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8 mars 2017

Personnaliser la communication … ça veut dire quoi ?

Parce qu'on es tous différents

Tout le monde le sait : tous les clients ne se ressemblent pas, on es tous différents. Nous-même en tant qu’acheteur, on n’aime pas avoir l’impression de n’être qu’un numéro parmi d’autres. Et pourtant en matière de communication, on ne peut pas dire que ce soit très personnalisé en règle général : le même e-mail envoyé à tous les clients, la même promo au même moment … Mais en même temps, comment faire autrement ? Ça veut dire quoi « personnaliser sa communication » et comment peut-on faire ça quand on a une petite entreprise ?

On va essayer de résumer un peu tout ça pour que ce soit plus clair. Déjà il faut noter que la personnalisation de la communication (mais aussi de la relation en règle générale) va concerner avant tout les clients qu’il faut chouchouter, mais aussi les prospects, car quitte à se dépenser pour les attirer, il faut faire les choses bien. Alors faisons un petit tour d’horizon :

Objectif : entretenir une relation privilégiée avec ses clients ; cibler correctement les prospects

Pourquoi : les clients se sentent davantage attachés à l’entreprise, ce qui augmente les ventes à terme (sentiment de reconnaissance) ; les prospects se sentent plus concernés par le message donc passent plus facilement à l’achat

Comment : adopter une communication individualisée en exploitant les données recueillies sur les clients grâce notamment à Internet (on ne parle pas à tout le monde de la même manière, on adapte selon ce qu’on sait de la personne)

Outils : les objets connectés et les réseaux sociaux qui permettent d’obtenir plus de renseignements sur les centres d’intérêts, la géolocalisation …

Difficulté : les petites entreprises n’ont pas forcément les moyens financiers d’utiliser des outils évolués pour connaître les habitudes ou la géolocalisation des clients ; plus on a de clients, plus ça devient difficile de garder une relation de proximité

Solution : même si on ne peut pas se doter d’outils perfectionnés, on peut se faire une base de données informatiques (à déclarer à la CNIL) pour noter au fur et à mesure des informations qui permettront de personnaliser la relation avec les clients ; pour les prospects, Facebook permet de cibler par « audience » quand on fait une publicité, pour ne contacter que des personnes potentiellement intéressées par le sujet

Quelques idées :

  • basique : utiliser le prénom ou le nom complet dans tous les écrits et si possible en face à face, pour personnaliser la relation
  • plus évolué : faire des recommandations en fonction des centre d’intérêts préalablement relevés ou en fonction des précédents achats (par exemple écrire aux fans de foot à l’occasion d’une coupe du monde pour leur dire qu’on leur fait une offre particulière pour l’occasion, faire une suggestion de plat parce qu’on « se souvient » de ce qui avait été commandé la fois précédente …)

Prendre soin de ses clients

L’idée à retenir c’est que la technologie nous facilite la collecte d’informations. Ce serait dommage de ne pas utiliser ces données pour montrer au client qu’il n’est pas qu’un numéro, qu’on tient compte de ses goûts, ses attentes, ses habitudes … C’est d’autant plus important pour les petites entreprises parce que si le client se sent bien chez nous, il n’ira pas voir ailleurs, ce qui assure l’avenir de notre business.

Alors la moindre des choses, c’est au moins de se poser la question : est-ce que j’ai tendance à me comporter avec tout le monde de la même manière ou est-ce que je fais des efforts pour m’adapter à chaque client, le mettre à l’aise, le chouchouter ?

Si tu a pris conscience de l’enjeu et que tu es prêt à poursuivre tes efforts pour personnaliser ta communication, continue de suivre ce blog car il y aura d’autres articles sur le sujet (c’est à mes yeux un enjeu très important pour la réussite d’une entreprise, donc je reviendrai forcément là-dessus). Et côté technique, je suis en train de mettre en place des outils pour te permettre d’enregistrer et d’utiliser les informations au sujet de tes clients. Tu trouveras ça prochainement dans « la boîte à outils de l’entrepreneur », mais en attendant, on peut en discuter ensemble pour échanger nos bonnes pratiques !

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