{"id":293832,"date":"2011-12-17T01:00:00","date_gmt":"2011-12-17T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/de-linteret-pour-les-entreprises-de-prendre-en-compte-les-reclamations"},"modified":"2011-12-17T01:00:00","modified_gmt":"2011-12-17T00:00:00","slug":"de-linteret-pour-les-entreprises-de-prendre-en-compte-les-reclamations","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/de-linteret-pour-les-entreprises-de-prendre-en-compte-les-reclamations","title":{"rendered":"De l’int\u00e9r\u00eat pour les entreprises de prendre en compte les r\u00e9clamations"},"content":{"rendered":"
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Pour Thierry Spencer, sp\u00e9cialiste du marketing client, \u00ab\u00a0les entreprises les plus en avance sont celles qui sont d\u00e9j\u00e0 pass\u00e9es du traitement des r\u00e9clamations au management satisfaction\u00a0\u00bb. Selon lui, le client qui r\u00e2le est une mine d’or pour les soci\u00e9t\u00e9s. S’il exprime un besoin mal ou non satisfait, il permet surtout de revoir une offre commerciale et\/ou souvent d’am\u00e9liorer le service. Bref, de fid\u00e9liser une client\u00e8le… et de gagner en comp\u00e9titivit\u00e9 ! Mais qu’en est-il v\u00e9ritablement en France de la gestion des r\u00e9clamations ? Les entreprises ont-elles pris le tournant de la mesure et de la prise en compte de la satisfaction client ?<\/p>\n

<\/b>Dans un contexte fran\u00e7ais tout particulier, o\u00f9 96 % des clients insatisfaits ne r\u00e9clament jamais, l’Association pour le management de la r\u00e9clamation client (l’AMARC) a dress\u00e9 une premi\u00e8re cartographie de la prise en compte des r\u00e9clamations en France. Pour cela, elle a interrog\u00e9 143 grandes entreprises. L’occasion de r\u00e9v\u00e9ler clairement l’enjeu d’une sensibilisation plus forte des dirigeants d’entreprise \u00e0 cette question.
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Une gestion 2.0 des r\u00e9clamations<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Selon cette association, les entreprises fran\u00e7aises auraient commenc\u00e9 \u00e0 prendre r\u00e9ellement conscience de la r\u00e9clamation. Elles seraient m\u00eame 70 %\u00a0\u00e0 avoir d\u00e9j\u00e0 d\u00e9fini une politique claire dans le traitement des r\u00e9clamations. On notera la mont\u00e9e en puissance du Web 2.0 dans ce domaine car Facebook, Tweeter et les forums sur Internet… sont devenus des partenaires indissociables de cette prise de conscience par les entreprises. 35 % des entreprises interrog\u00e9es auraient d\u00e9j\u00e0 un community manager. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une mauvaise nouvelle du c\u00f4t\u00e9 de la prise en compte des r\u00e9clamations<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Certes, nous explique cette association, les entreprises sont \u00e0 l’\u00e9coute des r\u00e9clamations mais de l\u00e0 \u00e0 les prendre en compte, il y a un pas ! C’est un peu la mauvaise nouvelle de cette \u00e9tude : les soci\u00e9t\u00e9s pr\u00eateraient encore peu d’attention au contenu des r\u00e9clamations. Pour preuve, 92 % d’entre elles ne disposent pas d’indicateurs pour mesurer la fid\u00e9lit\u00e9 des clients qui ont formul\u00e9 une insatisfaction. 60 % d’entre elles n’auraient pas non plus r\u00e9dig\u00e9 de charte des engagements clients. Autre chiffre plut\u00f4t pessimiste : 76 % des entreprises interrog\u00e9es n’exploitent pas les informations issues de l’analyse des r\u00e9clamations pour prendre leurs d\u00e9cisions marketing ou lancer de nouvelles offres. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il reste donc une grande marge de progr\u00e8s dans ce domaine… A suivre !<\/p>\n

Vu dans L’Entreprise n\u00b0 303<\/p>\n

La r\u00e9daction vous recommande les articles suivants : <\/i>
Fid\u00e9liser le client qui r\u00e9clame<\/i><\/a>
<\/span>Comment mesurer la satisfaction de vos clients ?<\/i><\/a><\/p>\n

Audrey, r\u00e9dactrice AC <\/i>Franchise<\/i><\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Pour Thierry Spencer, sp\u00e9cialiste du marketing client, \u00ab\u00a0les entreprises les plus en avance sont celles qui sont d\u00e9j\u00e0 pass\u00e9es du traitement des r\u00e9clamations au management satisfaction\u00a0\u00bb. Selon lui, le client qui r\u00e2le est une mine d’or pour les soci\u00e9t\u00e9s. S’il exprime un besoin mal ou non satisfait, il permet surtout de revoir une offre commerciale […]<\/p>\n","protected":false},"author":1,"featured_media":293833,"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-293832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nDe 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