{"id":9697,"date":"2013-11-26T14:57:35","date_gmt":"2013-11-26T13:57:35","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=9697"},"modified":"2024-01-12T09:38:09","modified_gmt":"2024-01-12T08:38:09","slug":"crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/11\/26\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\/","title":{"rendered":"CRM : les v\u00e9ritables \u00e9tapes du vrai parcours client (en B2B et en B2C)"},"content":{"rendered":"<p><em><span style=\"color: #4f81bd;\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/11\/computer-large-new.gif\"><img loading=\"lazy\" decoding=\"async\" style=\"background-image: none; padding-left: 0px; padding-right: 0px; display: inline; float: left; padding-top: 0px; border: 0px;\" title=\"computer-large-new\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/11\/computer-large-new_thumb.gif\" alt=\"computer-large-new\" width=\"120\" height=\"121\" align=\"left\" border=\"0\" \/><\/a>La s\u00e9lection du jour est double aujourd&rsquo;hui : d&rsquo;une part le renvoi un excellent article de Laurence Body sur l&rsquo;exp\u00e9rience client, et une pr\u00e9sentation que j\u2019ai r\u00e9alis\u00e9e moi-m\u00eame sur le parcours client, sur la base de compilations d&rsquo;\u00e9tudes et de r\u00e9flexions personnelles. Le sujet de l&rsquo;exp\u00e9rience client, et sa traduction en marketing Internet autour du parcours client, sont probablement les 2 buzz-words les plus cit\u00e9s de tout le marketing de l&rsquo;Internet. (Pr\u00e9cisons tout de suite que si ni le parcours client ni l&rsquo;exp\u00e9rience client ne se limitent au marketing en ligne, notre propos ici est de faire un zoom sur ce domaine particulier). <\/span><\/em><\/p>\n<p><em><span style=\"color: #4f81bd;\">Or, 15 ans apr\u00e8s le d\u00e9marrage du commerce \u00e9lectronique, le mot le parcours client est \u00e0 la bouche de tous les apprentis marketeurs, tout comme celui d&rsquo;exp\u00e9rience client : cela fait bien dans les discours et montre que vous \u00eates un marketeur \u201ccentr\u00e9 sur le client\u201d (si tant est que l\u2019inverse existe) mais <strong>ces deux concepts ne sont absolument pas compris<\/strong>. <\/span><\/em><\/p>\n<p><em><span style=\"color: #4f81bd;\">Comme je me suis aper\u00e7u qu&rsquo;il \u00e9tait difficile de faire passer ce genre d&rsquo;informations assez complexes par oral, j&rsquo;ai d\u00e9cid\u00e9 de vous fournir un petit vade-mecum qui pourra vous \u00eatre utile lorsque vous rencontrerez \u00e9galement ce genre de fausses barbes. Alors je sais, lutter contre les mythes peut se r\u00e9v\u00e9ler assez \u00e9puisant, car quoi qu\u2019on tente on trouve toujours des gens born\u00e9s qui refusent d\u2019apprendre. <\/span><\/em><\/p>\n<p><em><span style=\"color: #4f81bd;\">Peut-\u00eatre qu&rsquo;en cons\u00e9quence, une bonne m\u00e9thode pour le professionnel consciencieux consiste \u00e0 se servir des check-lists ci-apr\u00e8s sans le dire, de faire correctement son travail, de servir ses clients et quand il se voit f\u00e9licit\u00e9 pour son \u201cparcours client\u201d, d\u2019acquiescer et de dire qu\u2019effectivement, le graphiste a fait un bon travail\u2026<\/span><\/em><\/p>\n<p style=\"text-align: center;\">[slideshare id=28588982&amp;doc=leparcoursclient-visionarymarketing-131125001920-phpapp02]<\/p>\n<div style=\"margin-bottom: 5px; text-align: center;\"><\/div>\n<div style=\"margin-bottom: 5px;\">Et voici la suite avec<span class=\"removed_link\" title=\"http:\/\/blog.experience-marketing.fr\/les-xperts\/lexperience-client-en-pratique\/#!\"> le billet de Laurence Body<\/span> : Exp\u00e9rience client : de la th\u00e9orie \u00e0 la pratique | X+M Experience Marketing<\/div>\n<p><strong>Qu\u2019est ce que l\u2019exp\u00e9rience client ?<\/strong><\/p>\n<p>\u00ab\u00a0L\u2019exp\u00e9rience client ce sont les produits et les services que votre entreprise propose et ce que promet votre marque. C\u2019est ce que vos client ont pens\u00e9 quand ils ont \u00ab essay\u00e9 \u00bb d\u2019avoir de l\u2019information, d\u2019acheter, d\u2019utiliser votre produit et peut \u00eatre de tenter de r\u00e9soudre un probl\u00e8me. C\u2019est aussi la mani\u00e8re dont ils se sont sentis apr\u00e8s ces interactions : excit\u00e9s, heureux, rassur\u00e9s ou nerveux, d\u00e9\u00e7us, frustr\u00e9s\u2026 L\u2019exp\u00e9rience client est la fa\u00e7on dont vos client per\u00e7oivent l\u2019ensemble des interactions avec votre entreprise.. Une fois qu\u2019on a compris cela, on peut manager son entreprise de ext\u00e9rieur vers l\u2019int\u00e9rieur, en int\u00e9grant la perspective de vos clients dans chaque d\u00e9cision que vous prenez. Leur int\u00e9r\u00eat les am\u00e8ne \u00e0 interagir avec vous au travers de vos efforts marketing, vos points de vente, vos sites internet et tous les circuits que vous g\u00e9rez. Et cela les conduit \u00e0 se forger des impressions de leur exp\u00e9rience \u2013perceptions qui vont d\u00e9terminer ce qui arrivera ensuite. Qu\u2019est ce qui qualifie une le mieux interaction : c\u2019est la r\u00e9ciprocit\u00e9.\u00a0\u00bb<\/p>\n<p>via <a href=\"https:\/\/web.archive.org\/web\/20220626164553\/https:\/\/blog.experience-client.com\/lexperience-client-en-pratique\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"removed_link\" title=\"http:\/\/blog.experience-marketing.fr\/les-xperts\/lexperience-client-en-pratique\/#!\">Exp\u00e9rience client : de la th\u00e9orie \u00e0 la pratique | X+M Experience Marketing<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La s\u00e9lection du jour est double aujourd&rsquo;hui : d&rsquo;une part le renvoi un excellent article de Laurence Body sur l&rsquo;exp\u00e9rience client, et une pr\u00e9sentation que j\u2019ai r\u00e9alis\u00e9e moi-m\u00eame sur le parcours client, sur la base de compilations d&rsquo;\u00e9tudes et de r\u00e9flexions personnelles. Le sujet de l&rsquo;exp\u00e9rience client, et sa traduction en marketing Internet autour du &hellip;<\/p>\n","protected":false},"author":2,"featured_media":52411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4064,6],"tags":[],"class_list":["post-9697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-et-experience-client","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CRM : les v\u00e9ritables \u00e9tapes du vrai parcours client (en B2B et en B2C)<\/title>\n<meta name=\"description\" content=\"Ici, un renvoi un excellent article de Laurence Body sur l&#039;exp\u00e9rience client, et une pr\u00e9sentation que j\u2019ai r\u00e9alis\u00e9e sur le parcours client\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2013\/11\/26\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CRM : les v\u00e9ritables \u00e9tapes du vrai parcours client (en B2B et en B2C)\" \/>\n<meta property=\"og:description\" content=\"Ici, un renvoi un excellent article de Laurence Body sur l&#039;exp\u00e9rience client, et une pr\u00e9sentation que j\u2019ai r\u00e9alis\u00e9e sur le parcours client\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2013\/11\/26\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2013-11-26T13:57:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-12T08:38:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/04\/Sans-titre-2-e1586498905449.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1548\" \/>\n\t<meta property=\"og:image:height\" content=\"1030\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2013\\\/11\\\/26\\\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2013\\\/11\\\/26\\\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"CRM : les v\u00e9ritables \u00e9tapes du vrai parcours client (en B2B et en B2C)\",\"datePublished\":\"2013-11-26T13:57:35+00:00\",\"dateModified\":\"2024-01-12T08:38:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2013\\\/11\\\/26\\\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\\\/\"},\"wordCount\":584,\"commentCount\":4,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2013\\\/11\\\/26\\\/crm-les-veritables-etapes-du-vrai-parcours-client-en-b2b-et-en-b2c\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2020\\\/04\\\/Sans-titre-2-e1586498905449.jpg\",\"articleSection\":[\"CRM et Exp\u00e9rience client\",\"Marketing &amp; 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