{"id":293146,"date":"2012-12-10T01:00:00","date_gmt":"2012-12-10T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-clients-mysteres-sont-tres-utilises-dans-les-franchises-groupements-et-succursales"},"modified":"2012-12-10T01:00:00","modified_gmt":"2012-12-10T00:00:00","slug":"les-clients-mysteres-sont-tres-utilises-dans-les-franchises-groupements-et-succursales","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-clients-mysteres-sont-tres-utilises-dans-les-franchises-groupements-et-succursales","title":{"rendered":"Les clients myst\u00e8res sont tr\u00e8s utilis\u00e9s dans les franchises, groupements et succursales"},"content":{"rendered":"
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Afin d’\u00e9valuer la qualit\u00e9 des techniques de vente et de la relation client, les franchises et autres formes de r\u00e9seaux veulent approcher le plus possible de la mesure objective, ce que permet le fameux \u00a0\u00bb client myst\u00e8re \u00ab\u00a0.<\/p>\n

Pour am\u00e9liorer le chiffre d’affaires dans un contexte fortement concurrentiel, le meilleur moyen est d’optimiser la relation aux clients. Pour ce faire il est bon de recourir au principe des visites myst\u00e8res qui permettent une \u00e9valuation de la qualit\u00e9 des prestations en magasin<\/b>. Il s’agit d’un outil de progression. La d\u00e9marche doit \u00eatre positive et constructive pour aider une \u00e9quipe \u00e0 am\u00e9liorer ses performances. C’est l’\u00e9quivalent du chronom\u00e8tre pour le sportif.<\/p>\n

Pour un groupement comme pour une franchise, la visite myst\u00e8re permet de v\u00e9rifier le respect des standards<\/b>. On peut \u00e9galement l’utiliser comme outil de management afin de stimuler l’adaptation des comportements. Le r\u00f4le de l’animateur de r\u00e9seau est alors essentiel pour aider les adh\u00e9rents et franchis\u00e9s \u00e0 mettre en oeuvre les moyens d’am\u00e9liorer le score.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Il existe trois types de clients myst\u00e8res<\/h3>\n
Le premier r\u00e9alise la visite en magasin, le second effectue un appel myst\u00e8re pour v\u00e9rifier l’accueil t\u00e9l\u00e9phonique et la r\u00e9activit\u00e9, enfin on peut organiser des visites myst\u00e8res par internet. L’id\u00e9al est de cumuler les trois visites. La d\u00e9marche est identique dans les trois cas.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une grille d’observation est mise au point afin de formaliser les standards d’une entreprise. Des sc\u00e9narios de visite sont alors mis au point. Le client myst\u00e8re (enqu\u00eateur) est un observateur neutre<\/strong>, qui observe et remplit la grille \u00e0 l’issue de sa visite.\u00a0 Le principe est qu’il soit le plus proche possible de la r\u00e9alit\u00e9 du client r\u00e9el. S’il est d\u00e9masqu\u00e9 le travail est \u00e0 refaire ! G\u00e9n\u00e9ralement plusieurs clients myst\u00e8res passent afin de pr\u00e9server l’objectivit\u00e9 de l’\u00e9tude et de recueillir des informations suffisamment redondantes. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ainsi il est toujours possible qu’un accueil soit d\u00e9faillant de mani\u00e8re accidentelle. Normalement les personnels ne sont pas not\u00e9s de mani\u00e8re individuelle mais collective<\/strong>. Pourtant il est parfois difficile de ne pas prendre conscience de la personne qui a commis l’erreur, en fonction par exemple d’un horaire de travail… Donc il est prudent de pouvoir en faire un v\u00e9ritable outil de progression, m\u00eame individuel. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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De toute fa\u00e7on ce type de d\u00e9marche n\u00e9cessite une information pr\u00e9alable des \u00e9quipes. Les visites myst\u00e8res doivent s’effectuer \u00e0 un certaine fr\u00e9quence : il vaut mieux trois visites en peu de temps qu’une visite tous les six mois<\/strong>. Le sc\u00e9nario doit \u00eatre respect\u00e9 scrupuleusement \u00e0 chaque visite. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour l’analyse, certaines informations, tr\u00e8s factuelles, sont traduites en pourcentage de r\u00e9ussite. Un reporting est ensuite produit afin de donner \u00e9galement des appr\u00e9ciations plus qualitatives. Une personne ext\u00e9rieure au point de vente rendra compte des r\u00e9sultats \u00e0 l’\u00e9quipe, avec l’aide du manager. Une soci\u00e9t\u00e9 prestataire de ce service doit garder une distance, un enqu\u00eateur ne peut \u00eatre formateur. C’est le manager qui doit ensuite prendre les d\u00e9cisions en mati\u00e8re d’actions de formation. La plupart du temps les r\u00e9seaux centralisent les \u00e9tudes afin d’avoir une vision globale de la qualit\u00e9 des prestations. Ce sont donc les r\u00e9seaux qui proposent ce type de services, mais aujourd’hui de nombreux magasins sont \u00e9galement demandeurs de programmes individualis\u00e9s.<\/p>\n

La r\u00e9daction vous conseille cet article : <\/i>La r\u00e9ussite d’un r\u00e9seau de franchise passe par une bonne animation<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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DD <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Afin d’\u00e9valuer la qualit\u00e9 des techniques de vente et de la relation client, les franchises et autres formes de r\u00e9seaux veulent approcher le plus possible de la mesure objective, ce que permet le fameux \u00a0\u00bb client myst\u00e8re \u00ab\u00a0. Pour am\u00e9liorer le chiffre d’affaires dans un contexte fortement concurrentiel, le meilleur moyen est d’optimiser la relation aux 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