{"id":25871,"date":"2017-12-27T10:12:21","date_gmt":"2017-12-27T15:12:21","guid":{"rendered":"https:\/\/dev-gordon-food-service-canada.pantheonsite.io\/ideas\/branding-through-touch-points\/"},"modified":"2025-07-01T12:06:23","modified_gmt":"2025-07-01T16:06:23","slug":"image-de-marque-et-points-de-contact","status":"publish","type":"post","link":"https:\/\/gfs.ca\/fr-ca\/ideas\/branding-through-touch-points\/","title":{"rendered":"Image de marque et points de contact"},"content":{"rendered":"

Les points de contact vous obligent \u00e0 r\u00e9fl\u00e9chir \u00e0 tout ce que vous faites pour satisfaire votre client\u00e8le.<\/h2>\n

Dans cet articlema derni\u00e8re chronique<\/a>, j\u2019ai abord\u00e9 le concept de point de contact \u2013 sept aspects essentiels de l\u2019exp\u00e9rience du client. J\u2019\u00e9crivais qu\u2019en vous occupant ad\u00e9quatement de ces sept points de contact, vous seriez en bonne voie d\u2019atteindre ce petit quelque chose qui distingue si souvent les restaurants prosp\u00e8res des autres.<\/p>\n

J\u2019aimerais maintenant examiner ces points de contact sous un angle diff\u00e9rent, c\u2019est-\u00e0-dire en \u00e9tudiant la fa\u00e7on dont ils contribuent \u00e0 la cr\u00e9ation et au renforcement de votre marque. <\/p>\n

Je rencontre encore des restaurateurs qui pensent que leur marque se limite \u00e0 leur nom et \u00e0 leur logo. Ou que l\u2019identit\u00e9 de marque, ce n\u2019est bon que pour les cha\u00eenes, pas pour les restaurateurs ind\u00e9pendants. Heureusement, ils sont de moins en moins nombreux. Mais pour \u00eatre s\u00fbr que nous soyons sur la m\u00eame longueur d\u2019onde, laissez-moi vous pr\u00e9senter \u00e0 nouveau ma d\u00e9finition de l\u2019identit\u00e9 de marque pr\u00e9f\u00e9r\u00e9e, gracieuset\u00e9 de Doug Owens, directeur du secteur commercial \u2012 Am\u00e9rique du Nord chez Service alimentaire Gordon\u00ae : <\/p>\n

\u00ab\u2009Votre marque correspond \u00e0 la promesse que vous faites au client. Elle est unique et reconnaissable, et s\u2019incarne par le comportement de votre \u00e9quipe.\u2009\u00bb<\/p>\n

Dans Harvard Business Review, l\u2019entrepreneur social Dan Pallotta y va d\u2019une d\u00e9finition encore plus concise : tout est dans la marque, et la marque, c\u2019est tout.<\/p>\n

Tout ce que vous faites<\/h3>\n

Voil\u00e0 qui me ram\u00e8ne \u00e0 mes sept points de contact, qui englobent la totalit\u00e9 de l\u2019exp\u00e9rience du client\u2026 et qui vous obligent \u00e0 r\u00e9fl\u00e9chir \u00e0 ce que vous faites pour satisfaire votre client\u00e8le. Parce que tout contribue \u00e0 cr\u00e9er chez eux une impression, une perception de votre entreprise.<\/p>\n

Prenons, par exemple, Dollarama et La Baie. Les deux entreprises font dans la vente au d\u00e9tail. Elles cherchent toutes deux \u00e0 attirer des clients et \u00e0 d\u00e9velopper leurs affaires. Pourtant, en raison de leur image de marque et de la fa\u00e7on dont ils la contr\u00f4lent, personne ne risque de les confondre.<\/p>\n

Le logo joue un r\u00f4le essentiel dans l\u2019identit\u00e9 de marque. Mais celle-ci se d\u00e9finit aussi par les produits offerts, la mani\u00e8re dont le personnel aborde le client, le d\u00e9cor et la client\u00e8le cible. Pour Dollarama et La Baie, ces \u00e9l\u00e9ments sont des points de contact.<\/p>\n

Image de marque voulue ou par d\u00e9faut?<\/h3>\n

Ce qu\u2019il y a d\u2019\u00e9trange avec l\u2019image de marque, c\u2019est que vous en avez une, que vous le sachiez ou non. Votre \u00e9tablissement a une identit\u00e9, qui cr\u00e9e une impression chez le client, actuel ou potentiel. <\/p>\n

Peut-\u00eatre que la client\u00e8le per\u00e7oit votre \u00e9tablissement de mani\u00e8re positive m\u00eame si vous n\u2019avez pas investi dans votre image de marque. Mais si votre marque s\u2019est bien d\u00e9velopp\u00e9e sans direction de votre part, ce n\u2019est qu\u2019une question de chance. Il est possible que cela refl\u00e8te votre habilet\u00e9 \u00e0 g\u00e9rer un restaurant, mais \u00e7a ne constitue pas un atout strat\u00e9gique planifi\u00e9 avec soin.  <\/p>\n

Il est de loin pr\u00e9f\u00e9rable de g\u00e9rer activement sa marque et de contr\u00f4ler, dans la mesure du possible, la fa\u00e7on dont les gens per\u00e7oivent votre \u00e9tablissement.<\/p>\n

Pour prendre le contr\u00f4le de votre marque, commencez par d\u00e9finir les cinq \u00e9l\u00e9ments suivants :<\/p>\n

    \n
  • L\u2019image que vous voulez transmettre<\/li>\n
  • La client\u00e8le que vous d\u00e9sirez servir<\/li>\n
  • Vos concurrents<\/li>\n
  • Vos objectifs commerciaux <\/li>\n
  • La fa\u00e7on dont vous voulez vous distinguer des autres<\/li>\n<\/ul>\n

    Sept points de contact<\/h3>\n

    Examinez chacun de ces points de contact en fonction de ce que vous d\u00e9sirez accomplir.<\/p>\n

    1. Attrait ext\u00e9rieur.<\/strong> L\u2019ext\u00e9rieur de votre restaurant est-il lumineux et joyeux pour attirer les familles ou d\u00e9licat et majestueux en vue de s\u00e9duire une client\u00e8le raffin\u00e9e? L\u2019endroit est-il facile \u00e0 identifier afin d\u2019inviter les nouveaux venus \u00e0 entrer ou plut\u00f4t discret pour que les habitu\u00e9s s\u2019y sentent chez eux?   <\/p>\n

    2. Mise en bouche.<\/strong> Acceptez-vous les r\u00e9servations? L\u2019h\u00f4te est-il chaleureux et amical ou professionnel et pragmatique? Les clients sont-ils inform\u00e9s de la disponibilit\u00e9 d\u2019une table gr\u00e2ce \u00e0 un t\u00e9l\u00e9avertisseur, une application mobile, un texto ou la voix forte de l\u2019h\u00f4tesse?   <\/p>\n

    3. Tout pour plaire.<\/strong> L\u2019ambiance est-elle \u00e9l\u00e9gante ou tape-\u00e0-l\u2019\u0153il, unique ou famili\u00e8re, reposante ou stimulante, minimaliste ou charg\u00e9e?  <\/p>\n

    4. Moment d\u00e9cisif.<\/strong> Comment le menu est-il pr\u00e9sent\u00e9? Sur un tableau noir, une carte, un \u00e9cran? La commande se fait-elle au comptoir, aupr\u00e8s d\u2019un serveur ou sur une tablette? <\/p>\n

    5. Pr\u00e9sentation soign\u00e9e.<\/strong> La vaisselle est-elle en porcelaine ou en carton? \u00c9pur\u00e9e ou color\u00e9e? Rustique ou moderne? Les tables sont-elles recouvertes d\u2019une nappe en tissu ou de papier kraft? <\/p>\n

    6. \u00c0 vos marques, pr\u00eats, d\u00e9gustez.<\/strong> La pr\u00e9sentation des plats est-elle simple ou \u00e9labor\u00e9e? Les saveurs sont-elles franches ou complexes? Pratiquez-vous la vente incitative ou non?<\/p>\n

    7. D\u00e9part remarqu\u00e9.<\/strong> Mettez-vous l\u2019accent sur la vitesse et le roulement ou la d\u00e9tente et une facture \u00e9lev\u00e9e? Les clients paient-ils \u00e0 la table ou \u00e0 la caisse?<\/p>\n

    Prenez le temps d\u2019\u00e9valuer chacun de ces points de contact. Puis d\u00e9terminez comment votre marque et ces points de contact travaillent en synergie pour cr\u00e9er une impression homog\u00e8ne et constante qui d\u00e9finit les attentes du client.<\/p>\n

    Bien s\u00fbr, les points de contact ne sont pas les seuls \u00e9l\u00e9ments qui agissent sur l\u2019image de marque. Le logo, la convivialit\u00e9 du site Internet, l\u2019utilisation des m\u00e9dias sociaux jouent aussi un r\u00f4le non n\u00e9gligeable. Mais les points de contact forment un sch\u00e9ma directeur qui influence directement les centaines de d\u00e9cisions qui, ensemble, fa\u00e7onnent une marque.<\/p>","protected":false},"excerpt":{"rendered":"

    Think in terms of touch points and you’re more likely to satisfy your customers. In this article, I introduced the concept of \u201ctouch points\u201d\u2014seven critical moments every customer experiences in a restaurant. Pay attention to these touch points, I wrote, and you can capture the \u201cit\u201d factor that so often distinguishes successful restaurants. Now I\u2019d […]<\/p>\n","protected":false},"author":19,"featured_media":27032,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[122,123,112,69],"tags":[],"class_list":["post-25871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-catering-small-business","category-hotels-hospitality","category-restaurant-bars","category-running-your-business"],"acf":[],"yoast_head":"\nBranding Through Touch Points | Gordon Food Service<\/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:\/\/gfs.ca\/fr-ca\/ideas\/image-de-marque-et-points-de-contact\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding Through Touch Points\" \/>\n<meta property=\"og:description\" content=\"Think in terms of touch points and you’re more likely to satisfy your customers. In this article, I introduced the concept of \u201ctouch points\u201d\u2014seven critical moments every customer experiences in a restaurant. Pay attention to these touch points, I wrote, and you can capture the \u201cit\u201d factor that so often distinguishes successful restaurants. Now I\u2019d […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gfs.ca\/fr-ca\/ideas\/image-de-marque-et-points-de-contact\/\" \/>\n<meta property=\"og:site_name\" content=\"Gordon Food Service\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/GordonFoodService\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-27T15:12:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-01T16:06:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gfs.ca\/wp-content\/uploads\/2023\/01\/Winter17_NC_PeopleMatters_IC-Story-Header_0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"695\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cody Rivers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cody.rivers@gfs.com\" \/>\n<meta name=\"twitter:site\" content=\"@GFSDelivers\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cody Rivers\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Branding Through Touch Points | Gordon Food Service","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/gfs.ca\/fr-ca\/ideas\/image-de-marque-et-points-de-contact\/","og_locale":"fr_CA","og_type":"article","og_title":"Branding Through Touch Points","og_description":"Think in terms of touch points and you’re more likely to satisfy your customers. In this article, I introduced the concept of \u201ctouch points\u201d\u2014seven critical moments every customer experiences in a restaurant. Pay attention to these touch points, I wrote, and you can capture the \u201cit\u201d factor that so often distinguishes successful restaurants. 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