Gardons le contact

Réussir l’accueil des clients en boutique : Riens du Tout

Année de création : 1992

Réalisateur : Cédric Klapisch

Acteurs principaux : Fabrice Luchini, Daniel Berlioux, Marc Berman, Olivier Broche, Antoine Chappey, Jean-Pierre Darroussin

Début : 8’42

Fin : 10’30

Durée de l’extrait : 1’48

Extrait évident pour tous ceux qui animent ou forment des équipes de vendeurs magasins à la relation client. Ce qui est amusant, c’est que les vendeurs à qui j’ai montré cet extrait se sont dits : « C’est évident ! Ce n’est pas nous ! » et en même temps, cet extrait fait son chemin dans les têtes. Qui a envie de ressembler à ces vendeuses ? Pour autant, quand on ne se sent pas bien, comment faire pour éviter d’être mauvais en accueil client ?

 

Résumé du film :

Grand magasin vieillot et peu accueillant, où le personnel travaille en dilettante, les Grandes Galeries marchent mal. D’où la décision des dirigeants de nommer un nouveau P.D.G., qui aura pour mission de sortir l’établissement du marasme, faute de quoi celui-ci sera fermé. Méthodes de gestion modernes et motivation du personnel sont au programme du fringant directeur.

Avant de prendre les rênes du magasin, Mr Lepetit le visite et observe ses futurs employés…à leur insu !

 

 

Questions d’animation :

Que pensez-vous de l’accueil des clients dans cette scène ?

Comment se fait-il que la vendeuse en arrive là ?

Quelles peuvent être les raisons ?

Comment pouvons-nous éviter de donner ce genre d’image aux clients ?

 

C’est la période des fêtes. Deux vendeuses attirent l’attention de Monsieur Lepetit : l’exemple et le contre-exemple. La première est attentive et disponible pour ses clients. Elle répond aux questions si elle est en mesure de le faire ou elle oriente les clients vers les services ou endroits appropriés. L’intervention des clients étrangers montre toute sa bonne volonté : elle n’est visiblement pas à l’aise avec l’anglais mais fait tout de même l’effort de comprendre leur demande et d’y répondre. Comme son futur patron, elle regarde sa collègue d’un mauvais oeil…

La vendeuse que les deux autres protagonistes observent est évidemment le contre-exemple, une caricature de mauvaise volonté ! C’est sa posture qui dit tout. C’est même la raison pour laquelle le regard de Monsieur Lepetit s’arrête sur elle et amène le focus ! Elle est affalée sur un rayon et semble rêvasser. C’est l’intervention d’une cliente qui fait comprendre au spectateur qu’elle fait partie du personnel. La vendeuse visiblement impotunée lui répond malgré tout, mais de manière machinale : elle n’a clairement pas écouté la question. Elle répond vaguement et sans intérêt : « oui, oui, celle-ci vous irait très bien. » Rien à voir avec la question qui lui a été posée : la cliente lui demande en fait de l’aider à trouver une taille 2… pour sa fille ! Non seulement elle répond à côté, mais elle ne montre aucun entrain dans sa réponse. Captivée par le spectacle de ses ongles, elle regarde à peine la cliente, marmonne et manifeste sa bonne volonté en commençant sa phrase par :

« euh…pffff… ».

La cliente n’abandonne pas pour autant, essaie de capter son attention : elle a besoin d’être conseillée ! A la question sur les coloris la vendeuse censée l’accompagner se contente de répondre…toujours en regardant ailleurs.

C’est alors que la première vendeuse intervient pour prendre la cliente en charge et l’orienter vers des modèles qu’elle n’avait peut-être pas vus mais qui correspondent à ce qu’elle recherche !

L’extrait est particulièrement formateur puisqu’il confronte l’exemple au contre-exemple ! La première vendeuse remplit apparemment rtoutes les conditions d’un accueil réussi. Elle observe, écoute les clients, les oriente et n’hésite pas à passer du temps avec ceux qui ont visiblement besoin d’être renseignés. Elle témoigne de l’intérêt à ses clients qui se sentent pris en compte. Inconsciemment, ils sont certainement plus disposés à acheter.

 

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