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le parcours client :
souvent cité, rarement compris
1
EN B2C ET EN B2B - 2013

http://bit.ly/skemams
some rights reserved ...
avec le concours de

creative commons notice
2


This work is licensed under the Creative
Commons Attribution-Noncommerci...
constats sur le parcours client
3



some rights reserved cc 2012 visionarymarketing.com

2013
les 13 étapes du parcours client
4

 étude iVentures 2013
 avant/pendant/après


élection des meilleurs sites
par catég...
étude e-shopper, iVentures
5

some rights reserved cc 2012 visionarymarketing.com

2013
6

constat n°1 : même les champions
sont perfectibles
some rights reserved cc 2012 visionarymarketing.com

2013
7
•

apport trafic
•

SEM = 1 moyen !

•

social media,
adoption généralisée

•

applis, perfectible
(coût ?)

•

réassura...
8
•

dialogue de vente

•

moyens de paiement

•

options de livraison

•

service client 24/7

•

temps de réponse

sourc...
9
•

apport trafic
•

SEM = 1 moyen !

•

social media,
adoption généralisée

•

applis, perfectible
(coût ?)

•

réassura...
manquent:
•
emailing
•
rtb/retargeting
•
affiliation
•
partenariats
•
vidéo/multimédia
•
…

b2c 3 moments, 13 étapes

AVAN...
b2b 3 moments, (beaucoup d’étapes)
11
AVANT l’ACHAT

• ATTIRER
• SEO/SEM
• e-mailing
• whitepapers/docs
• Webinaires
• Sém...
13 étapes du parcours client
12

AVANT L’ACHAT


1) SEO/SEM. Seulement 65% des marques font du SEM
(référencement naturel...
13

APRES L’ACHAT


10) Communication suivi. 25% des marques vendant
des produits n’envoient pas de mail de confirmation
...
14

Source : solucominsight.fr
some rights reserved cc 2012 visionarymarketing.com

2013
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[Fr] Le parcours client visionarymarketing.com

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Le parcours client est souvent cité mais rarement compris. Il s'agit souvent d'un alibi pour exprimer qu'on veut changer le "look and feel" du site Web. Mais le parcours client n'a rien à voir avec cela !

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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[Fr] Le parcours client visionarymarketing.com

  1. 1. le parcours client : souvent cité, rarement compris 1 EN B2C ET EN B2B - 2013 http://bit.ly/skemams some rights reserved cc 2012 visionarymarketing.com 2013
  2. 2. avec le concours de creative commons notice 2  This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-ncsa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.  You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://visionarymarketing.com) http://bit.ly/skemams download the presentation from http://slideshare.net/ygourven or by scanning the QR code some rights reserved cc 2012 visionarymarketing.com 2013
  3. 3. constats sur le parcours client 3  some rights reserved cc 2012 visionarymarketing.com 2013
  4. 4. les 13 étapes du parcours client 4  étude iVentures 2013  avant/pendant/après  élection des meilleurs sites par catégorie  b2c e-commerce  mais adaptation b2b possible  13 étapes « chemin de croix » some rights reserved cc 2012 visionarymarketing.com http://bit.ly/parcoursspencer 2013
  5. 5. étude e-shopper, iVentures 5 some rights reserved cc 2012 visionarymarketing.com 2013
  6. 6. 6 constat n°1 : même les champions sont perfectibles some rights reserved cc 2012 visionarymarketing.com 2013
  7. 7. 7 • apport trafic • SEM = 1 moyen ! • social media, adoption généralisée • applis, perfectible (coût ?) • réassurance source: étude e-shoppers iVentures constat n°2 : points de vigilance avant l’achat some rights reserved cc 2012 visionarymarketing.com 2013
  8. 8. 8 • dialogue de vente • moyens de paiement • options de livraison • service client 24/7 • temps de réponse source: étude e-shoppers iVentures constat n°2 : points de vigilance pendant l’achat some rights reserved cc 2012 visionarymarketing.com 2013
  9. 9. 9 • apport trafic • SEM = 1 moyen ! • social media, adoption généralisée • applis, perfectible (coût ?) • réassurance iVentures constat n°2 : points de vigilance après l’achat some rights reserved cc 2012 visionarymarketing.com 2013
  10. 10. manquent: • emailing • rtb/retargeting • affiliation • partenariats • vidéo/multimédia • … b2c 3 moments, 13 étapes AVANT l’ACHAT • 1. SEO/SEM • 2. médias sociaux et espaces collaboratifs propres • 3. appli mobile • 4. ergonomie générale du site • 5.page produit et réassurance paiement 10 PENDANT l’ACHAT • 6. dialogue de vente (1 click ou +) • 7. variété moyens de paiement et options de livraison • 8. dialogue de vente ??? • 9. service client 24/7 manquent: pgm de fid. newsletter cross/up-selling questionnaires APRES l’ACHAT • 10. suivi de commande • 11. retour sur commande • 12. compte client • 13. remboursement /annulation l’ergonomie n’est qu’un des passages de l’ensemble du parcours client some rights reserved cc 2012 visionarymarketing.com 2013
  11. 11. b2b 3 moments, (beaucoup d’étapes) 11 AVANT l’ACHAT • ATTIRER • SEO/SEM • e-mailing • whitepapers/docs • Webinaires • Séminaires/ateliers • partenariats • médias sociaux et espaces collaboratifs propres • SOLUTIONNER • painpoints clients / secteurs / métier • page produit claire à plusieurs niveaux • transparence, clarté ouverture • ACCUEILLIR/RET ENIR • 1 seul portail (cacher complexité) • version mobile et tablette • ergonomie générale du site PENDANT l’ACHAT • DIALOGUER • FAQ • forums d’entraide ouverts • click to chat/call • ESSAYER /TESTER • gratuit/limité/libre et ouvert • avec assistance si possible • ACHETER • disponibilité 24/7 • aide à la décision some rights reserved cc 2012 visionarymarketing.com APRES l’ACHAT • SUIVI DE L’INSTALLATION • ASSISTANCE • GESTION DU COMPTE • SUPPORT • MESURE SATISFACTION • ENTRAIDE l’ergonomie n’est qu’un des passages de l’ensemble du parcours client 2013
  12. 12. 13 étapes du parcours client 12 AVANT L’ACHAT  1) SEO/SEM. Seulement 65% des marques font du SEM (référencement naturel et liens commerciaux). Je note que Vente-privée explique souvent ne pas recourir aux pratiques des liens commerciaux, ce qui s'explique par la nature de son concept. Ce n'est pas une obligation, mais dans la majorité des cas un site doit exister dans le fameux "moment de vérité zéro". 2) Medias sociaux. Les plateformes sociales privilégiées sont Facebook (96%), Twitter (84%) et Youtube (81%). Là encore, même si iVentures considère ce point comme une étape, je pense que les marques ont tout à gagner à créer leurs propres réseaux sociaux plutôt que de les envoyer ailleurs. En attendant, les 3 cités ici sont tout de même incontournables en recrutement et parfois en après-vente, car il faut aller pêcher là où il y a du poisson comme disait mon père. 3) Mobile. Peu de marques proposent une application M-commerce : 39% sur iOS et 27% sur Android. Voyages SNCF est cité en bon exemple pour son application. Parions que bientôt on ne parlera plus de e-commerce ou de m-commerce mais de commerce tout court sur tous les terminaux connectés. En voyant ce chiffre, je me dis que bientôt n'est pas égal à "l'année prochaine". 4) Ergonomie générale du site. 5) Page produit. 42% des marques n’affichent pas d’éléments de réassurance (paiement, livraison, retour etc…) sur leurs pages produits some rights reserved cc 2012 visionarymarketing.com PENDANT L’ACHAT  6) Communication. 63% des marques ont un dialogue de vente en moins de quatre clicks, loin du fameux "one click" d'Amazon. 7) Panier d’achat. 81% des marques proposent plus de 3 moyens de paiements et 51% des marques proposent entre 2 à 3 options de livraison 8) Dialogue de vente. Une étape dans laquelle, selon iVentures, Accor Hotels se distingue. 9) Service clients. Seulement 17% des marques ont un service clients disponible 24/7 et 72% des marques mettent plus de 9h à répondre aux emails. La disponibilité 24/7 tend à devenir un standard sur Internet, dès lors qu'avec bon sens, on sait qu'un client n'achète pas que pendant les heures d'ouverture, comme dans le monde réel. 2013
  13. 13. 13 APRES L’ACHAT  10) Communication suivi. 25% des marques vendant des produits n’envoient pas de mail de confirmation d’expédition, un chiffre qui m'effraie quand on sait à quel point la réassurance dans les "derniers mètres" (comme on dit en logistique) est essentielle. 11) Livraison / Colis. 55% des marques vendant des produits ne joignent pas de formulaire de retour à leur colis - Seulement 33% des marques vendant des produits proposent un retour gratuit - 59% des marques vendant des produits étendent la durée légale des retours (7 j). Rappelons que Zappos permet un retour pendant 365 jours, pour vous donner une idée de l'excellence... 12) Compte client. La FNAC s'illustre dans ce domaine selon le cabinet iVentures. 13) Retour et Remboursement. 61% des marques vendant des services permettent d’annuler une commande jusqu’au jour de la réservation. Puma est cité en bon éléve dans cette étape, ainsi que Amazon pour la qualité de sa fonctionnalité de retour et remboursement. Je cite souvent Amazon dans mes conférences et je montre à l'écran la page d'explication du retour de produit : c'est une page simple avec 3 dessins ! some rights reserved cc 2012 visionarymarketing.com 2013
  14. 14. 14 Source : solucominsight.fr some rights reserved cc 2012 visionarymarketing.com 2013

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