{"id":14147,"date":"2019-12-16T15:26:27","date_gmt":"2019-12-16T15:26:27","guid":{"rendered":"https:\/\/leger360.com\/il-y-a-leger-metricx-dans-chocolats-favoris\/"},"modified":"2024-02-09T08:45:50","modified_gmt":"2024-02-09T08:45:50","slug":"il-y-a-leger-metricx-dans-chocolats-favoris","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/il-y-a-leger-metricx-dans-chocolats-favoris\/","title":{"rendered":"Il y a un peu de L\u00e9ger dans… Chocolats Favoris : accompagner une entreprise en expansion"},"content":{"rendered":"

L\u00e9ger vous pr\u00e9sente sa s\u00e9rie \u00ab Il y a un peu de L\u00e9ger dans\u2026 \u00bb qui rassemble des \u00e9tudes de cas clients extraordinaires et qui d\u00e9voile les dessous de la recherche marketing.\u00a0<\/em><\/h4>\n

Depuis 2015, L\u00e9ger travaille en partenariat avec Chocolats Favoris afin d\u2019\u00e9valuer et d\u2019am\u00e9liorer l\u2019exp\u00e9rience client en boutique partout au Canada.<\/h3>\n

L\u2019histoire de Chocolats Favoris<\/a>\u00a0<\/span>est<\/span>\u00a0<\/span>unique en son genre.<\/span>\u00a0<\/span><\/b>Fond\u00e9e en 1979,<\/span>\u00a0c\u2019est une trentaine d\u2019ann\u00e9es plus tard, en 2013 plus pr\u00e9cis\u00e9ment,\u00a0<\/span>que\u00a0<\/span>l\u2019entreprise<\/span>\u00a0implant<\/span>e<\/span>\u00a0une strat\u00e9gie d\u2019expansion<\/span>\u00a0<\/span>en ouvrant progressivement plusieurs points de vente<\/span>\u00a0dans tous les coins du Qu\u00e9bec et plus r\u00e9cemment,\u00a0<\/span>dans le reste du Canada<\/span>.\u00a0<\/span>Depuis,\u00a0<\/span>pr\u00e8s d\u2019une cinquantaine de boutiques sont op\u00e9rationnelles sur le territoire canadien<\/span>, d\u2019un bout \u00e0 l\u2019<\/span>autre du pays<\/span>. Voil\u00e0\u00a0<\/span>donc que c\u2019est au tour du\u00a0<\/span>chocolat qu\u00e9b\u00e9cois<\/span>\u00a0de partir<\/span>\u00a0\u00e0 la conqu\u00eate\u00a0<\/span>du monde<\/span>\u00a0!<\/span>\u00a0<\/span><\/p>\n

\"Carr\u00e9s<\/p>\n

Mais,\u00a0<\/span>avant de<\/span>\u00a0partir \u00e0 la conqu\u00eate, il faut d\u2019abord g\u00e9rer la croissance et s\u2019assurer de la qualit\u00e9\u00a0<\/span>du<\/span>\u00a0service\u00a0<\/span>offert\u00a0<\/span>aux clients<\/span>.<\/span>\u00a0C\u2019est le d\u00e9fi de chaque entreprise en expansion\u202f: comment offrir la m\u00eame qualit\u00e9 de service tout en augmentant le volume\u202fd\u2019\u00e9change<\/span>\u00a0de service<\/span>.\u00a0<\/span>Outre l’aspect marketing, il faut penser \u00e0 la formation du personnel, \u00e0 l’uniformit\u00e9 du service offert, \u00e0 la gestion de l\u2019inventaire<\/span>\u00a0et<\/span>\u00a0\u00e0 la transmission des valeurs de l\u2019entreprise.<\/span>\u00a0Et cela, tout en m\u00eame temps<\/span>\u2026<\/span>\u00a0<\/span><\/p>\n

Car le client<\/span>, lui,<\/span>\u00a0<\/span>n\u2019accorde pas d\u2019importance \u00e0<\/span>\u00a0savoir si une entreprise\u00a0<\/span>est\u00a0<\/span>en croissance ou\u00a0<\/span>non<\/span>. Peu\u00a0<\/span>importe\u00a0<\/span>o\u00f9 il se trouve<\/span>,<\/span>\u00a0<\/span>il s\u2018attend toujours \u00e0 recevoir la m\u00eame qualit\u00e9 de service\u00a0<\/span>et\u00a0<\/span>\u00e0\u00a0<\/span>vivre une exp\u00e9rience client similaire.\u00a0<\/span>\u00a0<\/span><\/p>\n

Se mesurer pour s\u2019am\u00e9liorer et accroitre avec succ\u00e8s<\/h3>\n

Pour r\u00e9pondre \u00e0 ce d\u00e9fi, Chocolats Favoris a collabor\u00e9 avec\u202fL\u00e9ger<\/span>\u00a0pour connaitre en temps r\u00e9el la satisfaction client dans tous les points de service de la chocolaterie.<\/span>\u00a0<\/span>Comment mesurer autant la satisfaction globale de nos clients ? C<\/span>omment s\u2019assurer que les clients ressortent<\/span>\u00a0toujours<\/span>\u00a0satisfaits de leur exp\u00e9rience<\/span>, peu importe le point de contact<\/span>\u202f?\u00a0<\/span>Comment\u00a0<\/span>avoir un lien direct au niveau du service<\/span>\u00a0<\/span>client\u00a0<\/span>?\u00a0<\/span>\u00a0<\/span>Tels\u00a0<\/span>\u00e9taient les besoins de Chocolats Favoris\u00a0<\/span>auxquels<\/span>\u00a0L\u00e9ger devait r\u00e9pondre,\u00a0<\/span>d\u2019o\u00f9 la mise en place de la plateforme\u00a0<\/span>VoC<\/span>\u00a0(Voice of the Customer). Depuis ce temps,<\/span>\u00a0tous les clients<\/span>\u00a0ont l\u2019opportunit\u00e9 de commenter leur derni\u00e8re exp\u00e9rience en boutique gr\u00e2ce \u00e0 une invitation mentionn\u00e9e sur leur facture d\u2019achat.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

\"Cr\u00e8me<\/p>\n

Pour Audrey Boisvert, directrice des ventes chez Chocolats Favoris, l\u2019outil\u00a0<\/span>VoC<\/span>\u00a0de L\u00e9ger\u00a0<\/span>permet certes de bien comprendre l\u2019appr\u00e9ciation de leur client, mais aussi de prendre le pouls\u00a0<\/span>en temps r\u00e9el\u00a0<\/span>lorsqu\u2019un nouveau produit est lanc\u00e9.\u00a0<\/span>\u00a0<\/span><\/p>\n

Et si nous avons appris quelque chose chez L\u00e9ger,\u00a0<\/span>c\u2019est que\u00a0<\/span>les Qu\u00e9b\u00e9cois aiment particuli\u00e8rement donner leur opinion quant \u00e0 leur exp\u00e9rience<\/span>\u00a0client<\/span>,\u00a0<\/span>qu\u2019elle soit positive\u00a0<\/span>ou<\/span>\u00a0n\u00e9gative.\u00a0 Ce n\u2019est\u00a0<\/span>pas\u00a0<\/span>un hasard\u00a0<\/span>si<\/span>\u00a0les nouveaux produits<\/span>\u00a0de Chocolats Favoris sont adopt\u00e9s<\/span>\u00a0aussi rapidement<\/span>\u00a0par leur client\u00e8le, puisque l\u2019entreprise prend le temps<\/span>\u00a0de lire<\/span>\u00a0tous les\u00a0<\/span>commentaires de leurs clients<\/span>. Cet \u00e9t\u00e9, un produit a m\u00eame \u00e9t\u00e9 modifi\u00e9 de leur menu\u00a0<\/span>estival<\/span>\u00a0apr\u00e8s quelques semaines,<\/span>\u00a0en partie en raison des commentaires de clients<\/span>\u00a0recueillis gr\u00e2ce aux sondages<\/span>.\u00a0<\/span>C\u2019est ce qu\u2019on\u00a0<\/span>appelle avoir de l\u2019agilit\u00e9.<\/span>\u00a0<\/span><\/p>\n

Une approche \u00e9volutive<\/h3>\n

L\u00e9ger et Chocolats Favoris <\/span>ont<\/span>\u00a0<\/span>aussi<\/span>\u00a0travaill\u00e9 \u00e0 l\u2019\u00e9laboration d\u2019un questionnaire \u00e9valuant\u00a0<\/span>les indicateurs<\/span>\u00a0importants en exp\u00e9rience client en magasin<\/span>. Dans le cas d\u2019une entreprise qui offre un produit frais et comestible, les indicateurs sont in\u00e9vitablement la<\/span>\u00a0satisfaction du temps\u00a0<\/span>d\u2019attente,\u00a0<\/span>l\u2019efficacit\u00e9 du service,\u00a0<\/span>la<\/span>\u00a0courtoisie<\/span>\u00a0des employ\u00e9s<\/span>,<\/span>\u00a0la qualit\u00e9 du produit et\u00a0<\/span>la propret\u00e9<\/span>, l<\/span>\u2019atmosph\u00e8re\u00a0<\/span>du magasin<\/span>, etc<\/span>.\u00a0<\/span>D\u2019autant plus que les\u00a0<\/span>indicateurs<\/span>\u00a0importants<\/span>\u00a0dans la niche de Chocolats Favoris<\/span>\u00a0<\/span>risquent de ne pas changer<\/span>\u00a0\u00e0 t<\/span>ravers le temps, les consommateurs ayant des attentes assez similaires en termes de service \u00e0 la client\u00e8le.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"Cr\u00e8me<\/p>\n

En revanche, c<\/span>e qui tend \u00e0 \u00e9voluer au fil des ans est plut\u00f4t la mesure cr\u00e9\u00e9e pour comparer les performances<\/span>\u00a0entre les points de services<\/span>. Apr\u00e8s une \u00e9valuation\u00a0<\/span>des indicateurs<\/span>, un indice nomm\u00e9\u00a0<\/span>ChocoFav<\/span><\/i>,\u00a0<\/span><\/i>bas\u00e9\u00a0<\/span>sur les indicateurs nomm\u00e9s plus haut, a<\/span>\u00a0\u00e9t\u00e9 cr\u00e9\u00e9\u00a0<\/span>pour\u00a0<\/span>cibler facilement les boutiques les moins performantes et aussi, prendre exemple de celles dignes de mention.\u00a0<\/span>Il est donc possible pour Chocolats Favoris de savoir en temps r\u00e9el quelles boutiques performent et quel<\/span>le<\/span>s\u00a0<\/span>sont celles qui sous<\/span>-performent.\u00a0<\/span>Pour Charles Auger, Vice-Pr\u00e9sident Op\u00e9rations de l\u2019entreprise, l\u2019outil\u00a0<\/span>offre une perspective globale<\/span>\u00a0de l<\/span>\u2019exp\u00e9rience<\/span>\u00a0<\/span>client<\/span>\u00a0et permet de d\u00e9m\u00ealer<\/span>\u00a0le trop<\/span>–<\/span>plein de donn\u00e9es\u00a0<\/span>a<\/span>uxquels toutes<\/span>\u00a0les entreprises font face<\/span>\u00a0pr\u00e9sentement<\/span>.\u00a0<\/span>Ensuite, cela fait partie d<\/span>u travail de Chocolats Favoris\u00a0<\/span>d’identifier les opportunit\u00e9s d’am\u00e9lioration<\/span>,<\/span>\u00a0<\/span>et\u00a0<\/span>de mettre en place un\u00a0<\/span>ca<\/span><\/i>ll to action<\/span><\/i>\u00a0<\/span>plus pr\u00e9cis et plus efficace\u00a0<\/span>en fonction des r\u00e9sultats<\/span>\u00a0obtenus.<\/span>\u00a0<\/span><\/p>\n

Bref,\u00a0<\/span>L\u00e9ger est\u00a0<\/span>fi\u00e8re\u00a0<\/span>de pouvoir collaborer avec une entreprise d\u2019ici et\u00a0<\/span>de\u202fl\u2019accompagner dans son expansion internationale<\/span>. Pour toute entreprise, rester \u00e0 l\u2019\u00e9coute de sa client\u00e8le\u00a0<\/span>constituera toujours un d\u00e9fi<\/span>. Il faut d\u00e9bourser du temps, de l\u2019attention et de<\/span>s ressources<\/span>, et cela, Choco<\/span>lats Favoris<\/span>\u00a0l\u2019a compris.<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u00e9ger vous pr\u00e9sente sa s\u00e9rie \u00ab Il y a un peu de L\u00e9ger dans\u2026 \u00bb qui rassemble des \u00e9tudes de cas clients extraordinaires et qui d\u00e9voile les dessous de la recherche marketing.\u00a0 Depuis 2015, L\u00e9ger travaille en partenariat avec Chocolats Favoris afin d\u2019\u00e9valuer et d\u2019am\u00e9liorer l\u2019exp\u00e9rience client en boutique partout au Canada. L\u2019histoire de Chocolats […]<\/p>\n","protected":false},"author":2,"featured_media":7985,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[58],"post_language_cat":[39],"class_list":["post-14147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","tag-experience-client","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"\nIl y a un peu de L\u00e9ger dans... Chocolats Favoris : accompagner une entreprise en expansion - Leger<\/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:\/\/leger360.com\/fr\/il-y-a-leger-metricx-dans-chocolats-favoris\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il y a un peu de L\u00e9ger dans... 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