Gestion de la Satisfaction Client

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Questions and Answers

Quel pourcentage de clients représente 80% du volume de chiffre d'affaires (CA) ?

20% (correct)

10%

30%

50%

Quel scénario peut multiplier de manière significative les retombées négatives d'un client insatisfait ?

Une enquête de satisfaction

Un courrier de plainte

Un commentaire positif

Le buzz sur les réseaux sociaux (correct)

Quelle est l'effet sur les bénéfices lorsque le taux de fidélisation augmente de 5% ?

Augmentation de 15 à 25%

Augmentation de 5 à 15%

Augmentation de 25 à 85% (correct)

Pas d'impact sur les bénéfices

Quel type de client génère le plus de chiffre d'affaires dans une entreprise ?

Client fidèle Signup and view all the answers

Quel pourcentage du chiffre d'affaires (CA) de la FNAC provient des clients fidèles ?

75% Signup and view all the answers

Quels éléments peuvent influencer la satisfaction des clients dans les marchés en croissance ?

Les avis clients et les forums internet Signup and view all the answers

Quel phénomène est accentué par une insatisfaction des clients dans le contexte actuel ?

La diffusion de buzz négatif Signup and view all the answers

Quel est l'impact de satisfaire les clients sur une entreprise, selon les tendances actuelles ?

Augmentation du chiffre d'affaires et de la marge Signup and view all the answers

Quel est le principal indicateur de satisfaction selon la définition présentée?

L'état émotionnel après l'achat Signup and view all the answers

Quelles caractéristiques définissent la satisfaction selon le contenu?

Subjective, relative, et évolutive Signup and view all the answers

La satisfaction est-elle seulement liée à la performance d'un produit?

Non, elle englobe des états émotionnels Signup and view all the answers

Quels modèles théoriques de la satisfaction sont mentionnés?

Une approche transactionnelle et une approche relationnelle Signup and view all the answers

Comment peut-on définir la satisfaction dans le cadre de l'e-consommation?

Comme un mélange d'expériences cumulées Signup and view all the answers

Pourquoi la satisfaction doit-elle être considérée comme évolutive?

Parce qu'elle peut changer avec le temps Signup and view all the answers

Quel effet a une contre-performance ponctuelle sur un client fidèle?

Cela n'affecte pas la satisfaction si le client est engagé dans une relation Signup and view all the answers

Quel indicateur n'est pas directement lié à la satisfaction du client?

Le niveau de réclamations Signup and view all the answers

Quel est l'un des objectifs principaux de mesurer la satisfaction client ?

Optimiser l’offre et le service Signup and view all the answers

Quel est le minimum de satisfaction client à atteindre pour éviter un réel problème de qualité perçue ?

85% à 90% Signup and view all the answers

Quel moyen de mesure est utilisé pour recueillir des informations continues sur la satisfaction des clients ?

Enquêtes clients en continu Signup and view all the answers

Qu'inclut l'évaluation de la performance dans la mesure de la satisfaction ?

Les processus et résultats de la servuction Signup and view all the answers

Pourquoi est-il important de connaître ce qui est important pour le client ?

Pour améliorer la compétitivité Signup and view all the answers

Quelle méthode de collecte nécessite d'interroger un cabinet d'étude en externe ?

Enquêtes de satisfaction Signup and view all the answers

Quel facteur peut influencer la satisfaction d'un client selon son importance ?

L'importance de l'expérience cumulée avec la marque Signup and view all the answers

Pourquoi la part affective est-elle importante dans la satisfaction des clients ?

Elle contribue à la fidélité des clients Signup and view all the answers

Study Notes

Introduction to Commercial Relations

Commercial relations is a 18-hour course.
Key areas covered are:
- The commercial function
- Online customer relations
- Customer satisfaction and loyalty
- Dissatisfaction
- CRM tools
- Business ethics

Commercial Relations Experts

Experts present in the course include:
- Gilles Croset (customer relations)
- Melissa Puglissi (CRM)
- Thomas Herrmann (loyalty programs)

Course contact information

Contact information for the lecturer, Richard Compte, is included:
- Email: [email protected]
- LinkedIn: linkedin.com/in/richardcompte
- Office: GEA, Bureau 203

Commercial relation course - Part 1

The commercial function is the driving force of any business.
Commercial relationships are just as important as the product being sold. This quote is attributed to Alain Afflelou.
79% of clients prefer to directly deal with a person, compared to dealing with a salesperson.
78% of customers do not trust sales representatives.
55% of customers have changed providers in a year due to negative customer service (sales or SAV).
43% of customers are willing to pay extra for a better customer service.
The commercial profession is sometimes intimidating to those who have not experienced it.

Defining Commercial Relations

Commercial relations encompasses the totality of contacts and dealings between a business's sales division and its customers.
These dealings are segmented into 'before sale', 'during sale', and 'after sale' actions.

Stages of Commercial Relations

Before Sale:
- Collecting customer information.
- Understanding the target market.
- Knowing the available products.
During Sale:
- Meeting the customers.
- Advising the customer on the purchase
- Selling the product or negotiating .
After Sale:
- Following up on customer purchase.
- Collecting their feedback.
- Proposing additional services

Stages of Sales

Preparation
Contact
Exploration
Argumentation
Objections
Closing
Follow-up

Ingredients of Sales

Human Dimension:
- Confidence in oneself
- Respect for self and customer
- Tenacity, Rigor
Technical Dimension:
- Product mastery
- Sales method
- Communication tools
- Handling objections

Required Qualities for a Salesperson

Listening skills
Clarity of expression
Building trust and confidence in clients
Effective communication skills
Convincing ability
Perceptive qualities/insight

Value Proposition of Commercial Relations

Commercial success is more about the attitude of sellers than the abilities of sellers.

Developing Commercial Intelligence

Expertise
Operational efficiency
Emotional intelligence

Mastering Paradoxical Situations

Empathy (Active listening, understanding client perspective)
Decisiveness (ability to make quick and effective decisions)
Persuasion (conviction and effective communication.)
Loyalty fostering relationships for future transactions – encouraging repeat business
Proactiveness (anticipated questions, addressing issues quickly, maintaining contact.)
Adaptability (adjusting to various communication styles)
Confidence (strong, positive self-image reflecting confidence, trust)
Proximity/Accessibility (proximity to clients, availability, responsiveness)
Risk-taking/Audacity in suggesting solutions)
Humour (Appropriate use of humour in building rapport – building positive client interactions)

Client-Centric Strategy

Client focus as central to business success

Prospection/Prospecting

Two Prospect types:
- Unknown market prospects -Known/identified market prospects
Two methods to create contact:
- push (marketing direct)
- pull (communication)
Two Types of products for sales:
- complex/strategic products;
- simple/non-strategic products.

Synthesize of Methods/Product type

This table illustrates the best methods for targeting different types of customers based on the nature of the product.

A Chacun son Métier

The roles of salespeople and marketing professionals in a business have distinct responsibilities.
The distinctions between Salesperson and Marketeur are discussed here.

Objectives (Cognitive, Affective, Conative)

These are three categories of marketing objectives. This is related to awareness (knowledge), influence (feeling), and action (conation; taking action).

Communication Media (Advantages/Disadvantages)

This details the advantages and disadvantages of different forms of media communication

Communication Events (Advantages/Disadvantages)

This details the advantages and disadvantages of using events for communication.

Customer Visits (Advantages/Disadvantages)

This details advantages and disadvantages of conducting customer visits.

Direct Marketing (Advantages/Disadvantages)

Advantages and disadvantages of using direct marketing
Important to have good quality leads

Cost of Acquiring Customer Figures

This is a table detailing the cost to acquire one customer via various methods (e.g., commercial visits, mail, telephone)

Online Prospecting

Lead generation methods on the web are discussed here.

Principales sources of leads (2021) in Business to Business (B2B)

This provides a graph regarding various forms of communication/social media as a method for generating leads for the B2B market

Inbound Marketing

Inbound marketing strategies to build brand, generate leads.

Inbound Marketing Funnel

Steps included are attracting visitors, converting visitors to prospects, converting prospects to clients.

Nurtering (Customer nurturing)

This covers the process of nurturing potential clients to eventually become fully onboarded customers.

Set up/Automate Prospection

Setting up the automation of prospecting. Tools, and considerations are detailed here.

Telephonic Prospecting

This section describes telephonic methods for prospecting.

Commercial Script

Script for approaching potential clients (e.g., potential client's job role, questions to ask)

Mastering a Process for Sales/Prospecting

6 key steps are involved in creating and administering a successful sales process involving prospect identification

Prospecting via networks

Different types of networks explored (personal, business, professional, digital)

Examples and descriptions of physical networking opportunities

Digital Networks

Examples and descriptions of digital social media networking opportunities

Refining Profile on LinkedIn

This section provides guidance for optimizing and structuring a LinkedIn Profile.

Developing Profile Visibility

Strategies to improve your visibility and brand reputation on LinkedIn

Recommendation

Types of recommendations (natural, evoked, solicited, guided)
Strategies for using recommendations in commercial relations

Building an Influential Network

Methods for building networks (e.g., selecting appropriate contacts, creating a strategy, and methods for connecting)

Designing a Strategy

This section covers choosing 2-3 themes that align with leaders of opinion, and focusing on benefit-driven discussions to build rapport

Contacting Targets

Establishing specific contact strategies for different target groups

The Force of Weak Links

The importance of cultivating weak links within a network, as opposed to focusing solely on strong connections

The Commercial Appointment

Importance of preparation for all commercial appointments
The value of effective communication
Psychological considerations
Importance of considering the customer's point of view
Importance of preparing for the interview – developing questions

Preparing for a Commercial Appointment

Techniques to ensure all commercial talks run smoothly with clearly defined objectives

What to Prepare for a Commercial Deal

Knowledge of the product, company, and target client, including the client's objectives, problems, expectations and concerns

The 5 “Who” of Prospecting

Identifying the key decision-makers in a potential client's organization.

Roles in Complex Buying Process

This details the different roles (user, recommender, buyer, decision maker) in a complex buying process.

Projective Selling

Defining the stages involved in the projective selling methodology

Where to Find Information

Sources for information gathering (e.g., online directories, company websites)

Sales Techniques/Approaches

Various sales techniques employed for sales and marketing

Treating Objections

Techniques for treating client objections during the sales process

Treating Price Objections

Techniques for managing price objections, considering the potential reasons behind them and proposing solutions.

Methods for Handling Client Objections

Methods of effectively addressing client concerns so that future business is likely to occur.

Anticipating Objections

Methods for anticipating and responding to likely client objections

Customer Psychology and Emotional Considerations

How to address the psychological and emotional factors that affect a client's decision making

Counter Objections

Providing responses to customers' objections, based on different types of complaints/objections

When to Handle Objections

Identifying when to respond to an objection for optimal interaction and customer experience;

Concluding the Sales Process

Methods to confidently conclude a deal. Key points to consider are creating genuine connection and rapport, clarifying value, assuring customer confidence

Creating a Lasting Connection

Ensuring enduring client relations including gratitude and appreciation demonstrated in client interaction

Digital Considerations for Customer Experiences

Changes in customer behavior in the digital age (e.g., rise of social media, ease of access to information)

Customer Experience Management

How to use insights and data to enhance the overall customer experience

Client Classification

Methods of classifying clients into different groups within an enterprise (e.g., identifying unique clients, loyal clients)

Client Relationship Management (CRM)

Overall strategies for client relationship management, including definition, types, functions, and benefits

Choosing a CRM Platform

Key features, considerations (e.g., on-premise vs. SaaS) when choosing a CRM.

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Description

Ce quiz explore divers aspects de la satisfaction client, y compris l'impact de la fidélisation et des clients insatisfaits sur le chiffre d'affaires. Testez vos connaissances sur les types de clients qui génèrent le plus de revenus et les éléments influençant leur satisfaction dans des marchés en croissance.