{"id":4358,"date":"2013-10-15T20:03:10","date_gmt":"2013-10-15T19:03:10","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=4358"},"modified":"2015-08-17T10:04:09","modified_gmt":"2015-08-17T09:04:09","slug":"la-reclamation-comment-les-operateurs-traitent-ils-cet-aspect-epineux-de-relation-client","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2013\/10\/la-reclamation-comment-les-operateurs-traitent-ils-cet-aspect-epineux-de-relation-client\/","title":{"rendered":"La r\u00e9clamation : comment les op\u00e9rateurs traitent-ils cet aspect \u00e9pineux de relation client ?"},"content":{"rendered":"

En mati\u00e8re de r\u00e9clamation, les entreprises sont r\u00e9guli\u00e8rement amen\u00e9es \u00e0 re-questionner leur dispositif de traitement et leurs postures. La d\u00e9finition du p\u00e9rim\u00e8tre des r\u00e9clamations donne d\u00e9j\u00e0 mati\u00e8re \u00e0 r\u00e9flexion, comme nous l\u2019avons vu dans un pr\u00e9c\u00e9dent article<\/a><\/em>. <\/em>Les choix organisationnels, comme le niveau de \u00ab\u00a0maille\u00a0\u00bb ou le processus d\u2019escalade, doivent \u00eatre r\u00e9\u00e9valu\u00e9s \u00e0 l\u2019aune de la satisfaction client, des canaux d\u00e9mat\u00e9rialis\u00e9s, ou sous la pression des parties prenantes externes. Comment les op\u00e9rateurs (publics et priv\u00e9s) traitent-ils le sujet\u00a0? <\/em><\/p>\n

Traitement centralis\u00e9 ou d\u00e9centralis\u00e9\u00a0?<\/h2>\n

Le mod\u00e8le de distribution et les canaux-c\u0153urs de la relation client conditionnent bien-s\u00fbr les choix de traitement des r\u00e9clamations. Les pure players<\/em> du web (ventes priv\u00e9es.com, Amazon\u2026) qui ne poss\u00e8dent pas de r\u00e9seau physique, disposent d\u2019un service client centralis\u00e9. Dans les secteurs o\u00f9 la relation se d\u00e9mat\u00e9rialise (T\u00e9l\u00e9coms, Transport, \u00c9nergie…), on assiste aussi souvent \u00e0 la recentralisation des services client.
\n\u00c0 \u00a0l\u2019oppos\u00e9, d\u2019autres acteurs privil\u00e9gient le recueil et le traitement des r\u00e9clamations par leur r\u00e9seau de proximit\u00e9<\/strong>, pivot de la relation client\u00a0: conseiller client\u00e8le bancaire, garage pour le constructeur automobile\u2026<\/p>\n

Les voies de recours\u00a0: deux strat\u00e9gies pour faire face \u00e0 l\u2019escalade des r\u00e9clamations<\/h2>\n

Deux approches s\u2019affrontent\u00a0: faut-il privil\u00e9gier la simplicit\u00e9 pour le client ou l\u2019ind\u00e9pendance de traitement des recours\u00a0?<\/p>\n

D\u2019un c\u00f4t\u00e9, l\u2019approche \u00ab\u00a0simplicit\u00e9\u00a0\u00bb<\/strong> implique que la m\u00eame entit\u00e9 traite la r\u00e9clamation initiale et le recours \u00e9ventuel du client. Pour le client, le point de contact est le m\u00eame, le suivi de son dossier lui para\u00eet naturel. De l\u2019autre, l\u2019approche \u00ab\u00a0ind\u00e9pendance\u00a0\u00bb<\/strong> opte pour une vraie s\u00e9paration\u00a0: le \u00a0traitement des recours est r\u00e9alis\u00e9 par une entit\u00e9 diff\u00e9rente de celle ayant trait\u00e9 la r\u00e9clamation initiale. L\u2019int\u00e9r\u00eat de cette derni\u00e8re approche est qu\u2019elle garantit un \u00ab\u00a0\u0153il neuf\u00a0\u00bb sur le litige\u00a0: on \u00e9vite d\u2019\u00eatre \u00e0 la fois \u00ab\u00a0juge et parti\u00a0\u00bb. En revanche, le processus peut appara\u00eetre lourd pour le client.<\/p>\n

L\u2019ultime niveau de recours du client est la M\u00e9diation, interne \u00e0 l\u2019entreprise, ou sectorielle. \u00a0De nombreuses grandes entreprises ont fait le choix d\u2019avoir leur propre M\u00e9diateur, qui fonctionne sur les m\u00eames principes d\u00e9ontologiques qu\u2019un m\u00e9diateur externe (ind\u00e9pendance, respect du droit et de l\u2019\u00e9quit\u00e9\u2026)\u00a0: la SNCF, la RATP, EDF, GDF-SUEZ, BNP-Paribas, Soci\u00e9t\u00e9 G\u00e9n\u00e9rale, Groupama\u2026<\/p>\n

D\u2019autres ont d\u00e9lib\u00e9r\u00e9ment choisi de ne pas en avoir, misant sur leur capacit\u00e9 \u00e0 traiter l\u2019escalade des r\u00e9clamations, ou limitant la complexit\u00e9 pour le consommateur. Ainsi, les op\u00e9rateurs T\u00e9l\u00e9coms s\u2019appuient-ils uniquement sur le M\u00e9diateur des Communications \u00c9lectroniques.<\/p>\n

Le web oblige \u00e0 repenser le processus de traitement des r\u00e9clamations<\/h2>\n

La mont\u00e9e en puissance du \u00ab\u00a0web diffus\u00a0\u00bb (r\u00e9seaux sociaux, forums, blogs) bouleverse les processus traditionnels de traitement des r\u00e9clamations. Il s\u2019agit de savoir ramener le client sur un canal moins expos\u00e9, de personnaliser la r\u00e9ponse, avec une r\u00e9activit\u00e9 accrue par rapport aux canaux habituels. Les op\u00e9rateurs s\u2019interrogent d\u2019ailleurs sur la fa\u00e7on de g\u00e9rer le risque d\u2019un traitement \u00ab\u00a0\u00e0 deux vitesses\u00a0\u00bb.<\/p>\n

Le web repr\u00e9sente aussi l\u2019opportunit\u00e9 de recevoir et traiter les r\u00e9clamations par mail. Des formulaires on line<\/em> permettent au client de lui-m\u00eame qualifier sa demande en \u00ab\u00a0r\u00e9clamation\u00a0\u00bb, ce qui reste le meilleur crit\u00e8re au final pour d\u00e9cider ce qui rel\u00e8ve ou non d\u2019une r\u00e9clamation\u00a0!<\/p>\n

Le mail a, de surcro\u00eet, le m\u00e9rite d\u2019\u00eatre un canal r\u00e9actif et moins co\u00fbteux que le traditionnel courrier. Les Services clients l\u2019utilisent donc de plus en plus, en cherchant \u00e0 \u00e9viter les principaux \u00e9cueils\u00a0: r\u00e9activit\u00e9 insuffisante, mails-types impersonnels\u00a0ou r\u00e9ponse partielle aux questions pos\u00e9es, pour \u00ab\u00a0aller vite\u00a0\u00bb\u00a0\u2026<\/p>\n

Les M\u00e9diateurs, enfin, sont souvent d\u00e9j\u00e0 pourvus d\u2019un site internet sp\u00e9cifique, ind\u00e9pendance oblige. \u00a0Les formulaires de saisine en ligne se d\u00e9veloppent, au moins pour les M\u00e9diateurs sectoriels. Le traitement en ligne des dossiers est bien plus rare\u00a0: la r\u00e9ponse par courrier reste encore la norme. Mais la Directive ODR (12 mars 2013) devrait acc\u00e9l\u00e9rer le passage au traitement digital. Le M\u00e9diateur national de l\u2019\u00e9nergie d\u00e9ploie ainsi prochainement son outil de m\u00e9diation en ligne et le M\u00e9diateur du groupe EDF vient d\u2019annoncer le suivi en ligne de son dossier.<\/p>\n

Une chose est s\u00fbre\u00a0: la probl\u00e9matique de la r\u00e9clamation est aussi ancienne que la notion de client, mais elle se renouvelle et continue \u00e0 susciter questions et transformations. Autant s\u2019y pr\u00e9parer !<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

En mati\u00e8re de r\u00e9clamation, les entreprises sont r\u00e9guli\u00e8rement amen\u00e9es \u00e0 re-questionner leur dispositif de traitement et leurs postures. La d\u00e9finition du p\u00e9rim\u00e8tre des r\u00e9clamations donne d\u00e9j\u00e0 mati\u00e8re \u00e0 r\u00e9flexion, comme nous l\u2019avons vu dans un pr\u00e9c\u00e9dent article. Les choix organisationnels,…<\/p>\n","protected":false},"author":207,"featured_media":4333,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[1341,1338,1351],"coauthors":[1342],"class_list":["post-4358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-mediation","tag-reclamation","tag-recours"],"acf":[],"yoast_head":"\nLa r\u00e9clamation : comment les op\u00e9rateurs traitent-ils cet aspect \u00e9pineux de relation client ? - RiskInsight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2013\/10\/la-reclamation-comment-les-operateurs-traitent-ils-cet-aspect-epineux-de-relation-client\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La r\u00e9clamation : comment les op\u00e9rateurs traitent-ils cet aspect \u00e9pineux de relation client ? - RiskInsight\" \/>\n<meta property=\"og:description\" content=\"En mati\u00e8re de r\u00e9clamation, les entreprises sont r\u00e9guli\u00e8rement amen\u00e9es \u00e0 re-questionner leur dispositif de traitement et leurs postures. 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