{"id":27376,"date":"2018-07-15T22:33:57","date_gmt":"2018-07-15T22:33:57","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=27376"},"modified":"2025-09-11T23:16:55","modified_gmt":"2025-09-12T03:16:55","slug":"etude-de-marche-sur-le-parcours-client","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-recherche-qualitative-et-quantitative\/etude-de-marche-sur-le-parcours-client\/","title":{"rendered":"\u00c9tude de march\u00e9 sur le parcours client"},"content":{"rendered":"

\u00c9tude de march\u00e9 sur le parcours client<\/h1>\n\n\n\n
\"\u00c9tudes<\/figure>\n\n\n\n

<\/p>\n\n\n\n

\n\n\n\n

Comment les entreprises savent-elles ce que veulent leurs clients ?<\/strong> <\/span><\/h2>\n\n\n\n

The best way to figure it out is to get into the customer\u2019s mind. The Customer Journey is like a roadmap.  It explores how the customer becomes interested in a brand and shows their interactions with it. The Customer Journey is defined as the set of experiences that customers go through when interacting with a company and brand.<\/span><\/p>\n\n\n\n

Pourquoi le parcours client est-il si complexe ?<\/h2>\n\n\n\n

How consumers relate to brands started to change over the last five years. Mobile, social media, and other new digital channels have been influential. As a result, the path to purchase is no longer a linear progression. In the past, it went from consideration to identification through information gathering, with the last stop being the decision to buy. However, the rise of digital technology has transformed the way people learn about and interact with brands.<\/span><\/p>\n\n\n\n

The Path to Purchase also used to guide marketing plans and strategies. The modern Customer Journey is now more complicated with the emergence of social media.  Smartphones, the Internet of Things (IoT) and connected media also contribute to the complexity of the Customer Journey. The devices on consumers\u2019 wrists and in their pockets have conditioned them.  Consumers increasingly expect brands to produce the desired results \u2013 the moment they want them. The brand becomes more focused on relationships rather than transactions. Customer Journeys provide a framework to build the bond between brand and consumer.<\/span><\/p>\n\n\n\n

Chemin d'achat<\/h2>\n\n\n\n
\"\u00c9tudes<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Le parcours client et le parcours d\u2019achat pr\u00e9sentent des similitudes et des diff\u00e9rences. Le parcours d\u2019achat fait r\u00e9f\u00e9rence \u00e0 une s\u00e9quence de canaux que les consommateurs utilisent pour effectuer un achat. Le parcours client est l\u2019exp\u00e9rience que vivent les consommateurs lorsqu\u2019ils ach\u00e8tent un article aupr\u00e8s d\u2019une marque.<\/span><\/p>\n\n\n\n

Informations sur les acheteurs<\/h2>\n\n\n\n

Businesses benefit when they understand the opportunities and threats of today\u2019s Customer Journey.  They must also recognize shoppers’ behavior as they interact with their brand in-store or online.  Customer loyalty strategies can help boost profitability, raise engagement and customer retention. These benefits include increased repeat visits and growth of the consumer base.  Another benefit is the boost in average transactional values. Ultimately optimizing the Customer Journey can lead to exceptional customer experiences, customer loyalty and profitability.<\/span><\/p>\n\n\n\n

Les outils de Retail Intelligence sont plus pr\u00e9cis que jamais. Ils permettent aux magasins de ravir les consommateurs avec un service client et des exp\u00e9riences en magasin fantastiques. Par exemple, les vendeurs progressistes peuvent faire plus que simplement examiner les donn\u00e9es des clients. Ils peuvent \u00e9galement utiliser les outils de veille pour pr\u00e9parer les g\u00e9rants de magasin. Les managers pourront alors planifier les travaux. La planification leur permet \u00e9galement d'organiser l'activit\u00e9 de vente. Ils peuvent \u00e9galement attribuer des responsabilit\u00e9s en fonction des visites attendues sur le site Web.<\/span><\/p>\n\n\n\n

Targeted and tailored brand messages have become the norm. Today\u2019s savvy customers not only prefer but also expect them. Still, there\u2019s a catch to using customer data to deliver service. Few buyers want retailers to know their current location. Even fewer want to share their browsing history. Consumers are reluctant to disclose all their details. Still, they want targeted deals. Companies can \u201cmap\u201d their Customer Journeys to ease this reluctance. Customer mapping is helpful for visualizing multiple touchpoints and digging deep into customers\u2019 experiences with a brand.<\/span><\/p>\n\n\n\n

Parcours client B2B<\/h2>\n\n\n\n

Cartographie du parcours client<\/a> for B2B customers involves segmenting them. Marketers base these classifications on what makes B2B customers different such as age and geography. Businesses also map their B2B Customer Journeys based on needs and behaviors. They then detail all the customer touchpoints with their company. The last step is to record the customer responses to these touchpoints.<\/span><\/p>\n\n\n\n

B2B companies can stay ahead of the customer by understanding the opportunities and obstacles in the Customer Journey. This understanding can help them create a great experience and build quality products and services. Building a B2B Customer Journey is like creating one for a retail business. It starts with knowing the customer and how they research and make purchases. Once companies understand the journey, they can offer customized service, provide consistent messaging, and delight their customers.<\/span><\/p>\n\n\n\n

\u00c0 propos du SIS<\/h2>\n\n\n\n

SIS<\/a> has over 40+ years’ experience in Customer Research.  Customer Journey Market Research<\/a> allows companies to identify opportunities and weaknesses in order to boost revenue and satisfaction.  We conduct Qualitative Research, Quantitative Research and Strategy Research that helps companies to understand that rapidly changing Customer Journey.  Key methods include Digital Online Communities, Video Interviews, Focus Groups, Customer Interviews, Surveys and Competitive Analysis.<\/p>\n\n\n\n

Notre emplacement \u00e0 New York<\/h2>\n\n\n\n

\n\n\n\n