{"id":6078,"date":"2024-04-09T13:38:38","date_gmt":"2024-04-09T13:38:38","guid":{"rendered":"https:\/\/www.capkelenn.com\/blog-fr\/information\/coaching-clienteling\/"},"modified":"2025-10-08T13:15:30","modified_gmt":"2025-10-08T13:15:30","slug":"coaching-clienteling","status":"publish","type":"post","link":"https:\/\/www.capkelenn.com\/fr\/blog-fr\/coaching-clienteling\/","title":{"rendered":"Coaching Clienteling"},"content":{"rendered":"<p>[vc_row full_width=\u00a0\u00bbstretch_row_content_no_spaces\u00a0\u00bb el_class=\u00a0\u00bbcabecera-post-blog\u00a0\u00bb][vc_column][vc_single_image source=\u00a0\u00bbfeatured_image\u00a0\u00bb img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_custom_heading source=\u00a0\u00bbpost_title\u00a0\u00bb font_container=\u00a0\u00bbtag:h1|text_align:left\u00a0\u00bb use_theme_fonts=\u00a0\u00bbyes\u00a0\u00bb el_class=\u00a0\u00bbcolor-blanco\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"ult-spacer spacer-69f1c1fbf098c\" data-id=\"69f1c1fbf098c\" data-height=\"30\" data-height-mobile=\"30\" data-height-tab=\"30\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][\/vc_row][vc_row gap=\u00a0\u00bb35&Prime;][vc_column][vc_column_text]<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #7fbccb;\"><b>Le clienteling, c\u2019est quoi?<\/b>\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\">Le clienteling est une strat\u00e9gie de marketing retail ax\u00e9e sur la fid\u00e9lisation active des clients. C\u2019est l\u2019art de garder un lien \u00e9troit avec les clients \u00e0 fort potentiel pour stimuler les ventes. Dans le secteur du luxe, l\u2019objectif est de cultiver des <strong>relations individuelles extr\u00eamement personnalis\u00e9es, <\/strong>en transformant des \u00ab transactions \u00bb en<strong> relations clients durables.<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #7fbccb;\"><b><span lang=\"EN-US\">Le clienteling est-il uniquement une affaire de technologie?<\/span><\/b><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p>Aujou<span style=\"color: #000000;\">rd\u2019hui, de nombreuses marques \u00e9quipent leurs vendeurs en magasin avec des solutions clienteling avanc\u00e9es. Munis d\u2019une tablette, les conseillers peuvent identifier leurs clients, consulter leur historique (en ligne et en magasin), leurs pr\u00e9f\u00e9rences, go\u00fbts, voire leurs derniers \u00ab likes \u00bb sur le Web \u2014 comme d\u00e9crit dans\u00a0<i>Le Vendeur Connect\u00e9<\/i>\u00a0par Beno\u00eet Mah\u00e9.<\/span><br \/>\n<span style=\"color: #000000;\">La technologie rend possible une relation \u00e0 360\u00b0, avec des services comme le click &amp; collect en boutique, le paiement mobile sans passer par la caisse, l\u2019acc\u00e8s \u00e0 des catalogues en ligne, des conseils personnalis\u00e9s, etc.<\/span><br \/>\n<span style=\"color: #000000;\">Mais cela ne suffit pas : le conseiller client doit \u00eatre\u00a0<b>la pierre angulaire du parcours client<\/b>, l\u2019incarnation de la relation omnicanale.\u00a0<span lang=\"EN-US\">Et les directeurs de magasin doivent\u00a0<strong>coacher<\/strong>\u00a0leurs \u00e9quipes dans l\u2019usage du clienteling.<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #7fbccb;\"><b><span lang=\"EN-US\">7 Techniques pour coacher autour du clienteling<\/span><\/b><\/span><\/h2>\n<p style=\"text-align: justify;\"><em><strong><span style=\"color: #808080;\">Des questions de coaching puissantes adapt\u00e9es \u00e0 chaque technique<\/span><\/strong><\/em><\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"text-align: justify;\"><span style=\"color: #7fbccb;\"><b>1. Inspirer et \u00ea<span style=\"color: #7fbccb;\">tre un<\/span> mod\u00e8le:<\/b><\/span><\/h3>\n<ul style=\"font-weight: 400;\">\n<li>En tant que responsable de magasin, appliquez-vous vous-m\u00eame un clienteling efficace. \u00cates-vous une r\u00e9f\u00e9rence aux yeux de vos \u00e9quipes dans le suivi client ?<\/li>\n<li>Et si vous \u00eates responsable r\u00e9gional ou national, quand vous visitez un magasin, prononcez le nom des collaborateurs, c\u00e9l\u00e9brez leurs anniversaires \u2014 de la m\u00eame mani\u00e8re que vous souhaiteriez qu\u2019ils le fassent avec leurs clients ?<\/li>\n<li>Ne pr\u00e9tendez pas promouvoir une \u00ab excellente exp\u00e9rience clienteling client \u00bb si votre \u00ab exp\u00e9rience clienteling employ\u00e9 \u00bb est m\u00e9diocre.<\/li>\n<\/ul>\n<h3><strong style=\"color: #7fbccb;\">2. Collecter les donn\u00e9es<\/strong><\/h3>\n<ul style=\"font-weight: 400;\">\n<li>C\u2019est la premi\u00e8re \u00e9tape pour construire une relation durable. Chaque conseiller doit enrichir le profil client via le CRM, en demandant les bonnes informations avec tact et naturel.<\/li>\n<li><span style=\"color: #000000;\">Une adresse e\u2011mail incorrecte ou un num\u00e9ro de t\u00e9l\u00e9phone erron\u00e9 peuvent gravement nuire \u00e0 l\u2019efficience du clienteling.<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Question de coaching<\/strong>\u00a0: quel pourcentage de vos nouveaux contacts du mois pass\u00e9 sont joignables \u00e0 100 % ?<\/span><\/li>\n<\/ul>\n<h3><strong style=\"color: #7fbccb;\">3. G\u00e9rer strat\u00e9giquement la base de donn\u00e9es clients<\/strong><\/h3>\n<ul style=\"font-weight: 400;\">\n<li><span style=\"color: #000000;\">On distingue souvent les profils chasseurs (ax\u00e9s sur la conversion) et cultivateurs (ax\u00e9s sur le suivi). Un excellent clienteling combine les deux : convertir et construire un portefeuille relationnel, comme en B2B.<\/span><\/li>\n<li><span style=\"color: #000000;\">Dans le luxe, le conseiller doit incarner le prestige de la maison tout en \u00e9tant cr\u00e9atif et innovant pour offrir des exp\u00e9riences de marque uniques.<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Questions de coaching<\/strong>\u00a0:<\/span>\n<ul>\n<li><span style=\"color: #000000;\">Combien de VIC (Very Important Clients) avez-vous r\u00e9alis\u00e9s ? Qu\u2019est\u2011ce qui vous rendrait fier ?<\/span><\/li>\n<li><span style=\"color: #000000;\">Qui sont vos 10 meilleurs clients ?<\/span><\/li>\n<li><span style=\"color: #000000;\">Combien d\u2019heures par semaine consacre<\/span>z-vous au contact client ?<\/li>\n<li>Quel est le go\u00fbt principal de votre client n\u00b0\u202f4 dans le top 10 ?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"color: #7fbccb;\"><strong>4. Soigner la communication \u00e9crite (e\u2011mail, WhatsApp\u2026)<\/strong><\/span><\/h3>\n<ul style=\"font-weight: 400;\">\n<li><span style=\"color: #000000;\">Si le manager observe les interactions clients, il doit aussi analyser les messages \u00e9crits. La qualit\u00e9 de la communication \u00e9crite fixe une norme.<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Questions de coaching<\/strong>\u00a0:<\/span>\n<ul>\n<li><span style=\"color: #000000;\">Et si on relisait les 10 derniers e\u2011mails envoy\u00e9s (r\u00e9daction, ton, personnalisation) ? Comment les noteriez-vous sur 10 ?<\/span><\/li>\n<li><span style=\"color: #000000;\">Vos derniers messages WhatsApp \u00e9taient-ils vraiment personnalis\u00e9<\/span>s ?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"color: #7fbccb;\"><strong>5. Mettre \u00e0 jour les tableaux de bord<\/strong><\/span><\/h3>\n<ul style=\"font-weight: 400;\">\n<li>En compl\u00e9ment des KPI classiques (taux de conversion, panier moyen, UPT), int\u00e9grez des indicateurs clienteling :\n<ul>\n<li>Revenus g\u00e9n\u00e9r\u00e9s par rendez\u2011vous : quel pourcentage de vos ventes totales provient de rendez\u2011vous ?<\/li>\n<li>Contactabilit\u00e9 : quel pourcentage de vos clients du mois pr\u00e9c\u00e9dent sont joignables \u00e0 100 % ?<\/li>\n<li>R\u00e9tention : quelle proportion de votre client\u00e8le ach\u00e8te au moins une fois par an ?<\/li>\n<li>R\u00e9p\u00e9tition : qui sont vos Hot Repeaters ? Combien de fois vos clients du top 10 ach\u00e8tent-ils par an ?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"color: #7fbccb;\"><strong>6. Relier les KPI op\u00e9rationnels aux KPI clienteling<\/strong><\/span><\/h3>\n<ul style=\"font-weight: 400;\">\n<li><span style=\"color: #000000;\">Les clients r\u00e9currents d\u00e9pensent souvent plus par transaction et ach\u00e8tent plus fr\u00e9quemment.<\/span><\/li>\n<li><span style=\"color: #000000;\"><strong>Questions de coaching<\/strong>\u00a0:<\/span>\n<ul>\n<li><span style=\"color: #000000;\">Quel KPI client serait le plus impactant pour vos r\u00e9sultats quotidiens ?<\/span><\/li>\n<li><span style=\"color: #000000;\">Combien de Hot Repeaters seriez-vous<\/span> fier de convertir en VIC cette ann\u00e9e ?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><span style=\"color: #7fbccb;\"><strong>7. Le Morning Brief<\/strong><\/span><\/h3>\n<ul style=\"font-weight: 400;\">\n<li>C\u2019est un rituel cl\u00e9 pour promouvoir le clienteling.<\/li>\n<li>Valorisez les bonnes pratiques, partagez les meilleurs messages ou exemples lors du briefing du matin.<\/li>\n<li>Proposez des jeux de r\u00f4le, des simulations d\u2019appels pour prendre des rendez\u2011vous.<\/li>\n<li>Lancez des quiz, par exemple :\n<ul>\n<li>Comment s\u2019appellent les enfants de ce client ?<\/li>\n<li>Quelle description vous a-t\u2011il faite de son style ?<\/li>\n<li>Quels mod\u00e8les de sacs a achet\u00e9 votre top client n\u00b0\u202f1 ?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #7fbccb;\"><b>Une histoire de clienteling exceptionnel<\/b><\/span><\/h2>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Un auteur et conf\u00e9rencier europ\u00e9en arrive \u00e9puis\u00e9 dans un h\u00f4tel de Bogot\u00e1 apr\u00e8s 13 heures de vol. En entrant dans sa chambre, il d\u00e9couvre avec \u00e9tonnement : une bouteille de Perrier \u00e0 son nom, une eau d\u2019\u00c9vian personnalis\u00e9e, et sur une table une s\u00e9lection de jambon\/fromage avec des drapeaux portant le titre de son dernier livre. Il est boulevers\u00e9.<\/p>\n<p style=\"font-weight: 400;\">Comment l\u2019h\u00f4tel a\u2011t\u2011il su ? Lors d\u2019un passage deu<span style=\"color: #000000;\">x mois plus t\u00f4t, une employ\u00e9e de la r\u00e9ception, en enregistrant son adresse e\u2011mail, lui avait demand\u00e9 son activit\u00e9 \u2014 il avait alors \u00e9voqu\u00e9 le titre de son ouvrage. Cette employ\u00e9e a \u00e0 la fois su d\u00e9couvrir une information personnelle et la consigner dans leur CRM. Deux mois plus tard, cette donn\u00e9e se transforme en\u00a0<strong>moment WOW<\/strong>.<\/span><\/p>\n<p style=\"font-weight: 400;\"><span style=\"color: #000000;\">Cette anecdote illustre le pouvoir de la data coupl\u00e9 \u00e0 une touche humaine authentique \u2014 non pour simplement satisfaire, mais pour \u00e9merveiller, souvent. C\u2019est l\u2019art et la science d\u2019un clienteling durable.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><i><span style=\"font-weight: 400;\">Benoit Mah\u00e9<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Coach MCC<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">CEO CapKelenn<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">\u00a0<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><strong><i>CapKelenn dans le retail de luxe<\/i><\/strong><\/p>\n<p style=\"text-align: justify;\"><em>CapKelenn est un acteur de r\u00e9f\u00e9rence dans le retail de luxe, d\u00e9livrant la\u00a0<b>premi\u00e8re certification mondiale en Retail Coaching<\/b>. Nous formons des managers-coachs dans 12 langues, sur 5 continents, avec des r\u00e9sultats rapides, visibles et durables, afin de cr\u00e9er des exp\u00e9riences clients m\u00e9morables et personnalis\u00e9es.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.capkelenn.com\/fr\/\"><i><span style=\"font-weight: 400;\">www.capkelenn.com<\/span><\/i><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">info@capkelenn.com<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<div class=\"addtoany_shortcode\"><div class=\"a2a_kit a2a_kit_size_32 addtoany_list\" data-a2a-url=\"https:\/\/www.capkelenn.com\/fr\/blog-fr\/coaching-clienteling\/\" data-a2a-title=\"Coaching Clienteling\"><a class=\"a2a_dd addtoany_no_icon addtoany_share_save addtoany_share\" href=\"https:\/\/www.addtoany.com\/share\">Partager des nouvelles<\/a><\/div><\/div>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Strat\u00e9gie de marketing de d\u00e9tail bas\u00e9e sur la fid\u00e9lisation active de la client\u00e8le.<\/p>\n","protected":false},"author":3,"featured_media":6157,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47],"tags":[],"class_list":["post-6078","post","type-post","status-publish","format-standard","hentry","category-blog-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Clienteling: Strat\u00e9gie de marketing de d\u00e9tail | CapKelenn<\/title>\n<meta name=\"description\" content=\"Le clienting est une strat\u00e9gie de marketing de d\u00e9tail bas\u00e9e sur la fid\u00e9lisation active de la client\u00e8le afin de cr\u00e9er et d&#039;augmenter les ventes.\" \/>\n<meta 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