{"id":14112,"date":"2017-07-12T14:28:34","date_gmt":"2017-07-12T14:28:34","guid":{"rendered":"http:\/\/www.customer-alliance.com\/resources\/article\/net-promoter-score\/"},"modified":"2021-04-13T15:00:47","modified_gmt":"2021-04-13T15:00:47","slug":"net-promoter-score","status":"publish","type":"articles","link":"https:\/\/www.customer-alliance.com\/fr\/articles\/net-promoter-score\/","title":{"rendered":"Net Promoter Score \u2013 Le facteur cl\u00e9 de succ\u00e8s"},"content":{"rendered":"<h2><b>Qu\u2019est-ce le Net Promoter Score ?<\/b><\/h2>\n<p><strong>Le Net Promoter Score est un indicateur de satisfaction et de fid\u00e9lit\u00e9 clients qui calcule la probabilit\u00e9 de recommandation d\u2019un produit ou d\u2019un service par ses clients.<\/strong><\/p>\n<p>L\u2019id\u00e9e du Net Promoter Score est relativement r\u00e9cente. Elle a \u00e9t\u00e9 pr\u00e9sent\u00e9 par <em>Fred Reichheld<\/em> en 2003 dans le magazine de management am\u00e9ricain \u201cHarvard Business Review\u201d comme \u00e9tant <strong>\u201cle chiffre qu\u2019il faut faire accro\u00eetre\u201d<\/strong>. Reichheld avait d\u00e9velopp\u00e9 ce concept avec les consultants de \u201c<em>Bain &#038; Company<\/em>\u201d et \u201c<em>Satmetrix<\/em>\u201d. <\/p>\n<p><span style=\"font-weight: 400;\">Aussi complexe que le Net Promoter Score peut para\u00eetre, il ne r\u00e9pond pourtant qu\u2019\u00e0 une seule question simple :<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cSur une \u00e9chelle de 1 \u00e0 10, quelle est la probabilit\u00e9 qu\u2019un client recommande mon \u00e9tablissement \/ h\u00f4tel \u00e0 un coll\u00e8gue ou un ami ?\u201d<\/span><\/i><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2><b>Calculons le Net Promoter Score en prenant comme exemple l\u2019h\u00f4tellerie <\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Si un h\u00f4tel se soumet \u00e0 une \u00e9valuation allant de 1 \u00e0 10, alors ses clients sont divis\u00e9s en trois cat\u00e9gories :  les critiques (<\/span><i><span style=\"font-weight: 400;\">detractors<\/span><\/i><span style=\"font-weight: 400;\">), les passifs (<\/span><i><span style=\"font-weight: 400;\">passives<\/span><\/i><span style=\"font-weight: 400;\">) et les promoteurs (<\/span><i><span style=\"font-weight: 400;\">promoters<\/span><\/i><span style=\"font-weight: 400;\">). <\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"highlight\">\n<ul>\n<li><b>Les critiques<\/b><span style=\"font-weight: 400;\"> : Cette cat\u00e9gorie regroupe les avis atteignant les 6 points ou moins. Ces clients ne sont pas conquis par votre h\u00f4tel et ne deviendront tr\u00e8s probablement pas des habitu\u00e9s. En outre, les critiques repr\u00e9sentent un danger car ils font de la mauvaise publicit\u00e9 \u00e0 votre h\u00f4tel et nuisent ainsi \u00e0 la r\u00e9putation de l\u2019\u00e9tablissement.<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Les passifs<\/b><span style=\"font-weight: 400;\"> : Ceux-ci donnent g\u00e9n\u00e9ralement la note de 7 ou de 8. Ils sont satisfaits de vos services mais ne se g\u00eaneront pas \u00e0 aller chez votre concurrent la prochaine fois s&rsquo;ils y voient des avantages. Ce genre de client\u00e8le n\u2019a aucune influence, positive comme n\u00e9gative, sur les d\u00e9cisions d\u2019achat des futurs clients. <\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Les promoteurs<\/b><span style=\"font-weight: 400;\"> : Dans cette cat\u00e9gorie, on retrouve les habitu\u00e9s qui aiment votre \u00e9tablissement et qui lui donnent la note de 9 ou de 10. Ils repr\u00e9sentent une r\u00e9elle mine d\u2019or car ils ont une valeur ajout\u00e9e par rapport aux clients lambda, \u00e0 savoir recommander votre h\u00f4tel et ainsi vous faire de la publicit\u00e9 gratuite. <\/span><\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Au final, le Net Promoter Score est la <strong>diff\u00e9rence qu\u2019il y a entre les promoteurs et les critiques<\/strong> :<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><b>NPS = les promoteurs (en %) &#8211; les critiques (en %)<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Exemple : Votre h\u00f4tel r\u00e9colte 80% d\u2019avis positifs (9 ou 10 points). A c\u00f4t\u00e9 de cela, 10 % le connotent passivement (7 ou 8 points) et 10% lui donnent une mauvaise appr\u00e9ciation (6 points ou moins).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les avis des critiques sont \u00f4t\u00e9s de ceux des promoteurs, tandis que les avis passifs sont ignor\u00e9s.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>80 &#8211; 10 = 70 <\/strong><\/p>\n<p><strong>En suivant l\u2019exemple ci-dessus, le Net Promoter Score de votre \u00e9tablissement atteindrait donc les 70%.<\/strong><\/p>\n<h2><\/h2>\n<h2><b>Utilisation du Net Promoter Score<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Gr\u00e2ce \u00e0 sa simplicit\u00e9, le Net Promoter Score peut \u00eatre utilis\u00e9 de fa\u00e7on universelle au sein de toutes entreprises. Un simple email avec la question pos\u00e9e ci-dessus sur la recommandation client suffit pour obtenir des informations pertinentes. Si besoin, l\u2019h\u00f4te peut toujours d\u00e9tailler sa r\u00e9ponse dans une zone de texte destin\u00e9e \u00e0 cet effet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le fait qu\u2019une seule question soit pos\u00e9e devrait avoir un effet positif sur les taux de r\u00e9ponse des clients. Beaucoup de retours peuvent ainsi \u00eatre r\u00e9colt\u00e9s, tout en pla\u00e7ant l\u2019h\u00f4te au centre des int\u00e9r\u00eats. Gr\u00e2ce aux donn\u00e9es r\u00e9colt\u00e9es, le Net Promoter Score est calcul\u00e9 et cela donne une impression de la satisfaction client. <strong>Il met en avant des \u00e9ventuels points de vue innovants et attire l\u2019attention sur des potentiels probl\u00e8mes rencontr\u00e9s par votre \u00e9tablissement<\/strong>. A travers cette question authentique, les r\u00e9sultats obtenus sont comparables entre les h\u00f4tels, ce qui facilite le positionnement de votre \u00e9tablissement sur le march\u00e9.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Les critiques du Net Promoter Score<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">La simplicit\u00e9 du concept est \u00e9galement sa plus grosse faiblesse. Beaucoup d&rsquo;entreprises r\u00e9clament une analyse plus approfondie des retours clients. Pourtant, Fred Reichhel avait \u00e9t\u00e9 clair en 2003 lorsqu\u2019il annon\u00e7a que seul la mesure de chiffres ne suffit pas \u00e0 d\u00e9terminer les raisons d\u2019(in)satisfaction des clients. Il faut faire de r\u00e9elles analyses pour conna\u00eetre les raisons d\u2019insatisfaction de vos clients ainsi que les mesures \u00e0 prendre en fonction. Par la suite, cela peut faire durablement augmenter les taux de recommandation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un autre aspect fortement critiqu\u00e9 sont les r\u00e9sultats qui ne sont malheureusement pas inter-culturels. En Allemagne par exemple, les clients ont un comportement diff\u00e9rent face aux questionnaires de satisfaction qu\u2019aux Etats-Unis ou en Grande-Bretagne o\u00f9 l\u2019\u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La probl\u00e9matique qui reste aujourd\u2019hui encore au coeur des d\u00e9bats est dans quelle mesure la simple question du Net Promoter Score devrait-elle \u00eatre meilleure que d\u2019autres questions (p. ex: \u00c0 quel point \u00eates-vous satisfait ? Allez-vous revenir ?).<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Du Net Promoter Score au Net Promoter System<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Malgr\u00e9 les critiques, le NPS s\u2019est fait une place dans nos soci\u00e9t\u00e9s modernes et le concept s\u2019est m\u00eame d\u00e9velopp\u00e9. Le <\/span><i><span style=\"font-weight: 400;\"> Net Promoter Scores<\/span><\/i><span style=\"font-weight: 400;\"> est devenu le<\/span><i><span style=\"font-weight: 400;\">Net Promoter System <\/span><\/i><span style=\"font-weight: 400;\">reli\u00e9 au <\/span><i><span style=\"font-weight: 400;\"><a href=\"http:\/\/www.customer-alliance.com\/fr\/articles\/customer-experience-management\/\" target=\"_blank\" rel=\"noopener\">Customer Experience Management<\/a><\/span><\/i><span style=\"font-weight: 400;\">\u00a0ou <em>Gestion de l&rsquo;Exp\u00e9rience Client<\/em>. Cela aiderait \u00e0 se procurer des informations qualitatives provenant d\u2019avis qui, \u00e0 la base, \u00e9taient seulement quantitatives. De ce fait, les m\u00e9contents peuvent \u00eatre plus vite identifi\u00e9s et contact\u00e9s pour cibler et \u00e9liminer les causes des mauvais avis. Ce sont avant-tout les ambassadeurs de votre h\u00f4tel qui en profitent car ils sont plus facilement identifiables pour des offres sp\u00e9ciales. <\/span><\/p>\n<p>&nbsp;<br \/>\n<b><\/b><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft wp-image-131155\" src=\"http:\/\/www.customer-alliance.com\/wp-content\/uploads\/2021\/04\/unnamed.png\" alt=\"Net Promoter Score\" width=\"721\" height=\"226\" \/><\/p>\n<h2><b> <\/b><b>Tout est compris &#8211; le Net Promoter Score de Customer Alliance <\/b><\/h2>\n<p>Comment appr\u00e9hendez-vous la  satisfaction de vos clients ? Est-ce que vous utilisez toutes les solutions innovantes pr\u00e9sentes sur le march\u00e9 tel le NPS ou encore le Customer Experience Management pour am\u00e9liorer votre r\u00e9putation ? Probablement pas, car justement en tant qu\u2019h\u00f4telier, vous \u00eates sur tous les fronts et manquez souvent de temps.<\/p>\n<p><span style=\"font-weight: 400;\">Chez Customer Alliance, en tant qu\u2019<strong>experts en gestion de la r\u00e9putation en ligne pour l\u2019h\u00f4tellerie-restauration<\/strong>, nous savons pertinemment comment votre \u00e9tablissement peut am\u00e9liorer sa visibilit\u00e9 en ligne et tirer profit de ses avis clients. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nous accompagnons depuis maintenant plus de 7 ans des h\u00f4teliers et des restaurateurs \u00e0 g\u00e9rer la pr\u00e9sence en ligne de leur \u00e9tablissement.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Notre solution, facilement adaptable, propose l\u2019int\u00e9gration du Net Promoter Score sans aucun effort. Il suffit d&rsquo;int\u00e9grer la question pos\u00e9e ci-dessus \u00e0 votre questionnaire et votre Net Promoter Score est calcul\u00e9. Pour approfondir les b\u00e9n\u00e9fices du Net Promoter Score, activez nos fonctions d\u2019analyse qui, par la suite, permettent des recherches de causes \u00e0 effets afin de mieux g\u00e9rer la qualit\u00e9 de vos prestations. Gr\u00e2ce \u00e0 l\u2019analyse s\u00e9mantique, vous pouvez trier vos avis par th\u00e8mes (p. ex: petit d\u00e9jeuner ou service en chambre) ce qui repr\u00e9sente un gain de temps ind\u00e9niable. <\/span><\/p>\n<p><strong>Contactez-nous d\u00e8s maintenant pour d\u00e9couvrir comment Customer Alliance peut vous aider \u00e0 am\u00e9liorer votre Net Promoter Score. <\/strong><\/p>\n<p><a class=\"button golden\" style=\"color: #fff;\" href=\"http:\/\/www.customer-alliance.com\/fr\/demonstration-gratuite\/\" target=\"_blank\u201d\" rel=\"noopener\"> &gt;&gt; Profitez d&rsquo;un entretien gratuit et personnalis\u00e9 sur votre r\u00e9putation en ligne<\/a><\/p>\n","protected":false},"featured_media":30000,"parent":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[],"class_list":["post-14112","articles","type-articles","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Net Promoter Score \u2013 le facteur cl\u00e9 de succ\u00e8s pour des clients satisfaits<\/title>\n<meta name=\"description\" content=\"Comment se faire recommander par ses clients ? 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