{"id":1351,"date":"2009-02-27T12:43:26","date_gmt":"2009-02-27T12:43:26","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1351"},"modified":"2020-09-11T07:22:53","modified_gmt":"2020-09-11T05:22:53","slug":"fidelisation-retention-et-satisfaction-client-lexemple-axa-banque","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/02\/27\/fidelisation-retention-et-satisfaction-client-lexemple-axa-banque\/","title":{"rendered":"Fid\u00e9lisation, r\u00e9tention et satisfaction client : l’exemple Axa Banque"},"content":{"rendered":"

Fid\u00e9lisation, r\u00e9tention et satisfaction client : l’exemple Axa Banque<\/h2>\n
\"Fid\u00e9lisation,<\/a>
Fid\u00e9lisation, r\u00e9tention et satisfaction client : l’exemple Axa Banque<\/figcaption><\/figure>\n

Sur le site des Echos.fr, il y a une page intitul\u00e9e Livrets et comptes r\u00e9mun\u00e9r\u00e9s : faut-il avoir peur des offres promotionnelles ?<\/span> Cette page d\u00e9crit une offre de Axa Banque avec ce commentaire :<\/p>\n

\u00ab\u00a0Sur ses diff\u00e9rentes op\u00e9rations de promotion, la collecte moyenne par client est de 20.000 euros chez AXA Banque. Mais l’int\u00e9r\u00eat de l’\u00e9tablissement bancaire ne s’arr\u00eate pas \u00e0 une offre promotionnelle de trois ou six mois. Le banquier souhaite avant tout conserver l’argent de son client et pour cela rien de tel que de lui proposer une \u00e9pargne \u00e0 long terme pour le fid\u00e9liser : par exemple, un contrat d’assurance-vie. \u00ab\u00a0Depuis deux ans, nous sommes positionn\u00e9s sur des offres d’\u00e9pargne bancaire et nous souhaitons faire passer le message \u00e0 nos clients que nous sommes pr\u00e9sents aussi bien sur l’\u00e9pargne courte, que sur l’\u00e9pargne longue. En effet, une op\u00e9ration d’\u00e9pargne courte est relay\u00e9e par une offre \u00e0 plus long terme, notamment \u00e0 travers un placement en assurance-vie. Nous analysons globalement l’op\u00e9ration en tenant compte de la collecte qui reste positionn\u00e9e d’une part sur les livrets et d’autre part celle qui se porte sur l’\u00e9pargne longue\u00a0\u00bb, ajoute Pierre Janin.\u00a0\u00bb<\/p>\n

Pour moi, nous avons ici affaire \u00e0 un abus de langage. Axa Banque, comme bon nombre d’autres soci\u00e9t\u00e9s de services (assurances, t\u00e9l\u00e9com,…) ne fait pas de la fid\u00e9lisation dans ce cas pr\u00e9cis, mais de la r\u00e9tention, avec une prise de risque en terme de satisfaction client. En effet, le client qui signe pour un contrat d’assurance-vis, en g\u00e9n\u00e9ral de longue dur\u00e9e, \u00e0 des conditions favorables aujourd’hui risque de voir sa bonne affaire se d\u00e9pr\u00e9cier assez rapidement, en g\u00e9n\u00e9ral lorsque son assureur sort un nouveau produit ou fait une nouvelle offre.<\/p>\n

Ce genre de cas apparaissent la plupart du temps lorsque la soci\u00e9t\u00e9 mise sur une strat\u00e9gie d’acquisition plus que de fid\u00e9lisation. Les clients les mieux consid\u00e9r\u00e9s sont alors les nouveaux clients et les clients qui sont l\u00e0 depuis longtemps ne re\u00e7oivent pas les m\u00eames avantages. Essayez, par exemple, si vous avez un contrat d’assurance-vie comme d\u00e9crit ci-dessus depuis plusieurs ann\u00e9es, de pouvoir profiter de l’offre faite aux nouveaux clients. N’est-ce pas frustrant de ne pouvoir en profiter et de se sentir le dindon de la farce ? Qu’en est-il alors de la satisfaction client et de notre propension \u00e0 recommander cette entreprise ? Poser la question, c’est y r\u00e9pondre.<\/p>\n","protected":false},"excerpt":{"rendered":"

Fid\u00e9lisation, r\u00e9tention et satisfaction client : l’exemple Axa Banque Sur le site des Echos.fr, il y a une page intitul\u00e9e Livrets et comptes r\u00e9mun\u00e9r\u00e9s : faut-il avoir peur des offres promotionnelles ? Cette page d\u00e9crit une offre de Axa Banque avec ce commentaire : \u00ab\u00a0Sur ses diff\u00e9rentes op\u00e9rations de promotion, la collecte moyenne par client …<\/p>\n","protected":false},"author":14,"featured_media":56342,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-1351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nFid\u00e9lisation, r\u00e9tention et satisfaction client : l'exemple Axa Banque<\/title>\n<meta name=\"description\" content=\"Fid\u00e9lisation, r\u00e9tention et satisfaction client : l'exemple Axa Banque Sur le site des Echos.fr, il y a une page intitul\u00e9e Livrets et comptes r\u00e9mun\u00e9r\u00e9s :\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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