{"id":5339,"date":"2014-04-14T08:52:07","date_gmt":"2014-04-14T07:52:07","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=5339"},"modified":"2015-02-03T17:36:32","modified_gmt":"2015-02-03T16:36:32","slug":"hub-carrefour-relation-client-digitale","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2014\/04\/hub-carrefour-relation-client-digitale\/","title":{"rendered":"Le hub, carrefour de la relation client digitale"},"content":{"rendered":"<p align=\"left\"><em>R\u00e9ussir \u00e0 garder une vraie proximit\u00e9 avec le client est un d\u00e9fi majeur pour la Relation Client Digitale. Dans notre quotidien de plus en plus num\u00e9ris\u00e9, nos attentes client sont tr\u00e8s fortes\u00a0: disponibilit\u00e9 de l\u2019entreprise, flexibilit\u00e9 et simplicit\u00e9 dans le mode d\u2019acc\u00e8s. Un outil tel que le\u00a0hub de contacts, point central et dynamique des modes de mise en relation, est une brique particuli\u00e8rement int\u00e9ressante pour r\u00e9pondre \u00e0 ce challenge.<\/em><\/p>\n<p align=\"left\"><span style=\"line-height: 1.5em;\">Parmi l\u2019ensemble des secteurs d\u2019activit\u00e9s, le secteur bancaire est l\u2019un des plus dynamiques dans ce mouvement de d\u00e9mat\u00e9rialisation\u00a0: des services 100% internet tels que la NET agence (BNP Paribas) ou des marques dot\u00e9es de leurs propres outils (Boursorama de la Soci\u00e9t\u00e9 G\u00e9n\u00e9rale) sont bien implant\u00e9es dans le paysage. Ces services visent d\u00e9sormais la conqu\u00eate de la \u00ab\u00a0nouvelle fronti\u00e8re\u00a0\u00bb du num\u00e9rique, \u00e0 savoir le mobile et la tablette. Ainsi, Soon d\u2019AXA est d\u2019embl\u00e9e une offre mobile et vise des clients \u00ab<em>\u00a0mobile-first<\/em>\u00a0\u00bb voire \u00ab\u00a0<em>mobile-only<\/em>\u00a0\u00bb. Dans ce contexte, pouvoir communiquer avec sa banque sans attendre un rendez-vous face \u00e0 face avec son conseiller est devenu un basique. La Banque Postale (LBP) s\u2019est donc adapt\u00e9e \u00e0 cette nouvelle donne en refondant compl\u00e8tement les outils de relation client sur ses territoires num\u00e9riques.<\/span><\/p>\n<p><strong>Regrouper pour mieux g\u00e9rer et innover<\/strong><\/p>\n<p><span style=\"line-height: 1.5em;\">Au fur et \u00e0 mesure de la mise en place de ses projets digitaux, LBP a multipli\u00e9 les modes de contacts\u00a0: t\u00e9l\u00e9phone, <em>web-callback<\/em>, visio, tchat, formulaire de rendez-vous et pages d\u2019informations \u00e9taient propos\u00e9s au gr\u00e9 de la navigation et g\u00e9r\u00e9s de mani\u00e8re ind\u00e9pendante. Cette diss\u00e9mination s\u2019est renforc\u00e9e \u00e0 l\u2019heure de la d\u00e9multiplication des supports num\u00e9riques\u00a0: site web, site mobile, applications mobiles\u2026 En regroupant l\u2019ensemble des services sur une seule application, avec un point d\u2019acc\u00e8s unique et permanent, l\u2019exposition des canaux de contact s\u2019est vue grandement simplifi\u00e9e, \u00e0 la fois pour le client et pour la banque.<\/span><\/p>\n<p>De fait, le regroupement permet d\u2019uniformiser les statistiques de navigation et de faciliter la coh\u00e9rence des services et leur maintenance. En parall\u00e8le, cette refonte a permis d\u2019introduire une pr\u00e9sentation dynamique des modes de contact offerts aux clients. Parmi les donn\u00e9es cl\u00e9s param\u00e9trant l\u2019affichage, on peut retenir\u00a0:<\/p>\n<ul>\n<li>\u00a0la typologie du client (traditionnel ou 100% en ligne)<\/li>\n<li>\u00a0la valeur du client selon une segmentation interne<\/li>\n<li>\u00a0la localisation bancaire du client<\/li>\n<li>les horaires d&#8217;ouverture des services<\/li>\n<li>le temps d&#8217;attente estim\u00e9 par canal de contact<\/li>\n<li>le parcours du client au cours de sa session<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"line-height: 1.5em;\">En outre, la banque peut optimiser ses co\u00fbts, notamment \u00a0lorsque des prestataires externes sont impliqu\u00e9s. Dans ces cas, le co\u00fbt est g\u00e9n\u00e9ralement tr\u00e8s fortement corr\u00e9l\u00e9 \u00e0 l\u2019usage. Il faut donc contr\u00f4ler au plus pr\u00e8s l\u2019exposition de ces services et donc, adapter l\u2019offre au potentiel des clients. Dans une perspective plus marketing, cette intelligence permet aussi une diff\u00e9renciation dans les offres\u00a0: la Banque Postale Chez Soi, pour les clients 100% Internet, a ainsi l\u2019exclusivit\u00e9 de la visio<\/span><span style=\"line-height: 1.5em;\">.<\/span><\/p>\n<p><strong>Une mise en \u0153uvre d\u00e9licate<\/strong><\/p>\n<p>Un tel bouleversement n\u2019est pas sans risque. La bonne conduite du projet doit bien prendre en compte les utilisateurs (clients, conseillers, \u00e9quipe marketing) afin de faciliter la prise en main de la nouvelle offre. Au-del\u00e0 de ces risques classiques, introduire l\u2019affichage dynamique implique de parfaitement ma\u00eetriser la sensibilit\u00e9 des tous les param\u00e8tres.<\/p>\n<p>Certains canaux surexpos\u00e9s peuvent ainsi faire cro\u00eetre l\u2019usage de services co\u00fbteux l\u00e0 o\u00f9 d\u2019autres services aussi efficaces auraient pu \u00eatre propos\u00e9s. Il en est ainsi pour le <em>web-callback<\/em>, \u00e0 utiliser avec parcimonie (efficace mais co\u00fbteux), en opposition au num\u00e9ro court (r\u00e9barbatif et payant pour le client). D\u2019autres risques identifi\u00e9s sont l\u2019embouteillage sur un service, et donc une insatisfaction client en hausse, ou encore un affichage trop variable qui d\u00e9route le client ou l\u2019alerte qu\u2019il a une exp\u00e9rience d\u00e9grad\u00e9e.<\/p>\n<p>Afin de se pr\u00e9munir de ces effets ind\u00e9sirables, il faut avant tout conna\u00eetre les usages via l\u2019analyse des parcours clients pr\u00e9 refonte et\/ou la mise en place de tests A\/B. Ces tests permettent une optimisation au fur et \u00e0 mesure du d\u00e9ploiement du projet, pour apprendre en faisant. Certaines erreurs types sont aussi \u00e0 \u00e9viter\u00a0: un service indisponible pour des raisons techniques ou d\u2019horaires doit plut\u00f4t \u00eatre masqu\u00e9 dans un sous menu plut\u00f4t que dispara\u00eetre compl\u00e8tement. Un client cherchant un mode de contact pr\u00e9cis doit \u00eatre capable de le retrouver et d\u2019\u00eatre inform\u00e9 alors de son statut.<\/p>\n<p><strong>Au-del\u00e0 d\u2019une plateforme intelligente et centralis\u00e9e<\/strong><\/p>\n<p>Une fois mise en place, cette plateforme de contacts peut \u00eatre d\u00e9port\u00e9e \u00e0 diff\u00e9rents endroits du site, pour renforcer l\u2019exposition de tel ou tel service, tout en maintenant les b\u00e9n\u00e9fices d\u2019une centralisation.<\/p>\n<p>Les pages cibles sont logiquement celles \u00e0 forte valeur ajout\u00e9e (finalisation de transaction par exemple), dans lesquelles les modes les plus confortables pour le client (mais les plus co\u00fbteux) sont g\u00e9n\u00e9ralement propos\u00e9s\u00a0: le <em>web-call back<\/em> et le tchat. Cette mise en relation se fait de plus en plus en mode \u00ab\u00a0pull\u00a0\u00bb, o\u00f9 l\u2019entreprise va pousser sur l\u2019\u00e9cran du client h\u00e9sitant (laps de temps pr\u00e9d\u00e9termin\u00e9) un module de mise en relation.<\/p>\n<p>En proc\u00e9dant de la m\u00eame logique, le mode de contact propos\u00e9 variera selon la qualification du client (historique de navigation et profil si authentifi\u00e9) et la valeur de la transaction potentielle. Le <em>web-call back<\/em> n\u2019a pas \u00e0 \u00eatre syst\u00e9matique dans un objectif de transformation\u00a0: un simple num\u00e9ro court mise en avant peut convenir \u00e0 un produit simple ou un client au potentiel tr\u00e8s limit\u00e9.<\/p>\n<p><span style=\"line-height: 1.5em;\">Un hub de contacts bien con\u00e7u peut donc prendre en charge l\u2019ensemble des points de contacts des canaux digitaux, \u00e0 la fois sur la page d\u00e9di\u00e9e et sur des modules d\u00e9port\u00e9s. Tirer parti de cet outil implique un mapping pr\u00e9cis des pages, des clients et des objectifs clairs. Ensuite, la r\u00e9alisation technique doit permettre une flexibilit\u00e9 et une finesse de param\u00e9trage. \u00c0 d\u00e9faut, l\u2019entreprise risque soit un accident industriel de relation client, soit une sous-utilisation du potentiel de l\u2019outil mis en place. Dans les deux cas, l\u2019objectif d\u2019am\u00e9lioration de la relation client n\u2019est pas rempli.<\/span><\/p>\n<p>L\u2019exemple r\u00e9ussi du <em>selfcare<\/em> d\u2019Apple est tr\u00e8s parlant. L\u2019assistance est tout d\u2019abord d\u00e9grossie par le client selon son produit et son probl\u00e8me. Ensuite, les modes de contacts sont propos\u00e9s selon la localisation du client mais aussi selon son contrat d\u2019assurance, remont\u00e9 gr\u00e2ce \u00e0 l\u2019identifiant du mat\u00e9riel. Le client peut donc se voir proposer une assistance payante ou gratuite, gr\u00e2ce \u00e0 la combinaison entre les donn\u00e9es client de l\u2019entreprise \u00e0 divers niveaux du SI et le contexte client imm\u00e9diat, communiqu\u00e9 de mani\u00e8re simple et rapide par le client au moment de son entr\u00e9e dans le tunnel <em>selfcare<\/em>. La relation client a \u00e9t\u00e9 pens\u00e9e de bout en bout et le client peut se sentir v\u00e9ritablement reconnu et accompagn\u00e9, guid\u00e9 dans ses difficult\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9ussir \u00e0 garder une vraie proximit\u00e9 avec le client est un d\u00e9fi majeur pour la Relation Client Digitale. Dans notre quotidien de plus en plus num\u00e9ris\u00e9, nos attentes client sont tr\u00e8s fortes\u00a0: disponibilit\u00e9 de l\u2019entreprise, flexibilit\u00e9 et simplicit\u00e9 dans le&#8230;<\/p>\n","protected":false},"author":135,"featured_media":5064,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[533,587,1587,409,570,1585,1586],"coauthors":[1000],"class_list":["post-5339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-banque","tag-digital","tag-hub","tag-numerique","tag-relation-client-digitale","tag-sel-care","tag-web-call-back"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le hub, carrefour de la relation client digitale - 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