{"id":4192,"date":"2023-08-09T11:34:31","date_gmt":"2023-08-09T11:34:31","guid":{"rendered":"https:\/\/hamilton.global\/?p=4192"},"modified":"2025-11-03T11:44:07","modified_gmt":"2025-11-03T11:44:07","slug":"what-is-customer-journey","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/what-is-customer-journey\/","title":{"rendered":"Qu\u2019est-ce que le parcours client ?"},"content":{"rendered":"<p>Saviez-vous que 2,3 billions de gigaoctets d\u2019informations sont g\u00e9n\u00e9r\u00e9s sur Internet toutes les 24 heures ? Nous laissons une empreinte \u00e0 chaque clic, \u00e0 chaque action et \u00e0 chaque application. Tout cela, multipli\u00e9 par millions, et toujours trait\u00e9 de mani\u00e8re agr\u00e9g\u00e9e, qui nous donne un portrait bien plus pr\u00e9cis que toute autre information disponible, est r\u00e9el, tangible et strat\u00e9gique ; nous vivons \u00e0 l\u2019\u00e8re du \u00ab\u00a0R\u00e9fl\u00e9chissez vite\u00a0\u00bb.<\/p>\n<p>Jusqu&#039;\u00e0 relativement r\u00e9cemment, les informations disponibles sur un consommateur ou un client d\u00e9pendaient, dans la plupart des cas, de l&#039;analyse de donn\u00e9es d\u00e9claratives structur\u00e9es (enqu\u00eates, entretiens consommateurs, programme de fid\u00e9lit\u00e9, qualit\u00e9 de service, etc.) et d&#039;une partie non d\u00e9clarative indiquant nous ce que le client n&#039;avait pas manifest\u00e9 et cela a g\u00e9n\u00e9r\u00e9 une premi\u00e8re vague de ce qu&#039;on appelle la Business Intelligence, o\u00f9 l&#039;on travaillait des donn\u00e9es structur\u00e9es \u00e0 partir de bases de donn\u00e9es cr\u00e9\u00e9es sur la consommation dans les t\u00e9l\u00e9communications ou l&#039;\u00e9nergie, les contrats d&#039;assurance, la banque, etc. Cette derni\u00e8re partie a pris un tournant radical ces derni\u00e8res ann\u00e9es gr\u00e2ce au Big Data et \u00e0 des \u00e9l\u00e9ments comme le t\u00e9l\u00e9phone mobile, les achats par carte bancaire, les r\u00e9seaux sociaux, la navigation web ou la g\u00e9olocalisation. Nous connaissons d\u00e9sormais du consommateur r\u00e9el ce que nous appelons le \u00ab parcours client \u00bb, tous ses mouvements au cours des phases du mod\u00e8le relationnel entre un march\u00e9, une marque et le consommateur lui-m\u00eame, tout \u00ab point de contact \u00bb du parcours, depuis les \u00e9l\u00e9ments influen\u00e7ant l&#039;achat jusqu&#039;au l&#039;achat lui-m\u00eame et la prescription future du produit ou du service.<\/p>\n<h2>Comment tracer un parcours client r\u00e9ussi ?<\/h2>\n<p>Il n&#039;existe pas de formule universelle sur la fa\u00e7on de cartographier un parcours client, car chaque organisation et secteur d&#039;activit\u00e9 a des besoins diff\u00e9rents. Cependant, il existe certaines \u00e9tapes communes que tous les clients connaissent\u00a0:<\/p>\n<ul>\n<li>Sensibilisation : Le client d\u00e9couvre d\u2019abord la marque. Cela peut se produire par le biais de la publicit\u00e9, du bouche-\u00e0-oreille ou de toute autre forme de marketing.<\/li>\n<li>Int\u00e9r\u00eat : Le client commence \u00e0 s\u2019int\u00e9resser \u00e0 la marque et \u00e0 ses produits ou services. Cela peut se produire apr\u00e8s avoir lu un avis, vu une annonce ou parl\u00e9 \u00e0 un ami qui est d\u00e9j\u00e0 client.<\/li>\n<li>Consid\u00e9ration : Le client commence \u00e0 envisager d\u2019acheter la marque. Cela peut impliquer de comparer les prix, de lire des critiques et de demander des \u00e9chantillons.<\/li>\n<li>D\u00e9cision : Le client prend la d\u00e9cision d\u2019acheter ou non la marque. Cette d\u00e9cision peut \u00eatre influenc\u00e9e par divers facteurs, tels que le prix, la qualit\u00e9 et la disponibilit\u00e9.<\/li>\n<li>Apr\u00e8s-vente\u00a0: le client a achet\u00e9 la marque et d\u00e9couvre d\u00e9sormais le produit ou le service. C\u2019est le moment o\u00f9 l\u2019entreprise peut \u00e9tablir des relations avec les clients et les transformer en clients fid\u00e8les.<\/li>\n<\/ul>\n<p>En comprenant le parcours client, les entreprises peuvent identifier les points auxquels elles peuvent am\u00e9liorer l&#039;exp\u00e9rience client. Cela peut conduire \u00e0 une augmentation des ventes, une plus grande satisfaction des clients et une plus grande fid\u00e9lit\u00e9 \u00e0 la marque.<\/p>\n<h2>Quels sont les avantages de cartographier un parcours client ?<\/h2>\n<p>Il y a de nombreux avantages \u00e0 comprendre le parcours client, notamment\u00a0:<\/p>\n<ul>\n<li>Augmentation des ventes\u00a0: en comprenant les points auxquels les clients abandonnent le parcours, les entreprises peuvent identifier les domaines dans lesquels elles peuvent am\u00e9liorer l&#039;exp\u00e9rience client et augmenter les ventes.<\/li>\n<li>Satisfaction client accrue\u00a0: en comprenant les besoins et les d\u00e9sirs des clients, les entreprises peuvent cr\u00e9er des exp\u00e9riences plus personnalis\u00e9es qui satisfont les clients.<\/li>\n<li>Une plus grande fid\u00e9lit\u00e9 \u00e0 la marque\u00a0: en cr\u00e9ant des exp\u00e9riences positives, les entreprises peuvent transformer leurs clients en clients fid\u00e8les qui continueront \u00e0 acheter aupr\u00e8s de la marque \u00e0 l&#039;avenir.<\/li>\n<\/ul>\n<p>En conclusion, le parcours client est un outil essentiel pour toute entreprise qui souhaite cr\u00e9er une exp\u00e9rience client r\u00e9ussie. En le comprenant, les entreprises peuvent cr\u00e9er des strat\u00e9gies pour am\u00e9liorer l&#039;exp\u00e9rience client et augmenter les ventes, la satisfaction client et la fid\u00e9lit\u00e9 \u00e0 la marque. <strong>Contactez-nous maintenant!\u00a0<\/strong><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Saviez-vous que 2,3 billions de gigaoctets d&#039;informations sont g\u00e9n\u00e9r\u00e9s sur Internet toutes les 24 heures\u00a0? Chaque clic, chaque action et chaque application laissent une trace de notre passage. Multipli\u00e9e par des millions, cette trace est toujours trait\u00e9e de mani\u00e8re agr\u00e9g\u00e9e, ce qui nous donne un portrait bien plus pr\u00e9cis que tout autre [\u2026]<\/p>","protected":false},"author":4,"featured_media":4354,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[187,184],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer journey: a map to create loyal customers<\/title>\n<meta name=\"description\" content=\"The customer journey as an essential tool to increase customer satisfaction and create loyal customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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