{"id":79439,"date":"2024-02-29T19:04:16","date_gmt":"2024-02-29T18:04:16","guid":{"rendered":"https:\/\/wishibam.com\/?p=79439"},"modified":"2024-02-29T19:06:21","modified_gmt":"2024-02-29T18:06:21","slug":"definition-experience-client","status":"publish","type":"post","link":"https:\/\/wishibam.com\/en\/definition-experience-client\/","title":{"rendered":"Exp\u00e9rience Client"},"content":{"rendered":"
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\r\n\r\n\t\t\r\n\t\t\t\tExp\u00e9rience Client<\/span>\r\n\t\t\t\t\r\n\t\t\r\n\t<\/h1>\r\n\t
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\r\n\r\n\t\t\r\n\t\tOrigine et D\u00e9finition de l\u2019Exp\u00e9rience Client\t<\/h2>\r\n\t\t\t\t\t<\/div>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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On appelle exp\u00e9rience client<\/b>, le moment d\u2019\u00e9change entre une marque<\/b> et son journey,<\/b>, qu\u2019il soit prospect ou r\u00e9el. Elle correspond \u00e0 l\u2019\u00e9motion<\/b> qui va \u00eatre ressentie par le client avant, pendant et apr\u00e8s son acte d\u2019achat.<\/p>

Cette notion est apparue dans la fin des ann\u00e9es 1990, suite \u00e0 l\u2019\u00e9tude de Joseph B. Pine et James H. Gilmore intitul\u00e9e \u00ab The Experience Economy \u00bb (Source : Harvard Business Review<\/a>). Dans cette \u00e9tude, Pine et Gilmore d\u00e9crivent l\u2019importance pour une marque de ne plus se limiter qu\u2019\u00e0 la vente d\u2019un produit ou d\u2019un service pour \u00e9tablir une relation durable avec un client. Ce sont ces nouvelles actions qui marqueront l\u2019esprit de l\u2019acheteur.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\r\n\r\n\t\t\r\n\t\t\u00c9volution de la notion d\u2019Exp\u00e9rience Client\n\t<\/h2>\r\n\t\t\t\t\t<\/div>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Jusqu\u2019alors, les marques se servaient essentiellement de la publicit\u00e9<\/b> pour susciter l\u2019envie d\u2019un client. Mais aujourd\u2019hui, avec l\u2019av\u00e8nement du e-commerce, cela ne suffit plus. L\u2019acheteur d\u2019aujourd\u2019hui est volatile, il rep\u00e8re sur internet et ach\u00e8te en boutique, ou l\u2019inverse. En cas de d\u00e9ception, il passe facilement \u00e0 la boutique d\u2019\u00e0 c\u00f4t\u00e9.<\/p>

Il est donc primordial d\u2019adapter l\u2019exp\u00e9rience client aux nouveaux modes d\u2019achats. Il faut pouvoir \u00e9couter l\u2019acheteur, comprendre ses besoins et anticiper ses envies. Les retailers, qu\u2019ils soient Click and Mortar<\/a> ou Brick and Mortar<\/a>, vont pouvoir s\u2019aider de logiciels de Gestion de Relation Client<\/b> (appel\u00e9s aussi CRM<\/a>). Ils seront ainsi plus et mieux renseign\u00e9s. Leurs objectifs ne se porteront ainsi plus que sur la satisfaction<\/b> ou la fid\u00e9lit\u00e9<\/b> d\u2019un client, qui d\u00e9pendent bien entendu de l\u2019exp\u00e9rience client. Ils pourront \u00e9galement s\u2019int\u00e9resser aux performances des agents : le CRM peut les aider \u00e0 traiter les demandes simples bien plus rapidement et se d\u00e9gager plus de temps pour une demande qui pourrait s\u2019av\u00e9rer plus complexe. De l\u2019autre c\u00f4t\u00e9, un client renseign\u00e9 dans des d\u00e9lais records, qui lui donneront envie de revenir.<\/p><\/div><\/div>

<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\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<\/div>","protected":false},"excerpt":{"rendered":"

Qu’est-ce que l’exp\u00e9rience client? Quelle est son importance et comment l’optimiser?<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[71],"tags":[73],"class_list":["post-79439","post","type-post","status-publish","format-standard","hentry","category-documentation","tag-definitions"],"yoast_head":"\nWishibam | D\u00e9finitions | Exp\u00e9rience Client<\/title>\n<meta name=\"description\" content=\"On appelle exp\u00e9rience client, le moment d\u2019\u00e9change entre une marque et son client, qu\u2019il soit prospect ou r\u00e9el. 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