{"id":292719,"date":"2013-05-24T02:00:00","date_gmt":"2013-05-24T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-fichier-clients-cest-de-lor"},"modified":"2013-05-24T02:00:00","modified_gmt":"2013-05-24T01:00:00","slug":"le-fichier-clients-cest-de-lor","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-fichier-clients-cest-de-lor","title":{"rendered":"Le fichier clients, c’est de l’or !"},"content":{"rendered":"
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<\/a> <\/div>\n
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Vous avez int\u00e9r\u00eat \u00e0 rep\u00e9rer les habitudes de vos clients pour adapter votre offre \u00e0 leurs besoins. Toutes les informations concernant chacun d’eux doivent \u00eatre pr\u00e9serv\u00e9es, stock\u00e9es et disponibles.
C’est une donn\u00e9e de base de relations commerciales performantes<\/a>. <\/p>\n

Pour cela quelques r\u00e8gles sont \u00e0 respecter.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Crit\u00e8res de connaissance du client.<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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D’abord pensez bien qu’il est plus facile de vendre \u00e0 un client existant,<\/a> aussi ayez le souci de d\u00e9velopper votre capital clients avant votre capital produits. Votre fichier peut vous aider \u00e0 d\u00e9terminer quels sont les 20 % de clients qui g\u00e9n\u00e8rent 80 % de votre chiffre d’affaires. Rep\u00e9rez quels sont leurs crit\u00e8res d’achat et leur niveau de rentabilit\u00e9. De m\u00eame le petit client d’aujourd’hui peut devenir le gros client de demain, \u00e0 vous de savoir lui faire les propositions commerciales qui conviennent, \u00e0 vous donc de le \u00a0\u00bb profiler \u00ab\u00a0. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La connaissance du client c’est l’affaire de chaque membre de l’entreprise.<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Rassemblez toutes les informations <\/strong>qui existent sur vos clients dans les diff\u00e9rents services de l’entreprise, vous d\u00e9terminerez ainsi l’ensemble des crit\u00e8res le concernant. Veillez \u00e0 la qualit\u00e9 de cette collecte afin que les informations soient exactes, toute l’entreprise doit \u00eatre mobilis\u00e9e <\/strong>dans ce but, de la standardiste au comptable. Ajoutez-y des donn\u00e9es ext\u00e9rieures, ainsi on peut croiser certaines commandes avec la situation financi\u00e8re du client ou avec des donn\u00e9es socio-d\u00e9mographiques de l’Insee. On arrive au \u00ab\u00a0one to one\u00a0\u00bb quand on devient capable de conna\u00eetre jusqu’aux habitudes comportementales de ses clients. Tout contact avec le client doit \u00eatre l’occasion de v\u00e9rifier, affiner, enrichir l’information<\/a> \u00e0 tout moment et \u00e0 tous les niveaux de l’entreprise. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Utilisez un logiciel de fichier clients.<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour mettre en pratique cette m\u00e9thode il est n\u00e9cessaire d’utiliser un logiciel permettant d’assurer le Customer Relationship Management (CRM), veillez \u00e0 ce que votre outil soit bien adapt\u00e9, si vous partez dans la construction d’une usine \u00e0 gaz, non seulement cela vous co\u00fbtera cher mais en plus votre personnel ne suivra pas. Le co\u00fbt plancher est de l’ordre de 50 000 \u20ac et comptez 6 mois \u00e0 un an pour passer de la phase exp\u00e9rimentale au moment o\u00f9 le syst\u00e8me sera v\u00e9ritablement op\u00e9rationnel… <\/p>\n

Rappelez-vous aussi qu’on ne peut pas faire n’importe quoi car la loi informatique et libert\u00e9s du 6 janvier 1978 est appliqu\u00e9e de mani\u00e8re tr\u00e8s stricte. Votre fichier doit \u00eatre d\u00e9clar\u00e9<\/a> \u00e0 la Cnil<\/span>, la commission nationale de l’informatique et des libert\u00e9s charg\u00e9e de cette mission. Toute personne physique peut s’opposer au traitement informatis\u00e9 des informations la concernant. La personne charg\u00e9e de la gestion des donn\u00e9es doit en garantir leur int\u00e9grit\u00e9 et leur non communication \u00e0 des tiers. Evidemment la collecte de donn\u00e9es par des moyens frauduleux est interdite…<\/p>\n

Sur le m\u00eame th\u00e8me, consultez cet article : <\/i>CRM, cl\u00e9s de la r\u00e9ussite<\/i><\/a>.<\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Enfin faites du fichier client l’affaire de tous sans cr\u00e9er la jalousie du service commercial qui pense toujours que cela lui appartient. Certains pr\u00e9conisent l’int\u00e9ressement financier mais ce n’est pas une solution durable.  Le mieux est de promouvoir une d\u00e9marche globale, une dimension horizontale qui soutient la strat\u00e9gie de la direction : le client d’abord !<\/p>\n

A lire \u00e9galement : <\/i>Le franchis\u00e9 est propri\u00e9taire de sa client\u00e8le<\/i><\/a>
Vu dans le magazine L’entreprise <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Vous avez int\u00e9r\u00eat \u00e0 rep\u00e9rer les habitudes de vos clients pour adapter votre offre \u00e0 leurs besoins. Toutes les informations concernant chacun d’eux doivent \u00eatre pr\u00e9serv\u00e9es, stock\u00e9es et disponibles. C’est une donn\u00e9e de base de relations commerciales performantes. Pour cela quelques r\u00e8gles sont \u00e0 respecter. Crit\u00e8res de connaissance du client. D’abord pensez bien qu’il est […]<\/p>\n","protected":false},"author":1,"featured_media":292720,"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-292719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLe fichier clients, c'est de l'or !<\/title>\n<meta name=\"description\" content=\"Vous avez int\u00e9r\u00eat \u00e0 rep\u00e9rer les habitudes de vos clients pour adapter votre offre \u00e0 leurs besoins. 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