{"id":803002,"date":"2021-01-19T05:16:43","date_gmt":"2021-01-19T05:16:43","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/experience-client-et-rentabilite\/"},"modified":"2021-01-19T05:16:43","modified_gmt":"2021-01-19T05:16:43","slug":"experience-client-et-rentabilite","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/fr\/experience-client-et-rentabilite\/","title":{"rendered":"Exp\u00e9rience client et profit"},"content":{"rendered":"

Le CX peut \u00eatre rentable, mais….<\/b><\/p>\n

Au fil des ans, de nombreuses affirmations, articles, pr\u00e9sentations et discussions ont \u00e9t\u00e9 consacr\u00e9s \u00e0 l’impact de l’exp\u00e9rience client sur la rentabilit\u00e9. Tous les fournisseurs croient en l’id\u00e9e qu’une meilleure exp\u00e9rience client se traduira par une plus grande rentabilit\u00e9, et QuestionPro ne fait pas exception \u00e0 la r\u00e8gle, comme l’a d\u00e9montr\u00e9 le rapport de la Commission europ\u00e9enne. <\/span>
\n ici<\/span>
\n<\/a>. <\/span> <\/p>\n

L’impact peut \u00eatre mesur\u00e9 de diff\u00e9rentes mani\u00e8res, l’ampleur de la rentabilit\u00e9 peut varier au sein de chaque entreprise et il y aura toujours des exceptions qui ne peuvent \u00eatre prouv\u00e9es. Quoi qu’il en soit, je crois sinc\u00e8rement que la CX est un moyen d’\u00eatre plus rentable, que les clients satisfaits (ou promoteurs ou clients ravis) d\u00e9penseront en fin de compte plus d’argent avec cette entreprise, globalement et en proportion de leurs d\u00e9penses dans cette cat\u00e9gorie. Si vous n’\u00eates pas s\u00fbr de cette id\u00e9e \u00e0 ce stade, vous devriez prendre un moment pour valider cette id\u00e9e pour votre propre entreprise.<\/span><\/p>\n

Cependant, bien que je sois une personne soucieuse des op\u00e9rations qui se concentre sur le profit avant tout, je reste persuad\u00e9 que si vous vous concentrez sur le CX en tant qu’organisation uniquement pour la rentabilit\u00e9, alors vous ne mettez probablement pas en \u0153uvre un programme qui maximise la rentabilit\u00e9. <\/span><\/p>\n

Quand le profit r\u00e8gne en ma\u00eetre <\/b><\/p>\n

Cela peut sembler contradictoire, car je pense que la maximisation des profits est un excellent argument de vente au sein d’une organisation pour obtenir l’adh\u00e9sion \u00e0 un vaste programme CX. Je dirais \u00e9galement qu’une analyse permanente de cette rentabilit\u00e9 et de la relation avec le CX devrait exister. Cependant, le profit ne doit pas \u00eatre le seul facteur d\u00e9terminant d’un programme CX – qu’il soit grand ou petit, centr\u00e9 sur un d\u00e9partement ou \u00e0 l’\u00e9chelle de l’entreprise. <\/span><\/p>\n

Il y a plusieurs raisons \u00e0 cette position. La premi\u00e8re est une raison de plus en plus courante, la responsabilit\u00e9 sociale des entreprises (RSE). Selon le <\/span>quelques recherches<\/span><\/a>Jusqu’\u00e0 trois quarts des personnes ne sont pas susceptibles d’acheter aupr\u00e8s d’entreprises qui ne se comportent pas de mani\u00e8re \u00e9thique selon leurs propres normes, ce qui peut inclure la mani\u00e8re dont elles traitent leurs clients et leurs employ\u00e9s. Bien que cela ne soit pas mesur\u00e9 dans les r\u00e9sultats ou facilement calculable, il s’agit d’une r\u00e9alit\u00e9 qui affectera une entreprise.<\/span><\/p>\n

Le second va de pair avec le premier, il s’agit de la r\u00e9putation de l’entreprise aux yeux du public – le marketing. Personne n’oublie les histoires de personnes dont le paquet a \u00e9t\u00e9 jet\u00e9 \u00e0 distance sur la porte comme <\/span>celui-ci<\/span><\/a>. Si la v\u00e9ritable raison d’\u00eatre d’un programme d’exp\u00e9rience client n’est qu’une mesure ou la rentabilit\u00e9, votre organisation n’adoptera pas la culture de l’exp\u00e9rience client, et elle le d\u00e9montrera. \u00c0 l’inverse, une bonne culture de l’exp\u00e9rience client peut donner lieu \u00e0 de nombreuses histoires extraordinaires, si nombreuses en fait qu’une entreprise aurait du mal \u00e0 choisir les meilleures. <\/span><\/p>\n

Mesure des co\u00fbts par rapport \u00e0 l’exp\u00e9rience <\/b><\/p>\n

Je pense que la derni\u00e8re raison pour laquelle vous ne pouvez pas vous baser uniquement sur le profit, c’est que si vous mesurez l’exp\u00e9rience client, vous ne pouvez pas vous baser uniquement sur le profit. <\/span>
\n l’exp\u00e9rience client<\/span>
\n<\/a>Cela co\u00fbtera de l’argent. Nos services ne sont pas gratuits, pas plus que ceux des concurrents de QuestionPro. La mise en \u0153uvre du CX en interne a \u00e9galement un co\u00fbt, entre la mise en place d’un leadership CX interne, la formation du personnel aux outils et aux sc\u00e9narios de r\u00e9sultats, et m\u00eame l’impact de ceux qui fournissent l’exp\u00e9rience (oui, je fais r\u00e9f\u00e9rence \u00e0 l’\u00e9quipe CX de l’entreprise). <\/span>
\n L’exp\u00e9rience des employ\u00e9s<\/span>
\n<\/a> l’aspect de l’exp\u00e9rience client).<\/span><\/p>\n

Si le profit est la seule raison d’\u00eatre de l’exp\u00e9rience client, elle sera tout simplement impos\u00e9e. On pourrait facilement mettre en \u0153uvre une politique de \u00ab\u00a0z\u00e9ro r\u00e9clamation client\u00a0\u00bb – si un client se plaint, quelqu’un est licenci\u00e9. Cependant, nous reconnaissons que cela n’est pas pratique. <\/span><\/p>\n

En g\u00e9n\u00e9ral, cela se manifeste de diff\u00e9rentes mani\u00e8res, plus subtiles. Si vous demandez \u00e0 r\u00e9duire vos d\u00e9penses ou votre budget CX chaque ann\u00e9e ou si le programme est interrompu en raison de circonstances impr\u00e9vues (qui peuvent inclure une pand\u00e9mie ou simplement une mauvaise presse, de sorte que vous ne voulez pas que les scores baissent). En r\u00e9alit\u00e9, m\u00eame dans les pires moments, il faut chercher \u00e0 faire <\/span>plus <\/span>avec les clients et la compr\u00e9hension de l’exp\u00e9rience client, et non moins. Lorsqu’une situation inhabituelle se produit et qu’elle peut avoir un impact n\u00e9gatif sur la marque aux yeux du client, c’est le moment d’augmenter l’impact de la marque \u00e0 ses yeux. Vos clients fid\u00e8les appr\u00e9cieront. <\/span><\/p>\n

Si vous ne mesurez l’exp\u00e9rience client que pour la rentabilit\u00e9, vous passez \u00e0 c\u00f4t\u00e9 de l’essentiel. <\/span><\/p>\n

QuestionPro offre certains des outils les plus avanc\u00e9s en mati\u00e8re d’exp\u00e9rience client.<\/strong> Obtenez des informations pr\u00e9cieuses sur les pens\u00e9es et les sentiments de vos clients gr\u00e2ce \u00e0 <\/span>
\n logiciel CX de QuestionPro<\/span>
\n<\/a> aujourd’hui.<\/span><\/p>\n

D\u00e9monstration de livres<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Le CX peut \u00eatre rentable, mais…. Au fil des ans, de nombreuses affirmations, articles, pr\u00e9sentations et discussions ont \u00e9t\u00e9 consacr\u00e9s […]<\/p>\n","protected":false},"author":46,"featured_media":691280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1466],"tags":[],"class_list":{"0":"post-803002","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-experience-client-fr","8":"entry"},"yoast_head":"\nExp\u00e9rience client et profit | QuestionPro<\/title>\n<meta name=\"description\" content=\"Tous les fournisseurs croient en l'id\u00e9e que l'am\u00e9lioration de l'exp\u00e9rience client se traduira par une plus grande rentabilit\u00e9, et 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