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Nous vous partageons 5 méthodes pour réduire durablement votre taux d'attrition !"}},{"tagName":"meta","attributes":{"name":"twitter:site","content":"@shine_tools"}},{"tagName":"meta","attributes":{"name":"twitter:card","content":"summary"}},{"tagName":"meta","attributes":{"property":"article:modified_time","content":"2026-06-04T07:55:49Z"}},{"tagName":"meta","attributes":{"property":"article:published_time","content":"2026-06-09T10:00:01Z"}},{"tagName":"meta","attributes":{"property":"article:publisher","content":"https://www.facebook.com/shinetools/"}},{"tagName":"meta","attributes":{"property":"og:locale","content":"fr_FR"}},{"tagName":"meta","attributes":{"property":"og:type","content":"article"}},{"tagName":"meta","attributes":{"property":"og:site_name","content":"Shine"}},{"tagName":"meta","attributes":{"property":"og:image","content":"https://www.datocms-assets.com/54769/1685463253-ramdom-21.png?w=1000&fit=max&fm=jpg"}},{"tagName":"meta","attributes":{"name":"twitter:image","content":"https://www.datocms-assets.com/54769/1685463253-ramdom-21.png?w=1000&fit=max&fm=jpg"}}]},"hotjar":false,"illustration":{"alt":"churn-methodes-reduction","url":"https://www.datocms-assets.com/54769/1685463253-ramdom-21.png?auto=format","width":2600,"height":2600,"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://www.datocms-assets.com/54769/1685463253-ramdom-21.png?auto=format&dpr=0.34&w=2600","srcSet":"https://www.datocms-assets.com/54769/1685463253-ramdom-21.png?auto=format&dpr=0.09&w=2600 220w,\nhttps://www.datocms-assets.com/54769/1685463253-ramdom-21.png?auto=format&dpr=0.17&w=2600 440w,\nhttps://www.datocms-assets.com/54769/1685463253-ramdom-21.png?auto=format&dpr=0.34&w=2600 880w,\nhttps://www.datocms-assets.com/54769/1685463253-ramdom-21.png?auto=format&dpr=0.68&w=2600 1760w","sizes":"(min-width: 880px) 880px, 100vw"}},"layout":"constrained","width":880,"height":880}},"primaryCategory":{"id":"DatoCmsSubCategory-148321566-fr","title":"Finances","slug":"finances","__typename":"DatoCmsSubCategory","category":{"title":"Gérer son entreprise","slug":"gerer-son-entreprise"}},"slug":"churn-methodes-reduction","title":"Comment réduire son taux de churn ? (5 stratégies)","date":"2026-06-09","meta":{"firstPublishedAt":"2026-06-09T12:00:01.548+02:00","formattedFirstPublishedAt":"9 juin","updatedAt":"2026-06-04T09:55:49.655+02:00","formattedUpdatedAt":"4 juin"},"intro":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Le churn, ou taux d’attrition, est "},{"type":"span","marks":["strong"],"value":"l’un des indicateurs les plus surveillés par les entreprises"},{"type":"span","value":". Et pour cause : chaque client·e perdu·e représente non seulement un manque à gagner, mais aussi un frein à la croissance. "},{"type":"span","marks":["strong"],"value":"Exprimé en pourcentage"},{"type":"span","value":", "},{"url":"https://www.shine.fr/blog/calcul-churn/","type":"link","children":[{"type":"span","value":"le churn"}]},{"type":"span","value":" mesure la part des client·es qui cessent d’utiliser vos produits ou services sur une période donnée. Et maintenant que vous maîtrisez les bases, voici "},{"type":"span","marks":["strong"],"value":"5 stratégies pour réduire durablement votre taux de churn "},{"type":"span","value":"!"}]}]}},"links":[]},"author":{"slug":"amandine-dujardin","name":"Amandine Dujardin","image":{"alt":"amandine-dujardin-experte-entrepreneuriat-comptabilité","url":"https://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format","width":4032,"height":3024,"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032","srcSet":"https://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032 9w,\nhttps://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032 18w,\nhttps://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032 36w,\nhttps://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.02&monochrome=CCCCCC&w=4032 72w","sizes":"(min-width: 36px) 36px, 100vw"}},"layout":"constrained","width":36,"height":36}},"description":"Issue d'un Master de traduction français, anglais, allemand, je me suis spécialisée dans la rédaction SEO et la gestion de contenu il y a 6 ans. ","twitter":"","linkedin":"https://www.linkedin.com/in/amandinedujardin/","facebook":"","website":"","job":"Content manager","knowsAbout":"Actualités, Gérer son entreprise, Transition Écologique, Frais professionnel, Charges déductibles, Micro-entreprise, SAS, SASU, SARL, EURL"},"reviewer":null,"body":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"heading","level":2,"children":[{"type":"span","value":"1. Comprendre pourquoi ses client·es partent "}]},{"type":"paragraph","children":[{"type":"span","value":"Chercher à s’améliorer continuellement est essentiel pour réduire son taux de churn. Pour cela, vous devrez comprendre pourquoi vos client·es s’en vont et donc leur poser la question. "}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"📌 Exemple"},{"type":"span","value":" : s’ils mettent fin à leur contrat d’hébergement web, vous pouvez leur demander pourquoi via un formulaire. Est-ce le prix qui est trop élevé ? Les performances de leur site qui ne leur correspondent pas ? Autre chose ? "}]},{"type":"paragraph","children":[{"type":"span","value":"Une fois reçues, vous devrez"},{"type":"span","marks":["strong"],"value":" analyser les réponses aux enquêtes, les scores NPS et les interactions avec le service client "},{"type":"span","value":"pour mieux comprendre les causes de cette insatisfaction. Puis, vous pourrez apporter des modifications à votre produit ou service de façon à ce que les prochain·es client·es ne partent pas pour les mêmes raisons. "}]},{"item":"HAbvETOdRbCeS8a2bF0YBQ","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"2. Améliorer l’onboarding client"}]},{"type":"paragraph","children":[{"type":"span","value":"Les client·es qui perçoivent immédiatement la valeur ajoutée de votre produit sont moins susceptibles de vous quitter, car ils s'y attachent. À l'inverse, "},{"type":"span","marks":["strong"],"value":"un onboarding peu satisfaisant entraîne un taux d’attrition précoce"},{"type":"span","value":". "},{"url":"https://wyzowl.com/customer-onboarding-statistics/","meta":[{"id":"target","value":"_blank"}],"type":"link","children":[{"type":"span","value":"55 %"}]},{"type":"span","value":" des client·es ont déjà retourné un produit ou résilié leur abonnement à un service parce qu'ils ne comprenaient pas comment l'utiliser."}]},{"type":"paragraph","children":[{"type":"span","value":"Ainsi, si votre produit nécessite une utilisation spécifique, nous vous conseillons d’inclure dans votre colis un guide d’utilisation ou un QR code pour accéder à un tuto vidéo ou à un webinaire préenregistré. "}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"📌 Exemple "},{"type":"span","value":": les vernis Manucurist nécessitent l’application de plusieurs couches dans un ordre précis (base, couleur, top coat) ainsi qu’un temps de séchage adapté. Heureusement pour les client·es, un petit manuel est présent dans chaque colis envoyé. "}]},{"type":"heading","level":2,"children":[{"type":"span","value":"3. Faire en sorte que toutes ses équipes soient alignées"}]},{"type":"paragraph","children":[{"type":"span","value":"Si votre équipe commerciale dit A et que votre équipe client dit B,"},{"type":"span","marks":["strong"],"value":" il se peut que la confusion créée chez le client le fasse fuir"},{"type":"span","value":". Tous vos équipiers doivent donc accorder leurs violons concernant : "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"le message à transmettre ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"les bénéfices mis en avant ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"le vocabulaire utilisé pour décrire l’offre ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"les promesses faites au client ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"les procédures et consignes communiquées ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"les réponses apportées aux questions fréquentes, etc. "}]}]}]},{"type":"paragraph","children":[{"type":"span","value":"Pour vous assurer que tout le monde soit sur la même longueur d’onde, vous pouvez "},{"type":"span","marks":["strong"],"value":"organiser des réunions régulières avec les deux équipes"},{"type":"span","value":". Au programme de ces rencontres : discuter des objectifs communs et des moyens mis en œuvre afin de réduire le taux de churn et d’"},{"url":"https://www.shine.fr/blog/conseils-pour-optimiser-votre-relation-client/","type":"link","children":[{"type":"span","value":"optimiser la relation client"}]},{"type":"span","value":"."}]},{"type":"heading","level":2,"children":[{"type":"span","value":"4. Encourager les engagements longue durée"}]},{"type":"paragraph","children":[{"type":"span","value":"Les "},{"type":"span","marks":["strong"],"value":"contrats de longue durée "},{"type":"span","value":"contribuent à"},{"type":"span","marks":["strong"],"value":" stabiliser les revenus de l’entreprise "},{"type":"span","value":"et à "},{"type":"span","marks":["strong"],"value":"fidéliser la clientèle"},{"type":"span","value":". Ainsi, plutôt que de renouveler un contrat chaque mois et d'obliger votre équipe à faire preuve de persuasion à chaque fois, proposez des contrats plus longs.  "}]},{"type":"paragraph","children":[{"type":"span","value":"Cela vous permettra de « fidéliser » vos client·es sur une période plus importante, durant laquelle ils pourront réellement constater la valeur ajoutée de votre offre. "}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Mais attention"},{"type":"span","value":" : pour que vos offres longues soient souscrites par le plus grand nombre, nous vous conseillons de proposer des prix dégressifs ou une remise spéciale. "}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"📌 Exemple"},{"type":"span","value":" : chez Shine, les client·es qui souscrivent à "},{"url":"https://www.shine.fr/tarifs/?cycle=annuel&idxb=0","type":"link","children":[{"type":"span","value":"des offres annuelles"}]},{"type":"span","value":" plutôt qu’à des offres mensuelles gagnent 20 % sur le prix. "}]},{"item":"IBKQhV4LTkWrI2IHdR2uRA","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"5. Créer un sentiment d'appartenance fort "}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"Vos client·es veulent se sentir reconnu·es, écouté·es et pris·es en considération"},{"type":"span","value":". "},{"url":"https://www.zendesk.com/newsroom/press-releases/more-than-half-of-consumers-feel-service-is-an-afterthought/","meta":[{"id":"target","value":"_blank"}],"type":"link","children":[{"type":"span","value":"70 % des consommateurs"}]},{"type":"span","value":" déclarent rester fidèles à une entreprise si celle-ci propose "},{"type":"span","marks":["strong"],"value":"un excellent service client"},{"type":"span","value":". D’où l’importance de créer des expériences vraiment adaptées à leurs besoins."}]},{"type":"paragraph","children":[{"type":"span","value":"Cela peut passer par un forum à l’accès restreint aux client·es fidèles, des groupes d’échanges, des événements exclusifs, des rencontres ou encore des "},{"url":"https://www.shine.fr/shiny-webinars/","type":"link","children":[{"type":"span","value":"webinaires"}]},{"type":"span","value":". L’idée est d’apporter une vraie valeur ajoutée au-delà de votre produit ou service, pour renforcer l’attachement des client·es à votre marque. "}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"📌 Exemple"},{"type":"span","value":" : Nike illustre très bien cette logique avec sa communauté Nike Run Club. Au-delà de ses produits, la marque propose une application, des défis, des plans d’entraînement et des événements où les coureurs se retrouvent et courent ensemble."}]},{"type":"heading","level":2,"children":[{"type":"span","value":"Récap’ des méthodes pour réduire son taux de churn"}]},{"type":"paragraph","children":[{"type":"span","value":"Vous l’aurez compris : "},{"type":"span","marks":["strong"],"value":"réduire le taux d’attrition des client·es "},{"type":"span","value":"nécessite une approche stratégique et proactive qui commence dès le premier contact. "}]},{"type":"paragraph","children":[{"type":"span","value":"Voici, pour rappel, "},{"type":"span","marks":["strong"],"value":"les bonnes pratiques à mettre en place"},{"type":"span","value":" : "}]},{"type":"list","style":"numbered","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"comprendre pourquoi sa clientèle s’en va ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"améliorer l’onboarding client ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"faire en sorte que ses équipes soient sur la même longueur d’onde ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"encourager les engagements longue durée ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"créer un sentiment d’appartenance fort. "}]}]}]},{"type":"paragraph","children":[{"type":"span","value":"Pour aller plus loin, voici "},{"url":"https://www.shine.fr/blog/comment-creer-une-strategie-de-contenu-percutante/","type":"link","children":[{"type":"span","value":"comment créer une stratégie de contenu percutante"}]},{"type":"span","value":". "}]},{"type":"paragraph","children":[{"type":"span","value":"Et pour plus de conseils sur l’entrepreneuriat, nous vous invitons à vous abonner à "},{"url":"https://www.shine.fr/newsletter-lanterne/?ae=279&blogcopilote=1","type":"link","children":[{"type":"span","value":"La Lanterne : notre newsletter bimensuelle"}]},{"type":"span","value":". "}]},{"item":"b4vC2YanSmewRCzJXEfi8w","type":"block"}]}},"blocks":[{"__typename":"DatoCmsCtaCardBlock","id":"HAbvETOdRbCeS8a2bF0YBQ","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Tous nos articles pour développer votre entreprise.","ctaLabel":"C'est parti !","ctaLink":"https://www.shine.fr/blog/developper-son-entreprise/?utm_source=copilote-cta-body&utm_medium=leads-organic&utm_campaign=acquisition&utm_content=copilote&source_type=organic-acquisition&source_support=copilote-cta-body&source_partner=shine&source_name=cta-body-blog","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsCtaCardBlock","id":"IBKQhV4LTkWrI2IHdR2uRA","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Le compte pro qui en fait plus.","ctaLabel":"Découvrir Shine","ctaLink":"https://www.shine.fr/?utm_source=copilote-cta-body&utm_medium=leads-organic&utm_campaign=acquisition&utm_content=copilote&source_type=organic-acquisition&source_support=copilote-cta-body&source_partner=shine&source_name=cta-body-blog","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsFaqBlock","id":"b4vC2YanSmewRCzJXEfi8w","title":"Questions fréquentes","faqs":[{"question":"Qu’est-ce que le churn ? ","id":"DatoCmsFaq-S48p7mlBSHGinswQxhi6SA-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Exprimé en pourcentage, le churn correspond au taux de client·es qui se désabonnent ou cessent d’utiliser un service ou un produit sur une période donnée."}]}]}},"links":[]}},{"question":"Comment calculer son taux de churn ? ","id":"DatoCmsFaq-Aw_A7wcBSaSyt8Us4wbZkA-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Le churn est calculé de la manière suivante : Nombre de client·es perdu·es pendant la période / Nombre total de client·es à la fin de la période. "}]}]}},"links":[]}},{"question":"Qu’est-ce qu’un sentiment d’appartenance ? ","id":"DatoCmsFaq-KXZiI67KR6a6x8EhxHdmLg-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Le sentiment d’appartenance désigne le fait, pour les client·es, de se sentir intégré·es, reconnu·es et attaché·es à la marque ou à l’organisation comme à un groupe auquel ils s’identifient."}]}]}},"links":[]}}]}],"links":[]},"relatedArticles":[]},"relatedArticles":{"nodes":[{"__typename":"DatoCmsArticle","title":"3 façons de financer son matériel professionnel","slug":"financement-materiel-pro","id":"DatoCmsArticle-143264785-fr","seo":{"description":"Vous vous demandez comment financer votre matériel professionnel ? 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