{"id":11520,"date":"2017-01-19T08:19:30","date_gmt":"2017-01-19T08:19:30","guid":{"rendered":"https:\/\/www.calabrio.com\/blog\/4-strategies-de-marque-qui-augmenteront-la-satisfaction-des-clients"},"modified":"2025-09-02T06:01:32","modified_gmt":"2025-09-02T06:01:32","slug":"4-strategies-de-marque-qui-augmenteront-la-satisfaction-des-clients","status":"publish","type":"post","link":"https:\/\/www.calabrio.com\/fr\/blog\/4-strategies-de-marque-qui-augmenteront-la-satisfaction-des-clients\/","title":{"rendered":"4 strat\u00e9gies de marque qui augmenteront la satisfaction des clients"},"content":{"rendered":"\n<section\n\tid=\"\"\n\tclass=\"section-blog-case-study pb-l\/l md:pb-l\/xxl\"\n\tdata-theme-block-id=\"block_f4ebf4a0f72ce9165306b16452a44ae0\"\n\tdata-aos=\"fade-up\"\n>\n\t<div class=\"relative\">\n\t\t\t\t\t<div class=\"absolute top-0 left-c\/xl pt-0 lg:pt-4 md:mt-c\/m lg:mt-0\">\n\t\t\t\t<div class=\"py-c\/xs md:py-c\/l xl:py-c\/xs\">\n\t\t\t\t\t<ul class=\"flex gap-2 line-clamp-1 body-small\"><\/ul>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"flex lg:flex-row justify-between md:pt-l\/xl  flex-col\">\n\t\t\t<div class=\"container mt-c\/l md:-mt-c\/m lg:w-[calc(100%\/240*139)] lg:pb-0 flex flex-col gap-c\/xl md:gap-c\/l lg:px-c\/xxl xl:pr-[170px]  pt-c\/xxl lg:py-c\/xxl\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"flex flex-row gap-c\/m pt-c\/s md:pt-c\/l flex-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"w-fit body-small text-text-secondary-aa font-medium px-c\/m py-c\/xs bg-background-secondary rounded-xs cursor-pointer\">Analytique <\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t<h1 class=\"heading-medium pb-c\/m\">4 strat\u00e9gies de marque qui augmenteront la satisfaction des clients<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t<div class=\"relative lg:w-[calc(100%\/200*101)] xl:w-[calc(100%\/240*101)]\" data-aos=\"fade-up\" data-aos-delay=\"250\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\t\t<style>\n\t[data-theme-block-id=\"block_f4ebf4a0f72ce9165306b16452a44ae0\"] {\n\t\t@media only screen and (max-width: 743px) {\n\t\t\t\t\t\t\t\t}\n\t\t@media only screen and (min-width: 744px) {\n\t\t\t\t\t\t\t\t}\n\t}\n\t<\/style>\n\n<div class=\"container group page-layout flex flex-col flex-wrap lg:flex-row gap-l\/xxl lg:gap-gutter py-l\/xxl lg:py-l\/xs blg_inner_container\" data-module=\"page-layout\">\n\t\t\t\t\t\n\t<div\n\t\tclass=\"w-full aos-init aos-animate gap-c\/l flex flex-col\"\n\t\tdata-module=\"sticky-nav\"\n\t\tdata-aos=\"fade-up\"\n\t>\n\n\n\t<div class=\"flex justify-between items-center\">\n\t\t<p class=\"body-medium text-text-tertiary-aa\">Share<\/p>\n\n\t\t<div class=\"flex\">\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2F4-strategies-de-marque-qui-augmenteront-la-satisfaction-des-clients%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59672)\">\n<path d=\"M16.6676 0H1.32891C0.594141 0 0 0.580078 0 1.29727V16.6992C0 17.4164 0.594141 18 1.32891 18H16.6676C17.4023 18 18 17.4164 18 16.7027V1.29727C18 0.580078 17.4023 0 16.6676 0ZM5.34023 15.3387H2.66836V6.74648H5.34023V15.3387ZM4.0043 5.57578C3.14648 5.57578 2.45391 4.8832 2.45391 4.02891C2.45391 3.17461 3.14648 2.48203 4.0043 2.48203C4.85859 2.48203 5.55117 3.17461 5.55117 4.02891C5.55117 4.87969 4.85859 5.57578 4.0043 5.57578ZM15.3387 15.3387H12.6703V11.1621C12.6703 10.1672 12.6527 8.88398 11.2816 8.88398C9.89297 8.88398 9.68203 9.97031 9.68203 11.0918V15.3387H7.01719V6.74648H9.57656V7.9207H9.61172C9.9668 7.2457 10.8387 6.53203 12.1359 6.53203C14.8395 6.53203 15.3387 8.31094 15.3387 10.6242V15.3387Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59672\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2F4-strategies-de-marque-qui-augmenteront-la-satisfaction-des-clients%2F&#038;text=4 strat\u00e9gies de marque qui augmenteront la satisfaction des clients\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.7447 1.42792H16.2748L10.7473 7.74554L17.25 16.3424H12.1584L8.17053 11.1284L3.60746 16.3424H1.07582L6.98808 9.58499L0.75 1.42792H5.97083L9.57555 6.19367L13.7447 1.42792ZM12.8567 14.828H14.2587L5.20905 2.86277H3.7046L12.8567 14.828Z\" fill=\"#2356E7\"\/>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2F4-strategies-de-marque-qui-augmenteront-la-satisfaction-des-clients%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59678)\">\n<path d=\"M9 0C4.02948 0 0 4.02948 0 9C0 13.2206 2.90592 16.7623 6.82596 17.735V11.7504H4.97016V9H6.82596V7.81488C6.82596 4.75164 8.21232 3.3318 11.2198 3.3318C11.79 3.3318 12.7739 3.44376 13.1764 3.55536V6.04836C12.964 6.02604 12.595 6.01488 12.1367 6.01488C10.661 6.01488 10.0908 6.57396 10.0908 8.02728V9H13.0306L12.5255 11.7504H10.0908V17.9341C14.5472 17.3959 18.0004 13.6015 18.0004 9C18 4.02948 13.9705 0 9 0Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59678\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\t\t\t\n\t\t\t<div class=\"flex flex-col flex-1 lg:basis-0 lg:py-c\/m  js-page-content overflow-hidden\">\n\t\t\t<div\n\tstyle=\"background-color: #FFFFFF\"\n\tclass=\" wysiwyg wysiwyg--inline flex flex-col py-c\/l gap-c\/m\"\n\tid=\"\"\n\tdata-aos=\"fade-up\"\n>\n\t\t\t\n\t\t\t\t\t<span style=\"color: #080F21\"><p>En cette p\u00e9riode de l&rsquo;ann\u00e9e, beaucoup d&rsquo;entre nous s&rsquo;efforcent d&rsquo;\u00e9valuer et de consolider leurs objectifs pour l&rsquo;ann\u00e9e \u00e0 venir. Chez Calabrio, nous savons que pour atteindre ces objectifs, les entreprises performantes analysent en permanence ce qui pla\u00eet ou ne pla\u00eet pas \u00e0 leurs clients et int\u00e8grent ces informations dans leur activit\u00e9. De la cr\u00e9ation d&rsquo;exp\u00e9riences client am\u00e9lior\u00e9es \u00e0 une attention renouvel\u00e9e pour les employ\u00e9s, nous voyons 2017 comme l&rsquo;ann\u00e9e o\u00f9 les marques cherchent des moyens de favoriser \u00e0 la fois l&rsquo;engagement des employ\u00e9s et des clients.<\/p>\n<p>&nbsp;<\/p>\n<p>Dans cette optique, voici quatre pr\u00e9dictions sur la mani\u00e8re dont les marques vont am\u00e9liorer leur jeu au cours de la nouvelle ann\u00e9e.<\/p>\n<p>&nbsp;<\/p>\n<h3>1. Les entreprises d\u00e9ploieront des pratiques d&rsquo;engagement des salari\u00e9s ax\u00e9es sur les mill\u00e9niaux<\/h3>\n<p>De plus en plus d&rsquo;entreprises se rendent compte que la cl\u00e9 de la satisfaction des clients r\u00e9side dans la satisfaction des employ\u00e9s. Si l&rsquo;engagement des clients conserve sa place en tant que priorit\u00e9 absolue, en 2017, les entreprises \u00e9largiront leur champ d&rsquo;action \u00e0 l&rsquo;engagement des employ\u00e9s, en particulier pour les Millennials. Les mill\u00e9niaux <a href=\"https:\/\/money.cnn.com\/2016\/04\/12\/news\/economy\/millennials-change-jobs-frequently\/\" target=\"_blank\" rel=\"noopener noreferrer\">changent d&rsquo;<\/a> emploi en moyenne quatre fois avant d&rsquo;atteindre 32 ans, et le co\u00fbt de remplacement des employ\u00e9s d\u00e9butants repr\u00e9sente <a href=\"https:\/\/www.eremedia.com\/tlnt\/what-was-leadership-thinking-the-shockingly-high-cost-of-employee-turnover\/\" target=\"_blank\" rel=\"noopener noreferrer\">environ<\/a> 30 \u00e0 50 % de leur salaire annuel. Cependant, le co\u00fbt du remplacement n&rsquo;explique pas tout : les entreprises qui <a href=\"https:\/\/www.aon.com\/attachments\/human-capital-consulting\/2015-Trends-in-Global-Employee-Engagement-Report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">augmentent l&rsquo;<\/a> engagement de leurs employ\u00e9s de seulement 5 % voient leur chiffre d&rsquo;affaires augmenter de 3 %. Compte tenu de ces facteurs, les marques ne peuvent se permettre d&rsquo;ignorer l&rsquo;<a href=\"https:\/\/www.calabrio.com\/download-millennials-in-the-contact-center\/\">importance de l&rsquo;engagement et de la fid\u00e9lisation des employ\u00e9s<\/a>.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Fwfo%2Fcustomer-experience%2Fbrand-strategies-increase-customer-satisfaction%2F&amp;text=Engaged%20employees%20%3D%20%23customerengagement.%20Get%20the%20strategies%20you%20need&amp;via=Calabrio&amp;related=Calabrio\">Employ\u00e9s engag\u00e9s = #customerengagement. Obtenez les strat\u00e9gies dont vous avez besoin  <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Fwfo%2Fcustomer-experience%2Fbrand-strategies-increase-customer-satisfaction%2F&amp;text=Engaged%20employees%20%3D%20%23customerengagement.%20Get%20the%20strategies%20you%20need&amp;via=Calabrio&amp;related=Calabrio\" target=\"_blank\" rel=\"noopener\">Partager sur X<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>2. L&rsquo;analyse fera partie int\u00e9grante des strat\u00e9gies de fid\u00e9lisation des salari\u00e9s<\/h3>\n<p>En 2017, l&rsquo;application et l&rsquo;importance de l&rsquo;analyse continueront \u00e0 augmenter, et les entreprises utiliseront l&rsquo;analyse des centres de contact pour recueillir des informations sur les employ\u00e9s, et pas seulement sur les clients. Par exemple, les marques peuvent utiliser l&rsquo;analyse de la parole, du texte et du bureau pour surveiller les activit\u00e9s du service client\u00e8le et utiliser les informations recueillies pour mieux former et encadrer les employ\u00e9s. En outre, les analyses permettent aux responsables de donner un retour d&rsquo;information plus complet afin que les employ\u00e9s soient valid\u00e9s ou qu&rsquo;ils puissent corriger le tir rapidement. En fin de compte, lorsque les employ\u00e9s re\u00e7oivent les bons outils et la bonne formation, ils sont plus engag\u00e9s, r\u00e9ussissent mieux et, en fin de compte, ont une plus grande affinit\u00e9 avec la marque. Les <a href=\"https:\/\/www.dalecarnegie.com\/employee-engagement\/engaged-employees-infographic\/\" target=\"_blank\" rel=\"noopener noreferrer\">organisations<\/a> dont les employ\u00e9s sont engag\u00e9s surpassent de 202 % celles dont les employ\u00e9s sont peu engag\u00e9s, ce qui a un impact direct et positif sur les clients.<\/p>\n<h3>3. Le service client mobile comblera le foss\u00e9 entre les attentes des consommateurs et la r\u00e9alit\u00e9<\/h3>\n<p>Au cours de l&rsquo;ann\u00e9e \u00e0 venir, les marques vont repenser leurs strat\u00e9gies mobiles afin de mieux servir leurs clients sur leurs canaux de communication pr\u00e9f\u00e9r\u00e9s. De nombreux clients utilisent leurs appareils mobiles pour presque tout et attendent des marques qu&rsquo;elles s&rsquo;adaptent \u00e0 leur mode de vie \u00ab\u00a0mobile-first\u00a0\u00bb. Si les capacit\u00e9s d&rsquo;assistance mobile s&rsquo;am\u00e9liorent pour de nombreuses marques, elles ne r\u00e9pondent toujours pas aux <a href=\"https:\/\/www.gartner.com\/doc\/3379217\/hype-cycle-crm-customer-service\" target=\"_blank\" rel=\"noopener noreferrer\">attentes des<\/a> clients. Dans le monde d&rsquo;aujourd&rsquo;hui o\u00f9 le mobile est roi, de plus en plus d&rsquo;entreprises vont mettre en \u0153uvre des strat\u00e9gies d&rsquo;assistance et d&rsquo;engagement des clients con\u00e7ues autour du mobile, y compris la messagerie in-app, les SMS et l&rsquo;<a href=\"https:\/\/www.calabrio.com\/fr\/produits\/analyse-des-interactions\/\">analyse multicanal<\/a>. \u00c0 mesure que les marques en sauront plus sur les pr\u00e9f\u00e9rences des clients en mati\u00e8re de t\u00e9l\u00e9phonie mobile, elles mettront davantage l&rsquo;accent sur l&rsquo;assistance mobile, ce qui permettra enfin de combler l&rsquo;\u00e9cart entre les capacit\u00e9s du service client\u00e8le et les attentes des clients en mati\u00e8re de t\u00e9l\u00e9phonie mobile.<\/p>\n<p><span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Fwfo%2Fcustomer-experience%2Fbrand-strategies-increase-customer-satisfaction%2F&amp;text=2017%20is%20all%20about%20%23customersatisfaction.%20Learn%20more%20about%20employee%20engagement%20and%20%23mobile%20in%20the%20%23cctr&amp;via=Calabrio&amp;related=Calabrio\">2017 est plac\u00e9e sous le signe de la #satisfaction des clients. En savoir plus sur l&rsquo;engagement des employ\u00e9s et le #mobile dans le #cctr  <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Fwfo%2Fcustomer-experience%2Fbrand-strategies-increase-customer-satisfaction%2F&amp;text=2017%20is%20all%20about%20%23customersatisfaction.%20Learn%20more%20about%20employee%20engagement%20and%20%23mobile%20in%20the%20%23cctr&amp;via=Calabrio&amp;related=Calabrio\" target=\"_blank\" rel=\"noopener\">Partager sur X<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>4. L&rsquo;omni-canal va continuer \u00e0 se d\u00e9velopper<\/h3>\n<p>Le mobile sera une priorit\u00e9 absolue, mais dans le monde actuel, rapide et centr\u00e9 sur la technologie, les clients s&rsquo;attendent \u00e0 communiquer avec les marques par le biais de plusieurs canaux. Et 2017 ne montre aucun signe de ralentissement. Il existe pas moins de neuf canaux que les clients utilisent pour entrer en contact avec une marque, et d&rsquo;autres options sont \u00e0 venir. Qu&rsquo;il s&rsquo;agisse de chat, de m\u00e9dias sociaux, d&rsquo;e-mail, de SMS ou de t\u00e9l\u00e9phone, les entreprises doivent d\u00e9velopper leurs capacit\u00e9s <a href=\"https:\/\/www.calabrio.com\/fr\/wfo\/customer-experience\/omnichannel-case-digital-contact-center\/\">omnicanales<\/a> et corr\u00e9ler les donn\u00e9es de tous les canaux afin de mieux saisir et analyser la mani\u00e8re dont un client interagit avec l&rsquo;entreprise. Ce changement s&rsquo;accompagne d&rsquo;une nouvelle opportunit\u00e9 d&rsquo;am\u00e9liorer le service \u00e0 la client\u00e8le, si bien qu&rsquo;en 2017, les marques mettront encore plus l&rsquo;accent sur les strat\u00e9gies omnicanales.<\/p>\n<p>Dans l&rsquo;ensemble, au cours de l&rsquo;ann\u00e9e \u00e0 venir, attendez-vous \u00e0 ce que les marques concr\u00e9tisent leurs r\u00e9solutions et objectifs du Nouvel An en \u00e9valuant et en prenant des mesures mesurables qui permettent un meilleur engagement avec les clients et les employ\u00e9s.<\/p>\n<p>&nbsp;<\/p>\n<p>Le centre de contact offre une occasion unique d&rsquo;entendre la voix du client. <a href=\"https:\/\/www.calabrio.com\/contact-center-bi\/\">D\u00e9couvrez comment transformer votre centre de contact en un centre d&rsquo;intelligence client<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>Cet article a \u00e9t\u00e9 publi\u00e9 \u00e0 l&rsquo;origine sur <a href=\"https:\/\/www.retailcustomerexperience.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">retailcustomerexperience.com.<\/a> <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/new-year-new-resolutions-four-brand-strategies-that-will-increase-customer-satisfaction-in-2017\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voir l&rsquo;article original<\/a>.<\/p>\n<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\n\t<\/div> ","protected":false},"excerpt":{"rendered":"","protected":false},"author":269,"featured_media":5748,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[36],"tags":[],"blog-languages":[],"class_list":["post-11520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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