{"id":1673,"date":"2009-05-14T06:47:53","date_gmt":"2009-05-14T06:47:53","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1673"},"modified":"2022-06-25T10:10:57","modified_gmt":"2022-06-25T08:10:57","slug":"programmes-de-fidelisation","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/05\/14\/programmes-de-fidelisation\/","title":{"rendered":"3 analyses \u00e0 r\u00e9aliser avant de lancer des programmes de fid\u00e9lisation"},"content":{"rendered":"<p>Mettre en place des programmes de fid\u00e9lisation rime souvent avec pression pour obtenir imm\u00e9diatement des r\u00e9sultats. Or, ceci aboutit bien souvent \u00e0 des d\u00e9ceptions d&rsquo;autant plus grande que les moyens mis en oeuvre sont cons\u00e9quents, et partant, on\u00e9reux.<\/p>\n<h2>3 analyses \u00e0 r\u00e9aliser avant de lancer des programmes de fid\u00e9lisation<\/h2>\n<figure id=\"attachment_56191\" aria-describedby=\"caption-attachment-56191\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/09\/49812202173_a59e102f10_c.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-56191 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/09\/49812202173_a59e102f10_c-e1600058101584.jpg\" alt=\"programmes de fid\u00e9lisation\" width=\"520\" height=\"345\" \/><\/a><figcaption id=\"caption-attachment-56191\" class=\"wp-caption-text\">3 analyses \u00e0 r\u00e9aliser avant de lancer des programmes de fid\u00e9lisation<\/figcaption><\/figure>\n<p>Avant donc de partir t\u00eate baiss\u00e9e dans la r\u00e9alisation d&rsquo;une id\u00e9e, je pr\u00e9conise syst\u00e9matiquement de passer par une \u00e9tape de veille de march\u00e9 o\u00f9 il faut r\u00e9aliser les \u00e9tapes suivantes :<!--more--><\/p>\n<ul>\n<li>analyser son propre portefeuille pour conna\u00eetre ses clients (leurs attentes, leurs besoins, &#8230;). L\u00e0, un <a href=\"https:\/\/www.salesforce.com\/crm\/what-is-crm\/\" target=\"_blank\" rel=\"noopener\">CRM<\/a> bien \u00e9toff\u00e9 permet d&rsquo;avoir une vue d&rsquo;ensemble int\u00e9ressante et de voir, dans un premier temps, qu&rsquo;est-ce qui est possible ou pas. Par exemple, si vous voulez faire un e-mailing et que vous ne poss\u00e9dez pas 30% des adresses de vos clients, la r\u00e9ussite ne sera pas forc\u00e9ment au rendez-vous&#8230;<\/li>\n<li>analyser la concurrence pour cartographier les actions entreprises par vos concurrents, la nature de leurs offres, leur composition, les axes de communications, les modalit\u00e9s d&rsquo;obtention de l&rsquo;avantage,&#8230;<\/li>\n<li>analyser les techniques de fid\u00e9lisation que l&rsquo;on trouve sur le march\u00e9 et leur d\u00e9clinabilit\u00e9 par rapport \u00e0 votre propre secteur d&rsquo;activit\u00e9. De plus, il faut absolument garder \u00e0 l&rsquo;esprit que votre client\u00e8le doit \u00eatre divis\u00e9e en segments et que chaque segment devrait recevoir une offre particuli\u00e8re. Encore une fois, conna\u00eetre votre client\u00e8le est primordial et un bon CRM ne peut que vous aider dans ce sens.<\/li>\n<\/ul>\n<p>Prenons un exemple. Vous avez des clients allant de 14 \u00e0 76 ans et vous pr\u00e9voyez un event pour le lancement d&rsquo;un nouveau produit auquel vous allez inviter 200 personnes qui vous semblent de bons prescripteurs pour votre marque. Cet event aura lieu un samedi soir \u00e0 20h30 et finira dans une bo\u00eete \u00e0 la mode. Sans pouvoir extraire la date de naissance de vos clients, vous risquez d&rsquo;inviter des personnes de moins de 18 ans (risque de probl\u00e8me avec les parents) ou des personnes \u00ab\u00a0trop \u00e2g\u00e9es\u00a0\u00bb qui ne viendront pas, mais prendront la place de \u00ab\u00a0meilleures cibles\u00a0\u00bb.<\/p>\n<p>Ce mauvais ciblage est simple \u00e0 comprendre mais, dans l&rsquo;exemple, vous souhaitez \u00e9galement toucher de bons prescripteurs. La date de naissance est facile \u00e0 identifier, mais le fait qu&rsquo;il soit prescripteur ou pas est plus compliqu\u00e9. Ce travail de veille en amont est donc primordial et une analyse de votre base de donn\u00e9e vous permet d&rsquo;identifier les informations en votre possession pour pr\u00e9voir des actions en cons\u00e9quence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mettre en place des programmes de fid\u00e9lisation rime souvent avec pression pour obtenir imm\u00e9diatement des r\u00e9sultats. Or, ceci aboutit bien souvent \u00e0 des d\u00e9ceptions d&rsquo;autant plus grande que les moyens mis en oeuvre sont cons\u00e9quents, et partant, on\u00e9reux. 3 analyses \u00e0 r\u00e9aliser avant de lancer des programmes de fid\u00e9lisation Avant donc de partir t\u00eate baiss\u00e9e &hellip;<\/p>\n","protected":false},"author":14,"featured_media":56191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-1673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Programmes de fid\u00e9lisation : 3 analyses \u00e0 r\u00e9aliser avant de se lancer<\/title>\n<meta name=\"description\" content=\"Mettre en place des programmes de fid\u00e9lisation rime souvent avec 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