{"id":32803,"date":"2020-07-08T12:04:46","date_gmt":"2020-07-08T10:04:46","guid":{"rendered":"https:\/\/www.smcconsulting.be\/comment-stimuler-lengagement-client\/"},"modified":"2025-09-01T12:00:39","modified_gmt":"2025-09-01T10:00:39","slug":"comment-stimuler-lengagement-client","status":"publish","type":"post","link":"https:\/\/www.smcconsulting.be\/fr\/comment-stimuler-lengagement-client\/","title":{"rendered":"Comment stimuler l&#8217;engagement client"},"content":{"rendered":"\n<p>Des termes comme engagement client, engagement omnicanal ou engagement significatif avec la marque sont courants lorsque nous parlons des consommateurs autonomes d&#8217;aujourd&#8217;hui et du parcours qu&#8217;ils effectuent \u00e0 travers les diff\u00e9rents canaux. Cependant, bien que nous entendions souvent ces termes, leur signification exacte est parfois difficile \u00e0 d\u00e9finir. S&#8217;agit-il de favoriser la fid\u00e9lit\u00e9 ? Ou d&#8217;offrir des exp\u00e9riences exceptionnelles ? Comment le mesurer ?    <\/p>\n\n<p>Fondamentalement, l&#8217;engagement client d\u00e9crit chaque interaction qu&#8217;un client a avec votre marque. L&#8217;engagement est le processus de construction de la fid\u00e9lit\u00e9 et de renforcement de la r\u00e9tention. Pour de nombreuses entreprises, cela commence d\u00e8s les premi\u00e8res interactions et inclut chaque interaction apr\u00e8s l&#8217;achat. Bien que d&#8217;autres d\u00e9finitions consid\u00e8rent que l&#8217;engagement client ne commence qu&#8217;une fois que le client a \u00e9t\u00e9 effectivement acquis.   <\/p>\n\n<p>Quelle que soit votre d\u00e9finition, les consommateurs veulent \u00eatre reconnus \u00e0 travers tous les canaux, s&#8217;attendent \u00e0 \u00eatre r\u00e9compens\u00e9s pour leur fid\u00e9lit\u00e9 et recherchent des exp\u00e9riences fluides.<\/p>\n\n<p>Voici quelques statistiques importantes, compil\u00e9es par <a href=\"https:\/\/www.smcconsulting.be\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">SMC Consulting<\/a>, sur l&#8217;\u00e9tat actuel de l&#8217;engagement client.<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Les meilleures fa\u00e7ons d&#8217;engager les consommateurs sont :\n<ul class=\"wp-block-list\">\n<li>Offres surprises ou cadeaux pour \u00eatre client (61 %)<\/li>\n\n\n\n<li>Processus d&#8217;achat plus pratique (50 %)<\/li>\n\n\n\n<li>R\u00e9solution d&#8217;un probl\u00e8me ou d&#8217;une question (45 %)<\/li>\n\n\n\n<li>Recommandation de produits selon les besoins (27 %)<\/li>\n\n\n\n<li>Information sur les derni\u00e8res actualit\u00e9s et produits (23 %)<\/li>\n\n\n\n<li>Accueil des clients lors de leur visite (20 %)<\/li>\n\n\n\n<li>Engagement des clients sur les r\u00e9seaux sociaux (9 %)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>77 % des consommateurs d\u00e9sirent des produits gratuits<\/li>\n\n\n\n<li>75 % des consommateurs s&#8217;attendent \u00e0 des r\u00e9ductions\/offres<\/li>\n\n\n\n<li>66 % des consommateurs veulent des \u00e9chantillons gratuits et 57 % souhaitent des services gratuits<\/li>\n\n\n\n<li>41 % des consommateurs appr\u00e9cient les opportunit\u00e9s de gagner quelque chose et 32 % aiment les surprises des marques<\/li>\n\n\n\n<li>Les trois aspects les plus importants du service client sont une r\u00e9ponse rapide, des agents de service comp\u00e9tents et une r\u00e9solution rapide du probl\u00e8me<\/li>\n\n\n\n<li>4 personnes sur 5 sont plus susceptibles de s&#8217;engager avec une marque qui offre des avantages<\/li>\n\n\n\n<li>57 % des consommateurs ont arr\u00eat\u00e9 d&#8217;acheter aupr\u00e8s d&#8217;une entreprise parce qu&#8217;un de leurs concurrents offrait une meilleure exp\u00e9rience<\/li>\n<\/ul>\n\n<p>Une strat\u00e9gie d&#8217;engagement client bien ex\u00e9cut\u00e9e peut avoir un impact direct sur les r\u00e9sultats et un effet tr\u00e8s positif sur la fid\u00e9lit\u00e9 \u00e0 la marque. Les marques s&#8217;attendent \u00e0 observer : <\/p>\n\n<ul class=\"wp-block-list\">\n<li>23 % de prime en termes de part de portefeuille, de revenus et de croissance des relations<\/li>\n\n\n\n<li>71 % de taux de recommandation et de parrainage<\/li>\n\n\n\n<li>&lt;10 % \u2013 plus susceptibles d&#8217;avoir un taux d&#8217;attrition inf\u00e9rieur \u00e0 10 %<\/li>\n<\/ul>\n\n<h3 id=\"h-why-do-consumers-engage\" class=\"wp-block-heading\"><strong>Pourquoi les consommateurs s&#8217;engagent-ils ?<\/strong><\/h3>\n\n<p>Les consommateurs s&#8217;engagent avec les marques pour de nombreuses raisons. Ils peuvent rechercher un produit ou un service et contacter une marque ou interagir sur le site web de la marque pour les aider \u00e0 prendre une d\u00e9cision d&#8217;achat. Les consommateurs s&#8217;engagent lorsqu&#8217;ils effectuent un achat, que ce soit en ligne ou en magasin. Apr\u00e8s l&#8217;achat, ils s&#8217;engagent \u00e9galement pour de nombreuses raisons telles que des questions sur le produit, les retours, etc.   <\/p>\n\n<p><ins><\/ins>La recherche de Zoovu a d\u00e9couvert trois phases d&#8217;engagement :<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Exploration<\/strong> \u2013 64 % des consommateurs s&#8217;engagent avec une entreprise pour en apprendre davantage sur ses produits et services.<\/li>\n\n\n\n<li><strong>Achat<\/strong> \u2013 74 % des consommateurs s&#8217;engagent avec les marques pour effectuer un achat.<\/li>\n\n\n\n<li><strong>Support<\/strong> \u2013 51 % des consommateurs cherchent \u00e0 s&#8217;engager avec les entreprises pour obtenir du support apr\u00e8s l&#8217;achat.<\/li>\n<\/ol>\n\n<p>Lorsque les consommateurs s&#8217;engagent avec les marques, ils ont des attentes sp\u00e9cifiques :<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Confiance<\/strong> \u2013 72 % des acheteurs en ligne aux \u00c9tats-Unis, au Royaume-Uni et en Allemagne ont d\u00e9clar\u00e9 que pouvoir faire confiance \u00e0 leur d\u00e9taillant ou marque pr\u00e9f\u00e9r\u00e9 est leur pr\u00e9occupation principale.<\/li>\n\n\n\n<li><strong>Assistance et Support<\/strong> \u2013 86 % des consommateurs ont d\u00e9clar\u00e9 qu&#8217;il \u00e9tait important que les marques fournissent des conseils d&#8217;experts et des recommandations personnalis\u00e9es sur leurs produits et services.<\/li>\n\n\n\n<li><strong>Exp\u00e9riences sans friction<\/strong> \u2013 56 % des acheteurs am\u00e9ricains ont abandonn\u00e9 un achat parce qu&#8217;il \u00e9tait trop difficile de trouver ou de d\u00e9cider d&#8217;un produit.<\/li>\n<\/ol>\n\n<h3 id=\"h-rules-of-engagement-know-your-customers-to-personalize-experiences\" class=\"wp-block-heading\"><strong>R\u00e8gles d&#8217;engagement \u2013 conna\u00eetre vos clients pour personnaliser les exp\u00e9riences<\/strong><\/h3>\n\n<p>Les consommateurs s&#8217;attendent \u00e0 ce que les entreprises connaissent leurs besoins et leurs d\u00e9sirs afin de fournir des exp\u00e9riences hautement personnalis\u00e9es. Cela n\u00e9cessite des donn\u00e9es, et beaucoup. Les marketeurs d&#8217;aujourd&#8217;hui ne sont certainement pas confront\u00e9s \u00e0 des p\u00e9nuries de donn\u00e9es, mais le volume m\u00eame des donn\u00e9es peut \u00eatre intimidant.  <\/p>\n<p>\u00a0<\/p>\n<p><\/p>\n<p>Les marques doivent \u00eatre diligentes dans la collecte et l&#8217;utilisation de leurs donn\u00e9es CRM de premi\u00e8re main. Celles-ci sont souvent consid\u00e9r\u00e9es comme le type de donn\u00e9es le plus pr\u00e9cieux par les marketeurs et incluent des informations telles que les coordonn\u00e9es, la d\u00e9mographie et l&#8217;historique des transactions. Pour une vue client compl\u00e8te \u00e0 360 degr\u00e9s, les donn\u00e9es de premi\u00e8re main doivent \u00eatre compl\u00e9t\u00e9es par des donn\u00e9es tierces telles que la d\u00e9mographie, les informations sur le style de vie, les insights comportementaux, les d\u00e9clencheurs d&#8217;\u00e9v\u00e9nements de vie et les donn\u00e9es d&#8217;intention d&#8217;achat. Avec une vue client compl\u00e8te, les interactions deviennent beaucoup plus significatives et impactantes.   <\/p>\n<p><\/p>\n<p>Aussi rapidement que les consommateurs agissent et s&#8217;engagent avec une marque, ils s&#8217;attendent \u00e0 ce que les marques suivent le rythme et s&#8217;adaptent. 62 % des clients s&#8217;attendent maintenant \u00e0 ce que les entreprises s&#8217;adaptent en fonction de leurs actions et comportements, mais seulement 47 % des clients disent que les entreprises le font. <a href=\"https:\/\/www.smcconsulting.be\/fr\/freshworks\/\">SMC Consulting<\/a> Par exemple, une entreprise peut vous transf\u00e9rer vers une campagne d&#8217;int\u00e9gration une fois que vous \u00eates devenu client ou simplement \u00eatre suffisamment inform\u00e9e pour arr\u00eater de vous montrer des publicit\u00e9s pour un article que vous avez d\u00e9j\u00e0 achet\u00e9. <\/p>\n<p><\/p>\n<h3 class=\"wp-block-heading\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3383 size-medium aligncenter\" src=\"https:\/\/www.smcconsulting.be\/wp-content\/uploads\/2020\/07\/EXPECTATION-300x144.jpg\" alt=\"Attentes des clients vs r&#xE9;alit&#xE9;\" width=\"300\" height=\"144\"\/><\/strong><\/h3>\n<h3><strong>S&#8217;engager de mani\u00e8re coh\u00e9rente \u00e0 travers les canaux et les d\u00e9partements<\/strong><\/h3>\n<p><\/p>\n<p>Pr\u00e8s de 80 % des clients s&#8217;attendent \u00e0 une coh\u00e9rence lors de leurs interactions avec plusieurs d\u00e9partements. Par exemple, si un client a mis quelque chose dans son panier et a effectu\u00e9 un achat plus tard, ils s&#8217;attendent \u00e0 ce que cela soit connu et \u00e0 ne pas \u00eatre d\u00e9rang\u00e9s par des notifications d&#8217;abandon de panier en ligne en m\u00eame temps qu&#8217;ils re\u00e7oivent des communications par e-mail les remerciant pour leur achat. Il en va de m\u00eame pour les appareils et les canaux. Les m\u00eames informations doivent \u00eatre disponibles peu importe comment et o\u00f9 un client interagit et s&#8217;engage avec une marque.   <\/p>\n<p><\/p>\n<p>Cependant, cela peut \u00eatre difficile avec tant d&#8217;appareils et de canaux disponibles aujourd&#8217;hui. 71 % des consommateurs ont utilis\u00e9 plusieurs canaux pour commencer et terminer une transaction et 64 % ont utilis\u00e9 plusieurs appareils pour commencer et terminer une seule transaction. <\/p>\n<p><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3382 size-medium aligncenter\" src=\"https:\/\/www.smcconsulting.be\/wp-content\/uploads\/2020\/07\/Customers-Who-Say-the-Following-300x212.jpg\" alt=\"Canaux de communication clients\" width=\"300\" height=\"212\"\/><\/p>\n<p>Quarante-trois pour cent des marketeurs suivent maintenant la valeur client sur la dur\u00e9e de vie \u2014 la mesure ultime permettant de savoir s&#8217;ils engagent efficacement les clients et fournissent les exp\u00e9riences attendues. Continuer \u00e0 investir dans les clients pour les conna\u00eetre et leur fournir des exp\u00e9riences et des communications pertinentes et personnalis\u00e9es contribuera grandement \u00e0 augmenter significativement les r\u00e9sultats.<\/p>\n<h3>How <a href=\"https:\/\/www.smcconsulting.be\/fr\/freshworks\/\">Freshworks<\/a> can help<\/h3>\n<p><\/p>\n<p>Si vous cherchez \u00e0 automatiser votre communication marketing en ligne via les r\u00e9seaux sociaux, vous avez besoin d&#8217;un partenaire fiable qui poss\u00e8de l&#8217;exp\u00e9rience et les r\u00e9f\u00e9rences n\u00e9cessaires pour vous accompagner. Freshmarketer est un logiciel d&#8217;automatisation marketing de <a href=\"https:\/\/www.smcconsulting.be\/fr\/freshworks\/\" target=\"_blank\" rel=\"noreferrer noopener\">Freshworks<\/a>, qui vous aide \u00e0 optimiser les communications et les ventes via diff\u00e9rents canaux. <\/p>\n<p><\/p>\n<h3 class=\"wp-block-heading\">Pourquoi choisir Freshmarketer<\/h3>\n<p><\/p>\n<ol class=\"wp-block-list\">\n<li>De meilleurs prospects et plus de ventes gr\u00e2ce \u00e0 l&#8217;optimisation des conversions.<\/li>\n<li>Cr\u00e9ez des e-mails r\u00e9actifs, beaux et efficaces.<\/li>\n<li>Ciblage avanc\u00e9 pour site web et e-mails.<\/li>\n<li>Automatisation puissante avec des parcours client.<\/li>\n<li>Int\u00e9gration plus \u00e9troite entre marketing et ventes.<\/li>\n<\/ol>\n<h4 class=\"has-text-align-center\" style=\"text-align: center;\">Do you wish to know more?<\/h4>\n<p>[dt_default_button link=&#8221;url:%23popmake-2995|||rel:nofollow&#8221; size=&#8221;big&#8221; button_alignment=&#8221;btn_center&#8221; css=&#8221;.vc_custom_1591614144243{margin-top: 20px !important;}&#8221;]BOOK YOUR FREE CONSULTATION[\/dt_default_button]<\/p>\n<p>\u00a0<\/p>\n<p><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voici quelques statistiques importantes, compil\u00e9es par SMC Consulting, sur l&#8217;\u00e9tat actuel de l&#8217;engagement client.<\/p>\n<p>Les meilleures fa\u00e7ons d&#8217;engager les consommateurs sont :<br \/>\nOffres surprises ou cadeaux pour \u00eatre client (61 %)<br \/>\nProcessus d&#8217;achat plus pratique (50 %)<br \/>\nR\u00e9solution d&#8217;un probl\u00e8me ou d&#8217;une question (45 %)<br \/>\nRecommandation de produits selon les besoins (27 %)<br \/>\nInformation sur les derni\u00e8res actualit\u00e9s et produits (23 %)<br \/>\nAccueil des clients lors de leur visite (20 %)<br \/>\nEngagement des clients sur les r\u00e9seaux sociaux (9 %)<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[211],"tags":[],"class_list":["post-32803","post","type-post","status-publish","format-standard","hentry","category-engagement-client","category-211","description-off"],"_wp_attached_file":null,"_wp_attachment_metadata":null,"_wp_attachment_image_alt":null,"tiny_compress_images":null,"image_optimizer_metadata":null,"_elementor_inline_svg":null,"_elementor_source_image_hash":null,"_wp_attachment_backup_sizes":null,"_elementor_is_screenshot":null,"_source_url":null,"_customize_restore_dismissed":null,"_elementor_source":null,"_elementor_screenshot":null,"_elementor_location":null,"_elementor_priority":null,"_elementor_code":null,"_elementor_extra_options":null,"_menu_item_type":null,"_menu_item_menu_item_parent":null,"_menu_item_object_id":null,"_menu_item_object":null,"_menu_item_target":null,"_menu_item_classes":null,"_menu_item_xfn":null,"_menu_item_url":null,"_yoast_wpseo_meta-robots-noindex":null,"_yoast_wpseo_meta-robots-nofollow":null,"_yoast_wpseo_is_cornerstone":null,"_yoast_wpseo_schema_page_type":null,"_yoast_wpseo_schema_article_type":null,"_yoast_wpseo_twitter-image":null,"_yoast_wpseo_twitter-image-id":null,"_oembed_4e40b8f795b4bd64c1711346bd5a6cd2":null,"popup_title":null,"enabled":null,"popup_settings":null,"data_version":null,"popup_open_count":null,"popup_conversion_count":null,"popup_open_count_total":null,"popup_last_opened":null,"_pum_built_in":null,"_pum_default_theme":null,"popup_theme_data_version":null,"popup_theme_settings":null,"_yoast_wpseo_primary_category":14,"_wpb_vc_js_status":null,"_dt_sidebar_position":"right","_dt_sidebar_widgetarea_id":"sidebar_1","_dt_sidebar_hide_on_mobile":"0","_dt_footer_show":"1","_dt_footer_widgetarea_id":"sidebar_2","_dt_footer_hide_on_mobile":"0","_dt_header_title":"enabled","_dt_header_background":"normal","_dt_header_background_below_slideshow":"disabled","_dt_header_transparent_bg_color":"#000000","_dt_header_transparent_bg_opacity":"50","_dt_header_transparent_bg_color_scheme":"light","_dt_post_options_back_button":null,"_dt_post_options_hide_thumbnail":"0","_dt_post_options_related_mode":"same","_dt_post_options_preview":"normal","_dt_post_options_related_categories":null,"_dt_header_disabled_background":"normal","_dt_header_disabled_transparent_bg_color":"#000000","_dt_header_disabled_transparent_bg_opacity":"50","_dt_header_disabled_transparent_bg_color_scheme":"light","_dt_header_transparent_top_bar_bg_color":null,"_dt_header_transparent_top_bar_bg_opacity":null,"_dt_header_disabled_transparent_top_bar_bg_color":"#ffffff","_dt_header_disabled_transparent_top_bar_bg_opacity":"25","_dt_page_overrides_top_margin":null,"_dt_page_overrides_bottom_margin":null,"_dt_page_overrides_right_margin":null,"_dt_page_overrides_left_margin":null,"_dt_mobile_page_padding_top":null,"_dt_mobile_page_padding_right":null,"_dt_mobile_page_padding_bottom":null,"_dt_mobile_page_padding_left":null,"inline_featured_image":null,"_dt_microsite_primary_menu":"","_dt_microsite_split_left_menu":"","_dt_microsite_split_right_menu":"","_dt_microsite_mobile_menu":"","the7_shortcodes_dynamic_css":null,"_oembed_53fe0466b99fb8c537a3e7675fff29b1":null,"_wpb_shortcodes_custom_css":null,"_wpb_shortcodes_custom_css_updated":null,"_oembed_962f49c37c23c82cc3e7792d0a2c55ff":null,"_oembed_time_962f49c37c23c82cc3e7792d0a2c55ff":null,"_oembed_0adc3375c397b53b4ef1adf0b6350f14":null,"_oembed_time_0adc3375c397b53b4ef1adf0b6350f14":null,"_yoast_wpseo_opengraph-image":null,"_yoast_wpseo_opengraph-image-id":null,"tpg-post-view-count":null,"_wp_desired_post_slug":null,"Freshservice Support : Optimisez votre ITSM %%page%% %%sep%% %%sitename%%":null,"Freshservice Support":null,"D\u00e9couvrez Freshservice, solution int\u00e9gr\u00e9e pour un support ITSM efficace. 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