{"id":92974,"date":"2024-10-15T18:24:19","date_gmt":"2024-10-15T16:24:19","guid":{"rendered":"https:\/\/phrase.com\/blog\/posts\/gagnez-ne-perdez-pas-vos-clients-le-facteur-oublie-qui-fidelise-les-clients-dans-le-secteur-technologique\/"},"modified":"2025-07-31T16:22:06","modified_gmt":"2025-07-31T14:22:06","slug":"improve-customer-retention-reduce-churn-tech","status":"publish","type":"post","link":"https:\/\/phrase.com\/fr\/blog\/posts\/improve-customer-retention-reduce-churn-tech\/","title":{"rendered":"Gagnez, ne perdez pas vos clients. Le facteur oubli\u00e9 qui fid\u00e9lise les clients dans le secteur technologique"},"content":{"rendered":"\n\n<p>From software to soft furnishings, customer retention is vital. But for software and tech companies, it\u2019s a particularly acute problem: the prevalence of the subscription-based business model means many software tools can be switched on and off with a few clicks. Customers can come and go as they please. That\u2019s great for customers, but not so good for your bottom line.\u00a0<\/p>\n\n\n\n<p>Long term success therefore depends on the ability to retain customers, minimise churn (customers leaving), and grow revenue. However, the landscape is shifting.\u00a0<\/p>\n\n\n\n<p>So, what can software companies do to address customer churn and tap into new opportunities?<\/p>\n\n\n\n<p>Following on from <a href=\"https:\/\/phrase.com\/blog\/posts\/gone-too-soon-is-your-customer-onboarding-process-pushing-customers-away\/\">our recent post on reducing onboarding churn<\/a>, this article dives into the challenges posed by the current market saturation and highlights how software companies can win by offering distinct, personalized experiences at scale.<\/p>\n\n\n\n<p>\u00a0<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/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 of Content\"><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: #999;color:#999\" 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: #999;color:#999\" 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:\/\/phrase.com\/fr\/blog\/posts\/improve-customer-retention-reduce-churn-tech\/#the-challenge-of-churn\" >The challenge of churn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/fr\/blog\/posts\/improve-customer-retention-reduce-churn-tech\/#combatting-churn\" >Combatting churn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/fr\/blog\/posts\/improve-customer-retention-reduce-churn-tech\/#do-it-well-tapping-into-emerging-markets-for-growth\" >Do it well: Tapping into emerging markets for growth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/fr\/blog\/posts\/improve-customer-retention-reduce-churn-tech\/#localize-localize-localize\" >Localize, localize, localize<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/fr\/blog\/posts\/improve-customer-retention-reduce-churn-tech\/#what-next-what-actions-can-you-take\" >What next? What actions can you take?\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the-challenge-of-churn\"><\/span><b>The challenge of churn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Churn, or the rate at which customers stop subscribing to a service, is rising across the software industry.<\/p>\n\n\n\n<p>Market saturation is one of the primary reasons for this uptick. With more software solutions available than ever before, customers are less tied down to a specific vendor and are more open to exploring alternatives.\u00a0<\/p>\n\n\n\n<p>This dynamic has created a low barrier for customers to leave, meaning companies must constantly innovate to retain them.<\/p>\n\n\n\n<p>Lower switching costs are another key factor in the churn challenge.<\/p>\n\n\n\n<p>Today\u2019s software tools are often cloud-based, making it easier for businesses to transition from one provider to another without the expensive overhead once associated with changing vendors.<\/p>\n\n\n\n<p>As a result, the customer experience has become a critical differentiator. Software companies that fail to offer seamless, personalized experiences risk seeing higher churn rates.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"combatting-churn\"><\/span><b>Combatting churn<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To reduce churn, personalization and innovation are no longer optional\u2014they\u2019re essential.<\/p>\n\n\n\n<p>By tailoring the product experience to meet individual customer needs, companies can create more meaningful engagements that lead to stronger relationships.<\/p>\n\n\n\n<p>Innovation also plays a critical role in customer retention.<\/p>\n\n\n\n<p>Regular updates, the addition of new features, and staying ahead of industry trends signal to customers that their provider is invested in their success.\u00a0\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"do-it-well-tapping-into-emerging-markets-for-growth\"><\/span><b>Do it well: Tapping into emerging markets for growth<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>While customer retention is critical in saturated markets, emerging markets present massive growth opportunities for software companies.<\/p>\n\n\n\n<p>Regions like Southeast Asia, Latin America, and Africa are experiencing a significant increase in demand for cloud-based solutions. For example, the SaaS sector is growing at <a href=\"https:\/\/www.statista.com\/outlook\/tmo\/public-cloud\/software-as-a-service\/africa\" target=\"_blank\" rel=\"noopener\">18% CAGR in Africa<\/a> \u2013 comparable to major markets like Germany and the UK.\u00a0<\/p>\n\n\n\n<p>However, entering these new regions requires more than just a one-size-fits-all approach.<\/p>\n\n\n\n<p>To succeed, software companies must adapt their offerings to suit the specific needs of each market. Localized pricing models, culturally relevant user interfaces, and multilingual support are just a few ways software and technology providers can create customized experiences that resonate with diverse audiences. \u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"localize-localize-localize\"><\/span><b>Localize, localize, localize<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To offer the level of personalization needed to succeed in both existing and emerging markets, software companies must leverage the right technology. Several innovations can help achieve this, including <strong>localization<\/strong> <strong>tools<\/strong>, <strong>hyperautomation<\/strong>, and <strong>AI-driven analytics<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><b>Localization technology:<\/b><span style=\"font-weight: 400;\"> To succeed in global markets, software companies must offer products and services that feel natural to the local user. Localization involves adapting everything from language and currency to UI\/UX elements, ensuring the product aligns with regional cultural norms and preferences. Localization technology make this process easier by automating many aspects of translating and customizing content for different regions, while maintaining quality.<\/span><\/li>\n\n\n\n<li><b>Hyperautomation<\/b><span style=\"font-weight: 400;\">: <\/span><a href=\"https:\/\/phrase.com\/phrase-suite-march-2024-launch\/\"><span style=\"font-weight: 400;\">Hyperautomation<\/span><\/a><span style=\"font-weight: 400;\"> goes beyond simple automation by integrating advanced technologies like AI, machine learning, and robotic process automation (RPA) to handle tasks at scale. This allows software companies to deliver personalized experiences efficiently and at lower costs. For example, hyperautomation can tailor communications, support, and onboarding processes for individual users based on their unique behaviours and needs.<\/span><\/li>\n\n\n\n<li><b>AI and Analytics:<\/b><span style=\"font-weight: 400;\"> AI-driven tools can help software providers better understand their customer base by analysing usage patterns and predicting customer needs. By identifying potential churn risks or user pain points early, software companies can intervene with targeted strategies to retain those customers.<\/span><\/li>\n\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what-next-what-actions-can-you-take\"><\/span><b>What next? What actions can you take?\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>For software companies, reducing churn and boosting customer retention is critical to thriving in a highly competitive market.<\/p>\n\n\n\n<p>Good retention can have a big impact on company finances. Companies that prioritize customer retention over customer acquisition are <a href=\"https:\/\/www.g2.com\/articles\/customer-retention-statistics\" target=\"_blank\" rel=\"noopener\">60% more profitable.<\/a><br \/><br \/>As competition intensifies and switching costs fall, the importance of personalization and innovation cannot be overstated.\u00a0<\/p>\n\n\n\n<p>Adapting products and pricing models for emerging markets like Southeast Asia, Latin America, and Africa offers growth opportunities that shouldn\u2019t be ignored.<\/p>\n\n\n\n<p>By leveraging technology that enable localization and hyperautomation, software companies can not only offer personalized, culturally relevant experiences, they can also position themselves to scale at speed across global markets.\u00a0<\/p>\n\n\n\n<p>Don\u2019t forget loyalty programs too: loyalty programs enhance customer retention by rewarding continued usage and engagement, creating an incentive for users to stick with your platform or service. Of course, your loyalty program will also need efficient localization to resonate with your customers.<\/p>\n\n\n\n<p>In the current saturated software landscape, companies that make great experiences that work beautifully for all customers \u2013 no matter where they are \u2013 will be the ones that win in the long term.<\/p>\n\n\n\n\n<div class=\"wp-block-group acf-blog-cta has-phrase-green-background-color has-background has-yellow-background-color has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"has-text-align-center has-larger-font-size\"><strong>Parlez \u00e0 un expert<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center has-text-align-center\">Vous souhaitez savoir comment nos solutions peuvent vous aider \u00e0 d\u00e9verrouiller l\u2019opportunit\u00e9 mondiale ? Nous serions heureux de vous faire d\u00e9couvrir la <a href=\"https:\/\/phrase.com\/fr\/platform\/\">Plateforme de localisation Phrase<\/a> et de r\u00e9pondre \u00e0 toutes vos questions.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-default\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/phrase.com\/fr\/demo\/\">R\u00e9servez une d\u00e9mo<\/a><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Comment votre entreprise technologique peut-elle rester comp\u00e9titive sur un march\u00e9 satur\u00e9 ? D\u00e9couvrez comment un facteur souvent oubli\u00e9 peut am\u00e9liorer la fid\u00e9lisation des clients et r\u00e9duire le taux de d\u00e9part des entreprises dans le domaine technologique. Mais quel est ce facteur, et comment l&rsquo;am\u00e9liorer ? <\/p>\n","protected":false},"author":60,"featured_media":92337,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"post-refresh-updated","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","_searchwp_excluded":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[2455],"class_list":["post-92974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-developpement-a-linternational-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/posts\/92974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/users\/60"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/comments?post=92974"}],"version-history":[{"count":4,"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/posts\/92974\/revisions"}],"predecessor-version":[{"id":112111,"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/posts\/92974\/revisions\/112111"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/media\/92337"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/media?parent=92974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/fr\/wp-json\/wp\/v2\/categories?post=92974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}