{"id":25289,"date":"2016-12-15T15:48:48","date_gmt":"2016-12-15T15:48:48","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25289"},"modified":"2016-12-15T15:48:48","modified_gmt":"2016-12-15T15:48:48","slug":"ca-coute-plus-cher-de-ne-satisfaire-client","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/ca-coute-plus-cher-de-ne-satisfaire-client\/","title":{"rendered":"\u00c7a coute plus cher de ne pas satisfaire son client"},"content":{"rendered":"

Petite histoire v\u00e9cue pour montrer comment une enseigne peut d\u00e9penser ses sous pour ne pas satisfaire ses clients \u2026 alors que cela lui aurait co\u00fbt\u00e9 moins cher de lui faire plaisir.<\/p>\n

Bref comment perdre de l\u2019argent en prenant le risque de perdre son client\u00a0!<\/p>\n

Carrefour Montreuil propose une promotion\u00a0: 3 poissons pour le prix de 2, soit 9 euros les 3 au lieu de 4 fois 4,5 euros (prix \u00e0 l\u2019unit\u00e9) = 13,5 euros.<\/p>\n

Probl\u00e8me\u00a0: il me faut 4 poissons\u00a0; je calcule donc qu\u2019\u00e0 partir de 3, le prix unitaire passe \u00e0 3 euros, soit 4 fois 3 euros = 12 euros.<\/p>\n

Que nenni\u00a0: je dois payer 9 euros pour 3 poissons et \u2026 4,5 euros pour le 4\u00e8me<\/sup>, soit 13,5 euros au lieu de 12\u00a0! Soit une diff\u00e9rence de \u2026 1,5 euros, quand m\u00eame.<\/p>\n

Maintenant, on va voir ce que cela va co\u00fbter \u00e0 l\u2019enseigne pour ne pas perdre 1,5 euros \u2013 tout en prenant le risque de perdre la vente ou le client.<\/p>\n

La vendeuse du rayon frais t\u00e9l\u00e9phone \u00e0 son chef de rayon \u2026 qui ne r\u00e9pond pas\u00a0; elle appelle 4 ou 5 num\u00e9ros diff\u00e9rents de suite \u2026 sans r\u00e9ussir \u00e0 toucher le bon interlocuteur\u00a0!<\/p>\n

Enfin on lui r\u00e9pond \u2026 que c\u2019est \u00e0 prendre ou \u00e0 laisser (pour moi, bien \u00e9videmment) = 15 minutes du temps d\u2019une vendeuse, \u00e7a vaut combien\u00a0?<\/p>\n

J\u2019ai failli laisser le poisson sur le comptoir, mais je sentais l\u2019article \u00e0 passer sur mon blog, je voulais aller jusqu\u2019au bout.<\/p>\n

Donc, de retour \u00e0 la maison, je tweete\u00a0et le CM me prend en DM\u00a0; on \u00e9change, on \u00e9change \u2026 et il va envoyer un message au magasin\u00a0!<\/p>\n

\u00c7a vaut combien, la minute de CM\u00a0?<\/p>\n

Le magasin m\u2019envoie un mail, sign\u00e9 du directeur\u00a0: \u00ab\u00a0Je suis sinc\u00e8rement d\u00e9sol\u00e9 que vous n\u2019ayez pas trouv\u00e9 enti\u00e8re satisfaction lors de votre passage dans notre magasin. Soyez assur\u00e9 que nous nous effor\u00e7ons de r\u00e9pondre au mieux \u00e0 l\u2019attente de notre client\u00e8le\u00a0\u00bb.<\/em><\/p>\n

Tout cela pour me dire \u2026 que c\u2019est comme \u00e7a, circulez, il n\u2019y a rien \u00e0 dire\u00a0!<\/p>\n

\u00c7a vaut combien, la minute de directeur de magasin \u2013 plus certainement que les 15 minutes de vendeuse\u00a0?<\/p>\n

Je retweete \u2013 toujours quand je sens \u00e7a cafouille\u00a0; et le CM va transmettre au service consommateur \u2026 qui r\u00e9pond par courrier papier, copie Carrefour Montreuil, que j\u2019ai bien \u00e9videmment tort.<\/p>\n

\u00c7a vaut combien, la minute de Fanny, du service consommateur\u00a0? Plus deux timbres \u00e0 0,65 euros\u00a0: 1,30 euros \u2026 pas loin des 1,5 euros que l\u2019on m\u2019a refus\u00e9.<\/p>\n

Si j\u2019additionne tout cela, on doit arriver \u00e0 10, 20, 30 euros\u00a0? Je n\u2019ai aucune id\u00e9e des salaires des diff\u00e9rents intervenants\u00a0!<\/p>\n

Est-ce r\u00e9ellement stupide de penser \u2013 quand on est consommateur \u2013 que le 4\u00e8me<\/sup> produit achet\u00e9 ne peut pas \u00eatre plus cher que le 3\u00e8me<\/sup>\u00a0? Non, je pense que des tas de gens font le m\u00eame calcul que moi\u00a0!<\/p>\n

\"\"<\/a>Imaginons maintenant que ma vendeuse du magasin, bien brief\u00e9e par un chef de rayon comp\u00e9tent, m\u2019ai fait un beau sourire en me disant \u00ab\u00a0Pas de probl\u00e8me\u00a0\u00bb<\/em>\u00a0: Carrefour aurait \u00e0 la fois gagn\u00e9 des sous et satisfait un client.<\/p>\n

Impossible\u00a0?<\/p>\n

Il y a quelques mois, je d\u00e9couvre une promotion pour une caisse de 6 bouteilles de vin au Carrefour (si la m\u00eame enseigne) de Mouroux\u00a0; j\u2019ai envie de tester et cherche une 2\u00e8me<\/sup> caisse\u00a0: je la d\u00e9couvre plus loin, mais \u2026 plus cher.<\/p>\n

Je m\u2019en ouvre au chef de rayon qui me fait remarquer que ce n\u2019est pas tout \u00e0 fait le m\u00eame produit\u00a0: la caisse la moins ch\u00e8re est mill\u00e9sim\u00e9e de l\u2019an pass\u00e9, l\u2019autre de l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Zut, il a raison, je vais m\u2019\u00e9loigner quand il me dit\u00a0: \u00ab\u00a0Vous en vouliez deux\u00a0? Je vous fais les deux au prix le moins cher\u00a0\u00bb<\/em>\u00a0! Et tout \u00e7a, avec un beau sourire\u00a0: vraiment sympa, alors que je ne demandais rien.<\/p>\n

Tout cela pour dire\u00a0: qu\u2019une politique d\u2019enseigne ne tient gu\u00e8re si les directeurs de magasin ne sont pas dou\u00e9s pour le commerce et ne savent pas former leurs troupes.<\/p>\n

Et qu\u2019il est stupide, une fois que le b\u00eatise est faite, de s\u2019enfermer dans des proc\u00e9dures administratives pour bien dire au client qu\u2019il a tort.<\/p>\n

Et ne me dites pas que je les ai pris en tra\u00eetre\u00a0: j\u2019avais pr\u00e9cis\u00e9 au CM sur Twitter\u00a0: \u00ab\u00a0Une r\u00e9ponse avant que je ne publie tous les \u00e9changes sur mon blog ?\u00a0\u00bb.<\/em><\/p>\n

En plus si les clients ont des blogs\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

Petite histoire v\u00e9cue pour montrer comment une enseigne peut d\u00e9penser ses sous pour ne pas satisfaire ses clients \u2026 alors que cela lui aurait co\u00fbt\u00e9 moins cher de lui faire plaisir. Bref comment perdre de l\u2019argent en prenant le risque de perdre son client\u00a0! Carrefour…<\/p>\n","protected":false},"author":2,"featured_media":25290,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[154],"tags":[240,191],"yoast_head":"\n\u00c7a coute plus cher de ne pas satisfaire son client - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/ca-coute-plus-cher-de-ne-satisfaire-client\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c7a coute plus cher de ne pas satisfaire son client - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Petite histoire v\u00e9cue pour montrer comment une enseigne peut d\u00e9penser ses sous pour ne pas satisfaire ses clients \u2026 alors que cela lui aurait co\u00fbt\u00e9 moins cher de lui faire plaisir. 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Question\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2023\/03\/20230221_135004.jpg?fit=441%2C360&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25777,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/booking-la-menace-pas-vraiment-fantome\/","url_meta":{"origin":25289,"position":3},"title":"Booking, la menace (pas vraiment) fant\u00f4me","date":"20 septembre 2018","format":"gallery","excerpt":"Booking, nombreux son les h\u00f4teliers qui se plaignent de leurs conditions g\u00e9n\u00e9rales exorbitantes m\u00eame s\u2019il leur a fallu mettre un tout petit peu d\u2019eau dans leur vin\u00a0; mais pour les particuliers, c\u2019est quand m\u00eame plut\u00f4t pratique. Sauf que parfois, c\u2019est du grand n\u2019importe quoi comme cette chambre payable d\u2019avance pour\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/09\/17-Tozeur-68-Ong-Jmal.jpg?fit=640%2C427&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25665,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/magasin-digital-tres-complique\/","url_meta":{"origin":25289,"position":4},"title":"Magasin et Digital, pas tr\u00e8s compliqu\u00e9 !","date":"2 f\u00e9vrier 2018","format":"gallery","excerpt":"Petite m\u00e9saventure arriv\u00e9e \u00e0 mon copain Jean-F\u00e9lix\u00a0 Biosse Duplan, \u00e0 qui je c\u00e8de la parole \u2013 fa\u00e7on de parler, puisque nous somme sur un blog\u00a0! Enonc\u00e9 : Je voyage beaucoup et j\u2019aime \u00e7a. Pour pr\u00e9parer mes voyages, j\u2019aime bien organiser les \u00e9tapes, le calendrier g\u00e9n\u00e9ral et pour cela, j\u2019ai besoin\u2026","rel":"","context":"Dans "Les copains d'abord"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Claudius_Ptolemy-_The_World.jpg?fit=628%2C450&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26124,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/pecresse-et-pepy-se-moquent-franchement-des-gilets-jaunes\/","url_meta":{"origin":25289,"position":5},"title":"P\u00e9cresse et P\u00e9py se moquent franchement des Gilets Jaunes","date":"16 f\u00e9vrier 2020","format":"gallery","excerpt":"Si j\u2019interpelle ici Guillaume P\u00e9py aux c\u00f4t\u00e9s de Val\u00e9rie P\u00e9cresse, en tant que Pr\u00e9sidente d\u2019\u00cele-de-France Mobilit\u00e9s, ce n\u2019est pas que je suis pass\u00e9 \u00e0 c\u00f4t\u00e9 de son remplacement \u00e0 la t\u00eate de la SNCF par Jean-Pierre Farandou, mais parce que cette triste histoire trouve ses sources sous sa pr\u00e9sidence \u2026\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/02\/Saacy-4.jpg?fit=563%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25289"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25289"}],"version-history":[{"count":1,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25289\/revisions"}],"predecessor-version":[{"id":25291,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25289\/revisions\/25291"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25290"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}