{"id":21037,"date":"2016-05-02T08:50:53","date_gmt":"2016-05-02T06:50:53","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=21037"},"modified":"2023-05-26T06:35:16","modified_gmt":"2023-05-26T04:35:16","slug":"satisfaction-client-mesurer","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/05\/02\/satisfaction-client-mesurer\/","title":{"rendered":"Satisfaction client : pourquoi et comment la mesurer ?"},"content":{"rendered":"<p><em>On entend beaucoup les marques parler de satisfaction client, mais qu&rsquo;est-ce que la satisfaction client ? Comment la mesure t-on ? D&rsquo;ailleurs, pourquoi la mesure t-on ? C&rsquo;est \u00e0 ces questions que <span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/christianbarbaray\">Christian Barbaray<\/span>, fondateur de la soci\u00e9t\u00e9 d&rsquo;\u00e9tude INIT et auteur du livre <\/em><a href=\"https:\/\/www.amazon.fr\/Satisfaction-fid%C3%A9lit%C3%A9-exp%C3%A9rience-client-performante\/dp\/2100743104?ie=UTF8&amp;keywords=barbaray&amp;qid=1455201918&amp;ref_=sr_1_1&amp;sr=8-1\">Satisfaction, fid\u00e9lit\u00e9 et exp\u00e9rience client: \u00catre \u00e0 l&rsquo;\u00e9coute de ses clients pour une entreprise performante<\/a><em>,\u00a0a r\u00e9pondu lors de son passage dans nos bureaux. La satisfaction, loin d&rsquo;\u00eatre uniquement un outil de publicit\u00e9 aupr\u00e8s du consommateur, est \u00e9galement un indicateur de performance qui doit \u00eatre utilis\u00e9 par l&rsquo;entreprise, \u00e0 condition toutefois de le rendre compr\u00e9hensible par tous.\u00a0<\/em><\/p>\n<h2>\u00ab Satisfaction client \u00bb est-il un gros mot ?<\/h2>\n<figure id=\"attachment_76390\" aria-describedby=\"caption-attachment-76390\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-76390\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/satisfaction-client.jpg\" alt=\"Satisfaction client\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/satisfaction-client.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/satisfaction-client-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-76390\" class=\"wp-caption-text\">\u00ab Satisfaction client \u00bb est-il un gros mot ? \u2014 image produite avec Midjourney<\/figcaption><\/figure>\n<p>Il est int\u00e9ressant, comme nous le fait remarquer Christian Barbaray, de voir \u00e0 quel point <a href=\"http:\/\/ctt.ec\/qd0fO\" target=\"_blank\" rel=\"noopener noreferrer\">les fran\u00e7ais font preuve d\u2019imagination pour trouver des termes rempla\u00e7ant le mot \u00ab\u00a0client\u00a0\u00bb <\/a>.<\/p>\n<p>\u00ab\u00a0Dans les services publics, vous \u00eates un usager, pour un coiffeur vous \u00eates une coupe, pour un cin\u00e9ma vous \u00eates une entr\u00e9e, pour un restaurant vous \u00eates un couvert ou pour un taxi vous \u00eates une course\u00a0: ce vocabulaire, utilis\u00e9 pour \u00e9viter de\u00a0prononcer ce mot noble qui est le mot \u00ab\u00a0client\u00a0\u00bb, est assez amusant \u00bb explique le fondateur de Init.<\/p>\n<h3>Satisfaction client : pourquoi et comment la mesurer ?<\/h3>\n<p>Ces synonymes ont en tout cas le point commun de d\u00e9signer le service en lui-m\u00eame, le terme client \u00e9tant inconsciemment rattach\u00e9 \u00a0\u00e0 l\u2019acte d\u2019achat uniquement.<\/p>\n<p>C\u2019est ce service, et la satisfaction qui en d\u00e9coule, qui fait parfois d\u00e9faut dans l\u2019exp\u00e9rience client, les entreprises \u00e9tant,\u00a0un peu trop souvent,\u00a0davantage concentr\u00e9es sur la prospection que sur la satisfaction des clients d\u00e9j\u00e0 fid\u00e9lis\u00e9s, comme nous l\u2019explique Christian\u00a0: \u00ab\u00a0est-ce que l\u2019entreprise est int\u00e9ress\u00e9e par le client de demain, celui que l\u2019on fait entrer, ou par le client acquis qu\u2019elle veut fid\u00e9liser, qu\u2019elle veut faire grandir et avec lequel elle veut prosp\u00e9rer\u00a0?<\/p>\n<p>C\u2019est toujours l\u00e0 qu\u2019il y a un d\u00e9bat\u00a0: <strong>les entreprises sont souvent obs\u00e9d\u00e9es par les clients en terme de chasse, pas toujours par les clients en terme d\u2019\u00e9levage\u00a0\u00bb<\/strong>.<\/p>\n<p><iframe title=\"[Fr] Satisfaction clients : \u00e0 quoi \u00e7a sert ? Avec Christian Barbaray\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pvJfqd7Ht_E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Satisfaction client\u00a0: pourquoi la mesurer\u00a0?<\/h3>\n<p>Nous sommes dans un monde o\u00f9 tout bouge\u00a0: <a href=\"https:\/\/fr.wikipedia.org\/wiki\/Pyramide_des_besoins\">Maslow nous l\u2019a montr\u00e9 avec sa pyramide des besoins<\/a>. D\u00e8s qu\u2019un besoin est combl\u00e9, un autre va prendre la place\u00a0: cela veut dire, c\u00f4t\u00e9 entreprise, que d\u00e8s qu\u2019un probl\u00e8me est r\u00e9solu, il faut v\u00e9rifier s\u2019il y a un autre qui se manifeste ensuite.<\/p>\n<p>\u00ab\u00a0Le monde digital bouge \u00e9norm\u00e9ment et les besoins des clients \u00e9galement\u00a0: la concurrence, qu\u2019elle soit directe ou indirecte, les habitudes des clients, et l\u2019ensemble du march\u00e9 dans lequel l\u2019entreprise va \u00e9voluer.\u00a0L\u2019entreprise doit donc \u00e9couter en permanence, mesurer la satisfaction, trouver ses points forts, ses points faibles, et discuter avec ses 3 publics\u00a0: <strong>les clients, le management et l\u2019interne\u00a0\u00bb<\/strong>.<\/p>\n<h3>Mesurer la satisfaction rapporte\u00a0de l\u2019argent<\/h3>\n<p>Mesurer la satisfaction co\u00fbte bien \u00e9videmment de l\u2019argent, mais cet effort financier est n\u00e9cessaire : \u00ab\u00a0c\u2019est un investissement qui rapporte beaucoup, puisque <strong>cela va cr\u00e9er une dynamique interne, qui va permettre de l\u00e9gitimer beaucoup de d\u00e9cisions<\/strong>: le client va en effet donner une l\u00e9gitimit\u00e9 aux choix qui ont \u00e9t\u00e9 pris, ce qui va faire avancer tout le monde dans le m\u00eame sens\u00a0\u00bb explique Christian Barbaray.<\/p>\n<p>Cette dynamique cr\u00e9\u00e9e \u00e0 partir de ces enqu\u00eates (si elles sont bien men\u00e9es), est ainsi un \u00e9l\u00e9ment tr\u00e8s important dans le management des entreprises.<\/p>\n<p><img decoding=\"async\" class=\"size-large wp-image-21038 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/Satis-client-mesure-1024x991.png\" alt=\"Satis client mesure\" width=\"740\" height=\"716\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/Satis-client-mesure-1024x991.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/Satis-client-mesure-310x300.png 310w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/Satis-client-mesure-768x743.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/Satis-client-mesure.png 1050w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/p>\n<h3>Satisfaction client\u00a0: 3 publics, 3 objectifs, 3 discours, 3 mesures<\/h3>\n<p>\u00ab\u00a0Les m\u00eames enqu\u00eates, les m\u00eames \u00e9chantillons ou les m\u00eames mesures, qu\u2019elles soient \u00e0 chaud ou \u00e0 froid*, peuvent \u00eatre restitu\u00e9s aux trois publics de trois fa\u00e7ons diff\u00e9rentes\u00a0\u00bb annonce Christian\u00a0:<\/p>\n<ul>\n<li><strong>Les clients\u00a0<\/strong>: \u00ab il faut leur parler <strong>avec des taux de satisfactions<\/strong> rassurants\u00a0dans des enqu\u00eates de satisfaction, via les avis clients dans un but de r\u00e9assurance et d\u2019am\u00e9lioration du service\u00a0\u00bb.<\/li>\n<li><strong>Les managers\u00a0<\/strong>: \u00ab\u00a0leur parler des taux est la pire des choses. C\u2019est l\u2019arbre qui cache la for\u00eat\u00a0: \u00e7a ne marche pas. Un taux, est l\u2019addition de deux r\u00e9ponses, souvent positives comme \u00ab\u00a0tout \u00e0 fait satisfait \u00bb et \u00ab\u00a0plut\u00f4t satisfait\u00a0\u00bb, o\u00f9 l\u2019on peut avoir un taux de 80% de satisfaction qui est construit avec 60% de client tr\u00e8s satisfaits et 20% de plut\u00f4t satisfaits. Le m\u00eame taux peut \u00eatre construit avec 20% de tr\u00e8s satisfaits, et 60% de plut\u00f4t satisfait. La somme n\u2019aura pas chang\u00e9\u00a0 et la distribution des opinions n\u2019est jamais r\u00e9v\u00e9l\u00e9e par un taux \u00bb<strong>.<br \/>\nPour parler au manager il faut parler en Euros<\/strong>. Il faut monter les \u00e9tudes \u00e0 un stade un peu plus important, premi\u00e8rement rattacher les r\u00e9ponses des clients aux chiffres d\u2019affaires, aux enjeux et \u00e0 tout ce que l\u2019on a \u00e0 sa disposition, pour \u00eatre capable d\u2019exprimer le chiffre d\u2019affaire qui est en jeu, et\u00a0pouvoir dire par exemple\u00a0: \u00ab\u00a0vous avez 10% de clients insatisfaits, mais ce n\u2019est que 3% des chiffres\u00a0\u00bb ou \u00ab\u00a0il y a 10% de vos\u00a0clients insatisfaits, repr\u00e9sentant\u00a020% du chiffre d&rsquo;affaires \u00bb. Dans ce dernier cas, cela veut dire que l\u2019on ne sait pas satisfaire les clients les plus contributifs.<\/li>\n<li>Le troisi\u00e8me chantier est de parler <strong>en interne\u00a0<\/strong>: \u00ab\u00a0on manage les \u00e9quipes non pas avec des taux (puisque cela nous montre aucune diff\u00e9rence) <strong>mais avec des scores<\/strong>, o\u00f9 l\u2019on va transformer les \u00e9chelles d\u2019opinions des r\u00e9ponses en score pour bien montrer que la distribution des opinions est bonne. Tout le monde comprend les scores\u00a0: cela cr\u00e9e une\u00a0dynamique et ainsi tout le monde s\u2019int\u00e9resse aux r\u00e9sultats\u00a0\u00bb.<\/li>\n<\/ul>\n<h3>Les bons \u00e9l\u00e8ves de la satisfaction client<\/h3>\n<p>\u00ab\u00a0<strong>Il y a de plus en plus de bons \u00e9l\u00e8ves dans la classe, parce que la cour commence \u00e0 devenir tr\u00e8s bagarr\u00e9e\u00a0<\/strong>\u00bb, indique Christian. \u00ab\u00a0Il y a beaucoup de tr\u00e8s bons \u00e9l\u00e8ves dignes d\u2019\u00e9loges comme Norauto\u00a0et Midas\u00a0qui ont fait de la culture client un de leurs axes de positionnement. Leroy Merlin\u00a0a \u00e9galement fait de la dynamique et de la qualit\u00e9 de service l\u2019un des \u00e9l\u00e9ments du management et de f\u00e9d\u00e9ration d\u2019entreprise\u00a0\u00bb. Cette entreprise n\u2019est pas devenue num\u00e9ro 1 en France dans la distribution par hasard. \u00ab\u00a0Avec cette culture du service, de la mesure, du partage, de la communication, ils ont r\u00e9ussi \u00e0 f\u00e9d\u00e9rer des collaborateurs et porter des messages aux clients. Le pari est r\u00e9ussi\u00a0\u00bb.<\/p>\n<hr \/>\n<h3>\u00c9tudes \u00e0 Froid ou \u00e9tudes \u00e0 chaud ?<\/h3>\n<p>\u00ab\u00a0Les \u00e9tudes \u00e0 froid ont un \u00e9chantillon repr\u00e9sentatif, avec beaucoup de personnes , des questionnaires compliqu\u00e9s, et des indices qui le sont tout autant\u00a0\u00bb, nous explique Christian Barbaray. Cependant, depuis quelques ann\u00e9es avec l\u2019apparition du digital, les \u00e9tudes ont \u00e9volu\u00e9, passant d\u2019une mesure scientifique \u00e0 des outils d\u2019\u00e9coute permettant \u00e0 l\u2019entreprise d\u2019avoir des retours continus, de pouvoir r\u00e9agir, r\u00e9pondre et s\u2019am\u00e9liorer en permanence. \u00ab\u00a0Ces \u00e9tudes \u00e0 chaud sont \u00e9v\u00e8nementielles. Le parcours client va \u00eatre d\u00e9coup\u00e9 en \u00e9tapes et chacune va d\u00e9clencher un mini questionnaire qui va permettre de r\u00e9cup\u00e9rer de l\u2019information\u00a0\u00bb.<\/p>\n<p><strong>Ces \u00e9tudes \u00e0 chaud contrastent donc avec l\u2019approche rationnelle et scientifique des \u00e9tudes \u00e0 froid,<\/strong> ce qui ne discr\u00e9dite pas pour autant cette approche\u00a0: \u00ab\u00a0ce n\u2019est certes plus du scientifique, mais des \u00e9tudes \u00e0 chaud cumul\u00e9es pendant 6 mois, voire 1 an, donnent une base d\u2019informations qui pourra ensuite \u00eatre trait\u00e9e et enrichie de mani\u00e8re scientifique\u00a0\u00bb.<\/p>\n<p>Voir \u00e9galement notre <a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/08\/etude-de-marche-methode\/\">m\u00e9thode du questionnaire<\/a> en 12 points<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On entend beaucoup les marques parler de satisfaction client, mais qu&rsquo;est-ce que la satisfaction client ? Comment la mesure t-on ? D&rsquo;ailleurs, pourquoi la mesure t-on ? C&rsquo;est \u00e0 ces questions que Christian Barbaray, fondateur de la soci\u00e9t\u00e9 d&rsquo;\u00e9tude INIT et auteur du livre Satisfaction, fid\u00e9lit\u00e9 et exp\u00e9rience client: \u00catre \u00e0 l&rsquo;\u00e9coute de ses clients &hellip;<\/p>\n","protected":false},"author":29,"featured_media":76390,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-21037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Satisfaction client : pourquoi et comment la mesurer ?<\/title>\n<meta name=\"description\" content=\"qu&#039;est-ce que la satisfaction client ? Comment la mesure t-on ? 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