiliseront en moyenne huit canaux pour communiquer avec les entreprises. Il est donc essentiel que celles-ci r\u00e9ussissent la digitalisation de leur parcours client.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-embrasser-son-individualite\"><b>Embrasser son individualit\u00e9<\/b><\/h2>\n\n\n\n<p>Les clients sont attir\u00e9s par des produits et des exp\u00e9riences uniques. Ils appr\u00e9cient aussi les entreprises qui se diff\u00e9rencient de la concurrence : tout comme ils veulent que les marques leur donnent l&rsquo;impression d&rsquo;\u00eatre sp\u00e9ciaux, ils ont envie que la marque soit sp\u00e9ciale elle aussi. Plus de la moiti\u00e9 des consommateurs (51 %) sont r\u00e9ceptifs aux \u00e9v\u00e9nements exclusifs, tandis que 54 % recherchent des marques et des retailers qui proposent des produits personnalis\u00e9s ou en \u00e9dition limit\u00e9e. Cette tendance est encore plus prononc\u00e9e chez les jeunes : 72 % des membres de la g\u00e9n\u00e9ration Z sont plus susceptibles d&rsquo;acheter aupr\u00e8s d&rsquo;entreprises qui proposent ces produits uniques.<\/p>\n\n\n\n<p>Les programmes de fid\u00e9lit\u00e9 sont \u00e9galement un excellent moyen de favoriser l&rsquo;engagement client, car 8 consommateurs sur 10 sont plus susceptibles d&rsquo;acheter aupr\u00e8s de marques proposant un programme de fid\u00e9lit\u00e9. Cependant, l&rsquo;enqu\u00eate de Salesforce r\u00e9v\u00e8le que ces programmes sont plus efficaces lorsqu&rsquo;ils sont exclusifs.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d3f0f714056&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d3f0f714056\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" 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\/experience-client-que-veulent-les-consommateurs-rapports-consommateurs-connectes-blog-salesforce3.png?strip=all&#038;quality=95\" alt=\"\"\/><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\n\n\n<p>R\u00e9pondre aux besoins uniques des clients, s&rsquo;int\u00e9grer dans leur quotidien et leur offrir des produits et services exclusifs ne sont que quelques-uns des moyens permettant de renforcer leur engagement.<\/p>\n\n\n\n<p><!-- END --> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Salesforce Blog &#8211; D\u00e9couvrez comment am\u00e9liorer l&rsquo;engagement client et cr\u00e9er une base de clients connect\u00e9s.<\/p>\n","protected":false},"author":1,"featured_media":73,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"d262f1b3a61740508f982ee29913f3ff","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[15,10,6],"sf_content_type":[],"blog":[347,357,423],"coauthors":[27],"class_list":["post-71","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-news","sf_topic-marketing","blog-commerce","blog-marketing","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>Exp\u00e9rience client : ce que veulent les consommateurs \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Salesforce Blog - D\u00e9couvrez comment am\u00e9liorer l&#039;engagement client et cr\u00e9er une base de clients connect\u00e9s.\" \/>\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\/experience-client-ce-que-veulent-les-consommateurs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exp\u00e9rience client : ce que veulent les consommateurs\" \/>\n<meta property=\"og:description\" content=\"Salesforce Blog - D\u00e9couvrez comment am\u00e9liorer l&#039;engagement client et cr\u00e9er une base de 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