Un guide complet de l'expérience client

Those who regularly roam with their eyes wide open in the marketing corridor are unsurprised to see the evolution of customer experience from a post-sale entity only to the new separate terrain of competitive marketing. 

It’s strongly disruptive for those who believe that the tried and trusted duo of product and price alone will catapult them into the higher altitude of success. 
 
Though experts had declared that the next decade would see a spectacle of customer experience trumping the product, the speed of change has preponed it, as it has already arrived. 

Ce guide complet de l'expérience client explique la signification réelle de l'expérience client, pourquoi elle est inévitablement importante, et les méthodes actionnables que vous pouvez utiliser pour améliorer l'expérience client résultante de votre organisation. 

Qu'est-ce que l'expérience client ? 

A customer experience program is a structured strategy aimed at enhancing every interaction your business has with its customers. It centers on actively gathering feedback, understanding customer perceptions, and using those insights to make meaningful improvements.  

Customer experience is the holistic impression that a customer has on a brand in every aspect of a buyer's journey. This impacts the bottom line of a brand, including revenue. (Source: Hubspot) 

Many still mistake customer experience for just customer service. While service is a key part, CX is much broader—shaped by today’s complex, multichannel customer journeys. It spans every interaction between a customer and a brand, from touchpoints to environments. Simply put, customer experience has evolved into a multifaceted, dynamic system. 

Why does customer experience matter for a business? 

Une bonne expérience client encourage la fidélité et peut transformer les consommateurs en défenseurs de la marque. En revanche, les mauvaises expériences ont l'effet inverse, et c'est la raison pour laquelle l'expérience client est la plus importante. Comprenons également quelques autres raisons vitales de son importance. 

1. La satisfaction du client n'a jamais été aussi importante qu'aujourd'hui 

The road to customer satisfaction goes through meeting customer expectations, which have metastasized rapidly. 

Good customer experience, with detailed pre-sales information and humane post-sales interactions, can easily churn out more satisfied customers by not just meeting their expectations but even surpassing them. 

It’s important to point out that companies across the globe have an average customer satisfaction rate of 86%, leaving a lot of scope for improvement. 

2. L'expérience client stimule les résultats - directement et indirectement 

La valeur économique se situe à l'intersection des attentes des clients et de l'expérience vécue par ces derniers. Lorsque les clients interagissent avec votre organisation, ils veulent extraire un maximum de valeur avec un minimum de moyens. 

C'est l'idée qu'ils se font de la satisfaction. Une bonne expérience client peut donc avoir un impact positif sur leur comportement d'achat et se traduire par une augmentation du chiffre d'affaires, une réduction du coût des services et une amélioration du retour sur investissement. 

3. L'expérience client garantit la résilience de l'entreprise 

Les organisations centrées sur le client sont souvent récompensées par le marché et les clients. Une bonne expérience client signifie implicitement que vous vous êtes bien adapté aux besoins des clients en concevant des parcours client de bout en bout qui mettent l'accent sur la gestion de la relation client. 

Elle confère à votre entreprise une plus grande résilience, vous protégeant de la colère des clients et de la sensibilité aux prix. 

4. L'expérience client garantit un avantage concurrentiel 

A 2024 study by Forrester revealed that companies with superior customer experience (CX) achieve up to 3.5 times more revenue growth compared to their competitors, emphasizing the critical role of CX in driving business success. 

It then sounds perfectly logical why Tony Alessandra, President of Assessment Business Center, says: "Being on par in terms of price and quality only gets you in the game. Service wins the game.” 

There is always a possibility that competitors may replicate the quality, product, and price dynamics you have but the touch of individualization and personalization that customer experience brings can be your own thing. It can become your product itself, and that's very hard to replicate, if not impossible. 

How to improve customer experience? 

Les avantages qu'une expérience client hors du commun lègue aux entreprises sont en effet tentants, ce qui pousse n'importe qui à mettre le pied sur la pédale de l'expérience de manière impulsive. 

Cependant, la réalité est qu'à l'exception des entreprises les plus performantes, très peu d'entre elles l'ont appréhendé de manière exhaustive et en ont fait leur propre expert exclusif. 

A slew of hampering - not knowing what exactly customers want, where they are, how to be there for them when they need you, clueless about adding value through customer experience - have impeded their customer experience endeavors. 

La seule façon de s'en sortir est de décider d'actions clés fondamentales impliquant une compréhension plus approfondie des clients et de leur environnement et de concevoir d'autres actions subsidiaires qui tournent autour d'elles. 

Voici dix moyens efficaces d'améliorer l'expérience client : 

1. Cartographier judicieusement le parcours du client 

Comprenez votre client aussi clairement que vous comprenez vos propres besoins. Savoir directement d'où viennent les clients, comment ils arrivent sur vos différents points de contact, ce qu'ils vivent en traversant ces points de contact et ce qu'ils attendent est la seule base fiable sur laquelle l'édifice d'une expérience client exceptionnelle peut être construit. 

L'énonciation d'une carte claire du parcours du client est donc le premier moteur de l'expérience client. 

A customer journey map is a detailed sketch of every step your customers pass through while interacting with your organization—and that’s why it includes engagements beyond just buying the product, like social media, advertisements, and case studies on your website. 

Since customer experience is holistic in nature, it’s essential to include both post-sales and pre-sales activities in your mapping. 

Though companies often focus more on sales-driving activities, paying attention to post-sales interactions is key—not just for a complete customer experience, but also for fostering customer retention. 

Pourquoi est-il important de cartographier votre parcours client ? 

A well-mapped customer journey gives your employees a cradle-to-grave overview of customer experience, helping them visualize pain points and their solutions. 

Once employees recognize their individual contributions, superior customer experience naturally becomes a cultural touchstone across the organization. 

2. Affiner la stratégie omnicanale 

Once you have listed the various modes through which customers can discover you and interact with you, the next step is to understand how customers behave on those channels and loop it seamlessly into your sales and marketing framework. 

Notez que cela n'améliore pas seulement vos possibilités d'entrer en contact avec vos clients. C'est ce que les clients souhaitent ouvertement et secrètement. 

According to CX Today, 9 out of 10 customers expect an omnichannel experience as their go-to communication method.  

Cette attente d'une expérience omnicanale s'explique par deux raisons : 

• Reason #1: Customers want a homogeneous, consistent, and familiar experience across all channels, making any kind of silos a sin. 
• Reason #2: In an almost avalanche-esque plethora of gadgets, customers expect joy and freedom of interacting through the mode of their preference. Expecting customers to prefer only one mode of communication, thus, is a sure way to plant you in the pot of irrelevance. 

Pourquoi est-il important d'adopter une approche omnicanale ? 

Empowered convenience: Freedom of interaction anytime and anywhere through preferred modes translates into convenience—the core of great customer experience. It helps identify moments when customers are ready to act. Google calls these “micro-moments”—intent-driven decisions and preferences that shape the consumer journey. Without open, integrated communication, leveraging these moments is like drawing lines on water. 

Roping in the power of data: Omnichannel strategies generate recurring, actionable data—forming a rich base of consumer insights. Using this data scientifically helps you respond to needs and trends proactively. It also highlights friction points in the customer journey that can be resolved with this newfound clarity. 

 
Common friction points: 

• Les formulaires de plainte sont trop longs 
• L'appel à l'action est noyé dans une navigation complexe 
• Le bon contenu est difficile à trouver 
• Les pop-ups croisent les actes clés 
• Saisir à nouveau les mêmes informations sur plusieurs pages 
• Difficultés liées à l'utilisation de différents appareils 
• Pas de FAQ 

3. Ace the artificial intelligence (AI) 

La douleur des clients n'a pas d'heure fixe. Parfois, il est humainement impossible d'être présent à tout moment pour vos clients. L'IA, avec les chatbots, peut combler efficacement ce vide flagrant. 

Infused with deep learning and advanced algorithms, they speed up response time and answer 80% of FAQs. Consequently, chatbots can save up to 30% in customer support costs. 

Pourquoi est-il important d'avoir des chatbots ? 

• Les chatbots répondent aux questions des clients 24 heures sur 24 et 7 jours sur 7, même lorsque votre équipe d'assistance n'est pas disponible. Garantir des réponses rapides permet aux clients de se sentir valorisés, ce qui est la clé de voûte d'une bonne expérience client. 
• La mise en place de bots en tant que premier contact avec le client permet de collecter des informations de base sur le client, ce qui permet d'approfondir l'analyse. 
• Contrairement aux humains, les robots peuvent être facilement dimensionnés pendant les heures de pointe pour fournir une assistance de qualité sans manquer un seul iota de conversation. 

It’s then highly unsurprising that 30% of US consumers rate chatbot interactions as “very effective” in dealing with customer service issues. Why do you think this is possible? Activation functions make it possible to automate conversations - an impressive feat, indeed! 

4. Intégrer des options de libre-service 

However well-trained your customer support team may be, it's still a reactive solution to recurring minor issues—leading to delays and added costs. A smarter strategy is to let customers resolve small, non-critical problems themselves. 

This frees your support team to focus on urgent concerns that truly matter—often saving churn-risk customers. Even users prefer solving basic issues independently. 

Why is it important to integrate in-built self-service options? 
Self-service delivers what traditional support often cannot: fast, intuitive, and satisfying experiences. It empowers customers by: 

• Bringing needed info instantly through smart navigation. 
• Providing tools to fix small problems independently. 
• Strengthening your brand by enabling frictionless interactions. 

5. Fournir un service à la clientèle emblématique 

There are abundant scenarios where customers have churned out despite being satisfied with the product. More often, the usual suspect is bad customer service. 

And with 78% of customers backing out of purchase due to poor customer service, one doesn’t have to burden his eyes with binoculars to see the detrimental impact that it can have on the financial nerve of a company. 

En général, un bon service à la clientèle signifie un service qui est.. : 

• Rapide ("en temps réel") 
• Personnalisé 
• Expérientiel 
• Proactive, elle propose une résolution avant qu'une perturbation ne se produise. 

6. Écouter les clients - toujours 

La perception de vos clients est la réalité de votre marque. Il est donc essentiel de comprendre parfaitement ce qu'ils attendent, ce qu'ils pensent de leur collaboration avec vous, quels sont les points à améliorer et s'ils sont prêts à recommander votre marque à d'autres. 

La meilleure façon de procéder est d'entrer en contact avec vos clients par le biais de tous les canaux possibles et de leur demander régulièrement un retour d'information. 

55% of consumers emphasized the importance of knowledgeable employees in their customer service experiences. 

Une fois condensées dans le tube d'analyse, les entreprises peuvent utiliser ces pépites d'information pour améliorer leur service à la clientèle. 

Pourquoi est-il important de toujours écouter les clients ? 

• Une mise en œuvre attentive du retour d'information garantit que le produit final et le service à la clientèle répondront aux attentes des clients et les rendront ainsi satisfaits. 
• Le simple fait de travailler dur pour recueillir des informations montre que vous accordez de l'importance à l'opinion de vos clients, ce qui leur permet de se sentir étroitement liés à votre entreprise. 
• Un retour d'information honnête, régulier et détaillé permet de quantifier le quotient de satisfaction du client et d'ouvrir de nouvelles possibilités de vente incitative et de vente croisée. 

7. Tirer des enseignements de l'attrition de la clientèle 

Bain & Company suggests that a 5% increase in customer retention can increase your company's profits by 25% to 95%. It begins by analyzing the customer experience areas where there is low engagement. 

Even if you fail to prevent the churning, try to find out why they left. Ask them to leave feedback and think about it seriously. Figure out the instances where your company fell short and pass it on to the people concerned for a future remedy. 

By making it easier for the customer to cancel his account and letting him go graciously, leave a good last impression—so when he decides to opt-in for the same product, you will be the first person to pop up in his mind. 

Pourquoi est-il important de prévenir le désabonnement ? 

• Étant donné qu'un faible engagement est le précurseur du désengagement final, voire inévitable, l'analyse de l'engagement vous permet d'identifier les clients qui présentent le risque le plus élevé de désengagement. 
• You can also gauge what percentage of engagement will cause churn and alert your customer success team about the same. It gives you the chance to proactively connect with customers before it's too late. 

8. S'engager auprès de ses clients tout au long de leur cycle de vie 

With countless touchpoints and new gadgets, the modern customer journey is far from linear—it’s full of twists and turns. 
To prevent drop-offs, guide customers carefully through each stage. 
Since 80% of consumers switch after multiple bad experiences, strong customer experience is essential to move them down the funnel. 

Smart Insights found that 50% of companies view journey-based CX as “extremely important,” with 30% saying it’s “very important.” 
To excel, closely observe the journey and fix friction points—like a slow website at the awareness stage or lengthy demo forms at decision-making. 
Removing these hurdles with excellent CX ensures you meet customers at the finish line. 

Why engage customers throughout the journey? 

• It boosts lifetime value and ROI. 
• Strong CX reduces long-term marketing spend. 
• Happy customers become advocates, making ads less necessary. 

9. Construire une culture centrée sur le client 

A business can’t succeed without happy, satisfied customers. Customer-centricity is a strategy and culture that focuses on delivering great experiences to build loyalty. It’s about putting the customer at the heart of everything—without draining your budget. Even small gestures can go a long way in making customers feel valued. 

• Delight your customers with gifts: Since the world is yet to see a joyous way of delighting a person than a souvenir of choice, strategic sparkling of gifts on customers’ key personal or professional moments can grant you a permanent space in their good books. 
• Grant them early access: A simple way to make your customers feel special is to provide early access to the newly launched product or services. 
• Shower discounts on high-spending customers: Raise your order value as well as repeat purchase rates by offering measured discounts to your regular buyers. 

Pourquoi est-il important d'instaurer une culture centrée sur le client ? 

A customer-first approach makes people feel valued and central to your business. This emotional connection keeps your brand top of mind, increases their tolerance for small slip-ups, and lowers price sensitivity—helping reduce churn. 

It echoed unequivocally in the research by Deloitte and Touche: Customer-centric companies are 60% more profitable compared to non-customer-centric companies. 

10. Transmettre les données relatives à l'expérience client à toutes les équipes 

L'expérience client est une bataille épuisante et sans fin qui doit être menée par l'ensemble de l'organisation - et votre équipe CX n'en gère qu'une partie. 

C'est pourquoi il est impératif que tous les membres de votre organisation aient facilement accès à vos résultats en matière d'expérience client. 

Cette confrontation constante et directe avec la réalité les aidera à analyser leur travail, ce qui permettra d'optimiser les processus quotidiens, pourtant essentiels, tels que l'acheminement des clients, l'automatisation du flux de travail et le marquage des clients. 

Pourquoi est-il crucial de transmettre à vos équipes les données relatives à l'expérience client ? 

• Quicker customer redressal: Metasaas mentions that 31% of SaaS licenses end up unused, highlighting the need for clearing roadblocks as quickly as possible. Having real-time and comprehensive data regarding where your customers are likely to face obstacles enables your team to foresee user frustration and opt-in for proactive measures to smoothen the customer's journey. 
• Enhanced upsell opportunities: With an acute understanding of the right timing to reach out to customers, their preferred channels of communication, and their pressing needs, your sales team will be able to see newer upselling opportunities as clearly as daylight. 

How to measure customer experience thoroughly? 

There are two primary methods to evaluate customer experience: 

• Customer Surveys: Directly ask customers about their experiences by sending surveys after an interaction. 
• Support Data Analysis: Track first-party customer support metrics to understand the quality, speed, and efficiency of the service your team is providing. 

The most effective approach combines both methods. Customer service KPIs set performance benchmarks, while surveys offer direct feedback from customers, revealing how well you're truly meeting their expectations. 

There are hundreds of CX metrics you could track, but some are universally important across industries. Let’s dive into the most critical ones: 

1. Net Promoter Score (NPS) 

Net Promoter Score measures customer loyalty by asking a simple question: 
“How likely are you to recommend us to a friend or colleague?” 

Responses are rated on a scale of 0 to 10: 

• 0–6: Detractors (unhappy customers) 
• 7–8: Passives (satisfied but not enthusiastic) 
• 9–10: Promoters (loyal enthusiasts) 

To calculate your NPS, subtract the percentage of detractors from the percentage of promoters. A high NPS suggests customers love your brand and are willing to advocate for it. 

2. Satisfaction du client (CSAT) 

CSAT is another widely used metric gathered through simple, one-question surveys such as: 
“How satisfied were you with your experience?” 

Responses typically offer options like "Satisfied" or "Dissatisfied," often with an optional comment box. 

Businesses can send CSAT surveys after support interactions, or at different customer touchpoints like after product delivery or online purchase. Tracking CSAT across various stages helps you pinpoint exactly where improvements are needed. 

3. Score d'effort du client (CES) 

Customer Effort Score measures how easy it is for a customer to complete an action, such as solving an issue or making a return. 

Customers are asked: 
“How easy was it to get your issue resolved today?” 

Responses typically range from “Very easy” to “Very difficult.” CES helps businesses uncover friction points in processes like checkout, support, or product usage — revealing opportunities for streamlining and improvement. 

4. First Response Time (FRT) 

First Response Time tracks the average time it takes for a customer to receive an initial reply from a human agent (not an automated confirmation). 

Fast response times significantly boost customer satisfaction. Whether it's through email, chat, or messaging apps, customers expect timely replies. Reducing FRT can lead to happier, more loyal customers. 

Keep in mind that expectations vary by channel: live chat users expect near-instant responses, while email users may tolerate a slightly longer wait. 

5. Average Resolution Time (ART) 

Average Resolution Time measures how long it takes to completely resolve a customer's issue from the moment they first reach out. 

If a group of tickets has a consistently high ART, it’s a sign that workflows may need optimization. Solutions might include using templates, improving agent training, or introducing better self-help resources to speed up resolutions. 

Customers care most about quick, complete solutions—not just quick replies. 

6. First contact resolution (FCR) 

First Contact Resolution measures the percentage of support tickets resolved during the first interaction, without any follow-ups needed. 

To calculate it, divide the number of tickets resolved on first contact by the total number of tickets received. 

High FCR rates show that your team is efficient and that your processes are set up to solve customer problems effectively. A high FCR also reduces operational costs by lowering the volume of repeat interactions. 

How rewarding and gifting can elevate customer experience 

Integrating rewarding and gifting into your customer experience strategy helps you move beyond transactional relationships and build emotional resonance with your audience. It transforms everyday interactions into personalized, value-driven moments that leave lasting impressions. Here's how: 

• Creates emotional impact 
  Thoughtful rewards generate positive emotions like joy, surprise, and appreciation. These moments build a strong emotional connection with your brand, making customers more likely to return and recommend your products or services. 
• Reinforces brand loyalty 
  When customers are appreciated with timely rewards—be it on birthdays, anniversaries, or after a milestone—they feel valued. This recognition fosters brand loyalty and encourages repeat purchases. 
• Drives customer engagement 
  Incorporating gamified rewards like badges, tiered benefits, or surprise gifts boosts engagement across channels. Customers are more likely to interact with your brand when they know there’s a meaningful benefit tied to it. 
• Differentiates your brand 
  A reward-rich experience sets your brand apart in a competitive market. It signals that your business cares not just about the sale, but about the customer's overall journey and satisfaction. 
• Encourages word-of-mouth and advocacy 
  Delighted customers share their positive experiences. Strategic gifting can convert satisfied customers into vocal brand advocates, amplifying your reach and credibility. 
• Personalizes the experience 
  Offering rewards that are relevant to customer behavior or preferences (e.g., gift cards, experiential gifting, or donations in their name) shows a deep understanding of individual needs—making your brand feel more human and relatable. 

Dernières réflexions 

Customer experience is no longer just a support function—it’s a key business differentiator. From mapping journeys and enabling omnichannel touchpoints to integrating self-service and AI, every improvement contributes to a more satisfying, consistent, and loyalty-driving experience. 

To elevate this experience even further, integrate meaningful rewards and gifting into your strategy. With a powerful digital rewards platform like Xoxoday Plum, you can create personalized, scalable moments of appreciation that drive retention, satisfaction, and emotional loyalty. 

Want to turn everyday interactions into unforgettable brand experiences? Book a free demo with Xoxoday Plum and transform your customer experience today.