{"id":293485,"date":"2012-08-08T02:00:00","date_gmt":"2012-08-08T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/quelles-sont-les-bases-de-la-fidelisation-client"},"modified":"2012-08-08T02:00:00","modified_gmt":"2012-08-08T01:00:00","slug":"quelles-sont-les-bases-de-la-fidelisation-client","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/quelles-sont-les-bases-de-la-fidelisation-client","title":{"rendered":"Quelles sont les bases de la fid\u00e9lisation client ?"},"content":{"rendered":"
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Dans le domaine de la franchise, comme dans tous commerces, la fid\u00e9lisation du client est une des bases pour la r\u00e9ussite de l’entreprise et du r\u00e9seau. <\/b><\/p>\n

Faire des campagnes de prospection pour gagner des clients c’est une chose mais les garder en est une autre. La fid\u00e9lisation est une technique de marketing bien connue qui se d\u00e9finit en terme de strat\u00e9gie commerciale et en investissement financier.<\/p>\n

Un prospect devenu client d’une entreprise doit \u00eatre relanc\u00e9 au moins 8 fois par an pour garder le contact. On parle d’ailleurs de X contacts sur tel ou tel segment de client\u00e8le.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Etre immediatement identifiable<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En terme d’image de la soci\u00e9t\u00e9, le client  doit la retrouver \u00e0 chaque contact ind\u00e9pendamment du produit qu’il aura achet\u00e9. Lisez \u00e0 ce sujet : <\/i>L’image des franchises<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En terme de concurrence, une op\u00e9ration de fid\u00e9lisation effectu\u00e9e par une soci\u00e9t\u00e9<\/b> concurrente pourra annuler la votre purement et simplement car il y aura de la part du client un report d’int\u00e9r\u00eat. Sauf, si vous y apportez un plus ! Consultez aussi cet article : <\/i>Bien identifier ses concurrents avant d’implanter une franchise<\/i><\/a><\/span>
 
Dans un monde o\u00f9 la communication joue un r\u00f4le de premier plan et o\u00f9 les tentations sont omnipr\u00e9sentes (marketing direct, e-mail, news letter, SMS, presse, TV, etc), les clients zappent facilement d’un fournisseur \u00e0 l’autre et leurs besoins \u00e9voluent sans cesse. Cette attitude est de plus en plus fr\u00e9quente dans le commerce grand public moins dans le B to B o\u00f9 les cons\u00e9quences sont plus difficiles \u00e0 g\u00e9rer. D’o\u00f9 des op\u00e9rations tous m\u00e9dia pour \u00eatre sur de trouver le client l\u00e0 o\u00f9 il est. Il doit pouvoir vous reconna\u00eetre tout de suite et s’identifier \u00e0 votre image. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les bases d’une bonne fid\u00e9lisation :<\/h3>\n
–bien appr\u00e9hender les attentes du client.<\/b> Pour cela, les \u00e9tudes qualitatives sont indispensables  afin de d\u00e9coder pourquoi le client vient chez vous ind\u00e9pendamment du produit ou du service que vous lui proposez. Interroger les clients perdus donnent toujours des informations pr\u00e9cieuses sur les faiblesses de votre soci\u00e9t\u00e9 par contre un client fid\u00e8le sera plus enclin au positivisme.<\/p>\n

-conna\u00eetre parfaitement la concurrence : produits, prix, services, promotions commerciales,etc C’est souvent \u00e0 cause d’une op\u00e9ration concurrente non connue que vous perdez des clients.<\/p>\n

– Combien \u00e7a co\u00fbte ? Un client perdu co\u00fbte che<\/b>r. Cependant, il faut savoir que la loi des 80\/20 s’applique dans ce cas de figure. C’est-\u00e0-dire que 20% des clients assurent 80% du chiffre d’affaires. Alors mieux vaut cibler ces 20% et les chouchouter plut\u00f4t que de vouloir satisfaire ceux qui n’adh\u00e8rent pas totalement \u00e0 l’enseigne. Cela vous co\u00fbtera beaucoup moins cher et vous obtiendrez ainsi le meilleur ratio co\u00fbt\/performance.<\/p>\n

Pour plus de renseignements, lisez ces articles :
Une bonne strat\u00e9gie de fid\u00e9lisation pour mieux conna\u00eetre ses clients !<\/a>
<\/i>Que faire quand la concurrence s’installe ?<\/a>
<\/i>La fid\u00e9lisation du client qui rousp\u00e8te<\/i><\/a><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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\u00a0Dans une conjoncture difficile, mieux vaut avoir une strat\u00e9gie de fid\u00e9lisation ax\u00e9e sur le cur de cible (ceux qui rapportent) qu’une strat\u00e9gie de conqu\u00eate <\/strong>\u00e0 tout prix sur des segments de clients qui ont peu de chance de r\u00e9agir. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans le domaine de la franchise, comme dans tous commerces, la fid\u00e9lisation du client est une des bases pour la r\u00e9ussite de l’entreprise et du r\u00e9seau.  Faire des campagnes de prospection pour gagner des clients c’est une chose mais les garder en est une autre. La fid\u00e9lisation est une technique de marketing bien connue qui 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