{"id":79715,"date":"2024-03-01T14:52:19","date_gmt":"2024-03-01T13:52:19","guid":{"rendered":"https:\/\/wishibam.com\/?p=79715"},"modified":"2024-03-01T14:53:30","modified_gmt":"2024-03-01T13:53:30","slug":"definition-taux-de-retention","status":"publish","type":"post","link":"https:\/\/wishibam.com\/en\/definition-taux-de-retention\/","title":{"rendered":"Taux de r\u00e9tention"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"79715\" class=\"elementor elementor-79715\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-45348c3a elementor-section-boxed elementor-section-height-default elementor-section-height-default tm-col-stretched-none tm-bg-color-over-image\" data-id=\"45348c3a\" 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-506b752a tm-bg-color-over-image\" data-id=\"506b752a\" 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-4cc9dba horizontal-line-align-left vertical-line-align-bottom square-box-align-center elementor-widget elementor-widget-tm-ele-section-title\" data-id=\"4cc9dba\" data-element_type=\"widget\" data-widget_type=\"tm-ele-section-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"tm-sc-section-title section-title line-right-current-theme\">\r\n\t<div class=\"title-wrapper\">\r\n\t\t\t\t\t\t\t<h1 class=\"title\">\r\n\r\n\t\t\r\n\t\t\t\t<span class=\"title-part1\">Taux de R\u00e9tention<\/span>\r\n\t\t\t\t\r\n\t\t\r\n\t<\/h1>\r\n\t<div class=\"title-seperator-line\"><\/div>\t\t\t\t<h2 class=\"subtitle\">\r\n\r\n\t\t\r\n\t\tD\u00e9finition : Taux de r\u00e9tention\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<div class=\"elementor-element elementor-element-14365fa elementor-widget elementor-widget-text-editor\" data-id=\"14365fa\" 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\t\t<div class=\"wpb_text_column wpb_content_element\"><div class=\"wpb_wrapper\"><p><span>Le <\/span><b>taux de r\u00e9tention<\/b><span> est un terme utilis\u00e9 en marketing pour d\u00e9signer la proportion de clients qui restent r\u00e9ellement clients sur une p\u00e9riode donn\u00e9e. On rapproche tr\u00e8s souvent ce terme de celui de <\/span><b>taux de fid\u00e9lit\u00e9<\/b><span> car il permet justement de mesurer la fid\u00e9lisation client.\u00a0<\/span><\/p><p><span>\u00c0 l\u2019\u00e8re de la communication de masse, o\u00f9 les individus sont constamment sollicit\u00e9s par les publicit\u00e9s, il est essentiel pour une entreprise d\u2019entretenir une relation permanente et active avec ses clients pour ne pas les perdre au profit des concurrents.<\/span><\/p><p><span>C\u2019est pour entretenir cette <\/span><a href=\"\/en\/definition-relation-client\/\"><b>relation client<\/b><\/a><span> que de nombreuses entreprises s\u2019int\u00e9ressent de plus en plus aux diff\u00e9rents outils qui leur permettent de parfaitement conna\u00eetre leurs clients, de les g\u00e9rer et de les conserver durablement. Le<\/span><b> taux de r\u00e9tention <\/b><span>fait partie de ces outils.\u00a0<\/span><\/p><\/div><\/div>\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-48369a8 horizontal-line-align-left vertical-line-align-bottom square-box-align-center elementor-widget elementor-widget-tm-ele-section-title\" data-id=\"48369a8\" data-element_type=\"widget\" data-widget_type=\"tm-ele-section-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"tm-sc-section-title section-title line-right-current-theme\">\r\n\t<div class=\"title-wrapper\">\r\n\t\t\t\t\t\t\t<h6 class=\"title\">\r\n\r\n\t\t\r\n\t\t\t\t\r\n\t\t\r\n\t<\/h6>\r\n\t<div class=\"title-seperator-line\"><\/div>\t\t\t\t<h2 class=\"subtitle\">\r\n\r\n\t\t\r\n\t\tComment mesurer le taux de r\u00e9tention ?\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<div class=\"elementor-element elementor-element-840dfba elementor-widget elementor-widget-text-editor\" data-id=\"840dfba\" 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\t\t<div class=\"wpb_text_column wpb_content_element\"><div class=\"wpb_wrapper\"><div class=\"vc_row wpb_row section vc_row-fluid grid_section\"><div class=\"section_inner clearfix\"><div class=\"section_inner_margin clearfix\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column wpb_content_element\"><div class=\"wpb_wrapper\"><p><span>Le calcul du <\/span><b>taux de r\u00e9tention<\/b><span> est un <\/span><a href=\"\/en\/definition-kpi\/\"><b>KPI<\/b><\/a><span>, autrement dit un indicateur cl\u00e9 de performance. Il est donc sensiblement li\u00e9 \u00e0 la croissance de l\u2019entreprise que vous devez constamment surveiller. C\u2019est la raison pour laquelle ce calcul doit \u00eatre fait de fa\u00e7on r\u00e9guli\u00e8re et sur une p\u00e9riode d\u2019exercice d\u2019activit\u00e9 donn\u00e9e (un mois, un trimestre ou encore une ann\u00e9e).<\/span><\/p><p><span>Une fois que vous avez d\u00e9fini la p\u00e9riode qui vous int\u00e9resse, vous avez besoin de 3 autres informations importantes pour pouvoir calculer votre taux de r\u00e9tention client (TRC) : le nombre de clients que vous avez au d\u00e9but de la p\u00e9riode (D) ; le nombre de clients que vous avez \u00e0 la fin de la p\u00e9riode (F) et le nombre de nouveaux clients que vous avez acquis tout au long de cette p\u00e9riode (N).<\/span><\/p><p><span>Vous pouvez ainsi appliquer la formule suivante : TRC = [(F-N) \u00f7 D] x 100.<\/span><\/p><p><span>Il est important ensuite de benchmarker vos r\u00e9sultats, c\u2019est-\u00e0-dire comparer le pourcentage obtenu avec ceux des concurrents afin de savoir o\u00f9 vous vous situez et \u00e9ventuellement d\u00e9finir des strat\u00e9gies d\u2019\u00e9volution.<\/span><\/p><\/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<div class=\"elementor-element elementor-element-15335f0 horizontal-line-align-left vertical-line-align-bottom square-box-align-center elementor-widget elementor-widget-tm-ele-section-title\" data-id=\"15335f0\" data-element_type=\"widget\" data-widget_type=\"tm-ele-section-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"tm-sc-section-title section-title line-right-current-theme\">\r\n\t<div class=\"title-wrapper\">\r\n\t\t\t\t\t\t\t<h6 class=\"title\">\r\n\r\n\t\t\r\n\t\t\t\t\r\n\t\t\r\n\t<\/h6>\r\n\t<div class=\"title-seperator-line\"><\/div>\t\t\t\t<h2 class=\"subtitle\">\r\n\r\n\t\t\r\n\t\tComment augmenter votre taux de r\u00e9tention ?\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<div class=\"elementor-element elementor-element-14cd741 elementor-widget elementor-widget-text-editor\" data-id=\"14cd741\" 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\t\t<div class=\"wpb_text_column wpb_content_element\"><div class=\"wpb_wrapper\"><div class=\"vc_row wpb_row section vc_row-fluid grid_section\"><div class=\"section_inner clearfix\"><div class=\"section_inner_margin clearfix\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column wpb_content_element\"><div class=\"wpb_wrapper\"><div class=\"wpb_text_column wpb_content_element\"><div class=\"wpb_wrapper\"><p><span>Pour augmenter votre <\/span><b>taux de r\u00e9tention<\/b><span>, il y a de nombreuses actions que vous pouvez mettre en place notamment au sein de votre service client. Le point central de toutes ces actions est de maintenir un contact privil\u00e9gi\u00e9 avec le client qui ne doit jamais se sentir \u201cseul\u201d ou d\u00e9laiss\u00e9 tout au long de son exp\u00e9rience. Voici quelques exemples d\u2019actions que vous pouvez mener dans l\u2019optique d\u2019augmenter votre taux de r\u00e9tention :\u00a0<\/span><\/p><ul><li><b>Les enqu\u00eates de satisfaction<\/b><span> : il s\u2019agit d\u2019\u00e9laborer une s\u00e9rie de questions cibl\u00e9es que vous soumettrez \u00e0 vos clients. Ces questions peuvent \u00eatre li\u00e9es au d\u00e9lai de livraison, la qualit\u00e9 du service, du produit ou encore du site marchand\u2026 Le but est d\u2019avoir un retour direct sur les points cl\u00e9s du parcours d\u2019achat. Il est pr\u00e9f\u00e9rable de mener ces enqu\u00eates par t\u00e9l\u00e9phone ou par email.<\/span><\/li><\/ul><p><\/p><ul><li><b>L\u2019emailing<\/b><span> : il s\u2019agit l\u00e0 d\u2019emails dont vous programmez l\u2019envoi automatique \u00e0 vos clients en avance. Ces mails peuvent \u00eatre des newsletters, des mails de bienvenue \u00e0 envoyer \u00e0 chaque nouvelle inscription ou encore des mails d\u2019anniversaire que vous pouvez \u00e9ventuellement accompagner d\u2019un code promotionnel ou de tout autre type d\u2019offres exclusives.<\/span><\/li><\/ul><p><\/p><ul><li><b>Le service client personnalis\u00e9<\/b><span> : vous pouvez pour cela, inclure des goodies ou cartes de remerciement nominatifs (et pourquoi pas \u00e9crites \u00e0 la main) dans les colis envoy\u00e9s aux clients.<\/span><\/li><\/ul><p><\/p><ul><li><b>Le marketing d\u2019influence<\/b><span> : bien que ce type de marketing soit le plus souvent utilis\u00e9 pour l\u2019acquisition, il est aussi fr\u00e9quemment utilis\u00e9 dans le but d\u2019augmenter la r\u00e9tention. En passant par un influenceur ou un leader d\u2019opinion, vous pouvez cr\u00e9er une communaut\u00e9 que vous devez ensuite faire grandir et garder fid\u00e8le et active. Cela passe notamment par des offres exclusives ou encore la mise en place d\u2019animations telles que les jeux concours.<\/span><\/li><\/ul><p><\/p><p><span>Vous l\u2019aurez compris, il est fondamental pour un responsable marketing et <\/span><a href=\"\/en\/definition-crm\/\"><b>CRM<\/b><\/a><span> de suivre de tr\u00e8s pr\u00e8s son <\/span><b>taux de r\u00e9tention<\/b><span> client qui, de fait, est au coeur de la strat\u00e9gie commerciale de l\u2019entreprise. <\/span><span><br \/><\/span><span><br \/><\/span><span>Certains sp\u00e9cialistes recommandent m\u00eame de privil\u00e9gier la r\u00e9tention client \u00e0 l\u2019acquisition, ce qui est financi\u00e8rement bien plus int\u00e9ressant.<\/span><\/p><\/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":"<p>Qu&#8217;est ce que le taux de r\u00e9tention ? Comment le mesurer? Et comment l&#8217;optimiser sur une marketplace ?<\/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-79715","post","type-post","status-publish","format-standard","hentry","category-documentation","tag-definitions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.3 (Yoast SEO v25.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Wishibam | D\u00e9finitions | Taux de r\u00e9tention<\/title>\n<meta name=\"description\" content=\"Le taux de r\u00e9tention est un terme utilis\u00e9 en marketing pour d\u00e9signer la proportion de clients qui restent r\u00e9ellement clients sur une p\u00e9riode donn\u00e9e. 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