{"id":193974,"date":"2023-11-30T11:27:17","date_gmt":"2023-11-30T11:27:17","guid":{"rendered":"https:\/\/www.odigo.com\/fr-fr\/?p=17729"},"modified":"2023-11-30T11:27:17","modified_gmt":"2023-11-30T11:27:17","slug":"digital-et-serveur-vocal-au-service-de-lexperience-client","status":"publish","type":"post","link":"https:\/\/odigo.com\/fr\/blog\/digital-et-serveur-vocal-au-service-de-lexperience-client\/","title":{"rendered":"Digital et serveur vocal au service de l&rsquo;exp\u00e9rience client"},"content":{"rendered":"\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>&nbsp;<\/p>\n\n\n    <section\n        class=\"  section article-body post-article-body article-white \">\n\n                <div class=\"container\">\n            <div class=\"row\">\n\n                <div class=\"col-12 article-text\">\n                    \n\n<p>Longtemps ils se sont ignor\u00e9s et parfois m\u00eame, on les a oppos\u00e9s\u202f:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L\u2019un, le site web, et plus particuli\u00e8rement son espace client, est n\u00e9 en s\u2019inscrivant dans le cadre bienveillant d\u2019un programme de digitalisation global \u00e0 l\u2019entreprise.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L\u2019autre, le serveur vocal, disponible depuis fort longtemps est devenu au fur et \u00e0 mesure un imp\u00e9ratif pour qualifier les motifs de sollicitation issus du canal t\u00e9l\u00e9phonique.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Ne pas opposer digital et serveur vocal<\/strong>&nbsp;<\/p>\n\n\n\n<p>Deux points de contact client avec des \u00e9volutions distinctes \u00e9taient en train de se mat\u00e9rialiser au fil du temps.&nbsp;<\/p>\n\n\n\n<p>Pour le digital, il \u00e9tait question de rendre au maximum les clients autonomes et finalement de tendre \u00e0 minimiser voire \u00e0 faire disparaitre le serveur vocal.&nbsp;<\/p>\n\n\n\n<p>Le sc\u00e9nario allait s\u2019ex\u00e9cuter implacablement et rien ne devait l\u2019arr\u00eater, les plus brillants analystes l\u2019affirmaient\u202f!&nbsp;&nbsp;<\/p>\n\n\n\n<p>Pourtant la r\u00e9alit\u00e9 op\u00e9rationnelle a contredit cette pr\u00e9vision\u202f:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les volumes d\u2019appels sur le canal t\u00e9l\u00e9phonique sont demeur\u00e9s stables avec une forte part de sollicitations \u00e0 valeur ajout\u00e9e. Dans la majorit\u00e9 des secteurs d\u2019activit\u00e9, il ne s\u2019agit plus uniquement de traiter des demandes portant sur des actes courants de gestion ou des r\u00e9clamations. Les clients appellent d\u00e9sormais pour acheter, s\u2019abonner, partager un avis ou m\u00eame r\u00e9silier \u2026&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>D\u2019autres clients ayant initialis\u00e9 leur d\u00e9marche sur le canal digital ont, dans certains cas, un besoin d\u2019entrer en relation avec un conseiller.&nbsp; Cela constitue une opportunit\u00e9 pour la marque\u202f! Or l\u2019escalade vers un conseiller \u00e0 partir d\u2019une discussion chat sur le web n\u2019est pas toujours mise en \u0153uvre ou s\u2019effectue sans aucun transfert de contexte.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Mais les rapprocher dans un mod\u00e8le global<\/strong>&nbsp;<\/p>\n\n\n\n<p>Alors que les derni\u00e8res ann\u00e9es ont marqu\u00e9 un accroissement de la relation client \u00e0 distance, <strong>les deux canaux commencent \u00e0 s\u2019int\u00e9grer dans un mod\u00e8le relationnel global et \u00e0 interagir ensemble devenant \u00e0 tour de r\u00f4le, l\u2019ambassadeur l\u2019un de l\u2019autre<\/strong>.&nbsp;<\/p>\n\n\n\n<p>De technologies matures favorisent cette nouvelle union\u202f:&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/2022-03-17_Campaigns_009-GL-Triple-A-2022_LP_Icons-02-1-1.png\" alt=\"\" class=\"wp-image-17737\" style=\"width:99px;height:auto\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"59\" height=\"50\" src=\"https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/2022-01-26_Icons_RGB-43-1.png\" alt=\"\" class=\"wp-image-17738\" style=\"width:81px;height:auto\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/2022-01-26_Icons_RGB-90-1-1.png\" alt=\"\" class=\"wp-image-17739\" style=\"width:78px;height:auto\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<ul class=\"wp-block-list\">\n<li>C\u2019est tout d\u2019abord <strong>l\u2019av\u00e8nement de l\u2019intelligence artificielle o\u00f9 chatbot et callbot<\/strong> qualifient finement le motif de sollicitation en s\u2019appuyant sur des corpus et des bases de connaissance. A noter que les callbots sont de plus en plus pr\u00e9cis et naturels. Cela d\u00e9montre tout l\u2019int\u00e9r\u00eat du canal vocal, aujourd\u2019hui appr\u00e9ci\u00e9 par les jeunes g\u00e9n\u00e9rations qui, dans leur usage quotidien, pr\u00e9f\u00e8rent les notes vocales au longs messages \u00e9crits.&nbsp;&nbsp;<\/li>\n\n\n\n<li>C\u2019est le retour du SMS coupl\u00e9 \u00e0 un <strong>SVI visuel.<\/strong> Ce dispositif offre la possibilit\u00e9 de basculer harmonieusement du t\u00e9l\u00e9phone au digital pour certains motifs voire pour certains profils de clients. Une interface visuelle est appr\u00e9ci\u00e9e lorsque de nombreuses informations doivent \u00eatre communiqu\u00e9es au client.<\/li>\n\n\n\n<li>Enfin le <strong>web callback<\/strong> permet de d\u00e9marrer une conversation sur le digital et de la finaliser sur le t\u00e9l\u00e9phone pour apporter plus d\u2019intimit\u00e9 et am\u00e9liorer la transformation de leads.&nbsp;&nbsp;&nbsp;&nbsp;<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p>Si cette interop\u00e9rabilit\u00e9 technique devient relativement simple \u00e0 mettre en \u0153uvre, il est aussi imp\u00e9ratif de <strong>cr\u00e9er, d\u00e9velopper et maintenir une identit\u00e9 commune<\/strong> \u00e0 toutes les d\u00e9clinaisons du dispositif. Des formats conversationnels communs doivent \u00eatre construits pour donner encore plus de sens aux parcours omnicanaux o\u00f9 le maitre mot sera le \u00ab\u202fsans couture\u202f\u00bb. Il pourra s\u2019agir de la personnalit\u00e9 unique d\u2019un agent conversationnel, de tournures homog\u00e8nes entre des phras\u00e9s parl\u00e9s et \u00e9crits ou encore de passage d\u2019\u00e9l\u00e9ments de contexte au service de la fluidit\u00e9 et de la personnalisation.&nbsp;<\/p>\n\n\n\n<p>Ce dispositif global doit aussi b\u00e9n\u00e9ficier de liens forts avec les applications et les r\u00e9f\u00e9rentiels du syst\u00e8me d\u2019information pour d\u00e9velopper les volets personnalisation, contextualisation et segmentation. Souvent d\u00e9j\u00e0 construits dans le cadre des applications digitales, ces webservices ou API doivent \u00eatre positionn\u00e9s sur le service t\u00e9l\u00e9phonique en prenant en compte les aspects s\u00e9curit\u00e9 et dimensionnement d\u2019acc\u00e8s pour g\u00e9rer le temps r\u00e9el.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1196\" height=\"964\" src=\"https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/visuel-svi-1.png?w=960\" alt=\"\" class=\"wp-image-17742\" style=\"width:470px;height:auto\" srcset=\"https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/visuel-svi-1.png 1196w, https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/visuel-svi-1-300x242.png 300w, https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/visuel-svi-1-1024x825.png 1024w, https:\/\/odigo.com\/wp-content\/uploads\/2023\/11\/visuel-svi-1-768x619.png 768w\" sizes=\"(max-width: 1196px) 100vw, 1196px\" \/><\/figure>\n\n\n\n<p><strong>De nouvelles perspectives<\/strong>&nbsp;<\/p>\n\n\n\n<p>Cette nouvelle complicit\u00e9 entre digital et t\u00e9l\u00e9phone va s\u2019\u00e9tendre \u00e0 de nouveaux enjeux.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Progressivement, elle englobe les applications qui, dans certains secteurs comme la banque, prennent une place plus importante que le canal web. L\u00e0 aussi, les interactions avec le t\u00e9l\u00e9phone vont devenir naturelles. <strong>Les dispositifs de SVI visuels positionn\u00e9s sur les applications orchestreront la conversation et dans certaines situations favoriseront une escalade vers le t\u00e9l\u00e9phone<\/strong>.&nbsp;<\/p>\n\n\n\n<p><strong>Cette union digital-SVI va aussi favoriser ce que les clients attendent le plus\u202f: la proactivit\u00e9.<\/strong> Imaginez que j\u2019appelle le SVI, que ce dernier me reconnaisse par mon num\u00e9ro d\u2019appel et joue un message m\u2019indiquant que de nouvelles sollicitations \/ op\u00e9rations m\u2019attendent ou ont \u00e9t\u00e9 r\u00e9alis\u00e9es sur l\u2019espace digital. Un peu de teasing r\u00e9alis\u00e9 sur le canal t\u00e9l\u00e9phonique et dans beaucoup de cas, un lien direct avec l\u2019objet de mon appel\u202f!&nbsp;<\/p>\n\n\n\n<p>L\u2019autre bonne nouvelle concerne le volet organisationnel au sein des entreprises et des institutions. Les \u00e9quipes attitr\u00e9es \u00e0 chaque canal \u00e9changent de plus en plus voire rejoignent un dispositif global.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Au sein d\u2019Odigo, nous sommes passionn\u00e9s par ces nouveaux formats globaux. Nos solutions logicielles les adressent en offrant tant des outils de qualification performants que des passerelles entre les diff\u00e9rents canaux. Nos \u00e9quipes M\u00e9tier accompagnent d\u00e9j\u00e0 un ensemble de marques dans le cadre de cette dynamique. Rencontrons-nous pour en parler !<\/strong>&nbsp;<\/p>\n\n                <\/div>\n\n            <\/div>\n        <\/div>\n\n    <\/section>\n    \n\n    <section>\n        <div class=\"buttons-block\">\n            <div class=\"container\">\n                <div class=\"buttons buttons--horizontal\">\n                    <a class=\"button-icon\" href=\"https:\/\/www.odigo.com\/fr-fr\/a-propos\/contact\/#multiple-form-picker\" id=\"tracking\">Contacter un expert Odigo<\/a>\n                                    <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n\t\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>Longtemps ils se sont ignor\u00e9s et parfois m\u00eame, on les a oppos\u00e9s\u202f:\u00a0L\u2019un, le site web, et plus particuli\u00e8rement son espace client, est n\u00e9 en s\u2019inscrivant dans le cadre bienveillant d\u2019un programme de digitalisation global \u00e0 l\u2019entreprise.\u00a0L\u2019autre, le serveur vocal, disponible depuis fort longtemps est devenu au fur et \u00e0 mesure un imp\u00e9ratif pour qualifier les motifs de sollicitation issus du canal t\u00e9l\u00e9phonique.<\/p>\n","protected":false},"author":2,"featured_media":17748,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","reading_time":"3","author_id":200},"categories":[197],"tags":[],"topic":[],"class_list":["post-193974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides-et-conseils"],"acf":{"blog_author":[200]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital et serveur vocal au service de l\u2019exp\u00e9rience client<\/title>\n<meta name=\"description\" content=\"Alors que les derni\u00e8res ann\u00e9es ont marqu\u00e9 un accroissement de la relation client \u00e0 distance, les deux canaux commencent \u00e0 s\u2019int\u00e9grer dans un mod\u00e8le relationnel global et \u00e0 interagir ensemble.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/odigo.com\/fr\/blog\/digital-et-serveur-vocal-au-service-de-lexperience-client\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital et serveur vocal au service de l\u2019exp\u00e9rience client\" \/>\n<meta property=\"og:description\" content=\"Alors que les derni\u00e8res ann\u00e9es ont marqu\u00e9 un accroissement de la relation client \u00e0 distance, les deux canaux commencent \u00e0 s\u2019int\u00e9grer dans un mod\u00e8le relationnel global et \u00e0 interagir ensemble.\" \/>\n<meta property=\"og:url\" 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