{"id":1355,"date":"2013-04-09T10:17:57","date_gmt":"2013-04-09T02:17:57","guid":{"rendered":"http:\/\/blog.moneythor.com\/?p=50"},"modified":"2024-03-01T11:21:41","modified_gmt":"2024-03-01T03:21:41","slug":"la-satisfaction-des-clients-des-banques-de-detail-ne-signifie-pas-leur-fidelite","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/fr\/avis-danalyse\/la-satisfaction-des-clients-des-banques-de-detail-ne-signifie-pas-leur-fidelite\/","title":{"rendered":"Satisfaction des clients des banques de d\u00e9tail ne signifie pas fid\u00e9lit\u00e9"},"content":{"rendered":"

La relation entre les clients des banques de d\u00e9tail et leurs institutions financi\u00e8res peut souvent \u00eatre d\u00e9crite comme tendue et tumultueuse. Le r\u00f4le jou\u00e9 par les banques dans la crise financi\u00e8re mondiale et ses s\u00e9quelles de pertes commerciales massives, les scandales de fixation du Libor et les stratag\u00e8mes actifs d'\u00e9vasion fiscale document\u00e9s par Offshore Leaks ne font certainement rien pour am\u00e9liorer la confiance des clients dans les entit\u00e9s auxquelles ils confient leurs activit\u00e9s. d\u00e9p\u00f4ts.<\/p>\n

Mais cette relation est aussi pleine de paradoxes. Malgr\u00e9 l\u2019apparente perte de confiance dans les marques de services financiers, les rapports du monde entier font \u00e9tat de bonnes satisfactions des clients de leurs banques.<\/p>\n

Une satisfaction d\u00e9cente\u2026 mais une fid\u00e9lit\u00e9 \u00e9pouvantable<\/b><\/p>\n

<\/b>Selon le\u00a0Rapport sur la banque de d\u00e9tail dans le monde<\/a>\u00a0Selon Capgemini, la satisfaction client a atteint une moyenne mondiale respectable de 65% en 2012, avec des r\u00e9gions comme l'Am\u00e9rique du Nord en t\u00eate avec 80% et les banques de l'Asie-Pacifique en retard avec 53%. Cependant, les tentatives visant \u00e0 \u00e9valuer la fid\u00e9lit\u00e9 de ces m\u00eames clients donnent des r\u00e9sultats inqui\u00e9tants, avec seulement 50% de clients convaincus qu'ils resteront aupr\u00e8s de leur banque principale au cours des six prochains mois.<\/p>\n

\"Satisfaction
\nSatisfaction des clients vis-\u00e0-vis de la banque primaire (%) par r\u00e9gion, 2012 \u2013 Source : Enqu\u00eate 2012 Voice of the Customer sur la banque de d\u00e9tail, Capgemini<\/em><\/p>\n

Il va sans dire que la fid\u00e9lisation des clients dans le secteur bancaire, comme dans tout autre secteur, est d\u2019une importance capitale, en particulier \u00e0 une \u00e9poque o\u00f9 les banques cherchent d\u00e9sesp\u00e9r\u00e9ment \u00e0 g\u00e9n\u00e9rer des revenus. La valeur \u00e0 vie des clients fid\u00e8les est nettement plus \u00e9lev\u00e9e \u00e0 mesure qu\u2019ils ach\u00e8tent davantage de produits bancaires pour soutenir les \u00e9v\u00e9nements cl\u00e9s de leur vie. Ils co\u00fbtent \u00e9galement g\u00e9n\u00e9ralement moins cher \u00e0 servir et agissent naturellement en tant que d\u00e9fenseurs des clients.<\/p>\n

Manque de confiance\u2026 mais probablement acceptation en tant qu'infom\u00e9diaire<\/b><\/p>\n

Le niveau effroyable de confiance des consommateurs dans le secteur bancaire cache un autre paradoxe. Lorsqu\u2019on leur demande \u00e0 quelle partie ils feraient confiance en tant que gardien de leurs informations num\u00e9riques personnelles \u2013 ou infom\u00e9diaire, devinez qui devance nettement les sites de m\u00e9dias sociaux, les op\u00e9rateurs de t\u00e9l\u00e9communications et m\u00eame les gouvernements ? Les banques, bien s\u00fbr. C'est l'un des r\u00e9sultats int\u00e9ressants d'une \u00e9tude r\u00e9cente\u00a0rapport<\/a>\u00a0par Cisco IBSG, o\u00f9 les banques ont \u00e9t\u00e9 choisies par 42% des personnes interrog\u00e9es comme l'organisation la plus qualifi\u00e9e qu'elles seraient pr\u00eates \u00e0 utiliser pour une solution de gestion de l'empreinte num\u00e9rique.<\/p>\n

La fa\u00e7on optimiste d\u2019envisager ces paradoxes est de croire que les choses peuvent \u00eatre r\u00e9par\u00e9es.<\/p>\n

Accro\u00eetre la fid\u00e9lit\u00e9 gr\u00e2ce au conseil financier<\/b><\/p>\n

Ces derni\u00e8res ann\u00e9es, la concurrence accrue et la peur de la marchandisation (plus que la crise de l\u2019image du secteur bancaire) ont fortement incit\u00e9 les banques \u00e0 se concentrer sur la satisfaction de leurs clients. Des am\u00e9liorations telles que des heures d'ouverture prolong\u00e9es des succursales ou la garantie que les clients peuvent effectuer une gamme compl\u00e8te d'activit\u00e9s bancaires quotidiennes en ligne sont des efforts louables. Mais ils pourraient ne pas donner aux banques l\u2019avantage suppl\u00e9mentaire n\u00e9cessaire pour d\u00e9clencher une r\u00e9elle augmentation de la fid\u00e9lit\u00e9 des clients.<\/span><\/p>\n

Une approche \u00e9vidente consiste pour les banques \u00e0 faire un effort suppl\u00e9mentaire lorsque les clients sont confront\u00e9s \u00e0 des accidents de la vie, grands (comme la perte d'un emploi) ou petits (comme l'annulation d'une transaction frauduleuse). Satisfaire les clients lors de ces moments \u00e0 enjeux \u00e9lev\u00e9s, o\u00f9 le v\u00e9ritable sens de \u00ab \u00eatre l\u00e0 pour vous \u00bb est mis \u00e0 l\u2019\u00e9preuve, est clairement la cl\u00e9.<\/span><\/p>\n

L\u2019\u00e9laboration d\u2019une strat\u00e9gie \u00e0 long terme d\u2019assistance multicanal continue aux clients pourrait cependant s\u2019av\u00e9rer une m\u00e9thode plus puissante. Offrir r\u00e9guli\u00e8rement des conseils financiers personnels \u00e0 des experts attentifs, sans aucun facteur artificiel de g\u00e9nie, pourrait \u00eatre le meilleur moyen d\u2019emp\u00eacher les clients de changer. Et le service bancaire en ligne constitue un canal naturel et rentable pour d\u00e9ployer ce conseil financier \u00e0 valeur ajout\u00e9e.<\/span><\/p>\n

Et, au-del\u00e0 d\u2019une fid\u00e9lit\u00e9 accrue, quel meilleur moyen pour les banques de gagner la confiance de leurs clients et d\u2019am\u00e9liorer l\u2019opinion publique que de remplir leur r\u00f4le social et leur responsabilit\u00e9 de conseillers financiers ?<\/span><\/p>","protected":false},"excerpt":{"rendered":"

The relationship between retail banking customers and their financial institutions can often be described as strained and tumultuous. The role played by banks in the global financial crisis and its sequels of massive trading losses, Libor fixing scandals and active tax evasion scheming as documented by Offshore Leaks are certainly not doing anything to improve […]\n","protected":false},"author":4,"featured_media":1543,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,279],"tags":[16,17,18,13],"class_list":["post-1355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis-opinions","category-blog","tag-customer-satisfaction","tag-financial-advisory","tag-loyalty","tag-online-banking"],"yoast_head":"\nRetail banking customers' satisfaction does not mean loyalty | Moneythor<\/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:\/\/www.moneythor.com\/fr\/avis-danalyse\/la-satisfaction-des-clients-des-banques-de-detail-ne-signifie-pas-leur-fidelite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retail banking customers' satisfaction does not mean loyalty | Moneythor\" \/>\n<meta property=\"og:description\" content=\"The relationship between retail banking customers and their financial institutions can often be described as strained and tumultuous. 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