{"id":20405,"date":"2024-09-18T10:12:44","date_gmt":"2024-09-18T10:12:44","guid":{"rendered":"https:\/\/www.odigo.com\/fr-fr\/?p=20405"},"modified":"2026-02-24T12:31:16","modified_gmt":"2026-02-24T11:31:16","slug":"comment-le-canal-e-mail-se-renouvelle-et-sautomatise","status":"publish","type":"post","link":"https:\/\/odigo.com\/fr\/blog\/comment-le-canal-e-mail-se-renouvelle-et-sautomatise\/","title":{"rendered":"Comment le canal e-mail se renouvelle et s\u2019automatise ?"},"content":{"rendered":"\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>L\u2019e-mail est le canal de la relation client par excellence. D\u00e9mocratis\u00e9 d\u00e8s le d\u00e9but de l\u2019utilisation massive d\u2019Internet, il est l\u2019un des seuls canaux \u00e0 observer un protocole commun entre les diff\u00e9rents fournisseurs. De nos jours, tout le monde poss\u00e8de une, voire plusieurs, adresse(s) e-mail. Et comme tous les autres moyens de communication, l\u2019e-mail \u00e9volue avec son temps et profite \u00e0 son tour des bienfaits de l\u2019intelligence artificielle tout en gardant sa facilit\u00e9 d&rsquo;utilisation.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019e-mail\u202f: un canal essentiel pour la relation client au fil du temps&nbsp;<\/h2>\n\n\n\n<p>L\u2019e-mail reste le deuxi\u00e8me canal le plus utilis\u00e9 apr\u00e8s le t\u00e9l\u00e9phone pour contacter un service client. L\u2019<a href=\"https:\/\/go.escda.fr\/osc2023\" target=\"_blank\" rel=\"noreferrer noopener\">Observatoire des Services Client du BVA<\/a> a indiqu\u00e9, en 2023, que les e-mails ne repr\u00e9sentaient pas moins <strong>de 52 % des prises de contact<\/strong>. Et pour cause\u202f! Les e-mails ont des avantages ind\u00e9niables :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ils repr\u00e9sentent le canal digital le plus courant \u00e0 utiliser&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ils permettent de traiter les prises de contact de mani\u00e8re asynchrone pour g\u00e9rer son temps plus efficacement&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Depuis 2005, ils <a href=\"https:\/\/www.legifrance.gouv.fr\/codes\/article_lc\/LEGIARTI000006437813#:~:text=Article%201316%2D1%20(abrog%C3%A9)&amp;text=L'%C3%A9crit%20sous%20forme%20%C3%A9lectronique,%C3%A0%20en%20garantir%20l'int%C3%A9grit%C3%A9.\" target=\"_blank\" rel=\"noreferrer noopener\">repr\u00e9sentent une valeur l\u00e9gale<\/a> et sont admis comme preuve au m\u00eame titre que les \u00e9crits sur support papier&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Par sa nature simple et flexible, l\u2019e-mail s\u2019adapte facilement aux nouvelles avanc\u00e9es et tendances du march\u00e9. Il est d\u00e9sormais possible de <strong>partager du contenu riche comme des vid\u00e9os, des liens, des fichiers ou tout autre contenu multim\u00e9dia <\/strong>en passant par l\u2019e-mail.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Il est int\u00e9ressant de noter que la grande majorit\u00e9 des comptes, applications ou plateformes ne peuvent pas fonctionner sans adresse e-mail\u202f! D\u2019ailleurs, beaucoup poss\u00e8dent une fonctionnalit\u00e9 d\u2019e-mailing in-app, en faisant un canal <strong>polyforme \u00e9volutif<\/strong>, et donc, incontournable.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Le futur de l\u2019e-mailing&nbsp;<\/h3>\n\n\n\n<p>Malgr\u00e9 son succ\u00e8s et ses grandes capacit\u00e9s, le canal e-mail a vu des limites s\u2019installer au fil du temps. Il entra\u00eene parfois des <strong>temps de traitement trop longs<\/strong> lorsque le volume de demandes est trop important. D\u2019apr\u00e8s le BVA, il faut en moyenne 3 retours d\u2019e-mail entre le client et le professionnel pour clore une requ\u00eate, ce qui est loin d\u2019\u00eatre optimal.&nbsp;<\/p>\n\n\n\n<p>C\u2019est souvent la <strong>complexit\u00e9 des sujets et une mauvaise qualification<\/strong> qui engendrent ces retours futiles et poussent les clients \u00e0 r\u00e9it\u00e9rer sur d\u2019autres canaux, ce qui <strong>affecte la productivit\u00e9, l\u2019efficacit\u00e9 et les co\u00fbts op\u00e9rationnels c\u00f4t\u00e9 entreprise<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Heureusement, les nouvelles avanc\u00e9es en IA permettent d\u2019am\u00e9liorer grandement les performances de traitement des e-mails.&nbsp;<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019IA au c\u0153ur du processus de qualification des e-mails&nbsp;<\/h2>\n\n\n\n<p>Comme mentionn\u00e9, le plus grand obstacle \u00e0 la productivit\u00e9 et \u00e0 la performance de l\u2019e-mailing, c\u2019est une qualification inefficace. Pour am\u00e9liorer la rapidit\u00e9, les temps de traitement et diminuer le nombre de retours, il est n\u00e9cessaire de bien qualifier un e-mail d\u00e8s le d\u00e9but.&nbsp;<\/p>\n\n\n\n<p>Historiquement, des mots cl\u00e9s et une analyse s\u00e9mantique, notamment dans l\u2019objet, \u00e9taient utilis\u00e9s pour rep\u00e9rer les termes permettant de qualifier. Mais cette d\u00e9marche est insuffisante et d\u00e9pass\u00e9e car les e-mails sont de plus en plus complexes et longs.&nbsp;<\/p>\n\n\n\n<p>C\u2019est l\u00e0 que l\u2019IA entre en jeu ! Exploitant la puissance des grands mod\u00e8les de langage pour mener une <a href=\"https:\/\/odigo.com\/fr-fr\/produits\/automatisation-intelligence-artificielle\/comprehension-automatique-du-langage-naturel-nlu\/\">Compr\u00e9hension du langage naturel<\/a> elle est en mesure de saisir le sens de grands volumes de textes, et va bien au-del\u00e0 des seuls mots cl\u00e9s. L\u2019IA est capable de tirer du texte\u202f:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les intentions du client : quels sujets il veut aborder avec l\u2019entreprise&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les informations cruciales comme une date, le nom d\u2019un concurrent\u2026&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les \u00e9motions (frustration, col\u00e8re, joie, soulagement)&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Cette richesse d\u2019informations collect\u00e9es permet d\u2019affiner la priorit\u00e9 et le sc\u00e9nario de traitement de l\u2019e-mail en apportant personnalisation et efficacit\u00e9. Chez Odigo, nous utilisons l\u2019<a href=\"https:\/\/odigo.com\/fr-fr\/ai-orchestrator-toute-la-puissance-de-lia-pour-des-parcours-clients-dexception\/\">Odigo AI Orchestrator<\/a> pour \u00e9laborer ces sc\u00e9narios et rationaliser le processus d\u2019e-mailing.&nbsp;<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Usages et b\u00e9n\u00e9fices d\u2019une bonne plateforme d\u2019e-mailing intelligent&nbsp;<\/h2>\n\n\n\n<p>Soutenir son e-mailing avec l\u2019intelligence artificielle rev\u00eat des avantages clairs aussi bien pour les clients que pour les professionnels de la relation client.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pour le client<\/strong>, cela se traduit par des r\u00e9ponses plus pr\u00e9cises, des temps de r\u00e9ponse r\u00e9duits, mais aussi et surtout, par de meilleurs taux de r\u00e9solution au premier contact.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pour l\u2019entreprise,<\/strong> c\u2019est synonyme de demandes mieux trait\u00e9es, et de moins de transferts entre les services et les canaux.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Bien que cela n\u2019ait pas encore \u00e9t\u00e9 mis en place, l\u2019IA g\u00e9n\u00e9rative comme ChatGPT pourra dans un futur proche permettre de r\u00e9diger automatiquement des r\u00e9ponses pr\u00e9cises et cibl\u00e9es aux demandes les plus simples. Cette fonctionnalit\u00e9 est encore en d\u00e9veloppement afin d\u2019assurer sa qualit\u00e9 et sa conformit\u00e9 aux r\u00e9glementations en vigueur, mais devrait prochainement voir le jour\u202f!&nbsp;<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Cas d\u2019usage&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Secteur priv\u00e9\u202f\u2013 assurance\u202f:<\/strong> l\u2019e-mail d\u2019un client souhaitant ren\u00e9gocier son contrat est analys\u00e9 par l\u2019IA pour tirer du texte toutes les informations n\u00e9cessaires \u00e0 l\u2019\u00e9laboration d\u2019un nouveau contrat. Si l\u2019analyse d\u00e9cr\u00e8te que la demande est trop complexe, elle permet au moins de ressembler les informations utiles \u00e0 la place du conseiller avant de lui passer la main.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Secteur public \u2013 s\u00e9curit\u00e9 sociale\u202f:<\/strong> en examinant l\u2019e-mail entrant d\u2019un b\u00e9n\u00e9ficiaire, l\u2019IA comprend qu\u2019il souhaite simplement g\u00e9n\u00e9rer une attestation de droits pour son employeur. Son e-mail sera libell\u00e9 automatiquement dans ce sens pour faciliter la t\u00e2che du conseiller.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Malgr\u00e9 de nombreuses applications utiles pour le canal e-mail, l\u2019IA n\u2019a r\u00e9ellement de sens que si elle s\u2019ins\u00e8re dans une cha\u00eene plus globale de traitement des interactions. Isol\u00e9e, elle ne peut pas r\u00e9v\u00e9ler son plein potentiel et aider \u00e0 r\u00e9soudre les d\u00e9fis associ\u00e9s \u00e0 l\u2019e-mailing.&nbsp;<\/p>\n\n\n\n<p>Il est donc primordial de choisir une <a href=\"https:\/\/odigo.com\/fr-fr\/produits\/omnicanalite\/\">plateforme CCaaS omnicanale<\/a> qui traite les e-mails de bout en bout, et compatible avec l\u2019int\u00e9gration d\u2019une IA solide capable de comprendre la relation client sur tous les canaux.&nbsp;<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion&nbsp;<\/h2>\n\n\n\n<p>L\u2019e-mailing, un canal traditionnel en pleine expansion, b\u00e9n\u00e9ficie grandement des avanc\u00e9es en intelligence artificielle, notamment gr\u00e2ce aux grands mod\u00e8les de langage. Ces technologies permettent de r\u00e9volutionner le processus de qualification des e-mails, offrant ainsi des avantages consid\u00e9rables tant pour les professionnels que pour les clients.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Toutefois, il est essentiel de choisir un outil adapt\u00e9 aux besoins sp\u00e9cifiques et \u00e0 la structure de l\u2019entreprise pour en tirer pleinement parti. Avec son OAIO, Odigo se positionne comme une solution flexible et performante, capable de r\u00e9pondre \u00e0 toutes les exigences et conditions du march\u00e9.&nbsp;<\/p>\n\n\n\n<p><strong>Vous voulez optimiser la performance du traitement de vos e-mails et le travail de vos conseillers ?<\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\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\/\" id=\"tracking\">Contactez-nous !<\/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<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019e-mail \u00e9volue avec l\u2019intelligence artificielle. Ce canal incontournable dans la relation client permet d\u00e9sormais une personnalisation accrue, une meilleure classification des demandes et une automatisation des \u00e9changes en gardant malgr\u00e9 sa simplicit\u00e9 d\u2019utilisation. Mais comment en tirer le meilleur parti ?<\/p>\n","protected":false},"author":2,"featured_media":20416,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","reading_time":"","author_id":16636},"categories":[197],"tags":[],"topic":[],"class_list":["post-20405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides-et-conseils"],"acf":{"blog_author":[16636]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L\u2019e-mail s\u2019automatise et se renouvelle gr\u00e2ce \u00e0 l\u2019IA !<\/title>\n<meta name=\"description\" content=\"L\u2019e-mail, canal incontournable du service client, se renouvelle et s\u2019automatise gr\u00e2ce \u00e0 l\u2019IA. 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