{"id":4319,"date":"2013-10-07T10:39:15","date_gmt":"2013-10-07T09:39:15","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=4319"},"modified":"2014-11-26T12:24:26","modified_gmt":"2014-11-26T11:24:26","slug":"la-reclamation-un-sujet-au-coeur-de-la-relation-client-aux-frontieres-encore-floues","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2013\/10\/la-reclamation-un-sujet-au-coeur-de-la-relation-client-aux-frontieres-encore-floues\/","title":{"rendered":"La r\u00e9clamation : un sujet au c\u0153ur de la relation client, aux fronti\u00e8res encore floues\u2026"},"content":{"rendered":"<p><em>En ces p\u00e9riodes \u00e9conomiques tendues, la protection du consommateur est un th\u00e8me porteur pour les sph\u00e8res politiques et associatives. Le traitement des r\u00e9clamations et les modalit\u00e9s de recours en cas de litige en constituent un volet important. Du c\u00f4t\u00e9 de la loi, comme du c\u00f4t\u00e9 de l\u2019entreprise, le sujet revient sur le devant de la sc\u00e8ne.<\/em><\/p>\n<h2>La r\u00e9clamation : des avanc\u00e9es sur la sc\u00e8ne l\u00e9gislative\u2026<\/h2>\n<p>Sur la sc\u00e8ne fran\u00e7aise, le projet de loi sur la consommation a \u00e9t\u00e9 adopt\u00e9 par le S\u00e9nat le 13 septembre 2013. Il vise \u00e0 r\u00e9\u00e9quilibrer les rapports de force entre professionnels et consommateurs, notamment en renfor\u00e7ant l\u2019information du client sur internet et en facilitant les actions de groupe.<br \/>\nC\u00f4t\u00e9 Union Europ\u00e9enne, la Directive relative au r\u00e8glement extrajudiciaire des litiges (REL ou ADR en anglais), et le R\u00e8glement relatif au r\u00e8glement en ligne des litiges (RLL ou ODR en anglais) ont \u00e9t\u00e9 adopt\u00e9s par le Parlement le 12 mars 2013. La M\u00e9diation, dispositif ind\u00e9pendant et dernier recours du consommateur avant une \u00e9ventuelle action en justice, y est \u00e0 l\u2019honneur.<br \/>\nDans les d\u00e9bats, il ressort plusieurs points de convergence entre les acteurs politiques, institutionnels et associations de consommateurs : la n\u00e9cessit\u00e9 d\u2019am\u00e9liorer l\u2019information du client (diff\u00e9rents moyens de r\u00e9clamer ou de contester) et de d\u00e9velopper les voies de recours, l\u2019int\u00e9r\u00eat de la M\u00e9diation pour pr\u00e9server la confiance et \u00e9viter des contentieux longs et co\u00fbteux, ou encore l\u2019int\u00e9gration d\u2019internet dans les processus pour un traitement plus efficace des r\u00e9clamations clients.<\/p>\n<h2>\u2026 mais une d\u00e9finition des r\u00e9clamations qui divise toujours c\u00f4t\u00e9 entreprise<\/h2>\n<p>Partant d\u2019une d\u00e9finition tr\u00e8s restrictive, de nombreuses entreprises ont progressivement \u00e9largi le champ de la r\u00e9clamation. L\u2019enjeu pour elles est de capter le maximum d\u2019insatisfactions pour les traiter au plus t\u00f4t et pr\u00e9venir les v\u00e9ritables r\u00e9clamations. La logique d\u2019 \u00ab exp\u00e9rience client \u00bb les a \u00e9galement conduites \u00e0 faire leur des r\u00e9clamations d\u00e9passant leur stricte champ de responsabilit\u00e9 (par exemple celles li\u00e9es \u00e0 l\u2019intervention de distributeurs, de sous-traitants\u2026). La notion m\u00eame de \u00ab client \u00bb s\u2019est \u00e9largie \u00e0 d\u2019autres publics, en contact avec l\u2019entreprise (partenaires, institutionnels, associations de consommateurs\u2026).<\/p>\n<p>La r\u00e9clamation se d\u00e9finit ainsi aujourd\u2019hui couramment comme \u00ab tout contact (oral ou \u00e9crit), quel que soit le support, spontan\u00e9 ou provoqu\u00e9, direct ou via un tiers, par lequel le client exprime une insatisfaction \u00bb.<br \/>\nPourtant, avec le temps, on constate un retour en arri\u00e8re de certains acteurs vers une d\u00e9finition \u00e0 nouveau plus \u00e9troite, au moins dans les modes op\u00e9ratoires. Pour \u00eatre reconnu comme \u00ab r\u00e9clamation \u00bb, l\u2019expression du m\u00e9contentement doit \u00eatre explicite (c\u2019est-\u00e0-dire souvent \u00e9crite) et porter sur un objet tr\u00e8s pr\u00e9cis. Ainsi : \u00ab les prix sont trop \u00e9lev\u00e9s \u00bb ne constitue pas une r\u00e9clamation alors que \u00ab je suis m\u00e9content de l\u2019augmentation de mon abonnement \u00e0 tel service \u00bb en est une. Autre forme de restriction possible : si le m\u00e9contentement est r\u00e9solu imm\u00e9diatement par le front-office, il s\u2019agit d\u2019une \u00ab demande client \u00bb, mais pas d\u2019une r\u00e9clamation.<\/p>\n<p>Comment expliquer ce surprenant retour en arri\u00e8re ? D\u2019une part, par les difficult\u00e9s constat\u00e9es dans l\u2019appr\u00e9ciation de la fronti\u00e8re \u00ab demande \/ insatisfaction \/ r\u00e9clamation \u00bb, se traduisant par des pratiques h\u00e9t\u00e9rog\u00e8nes d\u2019enregistrement et de qualification des r\u00e9clamations. D\u2019autre part, par les difficult\u00e9s de suivi et de tenue des objectifs de d\u00e9lai. Pour compliquer le tout, l\u2019ouverture de nouveaux canaux, \u00e0 l\u2019instar des r\u00e9seaux sociaux, multiplie les contacts et cr\u00e9e un dialogue plus instantan\u00e9 avec le client. La r\u00e9clamation n\u2019est plus un \u00e9change priv\u00e9 entre un individu et l\u2019entreprise, elle est d\u00e9sormais visible par tous les internautes, qui surveilleront la r\u00e9action de l\u2019entreprise et seront prompts \u00e0 rebondir sur la base de leurs propres d\u00e9boires. Ceci rend encore plus malais\u00e9e l\u2019appr\u00e9ciation du moment o\u00f9 une demande devient r\u00e9clamation.<\/p>\n<p>Ce choix du p\u00e9rim\u00e8tre des r\u00e9clamations, comme on le voit, n\u2019est pas anodin. Il oriente d\u00e9j\u00e0 les choix sur le dispositif de traitement des r\u00e9clamations. Mais ceci est une autre histoire\u2026 que nous traiterons dans un prochain article.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En ces p\u00e9riodes \u00e9conomiques tendues, la protection du consommateur est un th\u00e8me porteur pour les sph\u00e8res politiques et associatives. Le traitement des r\u00e9clamations et les modalit\u00e9s de recours en cas de litige en constituent un volet important. Du c\u00f4t\u00e9 de&#8230;<\/p>\n","protected":false},"author":207,"featured_media":6337,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[1340,1341,1339,1338],"coauthors":[1342],"class_list":["post-4319","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-information-client","tag-mediation","tag-protection-du-consommateur","tag-reclamation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La r\u00e9clamation : un sujet au c\u0153ur de la relation client, aux fronti\u00e8res encore floues\u2026<\/title>\n<meta name=\"description\" content=\"En ces p\u00e9riodes \u00e9conomiques tendues, la protection du consommateur est un th\u00e8me porteur pour les sph\u00e8res politiques et associatives. 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