{"id":5875,"date":"2018-01-21T19:15:58","date_gmt":"2018-01-22T00:15:58","guid":{"rendered":"http:\/\/service-conseil-cm.com\/?p=5875"},"modified":"2019-08-29T12:25:22","modified_gmt":"2019-08-29T17:25:22","slug":"portefeuille-de-clientele","status":"publish","type":"post","link":"https:\/\/www.corinemarkey.com\/service\/blog\/portefeuille-de-clientele\/","title":{"rendered":"Un portefeuille de client\u00e8le cibl\u00e9 et vari\u00e9, gage de p\u00e9rennit\u00e9 de votre organisation"},"content":{"rendered":"
\"Une<\/a>

Une client\u00e8le cibl\u00e9e et vari\u00e9e, gage de p\u00e9rennit\u00e9 de votre organisation<\/p><\/div>\n

Quels sont les avantages d’avoir un portefeuille de client\u00e8le cibl\u00e9 et vari\u00e9 ?<\/h2>\n

Lorsque je regarde la composition du portefeuille de clients des organisations dans lesquelles j\u2019interviens, il y a souvent plusieurs segments ou cat\u00e9gories de clients. Cela demande une gestion de l\u2019exp\u00e9rience client<\/strong> adapt\u00e9e \u00e0 chaque segment et permet de diversifier le risque<\/strong> attach\u00e9 \u00e0 avoir une seule sorte de client.<\/p>\n

Parfois c\u2019est improvis\u00e9. Le portefeuille de client s\u2019\u00e9tant modifi\u00e9 au cours du temps sans r\u00e9flexion strat\u00e9gique.<\/p>\n

Voici 3 grandes cat\u00e9gories de clients qui peuvent composer votre portefeuille de client\u00e8le.<\/h3>\n

Il n\u2019est pas obligatoire d\u2019avoir les 3 pour qu\u2019une organisation ait un portefeuille de client\u00e8le sain.<\/strong><\/p>\n

\u25cf Le B2C, business to customer<\/strong>, vente au d\u00e9tail. Repr\u00e9sente souvent de nombreuses transactions ayant un cycle de vente court (cash-flow). Des risques et une rentabilit\u00e9 limit\u00e9s. Avec une composante \u00e9motionnelle forte. En effet, les clients exigent un service personnalis\u00e9 avec peu de marge de man\u0153uvre. Beau d\u00e9fi d\u2019optimisation !<\/p>\n

\u25cf Le B2B, business to business<\/strong>, vente \u00e0 une autre entreprise. Repr\u00e9sente souvent moins de quantit\u00e9s avec un cycle de vente plus long. Une complexit\u00e9 et des risques plus importants. Une composante \u00e9motionnelle moins intense que dans le B2C, mais quand m\u00eame pr\u00e9sente. La marge b\u00e9n\u00e9ficiaire est suppos\u00e9e plus confortable avec un d\u00e9fi de gestion du cash-flow.<\/p>\n

\u25cf Le B2G, business to government<\/strong>, vente au secteur public. Sur invitation ou via le syst\u00e8me d\u2019appel d\u2019offres SEAO a quant \u00e0 lui un cycle de vente souvent plus long. La composante \u00e9motionnelle est absente car un comit\u00e9 de d\u00e9cideurs choisit selon une grille de crit\u00e8res objectifs. Avec une possibilit\u00e9 de devoir faire une pr\u00e9sentation. La complexit\u00e9 et le risque sont plus importants. Une marge b\u00e9n\u00e9ficiaire plus confortable demande aussi une bonne gestion du cash-flow.<\/p>\n

Le fait de se mettre dans les souliers du client pour personnaliser son exp\u00e9rience tout en convenant de standards par segments de client\u00e8le permet de maintenir une satisfaction des clients \u00e9lev\u00e9e et de pr\u00e9server la marge b\u00e9n\u00e9ficiaire.<\/h3>\n

Bref, bien g\u00e9rer son portefeuille de client\u00e8le.<\/h3>\n

Si vous avez le d\u00e9fi d\u2019am\u00e9liorer l\u2019exp\u00e9rience client<\/a> n\u2019h\u00e9sitez pas \u00e0 nous contacter !<\/h3>\n

Je vous invite \u00e0 vous inscrire \u00e0\u00a0mon infolettre mensuelle du SPLING en affaires.<\/a> Voici le lien vers mes autres articles de blog<\/a>\u00a0 dans lesquels je partage d\u2019autres trucs et observations pour d\u00e9velopper le leadership et optimiser l’organisation !<\/h3>\n

Corine Markey : Coach Professionnelle Certifi\u00e9e, formatrice agr\u00e9\u00e9e et conf\u00e9renci\u00e8re.<\/p>\n","protected":false},"excerpt":{"rendered":"

Quels sont les avantages d’avoir un portefeuille de client\u00e8le cibl\u00e9 et vari\u00e9 ? Lorsque je regarde la composition du portefeuille de clients des organisations dans lesquelles j\u2019interviens, il y a […]<\/p>\n","protected":false},"author":1,"featured_media":5877,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[37,38,39,180,206,337,254,258],"yoast_head":"\nUn portefeuille de client\u00e8le cibl\u00e9 et vari\u00e9, gage de p\u00e9rennit\u00e9 de votre organisation - Service Conseil CM<\/title>\n<meta name=\"description\" content=\"Quels sont les avantages d'avoir un portefeuille de client\u00e8le cibl\u00e9 et vari\u00e9 ? 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