{"id":7933,"date":"2013-03-20T07:04:45","date_gmt":"2013-03-20T07:04:45","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=7933"},"modified":"2023-12-11T08:36:44","modified_gmt":"2023-12-11T07:36:44","slug":"parcours-client-definition-et-recommandations-dun-pro-e-commerce","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/03\/20\/parcours-client-definition-et-recommandations-dun-pro-e-commerce\/","title":{"rendered":"Parcours client e-commerce : d\u00e9finition et recommandations d’un pro"},"content":{"rendered":"

En mati\u00e8re de parcours client e-commerce, rien de tel que faire appel \u00e0 un professionnel. L’article du jour est donc celui de\u00a0Sens du client<\/a> l’excellent blog de notre confr\u00e8re et ami Thierry Spencer<\/a>, qui y fournit souvent bons conseils et analyses pertinentes. Cette fois-ci, Thierry revient avec \u00e0 propos sur la d\u00e9finition du \u00ab\u00a0parcours client\u00a0\u00bb, un vocable souvent avanc\u00e9 par les \u00ab\u00a0je-sais-tout\u00a0\u00bb du Marketing quand ils veulent vous impressionner, et qui finit souvent par une discussion de salon sur \u00ab\u00a0l’ergonomie<\/a>\u00a0\u00bb de sites Web (ou plut\u00f4t ce qu’ils en comprennent). C’est apr\u00e8s de nombreuses ann\u00e9es de frustration sur le terrain (j’ai du mal \u00e0 le cacher) que j’ai accueilli cet article comme le sauveur. Il n’est pas impossible que je tente d’ajouter mon grain de sel dans cette analyse, notamment pour y apporter un angle B2B, avec un \u00e9clairage sur les apports de leads (prospects). <\/em><\/p>\n

Parcours client : d\u00e9finition et recommandations d’un pro du e-commerce<\/h2>\n
\"Parcours
Parcours client : d\u00e9finition et recommandations de Thierry Spencer, un pro du e-commerce<\/figcaption><\/figure>\n

<\/p>\n

En r\u00e9sum\u00e9, voici comment Thierry d\u00e9crit le parcours client\u00a0<\/em><\/strong><\/p>\n

AVANT L\u2019ACHAT :<\/p>\n

    \n
  1. SEO\/SEA<\/li>\n
  2. Medias sociaux<\/li>\n
  3. Mobile<\/li>\n
  4. Ergonomie g\u00e9n\u00e9rale du site (on y vient – je rappelle que pour cela il existe des ergonomes)<\/li>\n
  5. Page produit<\/li>\n<\/ol>\n

    PENDANT L\u2019ACHAT<\/p>\n

      \n
    1. Communication (dialogue de vente – one click)<\/li>\n
    2. Panier d\u2019achat<\/li>\n
    3. Dialogue de vente<\/li>\n
    4. Service clients<\/li>\n<\/ol>\n

      APRES L\u2019ACHAT<\/p>\n

        \n
      1. Communication suivi (confirmation, suivi de la livraison…)<\/li>\n
      2. Livraison \/ Colis<\/li>\n
      3. Compte client<\/li>\n
      4. Retour et Remboursement<\/li>\n<\/ol>\n

        A vos souris, et apprenez donc \u00e7a par c\u0153ur !<\/p>\n

        Sens du client – Le blog des professionnels du marketing client et de la relation client<\/h3>\n

        All\u00e9luia ! Rendons gr\u00e2ce \u00e0 iVentures Consulting qui nous offre une \u00e9tude sur le parcours client dans l’e-commerce qu’on pourrait dans certains cas qualifier de chemin de croix, une image \u00e0 laquelle je n’ai pas pu r\u00e9sister \u00e0 quelques jours de P\u00e2ques…<\/p>\n

        Avant d’aborder les r\u00e9sultats de cette \u00e9tude, je voudrais r\u00e9pondre \u00e0 un de mes lecteurs qui me demandait r\u00e9cemment ma d\u00e9finition de \u00ab\u00a0parcours client\u00a0\u00bb.<\/p>\n

        \"parcours<\/a>
        image : http:\/\/sensduclient.blogspot.fr\/<\/figcaption><\/figure>\n

        Le parcours client d\u00e9signe toutes les \u00e9tapes qui vont de l’identification du probl\u00e8me \u00e0 r\u00e9soudre pour un client jusqu’\u00e0 sa r\u00e9solution.<\/p>\n

        Par exemple, c’est le chemin qui m\u00e8ne de l’\u00e9tape \u00ab\u00a0je veux placer mon argent\u00a0\u00bb jusqu’\u00e0 : \u00ab\u00a0la souscription d’un contrat, les interactions qui suivront avec l’organisme choisi et la cl\u00f4ture du contrat\u00a0\u00bb.<\/p>\n

        Ou encore de : \u00ab\u00a0Je veux des chaussures pour courir\u00a0\u00bb jusqu’\u00e0 \u00ab\u00a0l’achat d’une paire de chaussures\u00a0\u00bb et \u00e9ventuellement son service apr\u00e8s-vente.<\/p>\n

        A chaque \u00e9tape du parcours, on peut identifier des moments de v\u00e9rit\u00e9. Lorsque j’\u00e9tais chez Pizza Hut en tant que Directeur marketing, je pr\u00e9tendais que la fermeture de la porte du r\u00e9frig\u00e9rateur vide \u00e9tait la premi\u00e8re \u00e9tape d’un des parcours les plus fr\u00e9quents.<\/p>\n

        D\u2019o\u00f9 la fabrication de magnets \u00e0 coller sur la porte du frigo pour favoriser la pr\u00e9sence \u00e0 l’esprit et avoir le num\u00e9ro de t\u00e9l\u00e9phone ou l’adresse du site pour commander.<\/p>\n

        Le premier moment de v\u00e9rit\u00e9 du parcours client \u00e9tant la r\u00e9ponse \u00e0 la question : \u00ab\u00a0aupr\u00e8s de qui vais-je commander pour r\u00e9soudre mon probl\u00e8me de frigo vide ?\u00a0\u00bb (ce que Google appelle le moment de v\u00e9rit\u00e9 z\u00e9ro, le ZMOT).<\/p>\n

        via Sens du client – Le blog des professionnels du marketing client et de la relation client<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

        En mati\u00e8re de parcours client e-commerce, rien de tel que faire appel \u00e0 un professionnel. L’article du jour est donc celui de\u00a0Sens du client l’excellent blog de notre confr\u00e8re et ami Thierry Spencer, qui y fournit souvent bons conseils et analyses pertinentes. Cette fois-ci, Thierry revient avec \u00e0 propos sur la d\u00e9finition du \u00ab\u00a0parcours client\u00a0\u00bb, …<\/p>\n","protected":false},"author":2,"featured_media":61153,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-7933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"\nParcours client e-commerce : d\u00e9finition et recommandations d'un pro<\/title>\n<meta name=\"description\" content=\"En mati\u00e8re de parcours client e-commerce, rien de tel que faire appel \u00e0 un professionnel. 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/7933","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=7933"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/7933\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/61153"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=7933"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=7933"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=7933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}