{"id":36724,"date":"2019-11-04T16:59:06","date_gmt":"2019-11-04T16:59:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/loreal-business-club-lexperience-est-aussi-une-question-de-survie\/"},"modified":"2019-11-04T16:59:06","modified_gmt":"2019-11-04T16:59:06","slug":"loreal-business-club-lexperience-est-aussi-une-question-de-survie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/loreal-business-club-lexperience-est-aussi-une-question-de-survie\/","title":{"rendered":"L\u2019Or\u00e9al Business Club : l\u2019exp\u00e9rience est aussi une question de survie"},"content":{"rendered":"<p><span style=\"background-color:white\">80\u00a0% des entreprises pensent offrir une exp\u00e9rience de premi\u00e8re qualit\u00e9 \u00e0 leurs clients, mais est-ce vraiment le cas\u2009? C\u2019est dans le salon de coiffure du futur construit dans le retailhub de RetailDetail, que\u00a0<strong>L\u2019Or\u00e9al<\/strong> Business Club montre \u00e0 quoi doit ressembler le parcours du client dans une entreprise v\u00e9ritablement centr\u00e9 autour de ce dernier.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">Le ressenti des clients, c\u2019est de cela qu\u2019il s\u2019agit<\/span><\/h2>\n<p><span style=\"background-color:white\">80\u00a0% des entreprises pensent offrir une exp\u00e9rience client satisfaisante, mais \u00e9tonnamment, peu de clients (seulement 8\u00a0%\u2009!) sont d\u2019accord avec cela. C\u2019est un probl\u00e8me parce que 95\u00a0% des clients ayant une mauvaise exp\u00e9rience le r\u00e9p\u00e8tent ensuite \u00e0 d\u2019autres, explique Chris De Waele de The Business Club.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Pourquoi y a-t-il un tel \u00e9cart entre ce que pensent les entreprises et ce que vivent les clients\u2009? \u00ab\u2009Avoir uniquement des produits fantastiques ne suffit\u00a0plus\u2009\u00bb. Les gens oublient vos paroles, vos actions, mais jamais ce que vous leur avez fait ressentir\u2009\u00bb, explique Chris De Waele \u00e0 un groupe de coiffeurs professionnels qui participent \u00e0 un atelier sur la professionnalisation de leur entreprise dans le retailhub.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Pour paraphraser le gourou du marketing Seth Godin\u00a0: les gens n\u2019ach\u00e8tent pas des biens et des services, mais des relations, des histoires et de la magie. Aujourd\u2019hui, c\u2019est plus vrai que jamais, puisque 59\u00a0% des \u00ab\u2009Millenials\u2009\u00bb s\u2019int\u00e9ressent davantage aux nouvelles exp\u00e9riences qu\u2019aux nouveaux produits. Dans le cas du salon de coiffure, la technique ne constitue que la premi\u00e8re couche\u00a0: il ne s\u2019agit plus d\u2019un moyen de diff\u00e9renciation, mais d\u2019une condition sine qua non. Le service vient ensuite en tant que deuxi\u00e8me couche et la troisi\u00e8me couche, cruciale, est l\u2019\u00e9motion.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Exp\u00e9rience \u00e0 la hauteur de celle du Cirque du Soleil<\/span><\/h2>\n<p><span style=\"background-color:white\">\u00ab\u2009\u00c0 l\u2019origine, nous pensions que c\u2019\u00e9tait surtout une question d\u2019\u00e9quipement, mais en r\u00e9alit\u00e9, la grande diff\u00e9rence r\u00e9side au niveau humain\u2009\u00bb, explique De Waele, qui garantit que ce n\u2019est pas aussi vague qu\u2019il n\u2019y para\u00eet. \u00ab\u2009Les coiffeurs doivent penser davantage en manager, car si vous ne faites pas de chiffres, vous n\u2019y arriverez pas \u00e0 long terme. \u00c0 l\u2019heure actuelle, il est indispensable d\u2019avoir une bonne connaissance du monde des affaires puisque depuis 2014, le co\u00fbt de la main-d\u2019\u0153uvre a augment\u00e9 de 30\u00a0% alors que le chiffre d\u2019affaires n\u2019a augment\u00e9 que de 15\u00a0%. Il faut donc que vous puissiez augmenter vos prix.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Des prix plus \u00e9lev\u00e9s signifient plus de service et surtout plus d\u2019\u00e9motion\u00a0: sur 20\u2009000 salons de coiffure en Belgique, The Business Club souhaite qu\u2019un millier d\u2019entre eux offrent au client une exp\u00e9rience digne de celle du Cirque du Soleil, autrement dit que ces salons cr\u00e9ent une telle exp\u00e9rience suppl\u00e9mentaire que le client r\u00eave \u00e0 nouveau d\u2019aller chez le coiffeur. Comment y parvenir\u2009? En faisant parfois des choix r\u00e9solus, pense Chris De Waele. Il divise le parcours du client en sept \u00e9tapes\u00a0: il faut ensuite choisir soigneusement les \u00e9tapes sur lesquelles vous souhaitez miser.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Il en va de m\u00eame pour les clients\u00a0: vous ne pouvez pas satisfaire tout le monde, m\u00eame si cela semble difficile. \u00ab\u2009Ne laissez pas un client en chasser un autre. D\u00e9finissez clairement votre public cible, m\u00eame si cela se fait au d\u00e9triment de certains de vos clients existants.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Principes valables pour tout contact humain<\/span><\/h2>\n<p><span style=\"background-color:white\">The Business Club guide les coiffeurs \u00e0 faire ces choix gr\u00e2ce \u00e0 des s\u00e9minaires et un accompagnement personnalis\u00e9. Il organise \u00e9galement des formations depuis cinq ans et, depuis l\u2019ann\u00e9e derni\u00e8re, le \u00ab\u2009parcours client\u2009\u00bb peut \u00e9galement \u00eatre v\u00e9cu sur un site physique\u00a0: L\u2019Or\u00e9al a d\u00e9velopp\u00e9, avec le retail designer PAC, un salon de coiffure high-tech dans le <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-hub\/tour-dinspiration\" target=\"_blank\" rel=\"noopener\">retailhub, le centre de connaissances et d\u2019innovation de RetailDetail<\/a>.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Ce \u00ab\u2009Salon Emotion\u2009\u00bb montre concr\u00e8tement comment le salon de coiffure ultime, centr\u00e9 client, peut fonctionner. Mais les principes peuvent aussi se traduire dans le secteur du commerce ou de l\u2019h\u00f4tellerie. Outre les coiffeurs, d\u2019autres personnes viennent r\u00e9guli\u00e8rement nous rendre visite\u00a0: \u00ab\u2009les m\u00eames principes peuvent \u00eatre appliqu\u00e9s partout o\u00f9 il y a des clients et des contacts humains.\u2009\u00bb<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Venez-vous plonger dans l\u2019exp\u00e9rience offerte par le salon de coiffure du futur et la philosophie qui le sous-tend lors des visites d\u2019inspiration pour les professionnels au retailhub, o\u00f9 sont rassembl\u00e9es les nouvelles tendances du retail et des applications technologiques telles que l\u2019AR\/VR (r\u00e9alit\u00e9 augment\u00e9e\/r\u00e9alit\u00e9 virtuelle), le syst\u00e8me RFID et les scanners corporels\u00a03D. <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-hub\/tour-dinspiration\" target=\"_blank\" rel=\"noopener\">Cliquez ici pour de plus amples informations.<\/a>.<\/span><\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>80\u00a0% des entreprises pensent offrir une exp\u00e9rience de premi\u00e8re qualit\u00e9 \u00e0 leurs clients, mais est-ce vraiment le cas\u2009? C\u2019est dans le salon de coiffure du futur construit dans le retailhub de RetailDetail, que\u00a0L\u2019Or\u00e9al Business Club montre \u00e0 quoi doit ressembler le parcours du client dans une entreprise v\u00e9ritablement centr\u00e9 autour de ce dernier. \u00a0 Le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":36721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-36724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019Or\u00e9al Business Club : l\u2019exp\u00e9rience est 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