{"id":2885,"date":"2020-07-30T10:39:00","date_gmt":"2020-07-30T10:39:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=2885"},"modified":"2024-01-27T11:23:05","modified_gmt":"2024-01-27T11:23:05","slug":"nps-net-promoter-score","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/nps-net-promoter-score","title":{"rendered":"Net Promoter Score, comment bien utiliser les indicateurs de satisfaction ?"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La satisfaction client est le saint Graal de chaque entreprise, et pour s\u2019en assurer, il existe des indicateurs pr\u00e9cis qui vous permettent de calculer la popularit\u00e9 d\u2019une entreprise, de ses produits, ou de ses services.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9finition du NPS ou enqu\u00eate de satisfaction client (feedback)<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Cela n\u2019est pas d\u00fb au hasard si cet outil est l\u2019indicateur majoritairement employ\u00e9 chez les professionnels, et ce, quels que soient le type d\u2019entreprise et sa branche d\u2019activit\u00e9. C\u2019est en 2003 que l\u2019on voit appara\u00eetre aupr\u00e8s d\u2019un consultant en strat\u00e9gie le processus de recherche du niveau de satisfaction g\u00e9n\u00e9rale des clients, qu\u2019il \u00e9tablit \u00e0 l\u2019aide d\u2019une question pr\u00e9cise : recommanderiez-vous cette entreprise \u00e0 votre entourage ?<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Mieux qu\u2019un questionnaire long et fastidieux\u00a0: une \u00e9tude simple, direct, efficace.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">La notation client \u2013 analyse du questionnaire<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La m\u00e9thode utilis\u00e9e, afin de faire transpara\u00eetre le niveau de satisfaction des clients, consiste \u00e0 donner une note entre 0 et 10, note qui se d\u00e9compose de la fa\u00e7on suivante dans l\u2019enqu\u00eate de satisfaction des clients :<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Note de satisfaction client de 0 \u00e0 6<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Consid\u00e9r\u00e9s comme d\u00e9tracteurs, ce type de clients repr\u00e9sentent le panel critique pour une marque, s\u2019agissant des plus m\u00e9contents. Ce sont \u00e9galement ceux, de fa\u00e7on g\u00e9n\u00e9rale, qui ne vont pas h\u00e9siter \u00e0 laisser un commentaire parfois cinglant sur les r\u00e9seaux sociaux, forums, blog, ou tout autre outil de communication \u00e0 leur disposition. Ce genre de note et de commentaire v\u00e9hicule une image particuli\u00e8rement n\u00e9gative. C\u2019est pour cette raison qu\u2019il est important, en parall\u00e8le, de mettre en place une contre-attaque \u00e0 la hauteur de l\u2019assaut, l\u2019objectif est de mettre fin \u00e0 toute forme de nuisance, voire, \u00e0 son amplification, afin de revaloriser au plus vite l\u2019image de la soci\u00e9t\u00e9. Une strat\u00e9gie qu\u2019il ne faut surtout pas n\u00e9gliger.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Note de satisfaction client de 7 \u00e0 8<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Consid\u00e9r\u00e9s comme passifs, ils entrent dans la tranche des clients satisfaits sans \u00eatre pour autant fid\u00e8les \u00e0 la marque. Leur taux d\u2019implication n\u2019est pas encore suffisant pour qu\u2019ils soient consid\u00e9r\u00e9s comme tel. Ce sondage tend vers une strat\u00e9gie d\u2019am\u00e9lioration de l\u2019exp\u00e9rience client, une analyse permettra d\u2019\u00e9valuer le processus \u00e0 adopter afin d\u2019\u00eatre en mesure d\u2019apporter une r\u00e9ponse \u00e0 leurs attentes.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Note de satisfaction client de 9 \u00e0 10 \u2013 le client top qualit\u00e9<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Consid\u00e9r\u00e9s comme promoteurs, la cr\u00e8me de la cr\u00e8me des clients : les plus fid\u00e8les, les plus fervents d\u00e9fenseurs de la marque aupr\u00e8s de leur cercle familial ou amical, ceux qui n\u2019h\u00e9siteront pas \u00e0 donner leur avis et promouvoir leur dernier achat ou les derni\u00e8res nouveaut\u00e9s de leurs marques pr\u00e9f\u00e9r\u00e9es \u00e0 la moindre opportunit\u00e9. Des clients \u00e0 dorloter afin de les garder le plus longtemps possible, et qui peuvent devenir des ambassadeurs de haut niveau, pour vos produits ou services, lorsque l\u2019engouement pour une marque les poussent \u00e0 parrainer leur entourage plus ou moins proche.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Les bases de calcul du sondage<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Il suffit de soustraire le pourcentage de d\u00e9tracteurs au pourcentage de promoteurs pour \u00e9valuer le score NPS<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exemple : sur 1 000 r\u00e9ponses d\u2019un questionnaire de satisfaction clients<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clients Promoteurs (9 \u00e0 10) : 750 \/ 1000 = 75%<\/li>\n\n\n\n<li>Clients Passifs (7 \u00e0 8) : 200 \/ 1000 = 15%<\/li>\n\n\n\n<li>Clients D\u00e9tracteurs (0 \u00e0 6) : 50 \/ 1000 = 5%<\/li>\n<\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">NPS = 75% &#8211; 5% = 70 % => <strong>SCORE NPS de 70<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Afin de vous assurer de la v\u00e9racit\u00e9 de votre sondage, il est judicieux de poser une autre question qui vous permettra de recueillir des donn\u00e9es et informations substantielles comme, par exemple : \u00ab Quels sont les param\u00e8tres qui ont \u00e9t\u00e9 d\u00e9terminant pour votre \u00e9valuation ? \u00bb Une analyse s\u00e9mantique de l\u2019ensemble des r\u00e9ponses donn\u00e9es vous offre la possibilit\u00e9 d\u2019analyser les motifs r\u00e9els de satisfaction, ou d\u2019insatisfaction de vos clients, afin d\u2019organiser les plans d\u2019actions n\u00e9cessaires \u00e0 l\u2019am\u00e9lioration du taux de satisfaction en fonction de ces r\u00e9sultats. Ce processus d\u2019am\u00e9lioration peut passer par de nouveaux questionnaires de qualit\u00e9, d\u2019avis, d\u2019exp\u00e9rience, afin de mieux comprendre les besoins clients, ajuster votre offre, cette m\u00e9thode permettra, par ailleurs, l\u2019am\u00e9lioration de la relation client. Une strat\u00e9gie qui marche\u00a0!<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi utiliser le NPS dans les entreprises ?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Avec la concurrence r\u00e9gionale, nationale, voire, internationale suivant le type d\u2019entreprise, il est primordial de conna\u00eetre le degr\u00e9 de satisfaction de vos clients sur la qualit\u00e9 de vos produits ou services, mais \u00e9galement, de savoir si vous avez r\u00e9ussi \u00e0 les fid\u00e9liser. La r\u00e9ussite d\u2019une entreprise tient \u00e0 sa notori\u00e9t\u00e9, \u00e0 l\u2019int\u00e9r\u00eat qu\u2019elle suscite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vos clients sont-ils pr\u00eats \u00e0 vous recommander ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour le savoir, rien ne vaut le NPS. Si la r\u00e9ponse est non, il vous permettra de mieux comprendre vos clients, leurs attentes et leurs besoins afin que leur avis change. Ce qui vous aidera \u00e0 am\u00e9liorer votre image de marque tout en d\u00e9veloppant votre chiffre d\u2019affaires. Profitez de leur dernier achat pour \u00e9valuer leur degr\u00e9 de satisfaction.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Les avantages de l\u2019enqu\u00eate de satisfaction<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Une utilisation simplifi\u00e9e du sondage<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Sa mise en place et son calcul reste \u00e0 la port\u00e9e de tout le monde, nul besoin d\u2019\u00eatre un as du marketing ou un statisticien confirm\u00e9 pour l\u2019utiliser et atteindre ses objectifs.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Mesurez la fid\u00e9lit\u00e9 de vos clients<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">La fid\u00e9lisation client est un \u00e9l\u00e9ment essentiel pour les professionnels. Cet outil est un alli\u00e9 id\u00e9al en mati\u00e8re de d\u00e9tection des actions n\u00e9cessaires \u00e0 l\u2019augmentation du taux de fid\u00e9lisation de vos clients.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Choisir les bons outils<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Les actions men\u00e9es ont-elles un r\u00e9el impact, y a-t-il des d\u00e9fauts ? Quel est mon score par rapport \u00e0 celui de la concurrence et pourquoi ? Les enqu\u00eates de satisfaction vous \u00e0 aident \u00e0 prendre les bonnes d\u00e9cisions en vous offrant des fonctionnalit\u00e9s capables de comparer des donn\u00e9es essentielles se trouvant dans le temps et selon des informations pr\u00e9cises.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Ciblez votre client\u00e8le<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Le score se divise selon 3 cat\u00e9gories de clients bien distinctes, ainsi les d\u00e9tracteurs n\u2019auront pas les m\u00eames attentes que les passifs, et encore moins celles des promoteurs. \u00c0 vous de diviser pour mieux cibler afin d\u2019\u00e9lever votre score vers le haut. La segmentation permet de diffuser un discours adapt\u00e9 \u00e0 chaque profil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019apr\u00e8s une \u00e9tude men\u00e9e par le fondateur du NPS, Fred Reichheld, le lien entre la satisfaction client et l\u2019augmentation du chiffre d\u2019affaires d\u2019une entreprise ou d\u2019un magasin est \u00e9vident. Am\u00e9liorer l\u2019exp\u00e9rience client permet de les fid\u00e9liser, alors qu\u2019attendez-vous pour mesurer la satisfaction de vos clients ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La satisfaction client est le saint Graal de chaque entreprise, et pour s\u2019en assurer, il existe des indicateurs pr\u00e9cis qui vous permettent de calculer la popularit\u00e9 d\u2019une entreprise, de ses produits, ou de ses services. D\u00e9finition du NPS ou enqu\u00eate de satisfaction client (feedback) Cela n\u2019est pas d\u00fb au hasard si cet outil est l\u2019indicateur [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-2885","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Net Promoter Score, comment bien utiliser les indicateurs de satisfaction ? - Spot-Hit<\/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.spot-hit.fr\/ressources\/nps-net-promoter-score\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Net Promoter Score, comment bien utiliser les indicateurs de satisfaction ? - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"La satisfaction client est le saint Graal de chaque entreprise, et pour s\u2019en assurer, il existe des indicateurs pr\u00e9cis qui vous permettent de calculer la popularit\u00e9 d\u2019une entreprise, de ses produits, ou de ses services. 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