{"id":9770,"date":"2021-11-24T17:26:42","date_gmt":"2021-11-24T17:26:42","guid":{"rendered":"https:\/\/www.odigo.com\/fr-fr\/?p=9770"},"modified":"2021-11-24T17:26:42","modified_gmt":"2021-11-24T17:26:42","slug":"e-commerce-le-centre-de-contacts-au-coeur-des-strategies-de-relance-economique","status":"publish","type":"post","link":"https:\/\/odigo.com\/fr\/blog\/e-commerce-le-centre-de-contacts-au-coeur-des-strategies-de-relance-economique\/","title":{"rendered":"E-commerce : le centre de contacts au c\u0153ur des strat\u00e9gies de relance \u00e9conomique"},"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>Retail, e-commerce\u2026 La relation entre les marques et leurs clients n\u2019a jamais \u00e9t\u00e9 aussi pr\u00e9cieuse, mais elle n\u2019a jamais \u00e9t\u00e9 aussi fragile. Affirmer que la crise sanitaire a boulevers\u00e9 les habitudes de consommation est \u00e0 la fois vrai et faux. C\u2019est vrai dans la mesure o\u00f9, des confinements successifs et l\u2019application des principes de la distanciation sociale, ont modifi\u00e9 les comportements et les parcours d\u2019achat des clients. Mais il est excessif d\u2019affirmer que ces transformations sont uniquement li\u00e9es \u00e0 la pand\u00e9mie. Ces 20 derniers mois de COVID-19 ont, avant tout, acc\u00e9l\u00e9r\u00e9 des mutations qui \u00e9taient d\u00e9j\u00e0 amorc\u00e9es.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-faire-rimer-digitalisation-et-automatisation\"><strong>Faire rimer digitalisation et automatisation<\/strong><\/h3>\n\n\n\n<p>La digitalisation des parcours clients \u00e9tait d\u00e9j\u00e0 une r\u00e9alit\u00e9. Mais lorsque tous les points de vente ont ferm\u00e9, les consommateurs se sont rapidement adapt\u00e9s. Cette digitalisation se traduit notamment par une exigence d\u2019autonomie de la part des consommateurs. De la simple FAQ, en passant par un bot intelligent qui s\u2019active en cas de blocage dans le parcours ou au SVI (Serveur Vocal Interactif) permettant au client de trouver seul une r\u00e9ponse \u00e0 un probl\u00e8me simple\u2026 La maturit\u00e9 des consommateurs par rapport \u00e0 ces usages a consid\u00e9rablement \u00e9volu\u00e9 durant la crise. Mais cette autonomisation du client suppose un recours \u00e0 l\u2019automatisation qui, pour \u00eatre efficace, se nourrit d\u2019une connaissance tr\u00e8s pr\u00e9cise des parcours clients.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-les-centres-de-contacts-au-coeur-du-parcours-d-achat\"><strong>Les centres de contacts au c\u0153ur du parcours d\u2019achat<\/strong><\/h3>\n\n\n\n<p>Bien avant la crise sanitaire, les consommateurs s\u2019\u00e9taient engag\u00e9s dans des parcours omnicanaux. Prise de renseignements via Internet, visite dans un point de vente physique, approfondissement de la r\u00e9flexion en consultant des avis sur des plateformes sp\u00e9cialis\u00e9es ou sur les r\u00e9seaux sociaux\u2026 La crise sanitaire a permis de d\u00e9montrer \u00e0 quel point les centres de contacts jouent un r\u00f4le d\u00e9cisif. Un r\u00f4le qui ne se limite plus au traitement des r\u00e9clamations et des insatisfactions.&nbsp;<\/p>\n\n\n\n<p>Les conseillers dans les centres de contacts, n\u2019ont jamais si bien port\u00e9 leur nom&nbsp;! D\u00e9pass\u00e9 le simple statut d\u2019agents, ils interviennent sur l\u2019ensemble du cycle d\u2019achat. Incarnant une posture de conseil en avant-vente pour renseigner le client, y compris lorsque le point de vente est ferm\u00e9, permettant de r\u00e9server un produit et d\u2019organiser des rendez-vous en boutique pour le retirer, ils accompagnent \u00e9galement le client apr\u00e8s son acquisition. Les \u00e9quipes clientes sont omnipr\u00e9sentes \u00e0 chaque \u00e9tape d\u2019un parcours qui ne cesse de se complexifier.&nbsp;<\/p>\n\n\n\n<p>Acteurs-cl\u00e9s de l\u2019exp\u00e9rience client, les conseillers doivent s\u2019appuyer sur une connaissance d\u00e9taill\u00e9e du client et de son parcours. Le moteur de cette connaissance, c\u2019est la donn\u00e9e. Indispensable \u00e0 la contextualisation des interactions avec le client, cruciale pour maximiser la pertinence des r\u00e9ponses apport\u00e9es aux demandes de ces derniers, la donn\u00e9e constitue le socle d\u2019une exp\u00e9rience client r\u00e9invent\u00e9e.&nbsp;<\/p>\n\n\n\n<p>D\u00e9couvrez comment permettre au centre de contacts de jouer pleinement son r\u00f4le de conseil, d\u2019accompagnement et d\u2019assistance dans notre livre blanc \u00ab Exp\u00e9rience client : l\u2019aube d\u2019une nouvelle \u00e8re pour le retail \u00bb<\/p>\n\n\n\n<div style=\"height:100px\" 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\/blog-et-ressources\/ressource\/experience-client-laube-dune-nouvelle-ere-pour-le-retail\/\" id=\"tracking\">T\u00e9l\u00e9chargez le livre blanc<\/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                <\/div>\n\n            <\/div>\n        <\/div>\n\n    <\/section>\n    \n\n\n\n\n\n\n\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ces derniers mois, les cartes de la relation client ont \u00e9volu\u00e9, de m\u00eame que les habitudes de consommation. La situation a amen\u00e9 le centre de contacts \u00e0 jouer un r\u00f4le beaucoup plus central, et ce \u00e0 toutes \u00e9tapes du parcours client. Un r\u00f4le qui induit de profondes transformations organisationnelles, techniques et strat\u00e9giques pour les marques qui veulent r\u00e9pondre pr\u00e9sents. <\/p>\n","protected":false},"author":2,"featured_media":9775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","reading_time":"3","author_id":2532},"categories":[199],"tags":[58],"topic":[],"class_list":["post-9770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendances-marche-analyses","tag-customer-experience"],"acf":{"blog_author":[2532]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>E-commerce : les strat\u00e9gies de relance \u00e9conomique<\/title>\n<meta name=\"description\" content=\"Comment r\u00e9pondent les centres de contacts face \u00e0 l&#039;\u00e9volution de la relation client 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