{
    "id": 937,
    "date": "2020-10-24T18:18:23",
    "date_gmt": "2020-10-24T16:18:23",
    "guid": {
        "rendered": "https:\/\/www.surveyrock.com\/blog\/?p=937"
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    "modified": "2020-10-24T20:39:46",
    "modified_gmt": "2020-10-24T18:39:46",
    "slug": "net-promoter-score-nps-with-online-survey",
    "status": "publish",
    "type": "post",
    "link": "http:\/\/www.surveyrock.com\/blog\/fr\/net-promoter-score-nps-with-online-survey\/",
    "title": {
        "rendered": "Net Promoter Score (NPS) avec une enqu\u00eate en ligne"
    },
    "content": {
        "rendered": "<p>Le Net Promoter Score, ou NPS en abr\u00e9g\u00e9, est un chiffre qui vous indique dans quelle mesure vos clients sont susceptibles de recommander votre produit, service ou entreprise \u00e0 un ami ou un coll\u00e8gue.  Il suffit d'une simple question d'enqu\u00eate comme celle qui suit. <\/p>\n\n\n\n<!--more-->\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8.png\" alt=\"\" class=\"wp-image-938\" width=\"474\" height=\"144\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8.png 632w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8-300x91.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24135322\/image-8-150x46.png 150w\" sizes=\"auto, (max-width: 474px) 100vw, 474px\" \/><figcaption>Question sur le Net Promoter Score<\/figcaption><\/figure>\n\n\n\n<p>Il est calcul\u00e9 en prenant le pourcentage de clients susceptibles de promouvoir votre produit (score de 9 ou 10 = \"promoteurs\") et en soustrayant les clients peu susceptibles de le promouvoir (score de 6 ou moins = \"d\u00e9tracteurs\").  Les personnes qui r\u00e9pondent par 7 ou 8 sont appel\u00e9es \"passives\" et leur nombre n'est utilis\u00e9 que dans le calcul du pourcentage global.  Le Net Promoter Score est tr\u00e8s populaire, notamment en raison de sa simplicit\u00e9 et de sa facilit\u00e9 d'utilisation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Qu'est-ce que le NPS ?<\/h3>\n\n\n\n<p>Le NPS est un c\u00e9l\u00e8bre outil de gestion utilis\u00e9 pour mesurer la satisfaction des clients.  Il est si populaire qu'il est maintenant utilis\u00e9 par <a href=\"https:\/\/fortune.com\/longform\/net-promoter-score-fortune-500-customer-satisfaction-metric\/\" target=\"_blank\" rel=\"noreferrer noopener\">deux tiers des entreprises du Fortune 1000<\/a>.  Il a \u00e9t\u00e9 cr\u00e9\u00e9 par (et est une marque d\u00e9pos\u00e9e de) Frederick Reichheld, Bain &amp; Company et Satmetrix.  Le Net Promoter Score a \u00e9t\u00e9 pr\u00e9sent\u00e9 pour la premi\u00e8re fois dans un article de la Harvard Business Review de d\u00e9cembre 2003 intitul\u00e9 \"<a rel=\"noreferrer noopener\" href=\"https:\/\/hbr.org\/2003\/12\/the-one-number-you-need-to-grow\" target=\"_blank\">Le seul chiffre dont vous avez besoin pour grandir<\/a>&#8220;.<\/p>\n\n\n\n<p>En utilisant notre <a rel=\"noreferrer noopener\" href=\"https:\/\/www.surveyrock.com\/template\/sample-net-promoter-score-nps-survey-template-13509\" target=\"_blank\">mod\u00e8le de sondage<\/a> vous pouvez cr\u00e9er votre propre enqu\u00eate NPS en quelques minutes.  Si la question pr\u00e9sent\u00e9e ci-dessus suffit \u00e0 calculer le score, la meilleure pratique consiste \u00e0 inclure des questions de suivi pour en savoir plus sur vos clients.  <\/p>\n\n\n\n<p>Nous recommandons tout particuli\u00e8rement d'ajouter une question telle que \"Que pouvons-nous faire pour am\u00e9liorer cette [entreprise\/produit\/service] ?\". (inclus dans notre <a href=\"https:\/\/support.surveyrock.com\/support\/solutions\/articles\/4000069988-use-one-of-our-many-sample-survey-templates\" target=\"_blank\" rel=\"noreferrer noopener\">mod\u00e8le<\/a>).  Cette question d'enqu\u00eate pourrait ensuite \u00eatre suivie d'un appel t\u00e9l\u00e9phonique ou d'un courriel hors ligne pour recueillir plus de d\u00e9tails.  L'objectif est d'am\u00e9liorer votre service ou votre produit afin de transformer les d\u00e9tracteurs en promoteurs !  <\/p>\n\n\n\n<p>Lorsque vous utilisez une enqu\u00eate NPS dans vos interactions avec vos clients et dans votre suivi, vous envoyez un message fort indiquant que vous \u00eates int\u00e9ress\u00e9 par l'am\u00e9lioration de votre service et que vous vous souciez de ce qu'ils ressentent.  Vous leur montrez que vous vous consacrez \u00e0 la r\u00e9ussite de vos clients.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Calculer le NPS<\/h3>\n\n\n\n<p>Le calcul du NPS est facile.  Il faut d'abord soustraire le nombre de d\u00e9tracteurs du nombre de promoteurs et diviser le r\u00e9sultat par le nombre de personnes ayant r\u00e9pondu \u00e0 la question.  Math\u00e9matiquement, cela donne ceci :<\/p>\n\n\n\n<div class=\"wp-block-mathml-mathmlblock\">\\N-[{PromotersCount-DetractorsCount \\N-over PromotersCount+PassivesCount+DetractorsCount}*100\\]<script type=\"text\/javascript\" src=\"https:\/\/www.surveyrock.com\/blog\/wp-includes\/js\/dist\/hooks.min.js?ver=dd5603f07f9220ed27f1\" id=\"wp-hooks-js\"><\/script>\n<script type=\"text\/javascript\" src=\"https:\/\/www.surveyrock.com\/blog\/wp-includes\/js\/dist\/i18n.min.js?ver=c26c3dc7bed366793375\" id=\"wp-i18n-js\"><\/script>\n<script type=\"text\/javascript\" id=\"wp-i18n-js-after\">\n\/* <![CDATA[ *\/\nwp.i18n.setLocaleData( { 'text direction\\u0004ltr': [ 'ltr' ] } );\n\/\/# sourceURL=wp-i18n-js-after\n\/* ]]> *\/\n<\/script>\n<script  async type=\"text\/javascript\" src=\"https:\/\/cdnjs.cloudflare.com\/ajax\/libs\/mathjax\/2.7.7\/MathJax.js?config=TeX-MML-AM_CHTML\" id=\"mathjax-js\"><\/script>\n<\/div>\n\n\n\n<p>Le score est un nombre compris entre -100 (tout le monde est un d\u00e9tracteur) et +100 (tout le monde est un promoteur) et plus le nombre est \u00e9lev\u00e9, mieux c'est !  <\/p>\n\n\n\n<p>Tout score NPS sup\u00e9rieur \u00e0 0 est bon.  Cela signifie que votre public est plus fid\u00e8le que non.  Tout r\u00e9sultat sup\u00e9rieur \u00e0 20 est consid\u00e9r\u00e9 comme favorable. Bain &amp; Co, la source du syst\u00e8me NPS, sugg\u00e8re qu'un score sup\u00e9rieur \u00e0 50 est excellent, et qu'un score sup\u00e9rieur \u00e0 80 est de classe mondiale. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.netpromoter.com\/compare\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"546\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages.jpg\" alt=\"\u00c9chantillon de r\u00e9f\u00e9rence de l&#039;industrie du NPS\" class=\"wp-image-955\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages.jpg 750w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages-300x218.jpg 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24175106\/2016-b2c-sps-sector-averages-150x109.jpg 150w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/a><figcaption>NPS Benchmarking | Source : NICE Satmetrix<\/figcaption><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Malheureusement, il n'est pas vraiment possible de dire exactement ce qu'est un bon ou un mauvais score en chiffres absolus, car chaque secteur est un peu diff\u00e9rent, comme vous pouvez le voir dans le graphique ci-dessus.  <\/p>\n\n\n\n<p>En outre, il existe \u00e9galement des diff\u00e9rences r\u00e9gionales.  Par exemple, les consommateurs sud-am\u00e9ricains donnent souvent <a href=\"https:\/\/www.businesswire.com\/news\/home\/20070222005121\/en\/Satmetrix-Reveals-Findings-Cultural-Differences-Customer-Loyalty\" target=\"_blank\" rel=\"noreferrer noopener\">des scores de satisfaction plus \u00e9lev\u00e9s<\/a> que les autres groupes culturels, alors que les consommateurs japonais sont les <a href=\"https:\/\/www.medallia.com\/press-release\/japanese-consumers-set-the-bar-for-high-standards-while-south-americans-are-the-easiest-to-please-new-research-finds\/\" target=\"_blank\" rel=\"noreferrer noopener\">le plus difficile \u00e0 satisfaire<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Quand utiliser une enqu\u00eate NPS<\/h3>\n\n\n\n<p>Il existe de nombreux cas o\u00f9 il serait judicieux de v\u00e9rifier aupr\u00e8s de vos clients s'ils appr\u00e9cient de travailler avec vous.  En voici quelques-unes :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Apr\u00e8s avoir effectu\u00e9 une interaction avec votre service apr\u00e8s-vente.  Il est pr\u00e9f\u00e9rable de le faire le plus t\u00f4t possible afin qu'il n'oublie aucun d\u00e9tail.<\/li><li>Lorsqu'ils ont fini d'utiliser votre produit ou service<\/li><li>Peu de temps apr\u00e8s qu'ils ont commenc\u00e9 \u00e0 utiliser votre service, afin de d\u00e9couvrir s'il existe des lacunes relatives \u00e0 l'exp\u00e9rience de vente\/marketing.  Cela vous permet \u00e9galement de d\u00e9tecter tout probl\u00e8me \u00e0 un stade pr\u00e9coce. Un autre avantage de cette approche est qu'elle vous permet de voir les progr\u00e8s r\u00e9alis\u00e9s au fil du temps.<\/li><\/ul>\n\n\n\n<p>En g\u00e9n\u00e9ral, il est pr\u00e9f\u00e9rable de distribuer une enqu\u00eate NPS apr\u00e8s que le client a franchi une \u00e9tape importante avec votre service ou, si le client est dans votre entreprise depuis longtemps, apr\u00e8s une certaine p\u00e9riode.<\/p>\n\n\n\n<p>Le Net Promoter Score est un signal de haut niveau qui doit \u00eatre suivi et mesur\u00e9 dans le temps.  Pour les clients \u00e0 long terme, nous recommandons de v\u00e9rifier r\u00e9guli\u00e8rement, peut-\u00eatre tous les trimestres.  Vous ne voulez pas le faire si souvent qu'ils en aient marre de la question, mais il faut le faire assez souvent pour vous donner le temps d'ajuster le tir si n\u00e9cessaire.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">D\u00e9marrer avec NPS<\/h3>\n\n\n\n<p>D\u00e9marrer avec NPS est tr\u00e8s facile avec SurveyRock.  Il suffit d'aller sur&nbsp;<a href=\"https:\/\/www.surveyrock.com\/site\/login\">connexion<\/a>&nbsp;ou&nbsp;<a href=\"https:\/\/www.surveyrock.com\/site\/signup\">cr\u00e9er un compte gratuit pour commencer<\/a>!  Depuis votre tableau de bord d'enqu\u00eate, cliquez sur \"+Cr\u00e9er\" et ensuite sur \"Enqu\u00eate \u00e0 partir d'un mod\u00e8le\" pour voir tous nos diff\u00e9rents mod\u00e8les d'enqu\u00eate.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"224\" height=\"149\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163418\/image-9.png\" alt=\"\" class=\"wp-image-945\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163418\/image-9.png 224w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163418\/image-9-150x100.png 150w\" sizes=\"auto, (max-width: 224px) 100vw, 224px\" \/><\/figure>\n\n\n\n<p>Faites d\u00e9filer la page jusqu'\u00e0 \"Net Promoter Score\" et cliquez sur le titre pour voir un exemple de questionnaire ou sur le bouton \"Select\" pour copier le mod\u00e8le NPS dans votre tableau de bord.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"441\" height=\"51\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10.png\" alt=\"\" class=\"wp-image-946\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10.png 441w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10-300x35.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24163740\/image-10-150x17.png 150w\" sizes=\"auto, (max-width: 441px) 100vw, 441px\" \/><\/figure><\/div>\n\n\n\n<p>Vous avez maintenant une enqu\u00eate NPS de 4 pages que vous pouvez personnaliser comme vous le souhaitez. La premi\u00e8re page est la question NPS elle-m\u00eame.  La deuxi\u00e8me est une question de suivi pour vous aider \u00e0 comprendre pourquoi le client a choisi le num\u00e9ro qu'il a choisi.  La troisi\u00e8me page vous aide \u00e0 recueillir des informations d\u00e9mographiques et la derni\u00e8re page sert \u00e0 faciliter tout contact ult\u00e9rieur.  C'est tout ce qu'il faut !<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12.png\" alt=\"\" class=\"wp-image-948\" width=\"471\" height=\"136\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12.png 642w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12-300x87.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2020\/10\/24164354\/image-12-150x44.png 150w\" sizes=\"auto, (max-width: 471px) 100vw, 471px\" \/><figcaption>Question de suivi<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Application des donn\u00e9es NPS<\/h3>\n\n\n\n<p>Vous avez donc cr\u00e9\u00e9 une enqu\u00eate NPS et vous recueillez maintenant avec diligence les commentaires des clients.  Quelle est l'\u00e9tape suivante ?  Comment pouvez-vous convertir ces informations en renseignements exploitables ?  Bain, l'un des cr\u00e9ateurs du Net Promoter Score, propose les solutions suivantes <a href=\"https:\/\/www.bain.com\/insights\/closing-the-customer-feedback-loop-newsletter\" target=\"_blank\" rel=\"noreferrer noopener\">quelques suggestions<\/a>.  <\/p>\n\n\n\n<p>\"N'oubliez pas que chaque transaction de votre entreprise avec les clients est une occasion de cr\u00e9er un promoteur. Mais les exp\u00e9riences client qui comptent le plus sont les \"moments de v\u00e9rit\u00e9\", ces quelques contacts qui ont le plus grand potentiel de ravir - ou d'ali\u00e9ner - les clients\".  Bain propose une liste de contr\u00f4le du retour d'information client en 5 points pour vous aider \u00e0 d\u00e9finir votre strat\u00e9gie de service client \u00e0 l'\u00e9chelle de l'entreprise.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00cates-vous parvenu \u00e0 un consensus sur les cinq \"moments de v\u00e9rit\u00e9\" les plus critiques de votre entreprise avec les clients ?<\/li><li>Les employ\u00e9s et les responsables re\u00e7oivent-ils r\u00e9guli\u00e8rement des commentaires de la part des clients, sur une base quotidienne ou hebdomadaire ?<\/li><li>Faites-vous conna\u00eetre aux clients l'impact de leurs commentaires sur l'am\u00e9lioration de vos processus ?<\/li><li>Savez-vous quel est le pourcentage de d\u00e9tracteurs que vos op\u00e9rations convertissent aujourd'hui en promoteurs gr\u00e2ce aux processus de r\u00e9cup\u00e9ration des services ?<\/li><li>Peut-on \u00e9valuer le co\u00fbt de la transformation d'un d\u00e9tracteur en promoteur ?<\/li><\/ul>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\"><br><br>Net Promoter, Net Promoter Score et NPS sont des marques d\u00e9pos\u00e9es de Bain &amp; Company, Inc, Fred Reichheld et Satmetrix Systems, Inc.<\/p>",
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        "rendered": "<p>Le Net Promoter Score, ou NPS en abr\u00e9g\u00e9, est un chiffre qui vous indique dans quelle mesure vos clients sont susceptibles de recommander votre produit, service ou entreprise \u00e0 un ami ou un coll\u00e8gue. Il suffit d'une simple question d'enqu\u00eate comme celle qui suit.<\/p>",
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