{"id":93,"date":"2017-06-22T10:45:47","date_gmt":"2017-06-22T08:45:47","guid":{"rendered":"https:\/\/www.facture.net\/blog\/?p=93"},"modified":"2025-08-21T09:43:21","modified_gmt":"2025-08-21T07:43:21","slug":"indicateurs-crm","status":"publish","type":"post","link":"https:\/\/www.facture.net\/blog\/indicateurs-crm\/","title":{"rendered":"Relation client&nbsp;: 5 indicateurs cl\u00e9s \u00e0 surveiller"},"content":{"rendered":"<p>La gestion des relations client vise \u00e0 d\u00e9velopper des liens avec ses clients et prospects et, \u00e0 terme, augmenter leur satisfaction.<\/p>\n<p>Qui plus est, cette t\u00e2che est beaucoup plus ais\u00e9e avec l&#8217;aide d&#8217;un <a href=\"https:\/\/www.facture.net\/blog\/suivi-relation-client\/\">logiciel de relation client<\/a>, qui permet de recueillir de nombreuses informations sur vos ventes et vos clients \u00e0 un seul et m\u00eame endroit.<\/p>\n<p>Toutefois, il n&#8217;est pas toujours \u00e9vident de faire le tri parmi ces donn\u00e9es et de se focaliser sur l&#8217;essentiel&nbsp;: voici justement 5 indicateurs cl\u00e9s \u00e0 surveiller pour am\u00e9liorer votre relation client.<\/p>\n<h3>1) Le taux de conversion<\/h3>\n<p>Le taux de conversion est probablement de l&#8217;indicateur le plus basique, mais il est tr\u00e8s important pour avoir un aper\u00e7u rapide de vos performances de vente.<\/p>\n<p>Il consiste \u00e0 calculer la proportion de leads convertis en clients sur une p\u00e9riode donn\u00e9e.<\/p>\n<p>Pour que ce taux augmente, de nombreuses am\u00e9liorations peuvent \u00eatre apport\u00e9es \u00e0 vos process de vente, \u00e0 votre marketing, etc.<\/p>\n<p>Et les indicateurs ci-dessous peuvent vous aider \u00e0 identifier ces probl\u00e8mes.<\/p>\n<h3>2) Les canaux d&#8217;acquisition<\/h3>\n<p>Aujourd&#8217;hui, il y a une multitude de fa\u00e7ons de g\u00e9n\u00e9rer des leads&nbsp;: des m\u00e9thodes les plus traditionnelles (prospection t\u00e9l\u00e9phonique, bouche \u00e0 oreille&#8230;) aux moyens les plus modernes (site web, r\u00e9seaux sociaux&#8230;)<\/p>\n<p>Dans cette jungle d&#8217;opportunit\u00e9s, il est primordial d&#8217;identifier <strong>vos principales sources de nouveaux clients<\/strong>, ainsi que les canaux qui demandent \u00e0 \u00eatre am\u00e9lior\u00e9s.<\/p>\n<p>Portez aussi une attention toute particuli\u00e8re au retour sur investissement (ROI) de chacun d&#8217;entre eux.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-97\" src=\"https:\/\/www.facture.net\/blog\/wp-content\/uploads\/sites\/3\/2017\/06\/crm-relation-client-1.jpg\" alt=\"Relation client\" width=\"445\" height=\"297\" srcset=\"https:\/\/www.facture.net\/blog\/wp-content\/uploads\/sites\/3\/2017\/06\/crm-relation-client-1.jpg 445w, https:\/\/www.facture.net\/blog\/wp-content\/uploads\/sites\/3\/2017\/06\/crm-relation-client-1-300x200.jpg 300w, https:\/\/www.facture.net\/blog\/wp-content\/uploads\/sites\/3\/2017\/06\/crm-relation-client-1-60x40.jpg 60w, https:\/\/www.facture.net\/blog\/wp-content\/uploads\/sites\/3\/2017\/06\/crm-relation-client-1-370x247.jpg 370w, https:\/\/www.facture.net\/blog\/wp-content\/uploads\/sites\/3\/2017\/06\/crm-relation-client-1-270x180.jpg 270w\" sizes=\"(max-width: 445px) 100vw, 445px\" \/><\/p>\n<h3>3) La dur\u00e9e moyenne des ventes<\/h3>\n<p>En moyenne, combien de temps mettez-vous \u00e0 conclure une vente, du premier contact avec le prospect jusqu&#8217;\u00e0 la concr\u00e9tisation de l&#8217;affaire&nbsp;?<\/p>\n<p>R\u00e9pondre \u00e0 cette question vous aidera \u00e0 bien des \u00e9gards&nbsp;:<\/p>\n<ul>\n<li>Vous pourrez faire des pr\u00e9visions de vente plus fiables ;<\/li>\n<li>Vous pourrez identifier les phases les plus lentes (et donc perceptibles) et, au contraire, celles pour lesquelles vous \u00eates performant ;<\/li>\n<li>Vous pourrez mieux estimer votre chiffre d&#8217;affaires.<\/li>\n<\/ul>\n<p>Chaque changement dans vos tactiques et processus de vente peut impacter cette dur\u00e9e moyenne, il est donc important de la suivre sur le long terme.<\/p>\n<h3>4) Le taux de r\u00e9tention client<\/h3>\n<p>Vous connaissez l&#8217;adage&nbsp;: conserver un client existant co\u00fbte beaucoup moins cher que d&#8217;en acqu\u00e9rir un nouveau.<\/p>\n<p>D&#8217;o\u00f9 l&#8217;importance d&#8217;\u00e9valuer votre capacit\u00e9 \u00e0 <strong>retenir vos clients sur le long terme<\/strong>.<\/p>\n<p>Pour \u00e9valuer la r\u00e9tention, il faut comparer deux p\u00e9riodes (par exemple, deux ann\u00e9es d&#8217;exercice) et identifier le nombre de clients qui sont rest\u00e9s ou qui ne sont pas revenus entre les deux p\u00e9riodes.<\/p>\n<h3>5) Le cross-selling et le up-selling<\/h3>\n<p>Le cross-selling et le up-selling d\u00e9signent des pratiques permettant de vendre plus \u00e0 un m\u00eame client&nbsp;: l&#8217;un consiste \u00e0 vendre des produits compl\u00e9mentaires, l&#8217;autre des produits du m\u00eame type, mais plus haut-de-gamme.<\/p>\n<p>Le cross et le up selling sont des moyens tr\u00e8s efficaces pour <strong>augmenter votre chiffre d&#8217;affaires sans acqu\u00e9rir plus de clients<\/strong>, d&#8217;o\u00f9 l&#8217;int\u00e9r\u00eat de surveiller ce type de vente.<\/p>\n<p>Par exemple, vous constaterez peut-\u00eatre que vous r\u00e9alisez plus de cross-selling pendant la premi\u00e8re semaine du mois, et pourrez adapter votre strat\u00e9gie en cons\u00e9quence.<\/p>\n<p>Le suivi r\u00e9gulier de ces 5 indicateurs vous aideront \u00e0 <a href=\"https:\/\/www.facture.net\/blog\/ameliorer-relation-client-crm\/\" target=\"_blank\" rel=\"noopener noreferrer\">am\u00e9liorer votre gestion des relations client<\/a> et l\u2019utilisation de votre CRM, et ainsi augmenter votre chiffre d&#8217;affaires.<\/p>\n<blockquote><p><strong>\u00c0 lire aussi&nbsp;:<\/strong> <a title=\"TPE\/PME&nbsp;: 6 indicateurs de performances \u00e0 surveiller\" href=\"https:\/\/www.facture.net\/blog\/entreprise-indicateurs-de-performances\/\">TPE\/PME&nbsp;: 6 indicateurs de performances \u00e0 surveiller<\/a> et <a title=\"TPE\/PME&nbsp;: 6 indicateurs de performances \u00e0 surveiller\" href=\"https:\/\/www.facture.net\/blog\/freelance-kpi\/\">Freelance&nbsp;: 7 indicateurs de performance \u00e0 suivre<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>La gestion des relations client vise \u00e0 d\u00e9velopper des liens avec ses clients et prospects et, \u00e0 terme, augmenter leur satisfaction. Qui plus est, cette t\u00e2che est beaucoup plus ais\u00e9e avec l&#8217;aide d&#8217;un logiciel de relation client, qui permet de recueillir de nombreuses informations sur vos ventes et vos clients \u00e0 un seul et m\u00eame [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":95,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[15],"tags":[],"class_list":["post-93","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ventes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Relation client : 5 indicateurs cl\u00e9s \u00e0 surveiller<\/title>\n<meta name=\"description\" content=\"La gestion des relations client vise \u00e0 d\u00e9velopper des liens avec ses clients et prospects et, \u00e0 terme, augmenter leur satisfaction. 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