{"id":289362,"date":"2016-07-24T09:12:00","date_gmt":"2016-07-24T08:12:00","guid":{"rendered":"https:\/\/ac-franchise.be\/realiser-une-enquete-de-satisfaction-dun-reseau-de-franchise-ou-dune-seule-unite-6685"},"modified":"2016-07-24T09:12:00","modified_gmt":"2016-07-24T08:12:00","slug":"realiser-une-enquete-de-satisfaction-dun-reseau-de-franchise-ou-dune-seule-unite-6685","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/realiser-une-enquete-de-satisfaction-dun-reseau-de-franchise-ou-dune-seule-unite-6685","title":{"rendered":"R\u00e9aliser une enqu\u00eate de satisfaction d’un r\u00e9seau de franchise ou d’une seule unit\u00e9"},"content":{"rendered":"
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Que faire avant ? Vous souhaitez r\u00e9aliser un questionnaire pour d\u00e9terminer le niveau de satisfaction de votre client\u00e8le ? ….ou de vos franchis\u00e9s ? Avant de faire le questionnaire, pensez \u00e0 faire une pr\u00e9-enqu\u00eate pour savoir quelles questions poser.<\/p>\n

Cela peut para\u00eetre redondant mais la recette est bien connue en sciences sociales. Fran\u00e7ois De Singly l’a expliqu\u00e9 concr\u00e8tement dans un\u00a0 livre destin\u00e9 aux \u00e9tudiants en sociologie, L’enqu\u00eate et ses m\u00e9thodes : le questionnaire (Collection Sociologie 128, Nathan Universit\u00e9).<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Car pour obtenir des r\u00e9sultats susceptibles d’am\u00e9liorer son activit\u00e9, il faut savoir poser les bonnes questions \u00e0 ses clients ou \u00e0 ses franchis\u00e9s et les interpr\u00e9ter sur de bonnes bases.<\/h3>\n
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Une enqu\u00eate qualitative pr\u00e9alable <\/strong>men\u00e9e sur un panel de clients ou de franchis\u00e9s fid\u00e8les ….ou identifi\u00e9s comme m\u00e9contents ….ou les deux….. permettra de savoir quels facteurs sont importants \u00e0 leurs yeux : service, prix, local, accueil, produit, etc. \u00e0 condition de les laisser parler, s’exprimer, divaguer aussi parfois. L’essentiel \u00e0 ce stade n’est pas d’avoir les r\u00e9ponses \u00e0 vos questions mais de savoir quelles questions poser pour correpondre \u00e0 leurs pr\u00e9ocupations. Cette enqu\u00eate qualitative permet la premi\u00e8re phase de compr\u00e9hension<\/strong>, la phase suivante permettra de mesurer <\/strong>et le total permettra d’analyser <\/strong>et de r\u00e9agir<\/strong>.<\/p>\n

Ensuite, le questionnaire se construira en fonction de ces priorit\u00e9s : pourquoi interroger sur un domaine qui importe peu aux clients, aux prospects ou aux adh\u00e9rents de votre r\u00e9seau ?<\/p>\n

Enqu\u00eate et questionnaire vont aussi cr\u00e9er l’urgence. Si le service est jug\u00e9 primordial et qu’il est mal not\u00e9, ce point sera \u00e0 traiter en priorit\u00e9. Il faudra s\u00e9parer l’important urgent, l’important non-urgent et le non important.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Que faire ensuite ?<\/h3>\n
Apr\u00e8s avoir interrog\u00e9 rationnellement\u00a0votre client\u00e8le ou votre r\u00e9seau, apr\u00e8s avoir interpr\u00e9t\u00e9 les r\u00e9sultats d’une enqu\u00eate de satisfaction, il faut \u00e9laborer un plan d’action qui s’en inspire.<\/p>\n

Devant cette masse d’informations, la priorit\u00e9 est de bien distinguer :
– les crit\u00e8res primordiaux des crit\u00e8res secondaires,
–\u00a0les \u00e9l\u00e9ments satisfaisants des points \u00e0 am\u00e9liorer,
– l’illusoire du possible<\/p>\n

La cl\u00e9 de vos progr\u00e8s r\u00e9side dans cette capacit\u00e9 \u00e0 faire une synth\u00e8se qui hi\u00e9rarchise correctement les priorit\u00e9s par rapport \u00e0 vos moyens actuels ou possibles.<\/p>\n

Puis il faudra VENDRE vos d\u00e9cisions, vos changements ou tout simplement ce que vous maintiendrez. Tout ce qui est important et satisfaisant aux yeux de la client\u00e8le forme autant d’atouts \u00e0\u00a0mettre en avant, parfois mieux qu’avant. C’est du marketing. Au fait, curieusement, lorsque c’est aux franchis\u00e9s que vous devez vendre ces d\u00e9cisions, cela s’appelle du management. Mais les points communs sont nombreux.<\/p>\n

A l’inverse, des aspects marqu\u00e9s comme peu satisfaisants le sont peut-\u00eatre simplement parce que vous n’avez pas su communiquer sur des avantages ou des points forts. Vos clients ne sont pas plus rationnels que vous. Ils disent ce qu’ils ressentent et il se peut qu’ils n’aient pas vu des points forts qui ne leur ont pas \u00e9t\u00e9 mis sous le nez.<\/p>\n

Pensez aussi \u00e0 ne pas vous \u00e9puiser sur les crit\u00e8res qui importent peu \u00e0 vos clients. Cela vous permettra de concentrer vos efforts sur les points forts et les points \u00e0 am\u00e9liorer. <\/p>\n

Une \u00e9tude de satisfaction sert autant \u00e0 vendre mieux ses points faibles que travailler ses insuffisances. Elle sert aussi \u00e0 s’am\u00e9liorer ou parfois \u00e0 choisir de se battre sur d’autres fronts que ceux choisis pr\u00e9c\u00e9demment.<\/p>\n

Note : Certains\u00a0des r\u00e9seaux de franchise font ces \u00e9tudes \u00e0 la place des franchis\u00e9s ou leur offrent des m\u00e9thodes clef en main.<\/p>\n

La r\u00e9daction vous conseille aussi cet article :\u00a0<\/i>Comment mesurer la satisfaction de vos clients ?<\/i><\/a><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Que faire avant ? Vous souhaitez r\u00e9aliser un questionnaire pour d\u00e9terminer le niveau de satisfaction de votre client\u00e8le ? ….ou de vos franchis\u00e9s ? Avant de faire le questionnaire, pensez \u00e0 faire une pr\u00e9-enqu\u00eate pour savoir quelles questions poser. Cela peut para\u00eetre redondant mais la recette est bien connue en sciences sociales. Fran\u00e7ois De Singly […]<\/p>\n","protected":false},"author":52,"featured_media":289363,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[137],"class_list":["post-289362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nR\u00e9aliser une enqu\u00eate de satisfaction d'un r\u00e9seau de franchise ou d'une seule unit\u00e9<\/title>\n<meta name=\"description\" content=\"Que faire avant ? 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