{"id":784480,"date":"2017-09-05T07:30:55","date_gmt":"2017-09-05T14:30:55","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/pourquoi-les-enquetes-de-satisfaction-des-clients-ne-donnent-pas-satisfaction-et-que-faire\/"},"modified":"2017-09-05T07:30:55","modified_gmt":"2017-09-05T07:30:55","slug":"pourquoi-les-enquetes-de-satisfaction-des-clients-ne-donnent-pas-satisfaction-et-que-faire","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/fr\/pourquoi-les-enquetes-de-satisfaction-des-clients-ne-donnent-pas-satisfaction-et-que-faire\/","title":{"rendered":"Pourquoi les enqu\u00eates de satisfaction des clients ne donnent pas satisfaction et que faire ?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Si vous n&rsquo;avez pas s\u00e9journ\u00e9 dans un laboratoire spatial au cours des 30 derni\u00e8res ann\u00e9es, je suis certain que l&rsquo;on vous a d\u00e9j\u00e0 demand\u00e9 de r\u00e9pondre \u00e0 une <a href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-surveys\/\">enqu\u00eate de satisfaction<\/a> apr\u00e8s une r\u00e9cente exp\u00e9rience d&rsquo;achat, que ce soit en ligne ou hors ligne. En fait, m\u00eame dans l&rsquo;espace, il n&rsquo;est probablement pas exag\u00e9r\u00e9 de supposer que la NASA a organis\u00e9 quelques missions avec ses astronautes pour obtenir un retour d&rsquo;information de la part de ses partenaires. Cottonelle ou Charmin ont peut-\u00eatre voulu mesurer la satisfaction des astronautes \u00e0 l&rsquo;\u00e9gard de leurs produits de papier hygi\u00e9nique dans l&rsquo;espace. Ok, ce n&rsquo;est peut-\u00eatre pas un exemple tr\u00e8s clair (pardonnez le jeu de mots), mais vous voyez ce que je veux dire.  <\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?mode=audience&amp;sourceRef=blog-audience\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>S\u00e9lectionnez vos r\u00e9pondants<\/strong><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Ce n&rsquo;est pas pour rien que les enqu\u00eates de satisfaction de la client\u00e8le font fureur. Apr\u00e8s tout, les entreprises veulent rester comp\u00e9titives, fid\u00e9liser leurs clients, fournir un meilleur service et, en fin de compte, augmenter leurs marges b\u00e9n\u00e9ficiaires pour rester en activit\u00e9. Pour atteindre ces objectifs, les entreprises ont besoin d&rsquo;un retour d&rsquo;information appropri\u00e9 de la part de leurs clients. Malheureusement, la dur\u00e9e d&rsquo;attention des clients diminue rapidement. Le taux de r\u00e9ponse aux enqu\u00eates est souvent inf\u00e9rieur \u00e0 2 %, mais les probl\u00e8mes li\u00e9s aux enqu\u00eates de satisfaction de la client\u00e8le ne s&rsquo;arr\u00eatent pas l\u00e0.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En r\u00e9alit\u00e9, un petit nombre de personnes qui participent \u00e0 des enqu\u00eates de satisfaction de la client\u00e8le le font probablement en r\u00e9action \u00e0 un produit particulier ou, dans la plupart des cas, \u00e0 une mauvaise exp\u00e9rience particuli\u00e8re. Par essence, les r\u00e9sultats globaux de l&rsquo;enqu\u00eate peuvent \u00eatre largement fauss\u00e9s. Oui, de nombreux experts pr\u00e9senteront leur liste des dix meilleures solutions possibles. Cependant, le grand \u00e9l\u00e9phant est toujours dans la pi\u00e8ce.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alors, que se passe-t-il ? Un coll\u00e8gue tr\u00e8s respect\u00e9 et expert du secteur (Bill Fonvielle) a sugg\u00e9r\u00e9 qu&rsquo;au moins une partie du probl\u00e8me r\u00e9side dans le fait que la satisfaction du client est une abstraction et non une chose en soi. Il a ensuite cit\u00e9 le c\u00e9l\u00e8bre professeur de marketing Richard L. Oliver, aujourd&rsquo;hui d\u00e9c\u00e9d\u00e9, qui a fait la d\u00e9claration suivante : \u00ab\u00a0Tout le monde sait ce que l&rsquo;on peut faire&#8230;\u00a0\u00bb.  [satisfaction]  jusqu&rsquo;\u00e0 ce qu&rsquo;on lui demande d&rsquo;en donner une d\u00e9finition. Il semble alors que personne ne sache\u00a0\u00bb. Selon Bill, lorsque les gens r\u00e9pondent \u00e0 une enqu\u00eate qu&rsquo;ils ont \u00e9t\u00e9 satisfaits, ils disent que l&rsquo;exp\u00e9rience a \u00e9t\u00e9 correcte, sans plus. Ils ne disent pas qu&rsquo;ils ont \u00e9t\u00e9 ravis, excit\u00e9s ou enchant\u00e9s. Les gens sont soit satisfaits, soit insatisfaits. Il compare cela \u00e0 une grossesse. Personne n&rsquo;est un peu enceinte ; soit on l&rsquo;est, soit on ne l&rsquo;est pas. Il poursuit en disant que les \u00e9chelles d&rsquo;\u00e9valuation inventent des distinctions qui n&rsquo;ont pas forc\u00e9ment de sens.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quel est le message \u00e0 transmettre aux entreprises qui envisagent de r\u00e9aliser une enqu\u00eate de satisfaction aupr\u00e8s de leurs clients ? Une meilleure voie commence par demander aux clients de vous faire part de leurs attentes et d&rsquo;utiliser ces attentes pour mesurer, non pas la satisfaction des clients, mais vos performances en mati\u00e8re de satisfaction ou de d\u00e9passement des attentes des clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/webinar\/traditional-customer-satisfaction-surveys.html\">Rejoignez-nous pour notre prochain webinaire<\/a>, au cours duquel Bill et moi discuterons des raisons pour lesquelles les enqu\u00eates de satisfaction des clients ne donnent pas satisfaction et de ce qu&rsquo;il faut faire pour y rem\u00e9dier.<\/span><\/p>\n<p><a href=\"http:\/\/info.questionpro.com\/beyond-traditional-customer-satisfaction-surveys\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-47960\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2017\/09\/21319291_10154714338856296_8190961522969686817_o-1.jpg\" alt=\"Enqu\u00eate de satisfaction aupr\u00e8s des clients\" width=\"1749\" height=\"984\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si vous n&rsquo;avez pas s\u00e9journ\u00e9 dans un laboratoire spatial au cours des 30 derni\u00e8res ann\u00e9es, je suis certain que l&rsquo;on [&hellip;]<\/p>\n","protected":false},"author":102,"featured_media":596123,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1443,1464,1468],"tags":[1472],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pourquoi les enqu\u00eates de satisfaction des clients ne donnent pas satisfaction et que faire ? 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