{"id":193958,"date":"2022-05-12T12:49:52","date_gmt":"2022-05-12T12:49:52","guid":{"rendered":"https:\/\/www.odigo.com\/fr-fr\/?p=11422"},"modified":"2026-02-24T12:31:19","modified_gmt":"2026-02-24T11:31:19","slug":"le-conseiller-face-a-la-multiplication-des-canaux-de-contact","status":"publish","type":"post","link":"https:\/\/odigo.com\/fr\/blog\/le-conseiller-face-a-la-multiplication-des-canaux-de-contact\/","title":{"rendered":"Le conseiller face \u00e0 la multiplication des canaux de contact"},"content":{"rendered":"\n\n \n\n
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Comme \u00e9voqu\u00e9 dans un pr\u00e9c\u00e9dent \u00e9pisode, le m\u00e9tier de conseiller client a fortement \u00e9volu\u00e9<\/a>. L\u2019une des causes principales de cette \u00e9volution ? La multiplication des canaux de contact. M\u00eame si le t\u00e9l\u00e9phone reste le canal le plus utilis\u00e9 par les clients fran\u00e7ais<\/strong> (60% contre 55% en 2020), les canaux se diversifient : e-mail (54%), site Internet ou formulaire web (45%), chat (25%), messagerie instantan\u00e9e (15%) et r\u00e9seaux sociaux (12%). Sur une ann\u00e9e, les Fran\u00e7ais utilisent de plus en plus de canaux diff\u00e9rents (3,9 en 2021 contre 3 en 2018) (1). Face \u00e0 cette diversification, les entreprises et leurs conseillers clients se sont adapt\u00e9s. Ces derniers ne traitent plus seulement du t\u00e9l\u00e9phone ; ils r\u00e9pondent aux clients par e-mail, via le chat, la messagerie instantan\u00e9e ou encore sur les r\u00e9seaux sociaux. <\/p>\n\n\n\n

Mais avant de diversifier leur activit\u00e9 vers de nouveaux canaux de contact, le t\u00e9l\u00e9phone reste le canal de base pour les conseillers clients qui d\u00e9marrent<\/strong>. \u201cC\u2019est le premier canal g\u00e9r\u00e9 par nos conseillers pour des raisons de volume et de mont\u00e9e en comp\u00e9tences. Ensuite, on leur confie la gestion de l’e-mail, avant de leur proposer une sp\u00e9cialisation, en fonction des comp\u00e9tences, de la formation et de l\u2019app\u00e9tence de chacun\u201d,<\/em> indique Isabelle Kupecek, Directrice relation & exp\u00e9rience client chez Leroy Merlin. M\u00eame point de vue pour Alexandre Pr\u00e9vost, Head of Odigo Academy : \u201c<\/strong>Avant d\u2019\u00e9mettre des pr\u00e9f\u00e9rences pour tel ou tel canal, <\/em>il faut pouvoir apprendre le m\u00e9tier, la connaissance des process mais aussi des clients ; sentir leurs besoins au quotidien, et cela passe in\u00e9vitablement par le <\/em><\/strong>t\u00e9l\u00e9phone<\/em><\/strong><\/a>.\u201d<\/em><\/p>\n\n\n

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Les conseillers clients voient leur m\u00e9tier s\u2019enrichir gr\u00e2ce \u00e0 la multiplication des canaux de contact<\/strong><\/p>\n\n\n\n

Une fois les conseillers clients initi\u00e9s, ils sont amen\u00e9s \u00e0 utiliser diff\u00e9rents canaux de contact. Chez Leroy Merlin, ils ont le choix entre l\u2019e-mail, le chat, la messagerie instantan\u00e9e et les r\u00e9seaux sociaux. Tout cela doit cependant \u00eatre bien organis\u00e9.<\/p>\n\n\n\n

\u00ab\u00a0En g\u00e9n\u00e9ral, on alterne canaux chauds et froids par tranche de deux heures ou de demie-journ\u00e9e. Ils peuvent \u00eatre sur le t\u00e9l\u00e9phone le matin, puis sur l\u2019e-mail ou le messaging l\u2019apr\u00e8s-midi\u201d<\/em>, d\u00e9taille Isabelle Kupecek. \u201cPour les collaborateurs, <\/em>cela va <\/em><\/strong>enrichir leurs comp\u00e9tences<\/em><\/strong><\/a> et leur m\u00e9tier, et de fait, leur employabilit\u00e9<\/em><\/strong>. On met aussi le conseiller dans une autre configuration de travail, plus riche, plus int\u00e9ressante, plus cr\u00e9ative et aussi <\/em>moins stressante<\/em><\/strong>. Aussi, cela pousse davantage les conseillers clients \u00e0 nous partager leurs id\u00e9es et \u00e0 identifier ce qui dysfonctionne. Gr\u00e2ce \u00e0 ce mix de canaux, on va aller chercher un engagement des collaborateurs, et \u00e7a, c\u2019est hyper important pour nous, que ce soit en interne ou en externe.\u201d <\/em><\/p>\n\n\n\n

Accompagner les conseillers clients \u00e0 l\u2019\u00e9crit<\/strong><\/p>\n\n\n\n

Qui dit canaux digitaux, dit aussi traitement de l\u2019\u00e9crit. Un vrai d\u00e9fi pour les entreprises qui doivent accompagner les conseillers clients dans la mont\u00e9e en comp\u00e9tences \u00e0 l\u2019\u00e9crit. \u201cOn commence par les basiques autour du projet Voltaire, puis on va plus loin avec des formations sp\u00e9cifiques qui permettent de <\/em>r\u00e9diger des <\/em><\/strong>e-mails<\/em><\/strong><\/a> bien \u00e9crits et structur\u00e9s et qui embarquent aussi notre style relationnel<\/em><\/strong>. Nous avons tout un dispositif de mise en place du style et des postures relationnelles compl\u00e8tement encadr\u00e9es et en lien avec nos valeurs de marque. N\u00e9anmoins, on garde un style assez ouvert et libre en coh\u00e9rence avec les valeurs de marque\u201d, <\/em>explique Isabelle Kupecek.<\/p>\n\n\n\n

Pour permettre aux conseillers clients de traiter plusieurs canaux \u00e0 la fois, tout l\u2019enjeu pour les entreprises est d\u2019avoir des consoles suffisamment ergonomiques<\/a>, offrant une vision \u00e0 360 degr\u00e9s du client<\/strong>. Or, l\u2019arriv\u00e9e progressive des canaux a souvent contraint les entreprises \u00e0 acqu\u00e9rir des briques de logiciels. \u201cAvant, il n\u2019y avait de v\u00e9ritable unicit\u00e9, ni m\u00eame de vraie strat\u00e9gie en termes d\u2019utilisation pour les conseillers qui se retrouvaient avec 50 logiciels \u00e0 g\u00e9rer en m\u00eame temps. On a siffl\u00e9 la fin de la r\u00e9cr\u00e9. Il y a maintenant une volont\u00e9 des entreprises de se dire : d\u00e9j\u00e0 on essaie de ne pas forc\u00e9ment tout lancer en m\u00eame temps, mais uniquement les plus pertinents. C\u2019est en train d\u2019\u00e9voluer\u201d, <\/em>observe Alexandre Pr\u00e9vost.<\/p>\n\n\n\n

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\n Ecoutez l'\u00e9pisode<\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/section>\n\t\n <\/div>\n\n <\/div>\n <\/div>\n\n <\/section>\n \n\n\n\n\n\n\n\n","protected":false},"excerpt":{"rendered":"

Historiquement, le conseiller client r\u00e9pondait aux clients au t\u00e9l\u00e9phone principalement. Depuis, les entreprises ont adopt\u00e9 de nouveaux canaux, la plupart digitaux, pour r\u00e9pondre aux attentes des consommateurs et gagner en efficacit\u00e9. Un \u00e9cosyst\u00e8me multicanal qui, pour certains conseillers, change leur quotidien et leur m\u00e9tier. Comment appr\u00e9hender la gestion de ces diff\u00e9rents canaux ? C\u2019est \u00e0 cette question qu\u2019ont r\u00e9pondu Isabelle Kupecek, Directrice relation & exp\u00e9rience client chez Leroy Merlin et Alexandre Pr\u00e9vost, Head of Odigo Academy. <\/p>\n","protected":false},"author":2,"featured_media":11424,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","reading_time":"","author_id":66},"categories":[197],"tags":[],"topic":[],"class_list":["post-193958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides-et-conseils"],"acf":{"blog_author":[66]},"yoast_head":"\nLe conseiller client face \u00e0 la multiplication des canaux<\/title>\n<meta name=\"description\" content=\"La diversification des canaux permet au conseiller client de passer d'un canal \u00e0 un autre. 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