{"id":9912,"date":"2021-12-14T15:13:00","date_gmt":"2021-12-14T15:13:00","guid":{"rendered":"https:\/\/www.odigo.com\/fr-fr\/?p=9912"},"modified":"2021-12-14T15:13:00","modified_gmt":"2021-12-14T15:13:00","slug":"la-donnee-au-service-de-la-satisfaction-client","status":"publish","type":"post","link":"https:\/\/odigo.com\/fr\/blog\/la-donnee-au-service-de-la-satisfaction-client\/","title":{"rendered":"La donn\u00e9e au service de la satisfaction client"},"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>Comment trouver le&nbsp; juste \u00e9quilibre entre autonomie du client, via le self-service, et \u00e9changes avec un conseiller ? Cette \u00e9quation complexe, les services clients des entreprises doivent la r\u00e9soudre au quotidien. En effet, trop d\u2019automatisation tue l\u2019automatisation, et la relation client peut vite sembler \u00ab&nbsp;d\u00e9sincarn\u00e9e&nbsp;\u00bb. \u00c0 l\u2019inverse, ne pas donner aux clients assez d\u2019autonomie&nbsp; risque de conduire les \u00e9quipes en charge du service client \u00e0 saturation, et de faire exploser les d\u00e9lais moyens de traitement\u2026 au d\u00e9triment de l\u2019exp\u00e9rience client. Alors, comment mettre en place une strat\u00e9gie \u00e9quilibr\u00e9e ?&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;int\u00e9gration de la donn\u00e9e CRM, garante de l\u2019excellence des interactions avec le client<\/h2>\n\n\n\n<p>Pour garantir l&rsquo;excellence des interactions clients, le duo gagnant est souvent compos\u00e9 d\u2019une solution de centre de contacts qui s\u2019int\u00e8gre de mani\u00e8re fluide avec le CRM. Pourquoi ? Car la donn\u00e9e CRM, dont peut tirer habilement profit une solution CCaaS, permet de r\u00e9pondre \u00e0 l&rsquo;enjeu du <a href=\"https:\/\/odigo.com\/fr-fr\/blog-et-ressources\/blog\/la-meilleure-strategie-de-gestion-des-canaux-est-channel-less\/\">channel-less<\/a>. Ainsi, pour \u00e9viter de faire r\u00e9p\u00e9ter les demandes, rien de mieux qu\u2019une approche unifi\u00e9e gr\u00e2ce \u00e0 laquelle il est possible de transformer une s\u00e9rie d\u2019interactions en une v\u00e9ritable conversation avec la marque. Le canal de communication utilis\u00e9 passe alors au second plan et&nbsp; la conversation peut se faire par<a href=\"https:\/\/odigo.com\/fr-fr\/produits\/omnicanalite\/\"> t\u00e9l\u00e9phone ou sur tout autre canal pr\u00e9f\u00e9r\u00e9 par le client<\/a>.&nbsp;<\/p>\n\n\n\n<p>L&rsquo;int\u00e9gration r\u00e9ussie des donn\u00e9es permet de simplifier les interactions entre le conseiller et le client. Ma\u00eetris\u00e9e, r\u00e9concili\u00e9e et partag\u00e9e, la donn\u00e9e devient un levier majeur du channel-less en permettant une v\u00e9ritable personnalisation des \u00e9changes&nbsp;! Cela vient renforcer l\u2019installation d\u2019une relation de confiance entre le client et la marque, singularise l\u2019interaction et place, \u00e0 juste titre, le client au c\u0153ur de la strat\u00e9gie relationnelle de la marque.&nbsp;<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 l&rsquo;int\u00e9gration des donn\u00e9es, le conseiller dispose de toutes les informations dont il a besoin sur le client avec qui il \u00e9change, sans avoir \u00e0 se pr\u00e9occuper du superflu. Il est ainsi \u00e9quip\u00e9 pour r\u00e9pondre au mieux \u00e0 son besoin. Comme l\u2019explique Marie Verch\u00e8re, Deputy Head of OxS France chez Odigo,&nbsp; quand ils ont acc\u00e8s \u00e0 l&rsquo;historique des commandes, au suivi des livraisons et \u00e0 l&rsquo;historique des interactions avec la marque, les conseillers peuvent<strong> <\/strong>\u00ab traiter plus rapidement et plus efficacement les demandes avec de la satisfaction client \u00e0 la cl\u00e9 \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Attention \u00e0 l&rsquo;int\u00e9gration de donn\u00e9es non ma\u00eetris\u00e9es<\/h2>\n\n\n\n<p>Non, l\u2019int\u00e9gration et l&rsquo;exploitation des donn\u00e9es ne sert pas qu\u2019\u00e0 am\u00e9liorer la satisfaction client, et oui, elle peut parfois comporter des risques. Par exemple, si elle est utilis\u00e9e pour justifier une augmentation des flux dans les centres de contacts, vos conseillers peuvent se retrouver sur-sollicit\u00e9s&#8230; Il faut aussi savoir comment l&rsquo;utiliser.&nbsp; En la mati\u00e8re, une \u00e9tude r\u00e9alis\u00e9e en 2021 par <a href=\"https:\/\/www.teradata.fr\/Press-Releases\/2021\/Data-Crisis-Impeding-Customer-Experience-CX\">Teradata et Celebrus<\/a>, affirme que 71 % des entreprises n\u2019arrivent pas \u00e0 analyser ou cat\u00e9goriser toutes les donn\u00e9es clients auxquelles elles ont acc\u00e8s.&nbsp;<\/p>\n\n\n\n<p>Pour Christophe Famechon, Directeur de la relation client \u00e0 distance chez Fnac Darty, qui g\u00e9n\u00e8re 10 \u00e0 12 millions de contacts par an, <a href=\"https:\/\/odigo.com\/fr-fr\/produits\/integration-crm\/\">la donn\u00e9e CRM<\/a> est une solution qui permet d\u2019adopter une strat\u00e9gie \u00e9quilibr\u00e9e. Pour lui, \u00ab la donn\u00e9e et l\u2019intelligence artificielle sont des \u00e9l\u00e9ments importants pour \u00eatre \u00e0 la hauteur. La donn\u00e9e CRM est un chantier d\u2019autant plus vaste que les entit\u00e9s Fnac et Darty n\u2019utilisaient pas le m\u00eame outil. La donn\u00e9e est au service de la satisfaction des clients par la pertinence des interactions avec les conseillers, mais aussi dans la compr\u00e9hension des parcour<em>s.<\/em>&nbsp;\u00bb<\/p>\n\n\n\n<p>Pour <a href=\"https:\/\/odigo.com\/fr-fr\/blog-et-ressources\/blog\/symetrie-des-attentions-pourquoi-repenser-votre-console-agent\/\">garantir la satisfaction client<\/a> et \u00e9viter l\u2019<a href=\"https:\/\/odigo.com\/fr-fr\/blog-et-ressources\/blog\/les-grandes-tendances-de-lexperience-client-a-suivre-en-2023\/\">attrition des \u00e9quipes<\/a>, il convient de cr\u00e9er les conditions n\u00e9cessaires au bien-\u00eatre des collaborateurs. Lorsqu\u2019il conna\u00eet le client, son contexte, qu\u2019il a acc\u00e8s \u00e0 l\u2019historique des interactions, mais aussi \u00e0 une base de connaissance concernant les produits et services de l\u2019entreprise, le conseiller est plus confiant, plus serein et plus disponible pour remplir ses missions, il apportera la r\u00e9ponse ad\u00e9quate et personnalis\u00e9e attendue.&nbsp;<\/p>\n\n\n\n<p>L&rsquo;int\u00e9gration des donn\u00e9es doit servir \u00e0 personnaliser la r\u00e9ponse au client. Des donn\u00e9es ma\u00eetris\u00e9es permettent d\u2019adapter le parcours en temps r\u00e9el, en fonction du profil du client, de ses pr\u00e9f\u00e9rences, de ses attentes et de son app\u00e9tence \u00e0 l\u2019autonomie. Odigo, <a href=\"https:\/\/odigo.com\/fr-fr\/a-propos\/news\/odigo-renforce-sa-position-de-leader-dans-le-rapport-isg-provider-lens-contact-center-as-a-service-2021\/\">entreprise leader<\/a> en solutions de Contact Center as a Service (CCaaS), a compris l\u2019importance des donn\u00e9es il y a plusieurs ann\u00e9es. Gr\u00e2ce \u00e0 son exp\u00e9rience du terrain, sa compr\u00e9hension fine des enjeux des entreprises, mais aussi sa capacit\u00e9 \u00e0 innover, Odigo accompagne d\u00e9j\u00e0 de nombreux acteurs fran\u00e7ais et internationaux du retail et du e-commerce. Vous souhaitez en apprendre plus sur les solutions qui existent pour am\u00e9liorer votre service client en mettant \u00e0 profit vos donn\u00e9es ?<\/p>\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                <\/div>\n\n            <\/div>\n        <\/div>\n\n    <\/section>\n    \n\n\n\n","protected":false},"excerpt":{"rendered":"<p>La situation sanitaire en France a amen\u00e9 le centre de contacts \u00e0 jouer un r\u00f4le encore plus central dans le parcours client. R\u00e9sultat : les entreprises ont besoin d\u2019adopter de nouvelles strat\u00e9gies pour leur service client. Difficile cependant de ne pas tomber dans certains pi\u00e8ges&#8230; La solution ? Mettre en place une strat\u00e9gie \u00e9quilibr\u00e9e, bas\u00e9e sur la donn\u00e9e.<\/p>\n","protected":false},"author":2,"featured_media":9913,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","reading_time":"3","author_id":2532},"categories":[197],"tags":[],"topic":[],"class_list":["post-9912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides-et-conseils"],"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>Mettre la donn\u00e9e au service de la satisfaction client<\/title>\n<meta name=\"description\" content=\"Les entreprises doivent mettre en place des strat\u00e9gies \u00e9quilibr\u00e9es pour leur service client, bas\u00e9es sur la donn\u00e9e.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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