{"id":11688,"date":"2022-03-06T10:54:02","date_gmt":"2022-03-06T09:54:02","guid":{"rendered":"https:\/\/aedic.eu\/?page_id=11688"},"modified":"2022-11-27T00:09:51","modified_gmt":"2022-11-26T23:09:51","slug":"le-caratteristiche-dei-servizi-e-le-implicazioni-manageriali","status":"publish","type":"page","link":"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/","title":{"rendered":"Les caract\u00e9ristiques des services et les implications manag\u00e9riales"},"content":{"rendered":"<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"I_servizi\"><\/span>Services<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Les services font partie int\u00e9grante de nombreux march\u00e9s, ou sont des entreprises \u00e0 part enti\u00e8re.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #1e73be;color:#1e73be\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #1e73be;color:#1e73be\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/#I_servizi\" >Services<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/#I_livelli_di_servizio_aggiuntivi\" >Niveaux de service suppl\u00e9mentaires<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/#Processo_di_erogazione\" >Processus de distribution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/#_Il_ruolo_del_personale_di_contatto\" >&nbsp;Le r\u00f4le du personnel de contact<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/#Strategia_di_marketing_interno\" >Strat\u00e9gie de marketing interne<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Chaque service pr\u00e9sente des caract\u00e9ristiques atypiques qui rendent sa gestion souvent plus difficile ou du moins tr\u00e8s diff\u00e9rente de celle des produits physiques.<\/p>\n\n\n\n<p><strong>Intangibilit\u00e9, p\u00e9rissabilit\u00e9, implication directe du client<\/strong>&nbsp;sont le plus souvent mentionn\u00e9s comme ayant le plus grand impact sur les choix de gestion.<\/p>\n\n\n\n<p>Pour r\u00e9pondre \u00e0 ces \u00e9l\u00e9ments d'attention, il faut les consid\u00e9rer dans une vision globale lors de la planification :<\/p>\n\n\n\n<ul><li>le niveau de service \u00e0 fournir (service global) ;<\/li><li>les services de base ou principaux ;<\/li><li>des services p\u00e9riph\u00e9riques ou suppl\u00e9mentaires ;<\/li><li>le niveau d'int\u00e9gration et les proc\u00e9dures de contact avec les clients.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"I_livelli_di_servizio_aggiuntivi\"><\/span>Niveaux de service suppl\u00e9mentaires<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Plusieurs niveaux de service peuvent \u00eatre ajout\u00e9s au service de base.<\/p>\n\n\n\n<p>Mais attention, certaines mises en garde s'imposent :<\/p>\n\n\n\n<ol><li>les services p\u00e9riph\u00e9riques, m\u00eame s'ils ne sont pas demand\u00e9s,&nbsp;<strong>une fois offertes, elles doivent \u00eatre conserv\u00e9es pour toujours<\/strong>sur la douleur de l'insatisfaction des clients<\/li><li>les p\u00e9riph\u00e9riques peuvent atteindre&nbsp;<strong>ont un impact important sur les co\u00fbts totaux<\/strong><\/li><li>clients&nbsp;<strong>ne sont pas moins exigeants<\/strong>&nbsp;sur les p\u00e9riph\u00e9riques<\/li><li>la concurrence conduit \u00e0&nbsp;<strong>imitation<\/strong>&nbsp;des p\u00e9riph\u00e9riques, plus faciles \u00e0 reproduire par les concurrents que le service de base.<\/li><\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"368\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-hotel-concentrici-esempio.jpeg\" alt=\"\" class=\"wp-image-11691\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-hotel-concentrici-esempio.jpeg 400w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-hotel-concentrici-esempio-300x276.jpeg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Processo_di_erogazione\"><\/span>Processus de distribution<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>La caract\u00e9ristique d'avoir le<strong>&nbsp;pr\u00e9sence simultan\u00e9e du client et du fournisseur<\/strong>&nbsp;au moment de la prestation de services, il est n\u00e9cessaire de concevoir le syst\u00e8me de prestation de services en temps opportun. Avec l'aide de&nbsp;<strong>syst\u00e8me de distribution&nbsp;<\/strong>d\u00e9signe l'ensemble des op\u00e9rations \u00e0 effectuer pour \"g\u00e9rer\" efficacement le client, en lui permettant d'acc\u00e9der au service et de l'utiliser au mieux.<\/p>\n\n\n\n<p>Cela signifie qu'il faut concevoir pour chaque \u00e9tape du processus de livraison :<\/p>\n\n\n\n<ul><li>les&nbsp;<strong>\u00e9quipement<\/strong>&nbsp;et le&nbsp;<strong>technologie<\/strong>&nbsp;back-office ;<\/li><li>les&nbsp;<strong>environnements<\/strong>&nbsp;l'espace d'accueil et de travail et tous les \u00e9l\u00e9ments mat\u00e9riels (uniformes, objets, etc.)<\/li><li>les&nbsp;<strong>modes de fonctionnement<\/strong>&nbsp;et les relations avec le monde ext\u00e9rieur ;<\/li><li>les&nbsp;<strong>activit\u00e9s et comportement<\/strong>&nbsp;du personnel en contact avec le client.<\/li><\/ul>\n\n\n\n<p>Comment r\u00e9duire le degr\u00e9 d'anxi\u00e9t\u00e9 et d'incertitude du client ?<br>Quelles actions peuvent \u00eatre mises en \u0153uvre pour activer un bouche-\u00e0-oreille positif ?<br>Et de quoi bloquer tout bouche-\u00e0-oreille n\u00e9gatif ?<\/p>\n\n\n\n<p>D'abord par la qualit\u00e9 du service rendu. Et ensuite en le rassurant avec la\u00a0<strong>communication, avant le d\u00e9caissement, pendant et apr\u00e8s.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"703\" height=\"443\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-back-and-pubblico.jpeg\" alt=\"dos et services publics\" class=\"wp-image-11693\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-back-and-pubblico.jpeg 703w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-back-and-pubblico-300x189.jpeg 300w\" sizes=\"(max-width: 703px) 100vw, 703px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Il_ruolo_del_personale_di_contatto\"><\/span>&nbsp;Le r\u00f4le du personnel de contact<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Un r\u00f4le fondamental, pr\u00e9cis\u00e9ment en raison des caract\u00e9ristiques intrins\u00e8ques du service, est jou\u00e9 par le back-office et le personnel de contact. Dans les services, on ne peut avoir un client satisfait si l'on n'a pas un personnel satisfait.<\/p>\n\n\n\n<p>Dans ce cas, le contenu du travail (le r\u00f4le du personnel de contact vis-\u00e0-vis du client) et le concept du service global \u00e0 offrir&nbsp;<strong>doit \u00eatre fortement int\u00e9rioris\u00e9 par le personnel de contact<\/strong>. Mais ce n'est pas tout : si le syst\u00e8me de livraison n'est pas tr\u00e8s standardis\u00e9, il doit \u00e9galement internaliser la \"philosophie\" de service de l'entreprise. Celle-ci le guidera lorsque, face \u00e0 des demandes \"impr\u00e9visibles\" de clients et donc non couvertes par le syst\u00e8me de livraison, il devra tout de m\u00eame apporter une r\u00e9ponse et g\u00e9rer la satisfaction du client.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strategia_di_marketing_interno\"><\/span>Strat\u00e9gie de marketing interne<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Comment s'assurer que le personnel de contact a internalis\u00e9 le service ? En mettant en place un&nbsp;<strong>strat\u00e9gie de marketing interne<\/strong>.<\/p>\n\n\n\n<p>L'objectif ultime du marketing interne est d'assurer le d\u00e9veloppement d'une philosophie et d'une culture de service coh\u00e9rentes dans l'entreprise, ce qui, comme nous l'avons vu, est l'un des \u00e9l\u00e9ments cl\u00e9s de la gestion. <a href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/\" >de services<\/a>.<\/p>\n\n\n\n<p>Une strat\u00e9gie de marketing interne correcte commence par une identification pr\u00e9cise des besoins et des attentes du personnel de contact et par une description claire des activit\u00e9s requises par le r\u00f4le. En effet, le personnel de contact est souvent amen\u00e9 \u00e0 effectuer des activit\u00e9s et des op\u00e9rations qui pr\u00e9supposent des connaissances et des comp\u00e9tences diff\u00e9rentes.<\/p>\n\n\n\n<p><strong>Conception des services<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"691\" height=\"505\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/modello-duble-diamond.jpeg\" alt=\"mod\u00e8le duble diamant\" class=\"wp-image-11692\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/modello-duble-diamond.jpeg 691w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/modello-duble-diamond-300x219.jpeg 300w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/figure>","protected":false},"excerpt":{"rendered":"<p>Les services Les services font partie int\u00e9grante de nombreux march\u00e9s, ou sont des entreprises \u00e0 part enti\u00e8re. Chaque service pr\u00e9sente des caract\u00e9ristiques atypiques qui rendent sa gestion souvent plus difficile ou du moins tr\u00e8s diff\u00e9rente de celle des produits physiques. L'intangibilit\u00e9, la p\u00e9rissabilit\u00e9, l'implication directe du client sont ... <\/p>\n<p class=\"read-more-container\"><a title=\"Les caract\u00e9ristiques des services et les implications manag\u00e9riales\" class=\"read-more button\" href=\"https:\/\/aedic.eu\/fr\/caracteristiques-des-services-et-implications-manageriales\/#more-11688\" aria-label=\"Plus sur Les caract\u00e9ristiques des services et les implications manag\u00e9riales\">Lire plus<\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"iawp_total_views":159,"footnotes":""},"acf":[],"rankMath":{"parentDomain":"aedic.eu","noFollowDomains":[],"noFollowExcludeDomains":[],"noFollowExternalLinks":true,"featuredImageNotice":"L\u2019image en vedette devrait \u00eatre au moins 200 par 200 pixels pour \u00eatre utilis\u00e9 par Facebook et d\u2019autres sites de m\u00e9dias 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