Management

Ecoute client et enquête de satisfaction : évitons les amalgames destructeurs

Préalablement à une série d’articles sur le concept de la satisfaction client souvent galvaudé, il importe de rétablir l’étude de satisfaction dans son cadre global de l’écoute client. C’est aussi une manière de visualiser un des liens étroits entre marketing et qualité ; le but est de clarifier les concepts et éviter par là même, confusions et amalgames.


1Qualité perçue, qualité attendue, qualité désirée et qualité livrée
La qualité perçue se développe chez le client sur la base de ses croyances objectives et subjectives. Ces croyances associent la fiabilité perçue du produit, son image, les habitudes et l’attachement à la marque et l’intention d’achat entre autres. Ces éléments forment la qualité attendue, indicateur basique de comparaison de la qualité perçue. C’est le domaine de la perception client appréciée via la mesure de satisfaction relevant de l’écoute client, champ d’action du triptyque marketing-commercial-vente.
Ce processus établit le niveau de qualité désirée qui, à l’intérieur de l’entreprise, doit aboutir à la qualité (livrée) grâce à la démarche qualité et à la performance du système de production. C’est le domaine de la mesure de qualité réelle (livrée).
Ces distinctions montrent que la satisfaction client est un concept global de l’entreprise dans ses composantes internes et celles en relation directe avec les clients.

2- L’écoute client ne se limite pas à la mesure de satisfaction
Nous avons précisé plus haut, que la qualité attendue est pertinente dans la détermination des autres types de qualité. Or, comment peut-on identifier les attentes client si on ne les écoute pas méthodiquement ?
On distingue en effet plusieurs types d’écoute :
• Les écoutes systématiques qui englobent les réclamations clients, les reporting des commerciaux, l’analyse des clients perdus, les informations provenant des boites à suggestions et les rapports des SAV entre autres.
• Les études ad-hoc composées de deux types de mesures essentielles, celle de la satisfaction clients et l’étude client mystère. La première est déclarative et peut être quantitative et/ou qualitative (nous y reviendrons). La deuxième est descriptive des attitudes, des comportements, des dispositifs et des systèmes.
• L’écoute terrain provenant directement des clients et qui est souvent négligée bien qu’aucune écoute ne la vaut.
Ces outils structurent concrètement le concept de l’orientation client et permettent de diversifier l’écoute afin d’optimiser le dialogue avec les clients et recueillir leurs satisfactions-insatisfactions.
Si l’utilité de la mesure de la satisfaction est évidente pour connaitre le niveau de satisfaction clients, il n’en reste pas moins que le fait qu’elle soit ponctuelle limite son efficacité. Le client est en effet de plus en plus volatil, la diversité et l’amélioration continue des offres aidant.
La gestion de la réclamation client est un excellent outil puisque, non seulement il permet de connaitre les clients insatisfaits mais également d’identifier les raisons d’insatisfaction. Toutefois, la portée de ce système est également limitée puisque tous les clients mécontents ne font pas de réclamations systématiquement.
La solution réside dans l’activation interactionnelle méthodique et organisée de tout l’arsenal d’écoute décrit ci-dessus pour éviter les ratages d’identification des insatisfactions. Dans ce sillage, faciliter voire favoriser les plaintes des clients peut paraitre incohérent, mais c’est un excellent moyen d’améliorer la qualité livrée.

3- Ce qu’il faut retenir
• La mesure de satisfaction client est une composante du système global d’écoute client
• Elle contribue à l’orientation client en étant l’un de ses quatre piliers en plus de l’étude client mystère, la gestion de la réclamation clients et l’analyse des clients perdus.
• La satisfaction client ne signifie pas forcément fidélité et l’inverse est aussi vrai.
• Connaitre et comprendre les insatisfactions est beaucoup plus pertinent que de recenser les satisfactions.
• La satisfaction client est l’affaire de tous les acteurs de l’entreprise y compris ses partenaires (fournisseurs, banques et conseillers).
Nous constatons malheureusement, que dans la réalité ces concepts sont bafoués, voire ignorés. Le problème le plus important c’est que tous les outils d’écoute ne sont pas structurés en tant que système global d’amélioration continue. Mais le plus grave, est que les études de satisfaction sont souvent faites en interne : on fait donc le choix incongru d’être juge et partie; cela est une négation caractérisée de tout système d’écoute objectif et efficace.


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