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Le web : un outil de fidélisation

« Auparavant, dans l’économie, les biens corporels représentaient 80% de l’actif de la plupart des entreprises. Aujourd’hui, il est probable que ces 80% soient constitués de biens incorporels : hommes, savoir et clients. Le défi, c’est de saisir la valeur de cet actif incorporel et de le transformer en bénéfices. » Bill Davidow

GRC

Les entreprises ont fait évoluer leur stratégie marketing pour passer d’un marketing orienté produits vers un marketing orienté clients. C’est la naissance du marketing relationnel.

C’est grâce aux Technologies de l’Information et de la Communication (TIC), et plus particulièrement via Internet, que les stratégies CRM (Costumer Relationship Management) ont été possibles.

Ce sont des stratégies tournées vers le consommateur qui favorisent l’individualisation du message.

L’acquisition, 3 fois plus chère que la fidélisation

La fidélisation des clients sur internet est peu traitée par les entreprises qui privilégient la conquête oubliant pourtant que la fidélisation est un facteur clé de rentabilité. Car avoir des clients fidèles permet de réaliser des économies conséquentes (l’acquisition coûte entre 3 et 10 fois plus cher que la fidélisation), mais également une récurrence du chiffre d’affaires et une promotion gratuite (bouche à oreille, recommandations).

En effet, le coût d’acquisition d’un client est rarement couvert par la marge dégagée par les premiers achats. Il faut alors réfléchir en termes de ré-achat et de valeur client (Customer Lifetime Value), c’est-à-dire la somme des profits actualisés attendus sur la durée de vie d’un client.

Le web : une mine d’informations

L’avantage d’internet est sa forte mesurabilité. Il est possible d’obtenir des informations très riches sur sa clientèle tel que leur historique de transactions, leur comportement sur le site (visite de certaines pages produits, ajout à sa liste de favori, demande d’information…), l’ouverture des emails, les réactions aux promotions, les données renseignées lors du remplissage d’un questionnaire ou formulaire d’inscription, etc.

L’ensemble de ces données peuvent également être rapproché de données CRM récoltées sur le client via d’autres canaux (ex : contact avec le service consommateur, envoi de courrier,…). Ainsi, le traitement de ces données offre une segmentation optimale et une construction de profils précis à l’intérieur de chaque cible.

Grâce aux historiques d’achats renseignés via la carte de fidélité en ligne, il est possible de pousser des ventes. Au final, la démarche CRM permet d’obtenir une connaissance approfondie de ses clients pour ainsi personnaliser la relation et pousser les offres au bon moment afin de générer du ré-achat. La conséquence est l’optimisation des actions marketing par la baisse du coût au contact et un ciblage plus fin.

Au final…

La démarche CRM permet aux managers de disposer d’un panorama précis de leur cible finale (clients ou prospects) et d’intégrer ces nouvelles connaissances dans leur plan de marketing. Ces données CRM, traitées et analysées, pourront ainsi devenir un avantage concurrentiel certain.

 

Sources :
Lars Meyer-Waarden (2011), Customer Relationship Management (CRM), Marketing de l’innovation, responsable M2 Marketing des Nouvelles Technologies, IAE Toulouse
R. Fétique, A. Lendrevie, T. Faivre-Duboz (2011), Le Web Marketing, édition Dunod

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