{"id":100,"date":"2017-06-29T11:32:26","date_gmt":"2017-06-29T09:32:26","guid":{"rendered":"https:\/\/www.facture.net\/blog\/?p=100"},"modified":"2025-08-21T09:43:21","modified_gmt":"2025-08-21T07:43:21","slug":"etapes-strategie-crm","status":"publish","type":"post","link":"https:\/\/www.facture.net\/blog\/etapes-strategie-crm\/","title":{"rendered":"Les 4 \u00e9l\u00e9ments essentiels d&#8217;une strat\u00e9gie CRM"},"content":{"rendered":"<p>Une <strong>strat\u00e9gie CRM<\/strong> d\u00e9finit le cadre dans lequel une entreprise g\u00e8re ses <a href=\"https:\/\/www.facture.net\/blog\/ameliorer-relation-client-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\">relations clients<\/a>, ce qui implique de gagner de nouveaux leads, de d\u00e9velopper des liens solides avec eux et, au bout du compte, de fid\u00e9liser ces clients sur le long terme.<\/p>\n<p>C&#8217;est un \u00e9l\u00e9ment important de toute strat\u00e9gie marketing, qui exige la mise en place d&#8217;outils adapt\u00e9s et le choix d&#8217;orientations pertinentes.<\/p>\n<p>Voici les 4 principaux axes sur lesquels repose une bonne strat\u00e9gie CRM, et les points essentiels \u00e0 examiner pour chacun d&#8217;entre eux.<\/p>\n<p>&nbsp;<\/p>\n<h3>1) Le client<\/h3>\n<p>La client\u00e8le est bien \u00e9videmment au centre de la gestion des relations client.<\/p>\n<p>Dans votre strat\u00e9gie CRM, il est d&#8217;abord important d&#8217;identifier votre <strong>&#8220;client id\u00e9al&#8221;<\/strong>, et ce pour plusieurs raisons&nbsp;:<\/p>\n<ul>\n<li>D&#8217;abord pour \u00e9viter les &#8220;mauvais clients&#8221;, qui finissent par co\u00fbter plus qu&#8217;ils ne rapportent&nbsp;: mieux vaut parfois refuser une affaire que saisir toutes les opportunit\u00e9s. Avoir un profil type de client peut vous aider \u00e0 faire cette s\u00e9lection ;<\/li>\n<li>Ensuite, parce qu&#8217;avoir un &#8220;mod\u00e8le&#8221; pr\u00e9d\u00e9fini simplifie largement vos actions marketing et leur ciblage.<\/li>\n<\/ul>\n<p>De l\u00e0, il est indispensable de mettre en \u0153uvre r\u00e9guli\u00e8rement des actions de communication orient\u00e9es vers les prospects correspondant au profil de votre client id\u00e9al.<\/p>\n<p>Cela vous fera gagner des nouveaux clients avec beaucoup plus d&#8217;efficacit\u00e9.<\/p>\n<p>Toutefois, \u00e0 trop vouloir convertir des leads en clients, on oublierait presque l&#8217;importance de la <strong>fid\u00e9lisation<\/strong>&nbsp;: identifiez les bonnes pratiques qui vous permettent de conserver vos clients et de les rendre loyaux sur le long terme.<\/p>\n<p>&nbsp;<\/p>\n<h3>2) Le march\u00e9<\/h3>\n<p>G\u00e9rer vos relations client, c&#8217;est aussi s&#8217;int\u00e9resser \u00e0 votre march\u00e9. En analysant ses sp\u00e9cificit\u00e9s, vous saurez comment gagner plus de clients, les satisfaire et les fid\u00e9liser.<\/p>\n<p>Pour ce faire, il y a plusieurs questions essentielles \u00e0 se poser&nbsp;:<\/p>\n<ul>\n<li>Qui sont vos concurrents&nbsp;? Sont-ils nombreux&nbsp;? La concurrence est-elle agressive&nbsp;?<\/li>\n<li>Comment vous diff\u00e9renciez-vous&nbsp;? Comment les autres se diff\u00e9rencient&nbsp;?<\/li>\n<li>Y a-t-il des opportunit\u00e9s \u00e0 saisir pour faciliter l&#8217;achat sur ce march\u00e9&nbsp;? Pour am\u00e9liorer le service&nbsp;?<\/li>\n<\/ul>\n<p>En r\u00e9pondant \u00e0 ces interrogations, vous pourrez <strong>am\u00e9liorer votre gestion client<\/strong> en cultivant vos avantages concurrentiels et en apportant une v\u00e9ritable plus-value \u00e0 vos produits ou services.<\/p>\n<p>&nbsp;<\/p>\n<h3>3) Les indicateurs<\/h3>\n<p>Les chiffres et les donn\u00e9es ont une importance grandissante dans toute action strat\u00e9gique, et particuli\u00e8rement en mati\u00e8re de CRM.<\/p>\n<p>Il est donc important d&#8217;int\u00e9grer des m\u00e9thodes de mesure dans votre strat\u00e9gie, qu&#8217;il s&#8217;agisse de&nbsp;:<\/p>\n<ul>\n<li>Mesurer les profits ;<\/li>\n<li>Mesurer les performances des vendeurs et des charg\u00e9s de relaiton client ;<\/li>\n<li>Quantifier la fid\u00e9lit\u00e9 des clients ;<\/li>\n<li>Mesurer leur opinion vis-\u00e0-vis de l&#8217;entreprise&#8230;<\/li>\n<\/ul>\n<p>Vous devriez donc d\u00e9finir un certain nombre d&#8217;<a href=\"https:\/\/www.facture.net\/blog\/indicateurs-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\">indicateurs cl\u00e9s de performance<\/a> (KPI) pour identifier les bonne pratiques adapt\u00e9es \u00e0 vos clients et \u00e0 votre march\u00e9, ce qui m\u00e8nera \u00e0 terme \u00e0 des <strong>am\u00e9liorations de votre strat\u00e9gie CRM<\/strong>.<\/p>\n<p>Parmi les principaux KPI \u00e0 prendre en consid\u00e9ration, on peut citer&nbsp;:<\/p>\n<ul>\n<li>La satisfaction client ;<\/li>\n<li>La r\u00e9tention client ;<\/li>\n<li>La perte de clients ;<\/li>\n<li>Les profits (totaux, par client et par segment de client\u00e8le)&#8230;<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>4) Le produit ou le service<\/h3>\n<p>Bien g\u00e9rer ses relations client, cela commence par bien conna\u00eetre ses produits et services.<\/p>\n<p>Que vendez-vous&nbsp;? Quel est votre produit phare&nbsp;? L&#8217;identit\u00e9 de votre marque est-elle forte&nbsp;?<\/p>\n<p>Interrogez-vous sur ces points pour <strong>affiner votre strat\u00e9gie CRM<\/strong> et perfectionner votre offre de mani\u00e8re \u00e0 mieux satisfaire vos clients et, \u00e0 terme, \u00e0 les fid\u00e9liser et \u00e0 en faire de v\u00e9ritables ambassadeurs de votre marque.<\/p>\n<p>&nbsp;<\/p>\n<p>Une bonne strat\u00e9gie CRM doit donc comprendre ces 4 grands axes. Mais elle doit \u00e9galement s&#8217;appuyer sur un bon <a href=\"https:\/\/www.facture.net\/blog\/pourquoi-utiliser-un-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\">logiciel CRM<\/a>.<\/p>\n<p>N&#8217;attendez plus pour utiliser <strong>gratuitement<\/strong> <a href=\"https:\/\/www.facture.net\/\">Facture.net<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une strat\u00e9gie CRM d\u00e9finit le cadre dans lequel une entreprise g\u00e8re ses relations clients, ce qui implique de gagner de nouveaux leads, de d\u00e9velopper des liens solides avec eux et, au bout du compte, de fid\u00e9liser ces clients sur le long terme. C&#8217;est un \u00e9l\u00e9ment important de toute strat\u00e9gie marketing, qui exige la mise en [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":106,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les 4 \u00e9l\u00e9ments essentiels d&#039;une strat\u00e9gie CRM<\/title>\n<meta name=\"description\" content=\"Une strat\u00e9gie CRM d\u00e9finit le cadre dans lequel une entreprise g\u00e8re ses relations clients, ce qui implique de gagner de nouveaux leads, de d\u00e9velopper des\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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