{"id":826,"date":"2017-09-15T16:30:23","date_gmt":"2017-09-15T14:30:23","guid":{"rendered":"https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/?p=826"},"modified":"2022-04-12T16:12:14","modified_gmt":"2022-04-12T14:12:14","slug":"marketing-de-bouche-a-oreille","status":"publish","type":"post","link":"https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/2017\/09\/15\/marketing-de-bouche-a-oreille\/","title":{"rendered":"Le Marketing de Bouche \u00e0 Oreille"},"content":{"rendered":"<h4 style=\"text-align: left\">Toutes les entreprises utilisent le bouche \u00e0 oreille, et souvent sans m\u00eame le provoquer.<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-829 alignleft\" style=\"text-align: justify\" src=\"https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/DSCN0433-300x225.jpg\" alt=\"\" width=\"300\" height=\"225\" srcset=\"https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/DSCN0433-300x225.jpg 300w, https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/DSCN0433.jpg 500w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: justify\">Il est cependant possible d\u2019aider le bouche \u00e0 oreille \u00e0 progresser et de le faire parler de vous de mani\u00e8re positive. Mais comment faire ? Pascal LECCIA est intervenu lors d&#8217;un club pour nous \u00e9clairer.<\/p>\n<p style=\"text-align: justify\">Tout d\u2019abord, il faut savoir que le marketing de bouche \u00e0 oreille est l\u2019ensemble des outils, techniques et comportements d\u2019une entreprise, ses dirigeants et ses collaborateurs permettant de faciliter la transmission d\u2019informations favorables au d\u00e9veloppement commercial. Cela signifie que tout ce qui \u00e9mane de l\u2019entreprise peut faire parler de vous : votre charte graphique, vos salari\u00e9s, vos sous-traitants, la qualit\u00e9 de vos prestations\u2026 Tous ces \u00e9l\u00e9ments peuvent jouer un r\u00f4le positif ou n\u00e9gatif dans l\u2019exp\u00e9rience client.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify\">Afin de vous assurer d\u2019avoir des appr\u00e9ciations positives sur votre entreprise, il y a 7 r\u00e8gles d\u2019or \u00e0 respecter :<\/p>\n<ul style=\"text-align: justify\">\n<li>Assurer la prestation pour laquelle le client vous paye<\/li>\n<li>Consid\u00e9rer que chaque personne dans l\u2019entreprise joue un r\u00f4le dans le bouche \u00e0 oreille (salari\u00e9s, sous-traitants\u2026etc)<\/li>\n<li>Consid\u00e9rer que tout ce qui \u00e9mane de l\u2019entreprise joue un r\u00f4le dans le bouche \u00e0 oreille<\/li>\n<li>\u00catre digne d\u2019int\u00e9r\u00eat<\/li>\n<li>Rendre les gens heureux par l\u2019exp\u00e9rience v\u00e9cue avec vous<\/li>\n<li>Agir pour que les gens aient confiance en vous.<\/li>\n<li>Faciliter la diffusion de l\u2019information.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify\">D\u00e9velopper votre marketing de bouche \u00e0 oreille :<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-830 aligncenter\" src=\"https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/20170912-INALZA-Optimisez-votre-Bouche-\u00e0-Oreille-Atelier-R\u00e9seau-entreprendre-300x169.jpg\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/20170912-INALZA-Optimisez-votre-Bouche-\u00e0-Oreille-Atelier-R\u00e9seau-entreprendre-300x169.jpg 300w, https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/20170912-INALZA-Optimisez-votre-Bouche-\u00e0-Oreille-Atelier-R\u00e9seau-entreprendre-768x432.jpg 768w, https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/20170912-INALZA-Optimisez-votre-Bouche-\u00e0-Oreille-Atelier-R\u00e9seau-entreprendre-1024x576.jpg 1024w, https:\/\/www.reseau-entreprendre.org\/seine-et-marne\/wp-content\/uploads\/sites\/20\/2017\/09\/20170912-INALZA-Optimisez-votre-Bouche-\u00e0-Oreille-Atelier-R\u00e9seau-entreprendre.jpg 1280w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: justify\">Le marketing de bouche \u00e0 oreille est une communication qui fonctionne et attire un certain nombre de clients. Il est donc important de veiller \u00e0 ce que les gens disent du bien de votre entreprise.<\/p>\n<p style=\"text-align: justify\">Mais pourquoi les gens parlent de vous ? C\u2019est g\u00e9n\u00e9ralement :<\/p>\n<ul style=\"text-align: justify\">\n<li>Une exp\u00e9rience produit \/ service v\u00e9cue (positive ou n\u00e9gative)<\/li>\n<li>Un sujet int\u00e9ressant et \/ ou original.<\/li>\n<li>Parce qu\u2019ils ont confiance dans une entreprise honn\u00eate.<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Si vous souhaitez d\u00e9velopper votre marketing de bouche \u00e0 oreille, il faut avant tout savoir identifier vos relais. Ce sont eux qui vont parler de vous, en bien ou en mal :<\/p>\n<ul style=\"text-align: justify\">\n<li>Les clients satisfaits<\/li>\n<li>Les salari\u00e9s enthousiastes<\/li>\n<li>Vos plus grands fans qui ne sont pas des clients<\/li>\n<li>Les professionnels ou prescripteurs<\/li>\n<li>Les clients insatisfaits<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Ces relais parlent de vous pour plusieurs raisons. Par exemple, sans action de votre part, ils parleront de leur exp\u00e9rience client, de l\u2019int\u00e9r\u00eat que peut porter votre entreprise \/ produits \/ services, de ce qui fait votre originalit\u00e9 et plus simplement si une occasion se pr\u00e9sente au cours de leurs conversations.<\/p>\n<p style=\"text-align: justify\">En provoquant le bouche \u00e0 oreille, vous pouvez favoriser les avis positifs sur votre entreprise. Vos relais r\u00e9agiront davantage \u00e0 vos nouveaut\u00e9s, \u00e0 vos actualit\u00e9s, \u00e0 votre originalit\u00e9 et \u00e0 votre engagement.<\/p>\n<p style=\"text-align: justify\">Mais comment trouver de nouveaux sujets ?<\/p>\n<ul style=\"text-align: justify\">\n<li>N\u2019h\u00e9sitez pas \u00e0 demander \u00e0 vos clients comment ils vous ont connu<\/li>\n<li>\u00c9coutez vos (nouveaux) clients<\/li>\n<li>Interrogez vos relais<\/li>\n<li>Observez-vous (\u00e2ge de l\u2019entreprise, nouvelles m\u00e9thodes\u2026)<\/li>\n<li>Observez l\u2019actualit\u00e9 en lien avec votre entreprise<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Ces sujets sont \u00e0 d\u00e9velopper par les deux outils du marketing de bouche \u00e0 oreille. Le premier est l\u2019outil physique (T-shirt, flyers, affiches, repas aux restaurants, rencontres\u2026) et le second le Web (Site internet, r\u00e9seaux sociaux, etc\u2026).<\/p>\n<h3 style=\"text-align: justify\">Les causes d\u2019un bouche \u00e0 oreille n\u00e9gatif :<\/h3>\n<ul style=\"text-align: justify\">\n<li>Manquer d\u2019exigence sur la qualit\u00e9 du travail<\/li>\n<li>Consid\u00e9rer que seuls les commerciaux g\u00e9n\u00e8rent du bouche \u00e0 oreille<\/li>\n<li>\u00catre ennuyeux<\/li>\n<li>\u00catre silencieux<\/li>\n<li>D\u00e9cevoir les gens<\/li>\n<li>Tromper les clients<\/li>\n<li>Compliquer la diffusion de l\u2019information<\/li>\n<li>Laisser continuer des discussions n\u00e9gatives sur vous<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Il faut savoir qu\u2019un client m\u00e9content envoie un message n\u00e9gatif \u00e0 5 personne en moyenne. Cependant, un client m\u00e9content, qui devient content, envoie un message positif \u00e0 10 personnes ! Il est donc tr\u00e8s important de ne pas laisser les discussions n\u00e9gatives sur vous continuer et d\u2019essayer de r\u00e9gler les \u00e9ventuels probl\u00e8mes.<\/p>\n<p style=\"text-align: justify\"><em>Ce compte rendu a \u00e9t\u00e9 r\u00e9dig\u00e9 pour information uniquement, par R\u00e9seau Entreprendre Seine &amp; Marne, sans relecture pr\u00e9alable du conf\u00e9rencier.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toutes les entreprises utilisent le bouche \u00e0 oreille, et souvent<\/p>\n","protected":false},"author":20,"featured_media":841,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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