{"id":7217,"date":"2014-04-15T16:59:44","date_gmt":"2014-04-15T16:59:44","guid":{"rendered":"https:\/\/www.bpa-solutions.net\/?p=7217"},"modified":"2023-05-09T04:43:36","modified_gmt":"2023-05-09T04:43:36","slug":"lempathie-compte-en-fin-de-compte-le-crm-peut-combler-lecart","status":"publish","type":"post","link":"https:\/\/www.bpa-solutions.net\/fr\/empathy-matters-bottom-line-crm-can-close-gap\/","title":{"rendered":"Pourquoi l&#039;empathie est importante pour vos r\u00e9sultats et comment le CRM peut combler l&#039;\u00e9cart"},"content":{"rendered":"<p>Pourquoi l'empathie est-elle davantage valoris\u00e9e aujourd'hui dans le domaine de la gestion de la relation client ? Voici un indice tir\u00e9 du rapport 2014 Experience Ratings du Temkin Group : les entreprises, toutes cat\u00e9gories confondues, ont du mal \u00e0 g\u00e9rer l'exp\u00e9rience \u00e9motionnelle de leurs clients.<\/p>\n<ul>\n<li>Dans les 19 secteurs d'activit\u00e9 \u00e9tudi\u00e9s, les scores de l'exp\u00e9rience \u00e9motionnelle sont inf\u00e9rieurs aux scores de l'exp\u00e9rience client en mati\u00e8re de fonctionnalit\u00e9 ou d'accessibilit\u00e9.<\/li>\n<li>Les entreprises les mieux not\u00e9es ont un taux qui se situe uniquement dans la fourchette 70% (\"Okay\").<\/li>\n<li>De nombreuses entreprises (en particulier les fournisseurs de soins de sant\u00e9, de services sans fil et d'Internet) ne d\u00e9passent pas la fourchette 30%-40%.<\/li>\n<\/ul>\n<p>Ces statistiques sont alarmantes si l'on consid\u00e8re que l'exp\u00e9rience client a un impact direct sur les r\u00e9sultats, que l'on se concentre sur la gestion de la relation client B2B (business to business) ou B2C (business to consumer). Am\u00e9liorer l'exp\u00e9rience client, c'est am\u00e9liorer la fid\u00e9lisation des clients, ce qui pr\u00e9sente un bien meilleur retour sur investissement que les efforts co\u00fbteux d\u00e9ploy\u00e9s pour acqu\u00e9rir de nouveaux clients.<br \/>\nMais quel est le lien entre l'exp\u00e9rience \u00e9motionnelle d'un client et l'empathie, et comment toutes ces \u00e9motions d\u00e9sordonn\u00e9es affectent-elles votre gestion de la relation client ?<\/p>\n<p>Merriam-Webster d\u00e9finit l'empathie comme \"le sentiment de comprendre et de partager les exp\u00e9riences et les \u00e9motions d'une autre personne\". L'empathie est la pierre angulaire des relations, et apr\u00e8s tout, CRM signifie Customer Relationship Management (gestion des relations avec les clients). <span class=\"strongBPA\">La gestion de la relation client doit aider \u00e0 construire ces relations, en int\u00e9grant d\u00e8s le d\u00e9part l'empathie pour les clients et les employ\u00e9s de premi\u00e8re ligne, et non en l'ajoutant ult\u00e9rieurement.<\/span><\/p>\n<p>Aujourd'hui, nous \u00e9tablissons rapidement des relations gr\u00e2ce \u00e0 la technologie, en particulier la technologie mobile. Le rapport Top Trends of CRM in 2014 de Forrester Research indique que \"le changement d'\u00e9tat d'esprit par rapport \u00e0 la t\u00e9l\u00e9phonie mobile obligera la gestion de la relation client \u00e0 \u00e9voluer rapidement\". Il ajoute que la mise en \u0153uvre de solutions mobiles \"exige de naviguer dans un ensemble complexe de d\u00e9cisions en mati\u00e8re de technologie, de processus et de personnel\".<\/p>\n<p><span class=\"strongBPA\">Dans cette liste, les d\u00e9cisions concernant les personnes doivent \u00eatre prioritaires.<\/span> Votre solution CRM doit vous permettre d'utiliser votre technologie comme un outil pour construire vos relations. Cela signifie qu'il faut penser aux exp\u00e9riences et aux \u00e9motions des gens d\u00e8s le d\u00e9but du processus d'adoption d'une strat\u00e9gie et d'une technologie de gestion de la relation client. Votre CRM doit \u00eatre la structure avec laquelle vous d\u00e9veloppez des relations importantes.<\/p>\n<p>BPA est un leader dans la fourniture d'outils qui permettent de meilleures relations, une meilleure collaboration et une gestion de la relation client plus efficace. <span class=\"strongBPA\">Les solutions mobiles de BPA offrent flexibilit\u00e9, commodit\u00e9 et facilit\u00e9 d'utilisation afin que vous puissiez vous concentrer sur l'essentiel : \u00e9tablir des relations.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Why is empathy valued more highly today when it comes to CRM? Here\u2019s a clue from the Temkin Group\u2019s 2014 Experience Ratings report: companies across the board struggle with their customer\u2019s emotional experience. Across 19 industries studied, scores for emotional experience lagged behind the functionality or accessibility customer experience scores. The highest-rated companies have a [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[90],"tags":[],"class_list":["post-7217","post","type-post","status-publish","format-standard","hentry","category-townsend-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Empathy Matters to Your Bottom Line, and How CRM Can Close the Gap - BPA Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bpa-solutions.net\/fr\/lempathie-compte-en-fin-de-compte-le-crm-peut-combler-lecart\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Empathy Matters to Your Bottom Line, and How CRM Can Close the Gap - BPA Solutions\" \/>\n<meta property=\"og:description\" content=\"Why is empathy valued more highly today when it comes to CRM? Here\u2019s a clue from the Temkin Group\u2019s 2014 Experience Ratings report: companies across the board struggle with their customer\u2019s emotional experience. Across 19 industries studied, scores for emotional experience lagged behind the functionality or accessibility customer experience scores. The highest-rated companies have a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bpa-solutions.net\/fr\/lempathie-compte-en-fin-de-compte-le-crm-peut-combler-lecart\/\" \/>\n<meta property=\"og:site_name\" content=\"BPA Solutions\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BPASolutions?fref=ts\" \/>\n<meta property=\"article:published_time\" content=\"2014-04-15T16:59:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-09T04:43:36+00:00\" \/>\n<meta name=\"author\" content=\"Boris Lutz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@BPA_SOLUTIONS\" \/>\n<meta name=\"twitter:site\" content=\"@BPA_SOLUTIONS\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Boris Lutz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.bpa-solutions.net\\\/empathy-matters-bottom-line-crm-can-close-gap\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.bpa-solutions.net\\\/empathy-matters-bottom-line-crm-can-close-gap\\\/\"},\"author\":{\"name\":\"Boris Lutz\",\"@id\":\"https:\\\/\\\/www.bpa-solutions.net\\\/#\\\/schema\\\/person\\\/1752d1ec96e94ebb1316bd53a2bd57ae\"},\"headline\":\"Why Empathy Matters to Your Bottom Line, and How CRM Can Close the Gap\",\"datePublished\":\"2014-04-15T16:59:44+00:00\",\"dateModified\":\"2023-05-09T04:43:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.bpa-solutions.net\\\/empathy-matters-bottom-line-crm-can-close-gap\\\/\"},\"wordCount\":376,\"publisher\":{\"@id\":\"https:\\\/\\\/www.bpa-solutions.net\\\/#organization\"},\"articleSection\":[\"Townsend Tips\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.bpa-solutions.net\\\/empathy-matters-bottom-line-crm-can-close-gap\\\/\",\"url\":\"https:\\\/\\\/www.bpa-solutions.net\\\/empathy-matters-bottom-line-crm-can-close-gap\\\/\",\"name\":\"Why Empathy Matters to Your Bottom Line, and How CRM Can Close the Gap - 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