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NPS & optimisation du parcours client

Author

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  • Douniazed Filali Boissy

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Comprendre le client. Répondre à ses exigences. Quel défi pour l'entreprise si l'on considère le paradoxe entre le besoin du client d'être satisfait et son aversion pour toute tentative de s'immiscer dans sa vie privée pour mieux combler ses attentes ! Avoir une vision globale des différents stades du cycle de vie des consommateurs est un vrai challenge pour l'entreprise d'aujourd'hui qui considère l'expérience client comme « le nouveau marketing ». La satisfaction client est la clé de la rentabilité de l'entreprise, et elle passe par une posture privilégiant une co-construction avec les clients. Mais comment bien interpréter ce que le consommateur laisse comme indices à l'entreprise ?

Suggested Citation

  • Douniazed Filali Boissy, 2016. "NPS & optimisation du parcours client," Post-Print hal-01512840, HAL.
    • Handle: RePEc:hal:journl:hal-01512840
    as

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    Keywords

    parcours client; expérience client;

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