{"id":42104,"date":"2021-12-23T10:44:31","date_gmt":"2021-12-23T10:44:31","guid":{"rendered":"https:\/\/act.com\/?page_id=42104"},"modified":"2023-01-19T14:17:15","modified_gmt":"2023-01-19T21:17:15","slug":"taux-de-retention-client","status":"publish","type":"page","link":"https:\/\/products.act.com\/fr\/taux-de-retention-client\/","title":{"rendered":"Taux de retention client"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"42104\" class=\"elementor elementor-42104\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e2a9a58 topSctGlb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e2a9a58\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26e7672\" data-id=\"26e7672\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5239af2 elementor-widget elementor-widget-heading\" data-id=\"5239af2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h1 class=\"elementor-heading-title elementor-size-default\">Calcul du taux de r\u00e9tention client<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ba930bd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ba930bd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c74a0af\" data-id=\"c74a0af\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0979d2e elementor-widget elementor-widget-text-editor\" data-id=\"0979d2e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Les entreprises font r\u00e9guli\u00e8rement le bilan de leurs ventes et b\u00e9n\u00e9fices mais il est tout aussi important de mesurer\u00a0<a href=\"https:\/\/www.act.com\/fr\/fidelisation-client\/\">la fid\u00e9lisation client<\/a><\/strong>. Pour \u00e9viter de trop mettre l\u2019accent sur les b\u00e9n\u00e9fices et les pertes, le taux de r\u00e9tention client vous permet de d\u00e9terminer votre capacit\u00e9 \u00e0 fid\u00e9liser vos clients pendant des mois et des ann\u00e9es. Cet indicateur sert \u00e0 voir si vous arrivez \u00e0 limiter les pertes de clients (\u00ab\u00a0churn\u00a0\u00bb en anglais). Gr\u00e2ce \u00e0 ces informations, vous pourrez anticiper les probl\u00e8mes avant qu\u2019il ne soit trop tard.<\/p><h4><strong>Qu\u2019est-ce que le taux de r\u00e9tention client ?<\/strong><\/h4><p><strong>Le taux de r\u00e9tention client (CRR pour Customer Retention Rate en anglais) est un chiffre qui indique la capacit\u00e9 d\u2019une entreprise \u00e0 fid\u00e9liser efficacement ses clients\u00a0<\/strong>et \u00e0 assurer que les clients fid\u00e9lis\u00e9s fassent de futurs achats. Il s\u2019agit du pourcentage de clients qui manifestent leur satisfaction envers votre compagnie par diverses actions\u00a0: nouveaux achats, achats suppl\u00e9mentaires, upgrades ou r\u00e9abonnements. Le taux de r\u00e9tention correspond toujours \u00e0 une p\u00e9riode donn\u00e9e et il faut le calculer r\u00e9guli\u00e8rement pour s\u2019assurer de la croissance continue d\u2019un portefeuille client.<\/p><h4><strong>Quel est l\u2019int\u00e9r\u00eat du calcul du taux de r\u00e9tention client ?<\/strong><\/h4><p>En calculant votre taux de r\u00e9tention client, vous \u00e9vitez de trop vous fixer sur l\u2019acquisition client. C\u2019est une d\u00e9marche qui vous permet de v\u00e9rifier que vous ne perdez pas de clients aussi rapidement, voire plus rapidement, que vous n\u2019en ajoutez \u00e0 votre base de clients, ce qui serait un d\u00e9savantage consid\u00e9rable pour l\u2019entreprise.<\/p><p>Pour \u00e9valuer la croissance d\u2019une entreprise, se contenter d\u2019un bilan de la performance en vente et marketing n\u2019est pas suffisant. Un suivi de la r\u00e9tention client permettra d\u2019identifier les modifications qui doivent \u00eatre effectu\u00e9es au sein d\u2019une entreprise pour atteindre des objectifs de croissance. Avec ce calcul, vous serez donc en mesure de pr\u00e9voir les r\u00e9sultats du prochain trimestre ou d\u2019analyser la performance de votre service client, \u00e9tant donn\u00e9 qu\u2019il vous indiquera \u00e0 quel moment impl\u00e9menter, ou retravailler, vos programmes de fid\u00e9lisation.<\/p><h4><strong>Formule du taux de r\u00e9tention client<\/strong><\/h4><p>Quand vous serez pr\u00eat \u00e0 calculer votre CRR (taux de r\u00e9tention client), vous devrez d\u2019abord pr\u00e9ciser une p\u00e9riode, par exemple un mois, une ann\u00e9e ou un trimestre.<\/p><p>S\u00e9lectionnez ensuite le d\u00e9but et la fin de cette p\u00e9riode.<\/p><p>Vous aurez besoin de retrouver les informations suivantes :<\/p><ul><li>Nombre de clients retenus\u00a0<em>au d\u00e9but de<\/em>\u00a0la p\u00e9riode (CD)<\/li><li>Nombre de clients retenus\u00a0<em>\u00e0 la fin de<\/em>\u00a0la p\u00e9riode (CF)<\/li><li>Nombre de\u00a0<em>nouveaux<\/em>\u00a0clients acquis durant la p\u00e9riode (CN)<\/li><\/ul><p>Ces donn\u00e9es vous permettront de faire le calcul en utilisant la formule suivante :<\/p><p><strong>CRR = [(CF-CN) \u00f7 CD] x 100<\/strong><\/p><p>Cette formule peut sembler compliqu\u00e9e mais elle est assez simple. Une fois que vous aurez les informations n\u00e9cessaires, il vous suffit de soustraire le nombre de nouveaux clients au nombre de clients retenus \u00e0 la fin de la p\u00e9riode. Ensuite, vous divisez le r\u00e9sultat obtenu par le nombre de clients que vous aviez au d\u00e9but de la p\u00e9riode. Pour convertir ce chiffre en pourcentage, il suffit de le multiplier par 100, et vous obtenez alors votre taux de r\u00e9tention client.<\/p><p>Prenons un exemple :<\/p><p>Si vous avez 2 000 clients au d\u00e9but de votre p\u00e9riode (CD), 2 200 \u00e0 la fin (CF), et que vous ajoutez 400 nouveaux clients \u00e0 votre base de clients (CN) pendant la p\u00e9riode en question, votre formule ressemblera \u00e0 \u00e7a :<\/p><p><strong>[(2200 \u2013 400) \u00f7 2000)]x 100 = 90%<\/strong><\/p><p><strong>Les r\u00e9sultats du calcul montrent que vous avez retenu 90% de vos clients et perdu 10% (taux de \u00ab\u00a0churn\u00a0\u00bb) au cours de cette p\u00e9riode.<\/strong><\/p><h4><strong>Qu\u2019est-ce que cela signifie ?<\/strong><\/h4><p>Quand on sait que remplacer des clients perdus co\u00fbte plus cher que de les retenir, on comprend qu\u2019il est important de mesurer l\u2019impact de ces pertes pour anticiper d\u2019\u00e9ventuels probl\u00e8mes majeurs pour votre entreprise. Par exemple, si vos nouveaux clients d\u00e9pensent plus que ceux que vous avez perdus, vous ne remarquerez pas un impact \u00e9norme sur vos chiffres. Par contre, si vous avez un bon taux de r\u00e9tention de la client\u00e8le mais que ces clients d\u00e9pensent moins ou qu\u2019ils passent \u00e0 un abonnement inf\u00e9rieur, votre entreprise court \u00e0 la catastrophe. Il ne faut bien s\u00fbr pas oublier de tenir compte des d\u00e9penses consacr\u00e9es \u00e0 l\u2019acquisition client. Lorsqu\u2019elles sont minimes, la r\u00e9tention n\u2019est pas une si grande priorit\u00e9 que lorsqu\u2019elles sont \u00e9lev\u00e9es. Il est donc utile de rappeler que l\u2019analyse des chiffres doit toujours prendre en compte la situation globale d\u2019une entreprise.<\/p><h4><strong>Remarques finales<\/strong><\/h4><p>Certes, votre taux de r\u00e9tention client n\u2019est pas le seul indicateur \u00e0 prendre en compte dans votre bilan de performance mais il est imp\u00e9ratif de l\u2019analyser r\u00e9guli\u00e8rement pour avoir la r\u00e9activit\u00e9 n\u00e9cessaire face aux challenges auxquels votre entreprise pourrait \u00eatre confront\u00e9e. Pour des r\u00e9sultats optimaux, mieux vaut \u00e9tablir un \u00e9quilibre entre l\u2019acquisition et la r\u00e9tention client.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-99662e0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"99662e0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-597b90a\" data-id=\"597b90a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a59e08c elementor-widget elementor-widget-heading\" data-id=\"a59e08c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">En savoir plus sur la r\u00e9tention client :<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0047dff elementor-widget elementor-widget-text-editor\" data-id=\"0047dff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><a href=\"https:\/\/www.act.com\/fr\/fidelisation-client\/\">Pourquoi la r\u00e9tention client est-elle importante pour votre entreprise\u00a0?<\/a><\/li><li><a href=\"https:\/\/www.act.com\/fr\/strategie-de-fidelisation-client\/\">5 exemples de strat\u00e9gies de fid\u00e9lisation client faciles<\/a><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd21e63 elementor-widget elementor-widget-image\" data-id=\"bd21e63\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.act.com\/fr\/livres-blancs\/livre-blanc-marketing-automation\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"241\" src=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/livre-blanc-marketing-automation.png\" class=\"attachment-large size-large wp-image-42106\" alt=\"\" srcset=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/livre-blanc-marketing-automation.png 1024w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/livre-blanc-marketing-automation-300x71.png 300w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/livre-blanc-marketing-automation-768x181.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5ffb21b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5ffb21b1\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-550be62a\" data-id=\"550be62a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1bedc413 elementor-widget elementor-widget-heading\" data-id=\"1bedc413\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">R\u00e9sultats optimaux. Investissement minimal.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a577c1a elementor-widget elementor-widget-text-editor\" data-id=\"2a577c1a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Pr\u00eat \u00e0 passer \u00e0 l&#8217;action ?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30c71d3a elementor-align-center elementor-widget elementor-widget-button\" data-id=\"30c71d3a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.act.com\/fr\/essai\/act\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Essayez Act!<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Calcul du taux de r\u00e9tention client Les entreprises font r\u00e9guli\u00e8rement le bilan de leurs ventes et b\u00e9n\u00e9fices mais il est tout aussi important de mesurer\u00a0la fid\u00e9lisation client. Pour \u00e9viter de trop mettre l\u2019accent sur les b\u00e9n\u00e9fices et les pertes, le taux de r\u00e9tention client vous permet de d\u00e9terminer votre capacit\u00e9 \u00e0 fid\u00e9liser vos clients pendant [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"folder":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.2 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Taux de r\u00e9tention client - Comment le calculer<\/title>\n<meta name=\"description\" content=\"Vous analysez d\u00e9j\u00e0 les recettes et b\u00e9n\u00e9fices de votre entreprise mais savez-vous comment calculer votre taux de r\u00e9tention\u00a0client ? 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