{"id":238,"date":"2015-06-16T16:11:17","date_gmt":"2015-06-16T15:11:17","guid":{"rendered":"https:\/\/www.dragnsurvey.com\/blog\/?p=238"},"modified":"2026-01-09T14:55:05","modified_gmt":"2026-01-09T13:55:05","slug":"definir-les-besoins-de-lenquete-de-satisfaction","status":"publish","type":"post","link":"https:\/\/www.dragnsurvey.com\/blog\/definir-les-besoins-de-lenquete-de-satisfaction\/","title":{"rendered":"
D\u00e9finir les besoins d’une<\/span> enqu\u00eate de satisfaction<\/div>"},"content":{"rendered":"\n

Un client est un individu ou une entit\u00e9 qui d\u00e9cide d\u2019acheter un produit ou un service aupr\u00e8s d\u2019un fournisseur. Une enqu\u00eate de satisfaction peut concerner les clients internes ou externes d\u2019une structure<\/strong>. Il arrive qu\u2019une seule et m\u00eame \u00e9tude r\u00e9ponde \u00e0 l\u2019ensemble des besoins.<\/p>\n\n\n\n

Avant de la mettre place, il est recommand\u00e9 de mener une r\u00e9flexion pr\u00e9alable pour prioriser les besoins. Une entreprise ou un organisme souhaite souvent tout mesurer sur ses produits ou services et en profiter pour obtenir des informations sur des domaines suppl\u00e9mentaires comme la notori\u00e9t\u00e9. Il en r\u00e9sulte que les co\u00fbts (humains et financiers) et le niveau d\u2019analyse des r\u00e9sultats restreignent les ambitions.<\/p>\n\n\n\n

Cet article pr\u00e9sente comment choisir le type d\u2019enqu\u00eate \u00e0 r\u00e9aliser et comment prioriser les besoins.<\/p>\n\n\n\n

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>> D\u00e9couvrez Drag'n Survey<\/strong> et cr\u00e9ez votre enqu\u00eate de satisfaction, cliquez-ic<\/a><\/strong>i<\/strong><\/a><\/em><\/p>\n\n\n\n

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L\u2019enqu\u00eate de satisfaction globale<\/h2>\n\n\n\n

L\u2019\u00e9tude globale permet de suivre l\u2019\u00e9volution dans le temps de certains indicateurs. Elle s\u2019articule autour de l\u2019ensemble des produits et services propos\u00e9s.<\/p>\n\n\n\n

L\u2019\u00e9tude globale sert g\u00e9n\u00e9ralement \u00e0 d\u00e9finir une politique qualit\u00e9<\/strong> et mesurer son efficacit\u00e9 \u00e0 moyen terme.<\/p>\n\n\n\n

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Une vision g\u00e9n\u00e9rale facilit\u00e9e par le questionnaire en ligne<\/mark><\/h3>\n\n\n\n

Tous les ans, on pourra diffuser un questionnaire aupr\u00e8s de ses clients pour d\u00e9terminer la satisfaction vis-\u00e0-vis de l\u2019accueil sur le site, le temps d\u2019attente au t\u00e9l\u00e9phone, etc. On ne rentrera pas dans les d\u00e9tails. <\/p>\n\n\n\n

L'avantage d'utiliser une solution de questionnaire en ligne est qu'il est possible de r\u00e9aliser une analyse temporelle<\/strong>. On pourra ainsi suivre l'\u00e9volution du contentement dans le temps sur diff\u00e9rents indicateurs comme le service apr\u00e8s-vente. <\/p>\n\n\n\n

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Les risques d'une enqu\u00eate de satisfaction globale<\/mark><\/h3>\n\n\n\n

Comme les d\u00e9tails ne sont pas pr\u00e9cis\u00e9s et qu\u2019on interroge le client sur l\u2019ensemble de ses exp\u00e9riences, sa r\u00e9ponse pourra \u00eatre influenc\u00e9e par quelques points pr\u00e9cis. De plus, si le client est un acheteur occasionnel, il devra chercher dans ses souvenirs pour d\u00e9terminer son contentement. Cela peut parfois se limiter \u00e0 un souvenir plus ou moins clair.<\/p>\n\n\n\n

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L\u2019enqu\u00eate de satisfaction cibl\u00e9e<\/h2>\n\n\n\n

A l\u2019inverse, l\u2019\u00e9tude cibl\u00e9e se focalise sur un produit ou un service<\/strong>. Elle peut \u00eatre mise en place apr\u00e8s une \u00e9tude globale qui n\u2019apporte pas suffisamment d\u2019informations. Elle permet d\u2019obtenir des pistes d\u2019actions pr\u00e9cises.<\/p>\n\n\n\n

Les r\u00e9sultats sont \u00e0 forte valeur ajout\u00e9e pour les \u00e9quipes de direction car tr\u00e8s op\u00e9rationnels.<\/p>\n\n\n\n

Une enqu\u00eate cibl\u00e9e peut \u00eatre diffus\u00e9e, par exemple, gr\u00e2ce \u00e0 l\u2019utilisation d\u2019un logiciel de<\/strong> questionnaire en ligne<\/strong>, directement apr\u00e8s l\u2019acte d\u2019achat. Les clients ont ainsi une id\u00e9e claire des points de contentement.<\/p>\n\n\n\n

Afin de mesurer le niveau de contentement sur un point pr\u00e9cis, il est possible d'int\u00e9grer une question de type Net Promoter Score<\/a> dans son questionnaire. Cela permettra d'identifier le nombre de clients promoteurs de la marque ainsi que les d\u00e9tracteurs. <\/p>\n\n\n\n

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Choisir le bon moment pour diffuser son enqu\u00eate de satisfaction<\/h2>\n\n\n\n

Le timing d'envoi influence directement le taux de r\u00e9ponse et la qualit\u00e9 des retours. Une enqu\u00eate diffus\u00e9e trop t\u00f4t apr\u00e8s une interaction ne laisse pas au client le temps de se forger une opinion compl\u00e8te sur le produit ou service. \u00c0 l'inverse, un envoi trop tardif expose \u00e0 des souvenirs impr\u00e9cis et un d\u00e9sengagement du r\u00e9pondant. Pour une enqu\u00eate cibl\u00e9e post-achat, un d\u00e9lai de quelques jours \u00e0 une semaine est g\u00e9n\u00e9ralement optimal. Pour une enqu\u00eate globale annuelle, privil\u00e9giez des p\u00e9riodes calmes, en \u00e9vitant les veilles de vacances ou les fins de mois charg\u00e9es. Certains canaux, comme le SMS, permettent une sollicitation plus imm\u00e9diate apr\u00e8s un contact avec le service client. Adapter le moment de diffusion au type d'enqu\u00eate et au parcours client augmente significativement les chances d'obtenir des r\u00e9ponses exploitables.<\/p>\n\n\n\n

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Prioriser les besoins de l\u2019enqu\u00eate de satisfaction <\/h2>\n\n\n\n

Tous les besoins ne doivent pas n\u00e9cessairement \u00eatre couverts au m\u00eame moment. Il est recommand\u00e9 de les prioriser en fonction de la strat\u00e9gie de la structure.<\/p>\n\n\n\n

Pour hi\u00e9rarchiser les besoins, il faut prendre en compte les contraintes internes et la strat\u00e9gie de l'entreprise.<\/p>\n\n\n\n

Les contraintes internes correspondent au budget, \u00e0 la charge de travail, aux comp\u00e9tences, etc.<\/p>\n\n\n\n

La strat\u00e9gie varie en fonction des besoins<\/strong>. Il peut s\u2019agir d\u2019am\u00e9liorer la fid\u00e9lisation des acheteurs les plus rentables ou d\u2019am\u00e9liorer les produits ou services propos\u00e9s.<\/p>\n\n\n\n

Prioriser les besoins permet de<\/strong> s\u00e9curiser la diffusion de l\u2019enqu\u00eate<\/strong>. Si des erreurs m\u00e9thodologiques ont \u00e9t\u00e9 commises sur l\u2019ensemble des questionnaires, le r\u00e9sultat sera dans un premier temps d\u00e9stabilisant. Dans un second temps, il faudra attendre de produire une nouvelle enqu\u00eate de m\u00eame nature pour pouvoir analyser l\u2019\u00e9volution des r\u00e9sultats dans le temps.<\/p>\n\n\n\n

Il est recommand\u00e9 de bien structurer et tester son \u00e9tude avant de la diffuser<\/strong>. De plus, communiquer \u00e0 ses clients une seule enqu\u00eate \u00e0 la fois permet d\u2019acqu\u00e9rir de l\u2019exp\u00e9rience.<\/p>\n\n\n\n

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Articles compl\u00e9mentaires :<\/strong>
Organiser un sondage client en 4 \u00e9tapes , cliquez-ici<\/a>
Utiliser une solution autre que Google Forms, cliquez-ici<\/a>
Mettre en place un suivi de l'exp\u00e9rience client, cliquez-ici<\/a>
Pleins de conseils pour r\u00e9ussir son enqu\u00eate en ligne, cliquez-ici<\/a>
5 raisons de r\u00e9aliser un sondage aupr\u00e8s de ses clients, cliquez-ici<\/a>
De nombreuses astuces pour faire un questionnaire client, cliquez-ici<\/a>
Comprendre comment fonctionne contentement des acheteurs, cliquez-ici<\/a>
Les principales questions \u00e0 poser dans un questionnaire de satisfaction, cliquez-ici<\/a>
L'utilisation de l'Intelligence Artificielle pour analyser les commentaires clients, cliquez-ici<\/a><\/p>\n\n\n\n

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Sources :<\/em>
Ray, Daniel. Mesurer et d\u00e9velopper la satisfaction clients. Eyrolles, 2001<\/em>
Faivre, Jean-Philippe. Concevoir et r\u00e9aliser une enqu\u00eate de satisfaction des clients. AFNOR, 2008<\/em>
Millot, Sophie. L'enqu\u00eate de satisfaction : guide m\u00e9thodologique. AFNOR, 2007<\/em><\/p>\n\n\n\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

Un client est un individu ou une entit\u00e9 qui d\u00e9cide d\u2019acheter un produit ou un service aupr\u00e8s d\u2019un fournisseur. Une enqu\u00eate de satisfaction peut concerner les clients internes ou externes d\u2019une structure. Il arrive qu\u2019une seule et m\u00eame \u00e9tude r\u00e9ponde \u00e0 l\u2019ensemble des besoins. Avant de la mettre place, il est recommand\u00e9 de mener une… Lire la suite »<\/p>\n

D\u00e9finir les besoins d’une<\/span> enqu\u00eate de satisfaction<\/div>\n

<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[42],"tags":[],"class_list":["post-238","post","type-post","status-publish","format-standard","hentry","category-enquete-de-satisfaction"],"yoast_head":"\nD\u00e9finir les besoins d'une enqu\u00eate de satisfaction - Drag'n Survey<\/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.dragnsurvey.com\/blog\/definir-les-besoins-de-lenquete-de-satisfaction\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9finir les besoins d'une enqu\u00eate de satisfaction\" \/>\n<meta property=\"og:description\" content=\"Un client est un individu ou une entit\u00e9 qui d\u00e9cide d\u2019acheter un produit ou un service aupr\u00e8s d\u2019un fournisseur. 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