{"id":8054,"date":"2020-12-14T14:18:25","date_gmt":"2020-12-14T14:18:25","guid":{"rendered":"https:\/\/honeypot-marketing.local\/?p=8054"},"modified":"2024-09-23T11:41:05","modified_gmt":"2024-09-23T15:41:05","slug":"parcours-client-non-lineaire","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/abm\/non-linear-customer-journey\/","title":{"rendered":"Parcours clients non lin\u00e9aires et comment les mettre en \u0153uvre"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/gcb6ZBDHbag\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Non-Linear Customer Journeys and How to Implement Them\" \/><meta itemprop=\"uploadDate\" content=\"2020-12-14T14:18:25-05:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT50M00S\" \/><meta itemprop=\"description\" content=\"What is a non-linear customer journey, and how do you implement one into your marketing strategy?A customer journey map is a great tool and a visual way to represent a somewhat complicated process - the path each customer takes as they interact ...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/Non-Linear_Customer_Journeys_and_How_to_Implement_Them.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"45.8\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2FNon-Linear_Customer_Journeys_and_How_to_Implement_Them.mp3%3FawCollectionId%3D1033945%26amp%3Baw_0_azn.pgenre%3DBusiness%26amp%3Baw_0_1st.ri%3Dblubrry%26amp%3Baw_0_azn.pcountry%3DCA%26amp%3Baw_0_azn.planguage%3Den-ca%26amp%3Bcat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26amp%3Baw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Ffr%2Fabm%2Fnon-linear-customer-journey%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Lecteur de podcast Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/Non-Linear_Customer_Journeys_and_How_to_Implement_Them.mp3?awCollectionId=1033945&amp;amp;aw_0_azn.pgenre=Business&amp;amp;aw_0_1st.ri=blubrry&amp;amp;aw_0_azn.pcountry=CA&amp;amp;aw_0_azn.planguage=en-ca&amp;amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jouer dans une nouvelle fen\u00eatre\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/fr\/?powerpress_pinw=8054-podcast');\" rel=\"nofollow\">Jouer dans une nouvelle fen\u00eatre<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/Non-Linear_Customer_Journeys_and_How_to_Implement_Them.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"T\u00e9l\u00e9charger\" rel=\"nofollow\" download=\"Non-Linear_Customer_Journeys_and_How_to_Implement_Them.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">T\u00e9l\u00e9charger<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">S&#039;abonner: <a href=\"https:\/\/honeypotmarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"S&#039;abonner via RSS\" rel=\"nofollow\">RSS<\/a><\/p>\n<p class=\"wp-block-paragraph\">Qu\u2019est-ce qu\u2019un parcours client non lin\u00e9aire et comment l\u2019int\u00e9grer dans votre strat\u00e9gie marketing ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une carte du parcours client est un excellent outil et un moyen visuel de repr\u00e9senter un processus quelque peu complexe : le chemin emprunt\u00e9 par chaque client lorsqu\u2019il interagit avec votre entreprise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comprendre ce parcours est la premi\u00e8re \u00e9tape pour surmonter les obstacles ou capitaliser sur les avantages.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/baby-yoda-meme.png\" alt=\"B\u00e9b\u00e9 Yoda choqu\u00e9 avec le texte # quand tu r\u00e9alises que tu as pris le mauvais chemin et que tu as oubli\u00e9 la carte.\" class=\"wp-image-8058\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Regardez la vid\u00e9o ou le podcast ci-dessus. \ud83d\udc46 Abonnez-vous \u00e0 notre diffusion hebdomadaire en direct sur Facebook ou emportez-la avec vous avec un podcast sur la plateforme de votre choix. Tenez-vous au courant des actualit\u00e9s, des tendances et des conseils en mati\u00e8re de marketing num\u00e9rique et participez \u00e0 la conversation.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span data-preserver-spaces=\"true\">Cartographie du parcours client<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Comment pouvons-nous fournir aux clients et aux prospects ce dont ils ont besoin\/veulent \u00e0 un moment donn\u00e9, \u00e0 un niveau personnalis\u00e9 ?<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Cartographie du parcours client.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">La cr\u00e9ation d\u2019une carte de parcours client non lin\u00e9aire permet de visualiser l\u2019interconnexion des exp\u00e9riences client multicanaux modernes.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Les entreprises qui utilisent la cartographie du parcours client pour g\u00e9rer les parcours acheteurs et clients enregistrent en moyenne une augmentation de 79% des revenus de ventes crois\u00e9es et de ventes incitatives.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">L\u2019id\u00e9e ultime derri\u00e8re la cartographie du parcours client est de mieux comprendre nos clients.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">La simple t\u00e2che de suivre les actions de vos clients est brutale, et les placer dans un parcours lin\u00e9aire est presque impossible.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Et c\u2019est pourquoi nous parlons du parcours client non lin\u00e9aire !<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Allons-y.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi avez-vous besoin d\u2019un parcours client non lin\u00e9aire ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 l&#039;\u00e9poque, nous consid\u00e9rions le parcours client d&#039;une mani\u00e8re beaucoup plus lin\u00e9aire. Cela ressemblait \u00e0 ceci :<\/p>\n\n\n<div class=\"wp-block-image wp-image-8059 none\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/customer-journey-funnel.jpg\" alt=\"Image de l&#039;entonnoir du parcours client, chaque section est color\u00e9e et va du large au \u00e9troit.\" class=\"wp-image-8059\"\/><figcaption class=\"wp-element-caption\">Image de l&#039;entonnoir du parcours client, chaque section est color\u00e9e et va du large au \u00e9troit.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Les \u00e9l\u00e9ments de cet entonnoir sont toujours intacts dans le parcours client non lin\u00e9aire d&#039;aujourd&#039;hui. M\u00eame le nombre de points de contact a consid\u00e9rablement augment\u00e9 et l&#039;ordre dans lequel les choses se produisent peut diff\u00e9rer d&#039;un client \u00e0 l&#039;autre.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Le nouveau chemin d\u2019achat est beaucoup plus compliqu\u00e9 que l\u2019ancien chemin lin\u00e9aire.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Les points de contact client peuvent d\u00e9sormais inclure une grande vari\u00e9t\u00e9 de canaux, tels que\u00a0:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">E-mail\u00a0<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Publicit\u00e9s en ligne et promotion sur les r\u00e9seaux sociaux<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Annonces\/contenus hors ligne<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">R\u00e9seaux sociaux<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Recommandations<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Site Web et contenu<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Webinaires<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">En termes simples, le parcours client ne se d\u00e9roule plus de mani\u00e8re lin\u00e9aire. Les nombreux points de contact disponibles pour les clients cr\u00e9ent des parcours divergents qui s&#039;\u00e9loignent de l&#039;entonnoir lin\u00e9aire traditionnel.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">D\u00e9sormais, un parcours client non lin\u00e9aire ressemble davantage \u00e0 ceci\u00a0:<\/span><\/p>\n\n\n<div class=\"wp-block-image none wp-image-8069 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/The-complex-funnel-source-Forrester.png\" alt=\"image d&#039;un parcours client non lin\u00e9aire complexe, du d\u00e9but \u00e0 la d\u00e9cision d&#039;achat.\" class=\"wp-image-8069\"\/><figcaption class=\"wp-element-caption\">Image d&#039;un parcours client non lin\u00e9aire complexe avec de nombreux points de contact, du d\u00e9but \u00e0 la d\u00e9cision d&#039;achat.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Voyons maintenant les diff\u00e9rents types de cartes de parcours client non lin\u00e9aires que vous pouvez utiliser.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span data-preserver-spaces=\"true\">3 approches cl\u00e9s pour un parcours client non lin\u00e9aire<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Il existe de nombreuses fa\u00e7ons de cr\u00e9er un parcours client non lin\u00e9aire, qu&#039;il s&#039;agisse d&#039;un labyrinthe complexe de chemins ou d&#039;un simple graphique.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Nous examinerons 3 types de cartographie que vous pouvez utiliser, en fonction de votre situation.<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><span data-preserver-spaces=\"true\">Cartographie de l&#039;empathie<\/span><\/strong><\/li>\n\n\n\n<li><strong><span data-preserver-spaces=\"true\">Cartographie de l&#039;exp\u00e9rience<\/span><\/strong><\/li>\n\n\n\n<li><strong><span data-preserver-spaces=\"true\">Cartographie du parcours client<\/span><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Quel que soit le mod\u00e8le que vous choisissez, n&#039;oubliez pas les \u00ab 5 W \u00bb : Qui, Quoi, O\u00f9, Quand et Pourquoi.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Prenons un exemple d\u2019\u00e9tude de cas pour illustrer ce propos.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Paul Sanders est un sp\u00e9cialiste du marketing et souhaite apprendre \u00e0 d\u00e9velopper une strat\u00e9gie marketing int\u00e9gr\u00e9e. L&#039;exp\u00e9rience a montr\u00e9 que de nombreux sites de marketing num\u00e9rique n&#039;\u00e9taient pas aussi utiles qu&#039;il l&#039;esp\u00e9rait. Il trouve&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/marketerknows.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><span data-preserver-spaces=\"true\">Le sp\u00e9cialiste du marketing sait<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">&nbsp;au cours de ses recherches et passe par le processus d&#039;inscription.<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Marketer Knows est une communaut\u00e9 de sp\u00e9cialistes du marketing num\u00e9rique, de responsables marketing, d&#039;hommes d&#039;affaires et d&#039;entrepreneurs.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">UN\u00a0<\/span><strong><span data-preserver-spaces=\"true\">communaut\u00e9 \u00e0 adh\u00e9sion gratuite<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0que les particuliers peuvent rejoindre pour en apprendre davantage sur le marketing num\u00e9rique.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Vous aide \u00e0 atteindre vos objectifs marketing en ma\u00eetrisant le marketing num\u00e9rique avec\u00a0<\/span><strong><span data-preserver-spaces=\"true\">feuilles de route<\/span><\/strong><span data-preserver-spaces=\"true\">,\u00a0<\/span><strong><span data-preserver-spaces=\"true\">cours<\/span><\/strong><span data-preserver-spaces=\"true\">,\u00a0<\/span><strong><span data-preserver-spaces=\"true\">guides<\/span><\/strong><span data-preserver-spaces=\"true\">, et\u00a0<\/span><strong><span data-preserver-spaces=\"true\">plus<\/span><\/strong><span data-preserver-spaces=\"true\">.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Maintenant, avant de passer \u00e0 la cartographie, d\u00e9couvrons qui est Paul Sanders en d\u00e9veloppant un profil client.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span data-preserver-spaces=\"true\">Quel est le profil client ?<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Un profil client r\u00e9pertorie les points faibles, les int\u00e9r\u00eats, les habitudes d\u2019achat et les caract\u00e9ristiques d\u00e9mographiques des clients d\u2019une entreprise.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Vous ne pouvez pas plaire \u00e0 tout le monde, mais vous pouvez cr\u00e9er un profil client pour en savoir plus sur votre client id\u00e9al, qui il est et ce qu&#039;il fait.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Cr\u00e9er un profil client peut vous aider \u00e0 mener de meilleures campagnes marketing qui augmentent vos b\u00e9n\u00e9fices.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Avec toutes ces informations utiles, vous pouvez d\u00e9cider quelle strat\u00e9gie mettre en \u0153uvre et lesquelles \u00e9viter.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Le profil du client est&nbsp;<\/span><strong><span data-preserver-spaces=\"true\">PAS<\/span><\/strong><span data-preserver-spaces=\"true\">&nbsp;la personne, mais elle finira par s&#039;int\u00e9grer dans le processus.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Vous pouvez en savoir plus sur les personas dans notre blog ici :&nbsp;<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/honeypotmarketing.com\/fr\/guide-online-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><span data-preserver-spaces=\"true\">Recherchez. \u00c9laborez une strat\u00e9gie. Ex\u00e9cutez. Les 3 piliers de la construction de votre marque en ligne.<\/span><\/strong><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Examinons 3 types de profils clients diff\u00e9rents\u00a0:<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span data-preserver-spaces=\"true\">Exemple #1 \u2013 Fiche de pointage<\/span><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Ce profil client utilise un syst\u00e8me de notation pour d\u00e9terminer si un client convient \u00e0 ce cours.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Il \u00e9value le prospect sur cinq crit\u00e8res diff\u00e9rents et lui attribue pour chacun une note allant de z\u00e9ro \u00e0 deux.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Si le score total correspond \u00e0 une r\u00e9f\u00e9rence pr\u00e9d\u00e9finie, votre entreprise peut envisager de cibler cette personne.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/0_0-e1607707162681.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/0_0-e1607707162681-1024x497.png\" alt=\"Fiche d&#039;\u00e9valuation du profil client avec fond jaune montrant dans quelle mesure un client id\u00e9al conviendra.\" class=\"wp-image-8070\"\/><\/a><figcaption class=\"wp-element-caption\">Fiche d&#039;\u00e9valuation du profil client montrant dans quelle mesure un client id\u00e9al conviendra.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong><span data-preserver-spaces=\"true\">Exemple #2 \u2013 Profession<\/span><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Chaque type de client est divis\u00e9 en fonction de donn\u00e9es d\u00e9mographiques, de valeurs fondamentales et de canaux de communication pr\u00e9f\u00e9r\u00e9s.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Il comprend un r\u00e9sum\u00e9 d\u00e9crivant la mani\u00e8re dont l\u2019\u00e9quipe marketing doit faire de la publicit\u00e9 aupr\u00e8s de ces personnes.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Vous pouvez travailler aux c\u00f4t\u00e9s de votre \u00e9quipe pour mettre en place des campagnes efficaces qui trouvent un \u00e9cho aupr\u00e8s de chaque segment de votre client\u00e8le.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/customer-profile-segmentation-e1607707190104.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/customer-profile-segmentation.png\" alt=\"Graphique de segmentation du profil client montrant diff\u00e9rents types de clients, chacun avec des d\u00e9tails r\u00e9capitulatifs.\" class=\"wp-image-8062\"\/><\/a><figcaption class=\"wp-element-caption\">Graphique de segmentation du profil client montrant diff\u00e9rents types de clients, chacun avec des d\u00e9tails r\u00e9capitulatifs.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong><span data-preserver-spaces=\"true\">Exemple #3 \u2013 Persona<\/span><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">La cr\u00e9ation de profils d&#039;acheteurs vous aidera \u00e0 d\u00e9terminer votre strat\u00e9gie marketing. Elle met en \u00e9vidence qui sont les acheteurs, leurs obstacles actuels et les objectifs qu&#039;ils tentent d&#039;atteindre.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Il cr\u00e9e une feuille de route vers le succ\u00e8s en plongeant plus profond\u00e9ment dans les personnalit\u00e9s des clients, vous aidant \u00e0 comprendre l&#039;individu et en r\u00e9pertoriant toutes les informations essentielles que nous devons conna\u00eetre sur ce type de client.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Cela comprend des donn\u00e9es d\u2019arri\u00e8re-plan, des donn\u00e9es d\u00e9mographiques et des identifiants comportementaux.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Consid\u00e9rez-le comme un document vivant que vous pouvez continuer \u00e0 affiner, en utilisant des donn\u00e9es r\u00e9elles de vos clients r\u00e9els, pour d\u00e9velopper davantage la pr\u00e9cision de vos personas.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-2.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-2.png\" alt=\"carte de personnalit\u00e9 client avec photo et d\u00e9tails de base\" class=\"wp-image-8071\"\/><\/a><figcaption class=\"wp-element-caption\">Voici un exemple de profil client, d\u00e9taillant les objectifs, les frustrations, le type de personnalit\u00e9 et d&#039;autres informations de base.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Cartographie de l\u2019empathie \u2013 Pourquoi est-ce efficace ? Qu\u2019est-ce que c\u2019est ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cartes d&#039;empathie <span style=\"font-weight: 400;\">donner un aper\u00e7u de qui est un utilisateur dans son ensemble, servant de<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><b>visualisation collaborative<\/b><span style=\"font-weight: 400;\"> utilis\u00e9 pour expliquer ce que nous savons d&#039;un utilisateur particulier.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La cartographie de l&#039;empathie \u00e9galement :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Externalise les connaissances sur les utilisateurs.<\/span><\/li>\n\n\n\n<li>Cr\u00e9e une compr\u00e9hension partag\u00e9e des besoins d&#039;un client.<\/li>\n\n\n\n<li>Aide \u00e0 la prise de d\u00e9cision.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Les cartes d\u2019empathie traditionnelles sont divis\u00e9es en 4 quadrants (dit, pense, fait et ressent), avec l\u2019utilisateur ou la personne au milieu.<\/p>\n\n\n<div class=\"wp-block-image none wp-image-8072 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-1-1-e1607707681242.png\" alt=\"Carte d&#039;empathie client avec 4 carr\u00e9s - dit, pense, fait, ressent - avec une photo de la t\u00eate au centre.\" class=\"wp-image-8072\"\/><figcaption class=\"wp-element-caption\">Voici un exemple de la structure d\u2019une carte d\u2019empathie client traditionnelle avec 4 carr\u00e9s et une photo au centre.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>DIT<\/strong>:Ce que le client dit \u00e0 voix haute : citations textuelles et directes issues de recherches.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Exemple:\u00a0 <\/strong>\u00ab<em>Je veux quelque chose de fiable.<\/em>&quot;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>PENSE<\/strong>:Ce que le client pense tout au long de l&#039;exp\u00e9rience.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Exemple:\u00a0 <\/strong>\u00ab<em>C&#039;est vraiment difficile \u00e0 comprendre.<\/em>&quot;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>FAIT<\/strong>:Les actions que le client entreprend. Quelles actions physiques les clients entreprennent-ils ?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Exemple:\u00a0 <\/strong>Faites le tour des magasins pour comparer les prix.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SENTIMENTS<\/strong>:L&#039;\u00e9tat \u00e9motionnel du client. Qu&#039;est-ce qui l&#039;inqui\u00e8te ou l&#039;excite ?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Exemple:\u00a0 <\/strong>Confus \u2013 Trop d\u2019informations trompeuses.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">La cartographie de l\u2019empathie consiste \u00e0 comprendre le client \u00e0 un niveau \u00e9motionnel et relationnel plus profond.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Les indicateurs cl\u00e9s de performance que vous souhaitez mesurer incluent\u00a0:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cycle de vie<\/strong> \u2013 Taux de conversion, taux de vente incitative, taux de renouvellement, valeur vie client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Num\u00e9ros et tarifs<\/strong> \u2013 Taux de rebond, taux de clics, r\u00e9clamations clients, trafic direct.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Satisfaction<\/strong> \u2013 Indice de satisfaction client, Intention de Rachat, Satisfaction de l\u2019interaction.<\/p>\n\n\n<div class=\"wp-block-image none wp-image-8073 size-full\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-2-1-e1607707992518.png\" alt=\"Graphique de satisfaction client avec 5 cercles indiquant diff\u00e9rents degr\u00e9s de satisfaction en pourcentages.\" class=\"wp-image-8073\"\/><figcaption class=\"wp-element-caption\">Graphique de satisfaction client avec 5 cercles indiquant diff\u00e9rents degr\u00e9s de satisfaction en pourcentages.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Exemples de cartographie de l&#039;empathie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Jetons un \u0153il \u00e0 quelques exemples de ce \u00e0 quoi ressemble la cartographie de l\u2019empathie\u00a0:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-3.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-3.png\" alt=\"Exemple de cartographie d&#039;empathie avec 4 carr\u00e9s - dit, pense, fait, ressent - avec une photo de la t\u00eate au centre.\" class=\"wp-image-8074\"\/><\/a><figcaption class=\"wp-element-caption\">Exemple de cartographie d&#039;empathie avec 4 carr\u00e9s - dit, pense, fait, ressent - avec une photo de la t\u00eate au centre.<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-4.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/unnamed-4.png\" alt=\"&quot;\" class=\"wp-image-8075\"\/><\/a><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cartographie des exp\u00e9riences : pourquoi est-ce efficace ? Qu&#039;est-ce que c&#039;est ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Une carte d\u2019exp\u00e9rience se concentre sur une compr\u00e9hension g\u00e9n\u00e9rale et de haut niveau du comportement humain pour atteindre un objectif particulier.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une carte d&#039;exp\u00e9rience est ind\u00e9pendante des produits et des services.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les cartes d\u2019exp\u00e9rience sont g\u00e9n\u00e9ralement utilis\u00e9es avant m\u00eame de commencer \u00e0 concevoir un produit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cela vous aide \u00e0 identifier les opportunit\u00e9s dans votre conception pour att\u00e9nuer et r\u00e9soudre les exp\u00e9riences douloureuses.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/cx-mapping-sample-flow-1024x454-1.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/cx-mapping-sample-flow-1024x454-1.png\" alt=\"un graphique montrant le chemin lin\u00e9aire d&#039;une carte d&#039;exp\u00e9rience client.\" class=\"wp-image-8076\"\/><\/a><figcaption class=\"wp-element-caption\">Les \u00e9l\u00e9ments cl\u00e9s de la cartographie de l&#039;exp\u00e9rience client.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Pourquoi utiliser l&#039;Experience Mapping ?<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Comprendre le comportement humain g\u00e9n\u00e9ral.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Cr\u00e9er une compr\u00e9hension de base d\u2019une exp\u00e9rience ind\u00e9pendante du produit\/service.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Quand l&#039;utiliser ?<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Avant de r\u00e9aliser une cartographie du parcours client, il faut comprendre le comportement humain g\u00e9n\u00e9ral.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Lors de la convergence de plusieurs exp\u00e9riences (ind\u00e9pendantes de l&#039;outil et de l&#039;utilisateur sp\u00e9cifique) en une seule visualisation.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Voyons maintenant un exemple :<\/span><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Paul Sanders souhaite apprendre \u00e0 d\u00e9velopper une strat\u00e9gie marketing int\u00e9gr\u00e9e.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">L\u2019exp\u00e9rience a montr\u00e9 que de nombreux sites de marketing num\u00e9rique n\u2019\u00e9taient pas aussi utiles qu\u2019on l\u2019esp\u00e9rait.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Il d\u00e9couvre Marketer Knows au cours de ses recherches et suit le processus d&#039;inscription.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Customer-Experience-Mapping.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Customer-Experience-Mapping.png\" alt=\"Un exemple de carte d&#039;exp\u00e9rience client montrant leur exp\u00e9rience au cours des \u00e9tapes de leur parcours\" class=\"wp-image-8079\"\/><\/a><figcaption class=\"wp-element-caption\">Un exemple de carte d&#039;exp\u00e9rience client montrant leur exp\u00e9rience au cours des \u00e9tapes de leur parcours.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Voici 5 bonnes raisons d\u2019utiliser une carte d\u2019exp\u00e9rience\u00a0:<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Cela vous aide \u00e0 avoir une vue d&#039;ensemble du parcours de votre client pour mieux comprendre ses besoins et ses difficult\u00e9s.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Il rend la collaboration entre les concepteurs, les d\u00e9veloppeurs et les gestionnaires plus facile, efficace et cibl\u00e9e.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Il facilite l\u2019obtention des r\u00e9sultats souhait\u00e9s en identifiant et en minimisant les exp\u00e9riences client n\u00e9gatives.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Identifie les raisons du d\u00e9sabonnement, les traite et cr\u00e9e l&#039;opportunit\u00e9 de faire revenir les utilisateurs.\u00a0<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Certains des indicateurs cl\u00e9s de performance les plus courants utilis\u00e9s pour mesurer les performances incluent\u00a0:<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Score Net Promoter (NPS)<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Taux de r\u00e9tention<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Taux de d\u00e9sabonnement<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Valeur vie client (CLV)<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Co\u00fbt d&#039;acquisition client (CAC)<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Score d&#039;effort client (CES)<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Satisfaction client (CSAT)<\/span><\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image wp-image-8078 size-large\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/call-center-customer-experience-kpis-lumoa-1024x523.png\" alt=\"un graphique montrant les KPI les plus courants en mati\u00e8re d&#039;exp\u00e9rience client\" class=\"wp-image-8078\"\/><figcaption class=\"wp-element-caption\">un graphique montrant les KPI d&#039;exp\u00e9rience client les plus courants.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><span data-preserver-spaces=\"true\">Cartographie du parcours client : pourquoi est-ce efficace ? Qu&#039;est-ce que c&#039;est ?<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Cartographie du parcours client : une histoire visuelle des interactions de vos clients, ou&nbsp;<\/span><strong><span data-preserver-spaces=\"true\">points de contact<\/span><\/strong><span data-preserver-spaces=\"true\">, d\u00e9terminant les \u00e9tapes o\u00f9 les clients prennent conscience de votre marque.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">\u00c0 chaque \u00e9tape du parcours, il d\u00e9crit ce que les clients pensent, font et vivent.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">L&#039;alignement des points de contact est obtenu en comparant la mani\u00e8re dont les clients interagissent avec votre marque aujourd&#039;hui par rapport au parcours client id\u00e9al - pour trouver des domaines d&#039;opportunit\u00e9.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Pourquoi l&#039;utiliser :<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Cr\u00e9er une approche strat\u00e9gique sur la fa\u00e7on d\u2019optimiser l\u2019exp\u00e9rience client en fonction de ce qu\u2019ils ressentent.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Vous permet d&#039;adapter des tactiques marketing plus personnalis\u00e9es et sp\u00e9cifiques \u00e0 mesure que vous comprenez mieux les points faibles et les sentiments d&#039;un client tout au long de son parcours.<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Essentiel pour optimiser l&#039;exp\u00e9rience client.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Quand l&#039;utiliser :<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">En cours \u2013 il doit \u00eatre trait\u00e9 comme un document vivant qui est mis \u00e0 jour p\u00e9riodiquement.\u00a0<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Lorsque vos clients \u00e9tablissent le premier contact avec votre entreprise.<br><\/span><strong><span data-preserver-spaces=\"true\"><br><\/span><\/strong>Voyons maintenant un exemple :<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/L@TH-__-Customer-journey-example-1.png\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/L@TH-__-Customer-journey-example-1.png\" alt=\"Exemple d&#039;une carte de parcours client montrant les nombreux points de contact et chemins tout au long du parcours.\" class=\"wp-image-8081\"\/><\/a><figcaption class=\"wp-element-caption\">Exemple d&#039;une carte de parcours client montrant les nombreux points de contact et chemins tout au long du parcours.<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Comme vous pouvez le voir dans l\u2019exemple ci-dessus, cette m\u00e9thode :<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Prend en consid\u00e9ration la\u00a0<\/span><strong><span data-preserver-spaces=\"true\">nature non lin\u00e9aire<\/span><\/strong><span data-preserver-spaces=\"true\">\u00a0d&#039;un parcours client.<\/span><\/li>\n\n\n\n<li><strong><span data-preserver-spaces=\"true\">Suit les sentiments qu&#039;ils ressentent \u00e0 cause de leurs exp\u00e9riences<\/span><\/strong><span data-preserver-spaces=\"true\">, les points de contact impliqu\u00e9s et les mesures concr\u00e8tes pour am\u00e9liorer leur exp\u00e9rience.<\/span><\/li>\n\n\n\n<li><strong><span data-preserver-spaces=\"true\">Cela ne s&#039;arr\u00eate pas avec un achat<\/span><\/strong><span data-preserver-spaces=\"true\">; il comprend un suivi et peut \u00eatre mis \u00e0 jour au-del\u00e0 du point d&#039;achat.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Les indicateurs cl\u00e9s de performance que vous souhaitez mesurer incluent\u00a0:<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Score Net Promoter (NPS)<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Satisfaction client (CSAT)<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Engagement avec des appels \u00e0 l&#039;action (CTA)<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span data-preserver-spaces=\"true\">Autres KPI pouvant \u00eatre utilis\u00e9s pour optimiser le parcours<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span data-preserver-spaces=\"true\">Disponibilit\u00e9, vitesse des pages et optimisation mobile<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Trafic de mots cl\u00e9s organiques vers votre site d&#039;assistance<\/span><\/li>\n\n\n\n<li><span data-preserver-spaces=\"true\">Taux d&#039;abandon et taux de rebond<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span data-preserver-spaces=\"true\">Et c&#039;est fini !<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">La cartographie du parcours client peut \u00eatre un outil utile, aidant \u00e0 mieux comprendre le client et son parcours d&#039;achat.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Cela, \u00e0 son tour, am\u00e9liorera vos efforts de marketing en fournissant des informations sur les besoins, les points faibles et les int\u00e9r\u00eats de vos clients, vous permettant de communiquer avec eux plus efficacement.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">N&#039;oubliez pas : si jamais vous vous perdez, arr\u00eatez-vous et v\u00e9rifiez la carte.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Nous esp\u00e9rons que vous avez pu trouver de la valeur ici ! Maintenant, utilisez ces connaissances et allez dans le monde et partagez-les avec tout le monde !<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Voici quelques ressources suppl\u00e9mentaires que vous pouvez consulter \u00e0 votre guise. Si vous avez des commentaires ou des questions, laissez-nous un commentaire ci-dessous\u00a0!<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Merci d&#039;avoir lu !<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span data-preserver-spaces=\"true\">Restez en s\u00e9curit\u00e9. Restez en bonne sant\u00e9.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a class=\"editor-rtfLink\" href=\"https:\/\/www.peterjthomson.com\/2019\/07\/customer-journey-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><span data-preserver-spaces=\"true\">Cartographie du parcours client<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">&nbsp;\u2013 La cartographie du parcours client est un outil formidable qui se situe \u00e0 l&#039;intersection de la conception de l&#039;exp\u00e9rience utilisateur, de la gestion de l&#039;exp\u00e9rience client et de la r\u00e9flexion sur la conception. Elle est \u00e9galement utile pour cartographier la mani\u00e8re dont les diff\u00e9rents points de contact marketing d&#039;une entreprise se connectent.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a class=\"editor-rtfLink\" href=\"https:\/\/leadsrx.com\/blog\/attribution-non-linear-customer-journey\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><span data-preserver-spaces=\"true\">L&#039;attribution est plus importante que jamais dans le parcours client non lin\u00e9aire d&#039;aujourd&#039;hui<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">&nbsp;\u2013 Vous utiliserez ces informations pour renforcer l\u2019exp\u00e9rience de chaque futur client en lui fournissant un moyen meilleur et plus raffin\u00e9 de d\u00e9velopper une relation avec votre marque d\u2019une mani\u00e8re optimale pour lui.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a class=\"editor-rtfLink\" href=\"https:\/\/www.primary-intel.com\/15-for-15\/15-powerful-customer-journey-maps\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><strong><span data-preserver-spaces=\"true\">15 cartes de parcours client puissantes<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">&nbsp;\u2013 Pour guider vos efforts de cartographie de parcours, voici 15 excellents exemples\u00a0!<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\" alt=\"abeille pot de miel\" class=\"wp-image-7256\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Qu&#039;est-ce qu&#039;un parcours client non lin\u00e9aire et comment l&#039;int\u00e9grer \u00e0 votre strat\u00e9gie marketing ? Une carte du parcours client est un excellent outil et une mani\u00e8re visuelle de repr\u00e9senter un processus quelque peu complexe : le chemin emprunt\u00e9 par chaque client lorsqu&#039;il interagit avec votre entreprise. Comprendre ce parcours est la premi\u00e8re \u00e9tape pour r\u00e9soudre le probl\u00e8me.<\/p>","protected":false},"author":4,"featured_media":8058,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[419,40],"tags":[89,93,49,123,70,90,150],"class_list":["post-8054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abm","category-digital-marketing","tag-digital-marketing","tag-digital-marketing-strategy","tag-how-to","tag-marketing","tag-marketing-strategy","tag-marketing-tips","tag-social-media-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"What is a non-linear customer journey, and how do you implement one into your marketing strategy? 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