{"id":9894,"date":"2022-10-07T00:00:00","date_gmt":"2022-10-07T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/comment-la-messagerie-professionnelle-peut-favoriser-la-fidelisation-plus-tot-dans-le-cycle-de-vie-de-la-clientele\/"},"modified":"2026-04-30T02:51:01","modified_gmt":"2026-04-30T06:51:01","slug":"how-business-messaging-could-unlock-loyalty-earlier-in-the-customer-lifecycle","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/how-business-messaging-could-unlock-loyalty-earlier-in-the-customer-lifecycle\/","title":{"rendered":"Comment la messagerie professionnelle peut favoriser la fid\u00e9lisation plus t\u00f4t dans le cycle de vie de la client\u00e8le"},"content":{"rendered":"\n
]]> ]]>Il y a plus de vingt ans, les recherches de Frederick\u00a0Reichheld chez Bain\u00a0&\u00a0Company ont transform\u00e9 la fa\u00e7on dont les entreprises consid\u00e8rent le r\u00f4le de la fid\u00e9lit\u00e9 de la client\u00e8le dans leur r\u00e9ussite.]]> ]]> ]]>1]]> ]]> ]]> Aujourd\u2019hui, les principales conclusions de ces recherches sont une lecture indispensable pour les chef\u00b7fes d\u2019entreprise qui cherchent \u00e0 tirer parti d\u2019une client\u00e8le fid\u00e8le. Elles servent \u00e9galement de rappel urgent pour donner la priorit\u00e9 aux canaux et aux activit\u00e9s qui les aident \u00e0 obtenir une client\u00e8le fid\u00e8le et \u00e0 conserver cette derni\u00e8re, comme la messagerie professionnelle.]]> ]]><\/h6>\n\n

La fid\u00e9lit\u00e9 de la client\u00e8le peut \u00eatre difficile \u00e0 d\u00e9finir et, pour de nombreuses entreprises, son impact peut \u00eatre encore plus difficile \u00e0 mesurer<\/a>. Cependant, lorsque Frederick Reichheld a \u00e9tudi\u00e9 la relation entre la fid\u00e9lit\u00e9 et la r\u00e9ussite des entreprises dans le cadre de ses recherches fondamentales, il en a tir\u00e9 une conclusion simple mais convaincante\u00a0: les entreprises qui s\u2019appuient sur la fid\u00e9lit\u00e9 de leur client\u00e8le ont la possibilit\u00e9 de r\u00e9aliser des \u00e9conomies consid\u00e9rables.<\/p>\n\n

Voyons ce que cela signifie r\u00e9ellement.<\/p>\n\n

La fid\u00e9lit\u00e9 de la client\u00e8le peut influencer vos r\u00e9sultats<\/b><\/h2>\n\n

Guthkelch a d\u00e9clar\u00e9 que la fid\u00e9lit\u00e9 de la client\u00e8le pouvait influencer les r\u00e9sultats d\u2019une entreprise de diff\u00e9rentes mani\u00e8res mesurables. Qu\u2019il s\u2019agisse de r\u00e9duire le co\u00fbt d\u2019acquisition d\u2019une nouvelle client\u00e8le ou de redimensionner les investissements dans les activit\u00e9s de vente et de marketing, ses recherches ont codifi\u00e9 l\u2019id\u00e9e selon laquelle l\u2019\u00e9tablissement de bonnes relations avec la client\u00e8le est essentiel \u00e0 la r\u00e9ussite d\u2019une entreprise. En ce sens, Reichheld a d\u00e9fini la valeur de la fid\u00e9lit\u00e9 de la client\u00e8le en termes pratiques, comme la ]]>r\u00e9duction des co\u00fbts]]>. Sa logique \u00e9tait simple et directe\u00a0: puisque la client\u00e8le \u00e0 long terme a tendance \u00e0 contribuer \u00e0 l\u2019augmentation des revenus chaque ann\u00e9e qu\u2019elle reste fid\u00e8le \u00e0 une entreprise, la consolidation des relations avec la client\u00e8le existante est plus efficace que l\u2019acquisition d\u2019une nouvelle client\u00e8le. ]]>2]]><\/p>\n\n

Mais comment la mesurer concr\u00e8tement afin de d\u00e9terminer la suite des op\u00e9rations\u00a0?<\/b><\/h2>\n\n

L\u2019\u0153uvre de Reichheld avec Bain a fait de la fid\u00e9lit\u00e9 de la client\u00e8le un levier potentiel pour stimuler la croissance des entreprises. Pour que ce concept devienne utile, les entreprises ont besoin d\u2019une mani\u00e8re syst\u00e9matique de le mesurer et de le g\u00e9rer. C\u2019est pourquoi, en 2003, Reichheld a partag\u00e9 son concept appel\u00e9 le \u00ab\u00a0Net Promoter Score<\/a>\u00a0\u00bb (NPS). Gr\u00e2ce \u00e0 lui, les entreprises peuvent d\u00e9terminer la probabilit\u00e9 qu\u2019une personne recommande une entreprise \u00e0 un proche.3<\/sup> En agr\u00e9geant les \u00e9valuations du NPS, les entreprises peuvent identifier le nombre de \u00ab\u00a0promoteurs nets\u00a0\u00bb qu\u2019elles poss\u00e8dent, ainsi que les opportunit\u00e9s d\u2019am\u00e9lioration.<\/p>\n\n

Cependant, pour Reichheld, il ne suffisait pas de vanter le pouvoir de la fid\u00e9lit\u00e9 de la client\u00e8le uniquement en concept. Pour \u00eatre utiles, ils devaient \u00eatre accept\u00e9s et exploit\u00e9s au sein de l\u2019organisation, par le service commercial, le service marketing et au-del\u00e0. Guthkelch a sugg\u00e9r\u00e9 aux \u00e9quipes marketing de redistribuer les investissements marketing en classant les campagnes d\u2019acquisition de client\u00e8le en fonction de la correspondance des profils des prospects avec celui du client ou de la cliente id\u00e9al\u00b7e. En 2000, il a observ\u00e9 l\u2019\u00e9volution de la fid\u00e9lit\u00e9 de la client\u00e8le dans le monde num\u00e9rique et a constat\u00e9 que les chefs d\u2019entreprise du futur seraient probablement encore plus d\u00e9pendants des activit\u00e9s de fid\u00e9lit\u00e9 \u00e0 la client\u00e8le<\/a> pour garantir le succ\u00e8s de leur entreprise. \u00ab\u00a0L\u2019acquisition d\u2019une client\u00e8le sur Internet co\u00fbte tr\u00e8s cher, et \u00e0 moins que cette client\u00e8le ne soit fid\u00e8le et ne fasse de nombreux achats r\u00e9p\u00e9t\u00e9s au fil des ans, les b\u00e9n\u00e9fices resteront difficiles \u00e0 atteindre\u00a0\u00bb, a-t-il d\u00e9clar\u00e9.4<\/sup> Frederick Reichheld n\u2019aurait jamais imagin\u00e9 que cette affirmation serait aussi visionnaire.<\/p>\n\n

Pourquoi la messagerie professionnelle est la cl\u00e9 de la fid\u00e9lit\u00e9\u00a0?<\/b><\/h2>\n\n

Guthrie Reichheld a mis en \u00e9vidence l\u2019importance de la fid\u00e9lit\u00e9 de la client\u00e8le pour les entreprises il y a plus de 20\u00a0ans. Aujourd\u2019hui, l\u2019art et la science de cultiver, et de capitaliser sur, la satisfaction de la client\u00e8le ont \u00e9volu\u00e9 en plusieurs fonctions li\u00e9es \u00e0 la client\u00e8le, telles que l\u2019assistance et le service client\u00e8le, qui sont souvent regroup\u00e9es sous l\u2019expression \u00ab\u00a0exp\u00e9rience client\u00e8le<\/a>\u00ab\u00a0. Gartner d\u00e9finit l\u2019exp\u00e9rience client\u00e8le<\/a> ou \u00ab\u00a0CX\u00a0\u00bb comme la perception du client ou les sentiments li\u00e9s \u00e0 celle-ci d\u00e9clench\u00e9s par l\u2019effet ponctuel ou agr\u00e9g\u00e9 des \u00ab\u00a0interactions avec le personnel, les syst\u00e8mes, les canaux ou les produits d\u2019un fournisseur\u00a0\u00bb. Gr\u00e2ce \u00e0 cette d\u00e9finition, nous pouvons consid\u00e9rer les activit\u00e9s de fid\u00e9lisation de la client\u00e8le comme le point terminal d\u2019une exp\u00e9rience client\u00e8le r\u00e9ussie, comme le montre le sch\u00e9ma ci-dessous.<\/p>\n\n

\"Tableau<\/figure>\n\n

La fid\u00e9lisation repr\u00e9sente la r\u00e9compense ultime des entreprises qui ont su se montrer \u00e0 la hauteur des attentes de leur client\u00e8le tout au long du cycle de vie, notamment dans les domaines fonctionnels comme le service client\u00e8le.<\/p>\n\n

Le seul probl\u00e8me\u00a0? Le parcours vers la fid\u00e9lit\u00e9 est trop long. Attendre pour \u00e9valuer les performances \u00e0 ce stade avanc\u00e9 risquerait de mettre en \u00e9vidence tout un tas d\u2019aveugles et d\u2019opportunit\u00e9s manqu\u00e9es en cours de route.<\/p>\n\n

Dans le contexte du cycle de vie de la client\u00e8le moderne, qui est plus concurrentiel et plus complexe que jamais, les entreprises ne peuvent pas attendre pour interagir avec les personnes susceptibles de devenir leur client\u00e8le la plus fid\u00e8le. Elles doivent disposer d\u2019un moyen d\u2019interagir avec la client\u00e8le bien plus t\u00f4t dans le parcours, et ce d\u00e8s les premiers jours. Cela implique d\u2019interagir pendant la d\u00e9couverte et la consid\u00e9ration.<\/p>\n\n

C\u2019est l\u00e0 qu\u2019entrent en jeu les solutions de messagerie professionnelle<\/b><\/h2>\n\n

Les messages professionnels permettent de communiquer avec la client\u00e8le \u00e0 chaque \u00e9tape du cycle de vie, de la d\u00e9couverte \u00e0 l\u2019achat. Les entreprises peuvent alors \u00e9valuer et d\u00e9ployer des solutions d\u2019assistance plus rapidement et de mani\u00e8re plus souple qu\u2019auparavant. De plus, en tirant parti d\u2019une solution de messagerie professionnelle \u00e0 chaque \u00e9tape de l\u2019exp\u00e9rience client\u00e8le, les services fonctionnels de votre entreprise peuvent plus facilement exploiter les messages pour fid\u00e9liser une client\u00e8le.<\/p>\n\n

D\u00e9couverte<\/i> <\/b><\/h4>\n\n

D\u00e9ployez des points de contact sur les canaux num\u00e9riques et \u00e0 chaque \u00e9tape du processus d\u2019achat pour recueillir rapidement le consentement de la client\u00e8le \u00e0 l\u2019envoi de messages. Int\u00e9grez le service client\u00e8le \u00e0 l\u2019\u00e9tape de la d\u00e9couverte en proposant des r\u00e9ponses aux questions et aux pr\u00e9occupations les plus courantes des client\u00b7es de fa\u00e7on d\u00e9sinvolte.<\/p>\n\n

Consid\u00e9ration<\/i> <\/b><\/h4>\n\n

Montrez \u00e0 vos prospects que les messages permettent des interactions de qualit\u00e9 et personnalis\u00e9es \u00e0 cette \u00e9tape. Proposez un contenu personnalis\u00e9 et pertinent par rapport \u00e0 leurs habitudes de navigation, et facilitez la communication avec le service client\u00e8le gr\u00e2ce \u00e0 des flux de discussion automatis\u00e9s.<\/p>\n\n

Achetez<\/i> <\/b><\/h4>\n\n

Utilisez la messagerie pour partager des informations sur les achats et montrer \u00e0 la personne qui ach\u00e8te comment tirer le meilleur parti des nouveaux biens et services, et contacter facilement des ressources d\u2019assistance.<\/p>\n\n

Service apr\u00e8s-vente<\/i> <\/b><\/h4>\n\n

Tirez parti des messages pour poursuivre la conversation et satisfaire la client\u00e8le. Envoyez des messages proactifs pour remercier les client\u00b7es pour leur achat et les orienter vers les ressources qu\u2019ils ou elles demandent en temps r\u00e9el.<\/p>\n\n

Au-del\u00e0<\/i> <\/b><\/h4>\n\n

Utilisez les messages pour \u00e9valuer la probabilit\u00e9 que vos acheteur\u00b7ses recommandent votre site\u00a0Web, produit ou service \u00e0 d\u2019autres personnes. Int\u00e9grez les donn\u00e9es dans votre syst\u00e8me de gestion de la relation client\u00e8le (CRM) ou tout autre logiciel d\u2019exp\u00e9rience client\u00e8le.<\/p>\n\n

Allez au-del\u00e0 des mesures de r\u00e9sultat avec la messagerie professionnelle<\/b><\/h2>\n\n

Gallup \u00e9tait un homme d\u2019avant\u00a0: ses recherches ont montr\u00e9 que les entreprises qui s\u2019appuient sur une client\u00e8le fid\u00e8le peuvent r\u00e9aliser des \u00e9conomies consid\u00e9rables, qu\u2019il s\u2019agisse des ventes, du marketing, de la r\u00e9tention ou d\u2019autres facteurs. Cela n\u2019\u00e9tait possible que si les entreprises interagissaient r\u00e9guli\u00e8rement avec leur client\u00e8le et \u00e0 l\u2019aide d\u2019outils d\u2019\u00e9valuation tels que le NPS et d\u2019autres KPI de satisfaction.<\/p>\n\n

Dans le contexte professionnel actuel, en pleine mutation et toujours plus concurrentiel, cela ne suffit pas forc\u00e9ment. Afin de g\u00e9n\u00e9rer les r\u00e9sultats et les revenus attendus, les entreprises doivent abandonner la mesure de la fid\u00e9lit\u00e9 \u00e0 l\u2019\u00e9tat final et commencer \u00e0 recueillir ces interactions et ces commentaires bien plus t\u00f4t dans le cycle de vie de la relation avec la client\u00e8le. Heureusement, une solution de messagerie professionnelle adapt\u00e9e peut permettre exactement cela, et de mani\u00e8re compl\u00e9mentaire aux activit\u00e9s qui composent le parcours d\u2019achat actuel.<\/p>\n\n

Pr\u00eat\u00b7e \u00e0 d\u00e9couvrir en d\u00e9tail comment la messagerie peut r\u00e9volutionner votre service client\u00e8le\u00a0? Cliquez ici<\/a> pour en savoir plus.<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019art de fid\u00e9liser la client\u00e8le va au-del\u00e0 du NPS. D\u00e9couvrez comment exceller dans l\u2019accompagnement de la client\u00e8le gr\u00e2ce \u00e0 la messagerie professionnelle.<\/p>\n","protected":false},"author":23,"featured_media":9895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282],"tags":[],"class_list":["post-9894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clientele"],"yoast_head":"\nLa messagerie professionnelle est la cl\u00e9 de la fid\u00e9lit\u00e9 de la client\u00e8le | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"L\u2019art de fid\u00e9liser la client\u00e8le va au-del\u00e0 du NPS. 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