{"id":42114,"date":"2021-12-23T11:04:58","date_gmt":"2021-12-23T11:04:58","guid":{"rendered":"https:\/\/act.com\/?page_id=42114"},"modified":"2023-01-18T10:00:56","modified_gmt":"2023-01-18T17:00:56","slug":"fidelisation-client","status":"publish","type":"page","link":"https:\/\/products.act.com\/fr\/fidelisation-client\/","title":{"rendered":"Fidelisation client"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"42114\" class=\"elementor elementor-42114\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-34ab830 topSctGlb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"34ab830\" 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-4f8c693\" data-id=\"4f8c693\" 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-b8af058 elementor-widget elementor-widget-heading\" data-id=\"b8af058\" 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\">Pourquoi la fid\u00e9lisation client est-elle<br>\nimportante pour votre entreprise ?<\/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-d0709cb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d0709cb\" 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-e2daa40\" data-id=\"e2daa40\" 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-5e62d6d elementor-widget elementor-widget-text-editor\" data-id=\"5e62d6d\" 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>La fid\u00e9lisation client est essentielle \u00e0 la croissance d\u2019une entreprise<\/strong>. Quand on cherche \u00e0 d\u00e9velopper son business, il est facile de se fixer sur l\u2019acquisition de nouveaux clients au point d\u2019oublier la satisfaction des clients actuels. Pourtant, cette attitude peut vite avoir un impact n\u00e9gatif sur les r\u00e9sultats, le risque \u00e9tant de perdre du terrain et de devoir mobiliser beaucoup plus d\u2019efforts pour remonter la pente. Voil\u00e0 pourquoi la fid\u00e9lisation client a autant d\u2019importance que l\u2019acquisition client. Si vous manquez d\u2019y \u00eatre attentif, vous donnerez l\u2019impression de ne pas vous int\u00e9resser aux clients qui ont d\u00e9j\u00e0 achet\u00e9 vos produits, sans que ce soit (tout du moins, on l\u2019esp\u00e8re) votre intention. Il s\u2019agit donc d\u2019\u00e9tablir un \u00e9quilibre entre l\u2019acquisition et la fid\u00e9lisation client pour acc\u00e9l\u00e9rer la croissance et optimiser la performance de votre entreprise.<\/p><h4><strong>D\u00e9finition de la fid\u00e9lisation client<\/strong><\/h4><p><strong>L\u2019expression \u00ab\u00a0 fid\u00e9lisation client\u00a0\u00bb d\u00e9signe l\u2019ensemble des activit\u00e9s et strat\u00e9gies visant \u00e0 inciter les clients \u00e0 continuer d\u2019acheter les produits et services de votre compagnie plut\u00f4t que de partir \u00e0 la concurrence<\/strong>. C\u2019est une d\u00e9marche qui consiste \u00e0 continuellement fid\u00e9liser sa client\u00e8le. Les activit\u00e9s de fid\u00e9lisation d\u00e9marrent d\u00e8s la premi\u00e8re interaction des prospects avec votre entreprise et se poursuivent tout au long de la relation client. Quand vos clients quittent votre compagnie pour aller voir ailleurs, on parle de \u00ab\u00a0churn\u00a0\u00bb en anglais, ce qui signifie \u00ab\u00a0perte de client\u00a0\u00bb. L\u2019objectif d\u2019une strat\u00e9gie de fid\u00e9lisation client efficace est donc d\u2019\u00e9viter de perdre des clients et d\u2019encourager les clients existants \u00e0 r\u00e9aliser de nouveaux achats.<\/p><h4><strong>Importance de la fid\u00e9lisation client pour votre entreprise<\/strong><\/h4><p>La fid\u00e9lisation client est d\u2019une importance capitale pour la croissance d\u2019une entreprise sur le long terme.\u00a0Les clients qui ont achet\u00e9 chez vous connaissent votre compagnie, ce qui fait d\u2019eux les sources de futurs b\u00e9n\u00e9fices plus faciles et pr\u00e9visibles. Ce ne sont pas des clients ponctuels puisqu\u2019ils ach\u00e8tent r\u00e9guli\u00e8rement et le font en connaissance de cause\u00a0: vous avez d\u00e9j\u00e0 fait vos preuves en leur vendant de la qualit\u00e9, \u00e0 un prix correct, associ\u00e9e \u00e0 un excellent service client. Autrement dit, votre entreprise a d\u00e9j\u00e0 instaur\u00e9 une relation de confiance avec ces clients. Une\u00a0<a href=\"https:\/\/www.act.com\/fr\/strategie-de-fidelisation-client\/\">strat\u00e9gie de fid\u00e9lisation client<\/a>\u00a0r\u00e9ussie aura un impact direct sur le cycle de vie d\u2019un client dans l\u2019entreprise.<\/p><p>Si votre d\u00e9marche d\u2019acquisition client entra\u00eene des pertes incessantes de clients existants, elle pourrait ralentir ou bloquer la croissance de votre entreprise. \u00c0 l\u2019inverse, en conservant votre client\u00e8le, votre nombre de clients, vos recettes et votre profitabilit\u00e9 seront en constante augmentation.<\/p><h4><strong>Valeur de la fid\u00e9lisation client par rapport \u00e0 l\u2019acquisition client<\/strong><\/h4><p>Avec une strat\u00e9gie de fid\u00e9lisation de la client\u00e8le, votre entreprise peut \u00e9conomiser \u00e9norm\u00e9ment d\u2019argent. Plusieurs \u00e9tudes ont d\u00e9montr\u00e9 qu\u2019<a href=\"https:\/\/www.superoffice.com\/blog\/customer-retention-tips-with-crm-software\/\" target=\"_blank\" rel=\"noopener\">acqu\u00e9rir un nouveau client co\u00fbte 6 \u00e0 7 fois plus cher<\/a>\u00a0que fid\u00e9liser un client existant. D\u2019autres \u00e9tudes r\u00e9alis\u00e9es par la m\u00eame compagnie ont r\u00e9v\u00e9l\u00e9 qu\u2019une\u00a0<a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">augmentation de 5% du taux de fid\u00e9lisation client peut mener \u00e0 une augmentation de 25 \u00e0 95% de la profitabilit\u00e9 d\u2019une entreprise<\/a>. Ces chiffres s\u2019expliquent par le fait que vos clients existants ont d\u00e9j\u00e0 une exp\u00e9rience positive de votre entreprise, qu\u2019ils connaissent, appr\u00e9cient et \u00e0 qui ils font confiance. Comme vous connaissez certainement leurs besoins et pr\u00e9f\u00e9rences, ils sont bien plus sensibles \u00e0 vos sollicitations commerciales. Avec vos clients actuels, vous pouvez minimiser vos activit\u00e9s et d\u00e9penses marketing et simplement entretenir la relation client. Par ailleurs, ces clients repr\u00e9sentent d\u2019excellentes sources de recommandations ou de leads chauds favorisant la croissance de votre business. L\u2019avantage des leads qualifi\u00e9s est qu\u2019ils sont plus faciles \u00e0 convertir parce que ce sont vos clients existants qui leur ont recommand\u00e9 vos produits ou services dont ils sont d\u00e9j\u00e0 satisfaits.<\/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-68f95ba elementor-widget elementor-widget-image\" data-id=\"68f95ba\" 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<img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"335\" src=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/la-fidelisation-client.png\" class=\"attachment-large size-large wp-image-42117\" alt=\"\" srcset=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/la-fidelisation-client.png 600w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/la-fidelisation-client-300x168.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\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<div class=\"elementor-element elementor-element-5f73f4d elementor-widget elementor-widget-text-editor\" data-id=\"5f73f4d\" 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>Les clients existants constituent un tr\u00e8s bon capital d\u2019informations gr\u00e2ce auquel votre entreprise peut am\u00e9liorer continuellement son offre et rester comp\u00e9titive sur le march\u00e9. En vendant \u00e0 une client\u00e8le existante, vous prot\u00e9gez \u00e9galement vos marges b\u00e9n\u00e9ficiaires\u00a0; ces clients seront moins regardants sur les prix sachant que vous les avez d\u00e9j\u00e0 convaincus de la qualit\u00e9 sup\u00e9rieure de vos produits<\/p><h4><strong>Remarques finales<\/strong><\/h4><p>Sans nier l\u2019importance des activit\u00e9s commerciales et marketing pour d\u00e9crocher de nouveaux clients, votre entreprise doit \u00e9galement savoir privil\u00e9gier la fid\u00e9lisation de la client\u00e8le et d\u00e9finir une strat\u00e9gie coh\u00e9rente de fid\u00e9lisation client. C\u2019est cette d\u00e9marche de fid\u00e9lisation client qui va assurer la croissance continue de votre entreprise sur la dur\u00e9e et l\u2019aider \u00e0 traverser les crises \u00e9conomiques et les probl\u00e9matiques pos\u00e9es par la concurrence. Un conseil donc, accordez aux clients que vous avez d\u00e9j\u00e0 acquis toute l\u2019importance qu\u2019ils m\u00e9ritent. Cela vous permettra de vous diff\u00e9rencier des autres entreprises et de vous assurer tant de la loyaut\u00e9 de votre client\u00e8le que de la p\u00e9rennit\u00e9 de votre business.<\/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-f2e3758 elementor-widget elementor-widget-text-editor\" data-id=\"f2e3758\" 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<div class=\"sfContentBlock\"><h4><strong>En savoir plus sur la fid\u00e9lisation client :<\/strong><\/h4><ul><li><a href=\"\/fr\/taux-de-retention-client\/\">Calcul du taux de r\u00e9tention client<\/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><li><a href=\"\/fr\/experience-client\/\">Petit guide pour am\u00e9liorer l\u2019exp\u00e9rience client<\/a><\/li><\/ul><\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72c4b1b elementor-widget elementor-widget-image\" data-id=\"72c4b1b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.act.com\/fr\/livres-blancs\/livre-blanc-marketing-automation\/\">\n\t\t\t\t\t\t\t<img 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-2b457fb1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b457fb1\" 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-6194d80a\" data-id=\"6194d80a\" 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-59eddb4a elementor-widget elementor-widget-heading\" data-id=\"59eddb4a\" 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-781dc172 elementor-widget elementor-widget-text-editor\" data-id=\"781dc172\" 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-4716c12f elementor-align-center elementor-widget elementor-widget-button\" data-id=\"4716c12f\" 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>Pourquoi la fid\u00e9lisation client est-elle importante pour votre entreprise ? La fid\u00e9lisation client est essentielle \u00e0 la croissance d\u2019une entreprise. Quand on cherche \u00e0 d\u00e9velopper son business, il est facile de se fixer sur l\u2019acquisition de nouveaux clients au point d\u2019oublier la satisfaction des clients actuels. Pourtant, cette attitude peut vite avoir un impact n\u00e9gatif [&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>Importance de la fid\u00e9lisation client pour les entreprises<\/title>\n<meta name=\"description\" content=\"C\u2019est facile d\u2019oublier la fid\u00e9lisation client quand on d\u00e9veloppe son entreprise. 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