{"id":5638,"date":"2014-08-04T17:01:24","date_gmt":"2014-08-04T16:01:24","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=5638"},"modified":"2015-02-04T17:08:19","modified_gmt":"2015-02-04T16:08:19","slug":"technologies-mobiles-jamais-au-service-relation-client","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2014\/08\/technologies-mobiles-jamais-au-service-relation-client\/","title":{"rendered":"Des technologies mobiles plus que jamais au service de la relation client"},"content":{"rendered":"

Comme nous l\u2019avions d\u00e9j\u00e0 \u00e9voqu\u00e9 dans un pr\u00e9c\u00e9dent article<\/a>, l\u2019explosion du mobile modifie profond\u00e9ment\u00a0le rapport entre clients finaux et entreprises. Face \u00e0 un mobinaute multicanal et\u00a0sur-inform\u00e9, le r\u00f4le du vendeur ou du conseiller doit \u00eatre repens\u00e9 pour satisfaire des besoins qui se complexifient. Dans un environnement toujours plus\u00a0digitalis\u00e9, comment les solutions mobiles permettent-elles aujourd\u2019hui de faire \u00e9voluer et finalement m\u00eame de renforcer le r\u00f4le du conseiller\u00a0?<\/em><\/p>\n

R\u00e9tablir l\u2019\u00e9quilibre face \u00e0 des clients sur-inform\u00e9s<\/h2>\n

Alors que 42% des Fran\u00e7ais\u00a0ont un smartphone en poche (selon l’\u00e9tude Ipsos MediaCT 2013), le niveau d\u2019information des clients en magasin<\/strong> n\u2019a jamais \u00e9t\u00e9 aussi \u00e9lev\u00e9. Les SMS, emails et autres notifications sont contextualis\u00e9s, g\u00e9olocalis\u00e9s voire personnalis\u00e9s, g\u00e9n\u00e9rant des attentes clients de plus en plus complexes. Face \u00e0 des interlocuteurs sur-inform\u00e9s, le personnel en contact se sent bien souvent d\u00e9muni pour fournir une r\u00e9ponse \u00e0 valeur ajout\u00e9e. Dans les a\u00e9roports ou dans les gares, lors de perturbations, il n\u2019est pas rare de trouver un voyageur mieux inform\u00e9 que les employ\u00e9s sur site.<\/p>\n

C\u2019est pour cette raison qu\u2019Air France-KLM a r\u00e9cemment annonc\u00e9 le d\u00e9ploiement\u00a0 de tablettes et smartphones aupr\u00e8s de ses agents au sol <\/a>pour orienter et conseiller les voyageurs<\/strong>. L\u2019objectif \u00e9tant \u00ab\u00a0d\u2019aider les clients \u00e0 naviguer, \u00e0 traiter un inconv\u00e9nient ponctuel\u00a0\u00bb d\u2019apr\u00e8s J.-C. Lalanne, directeur des syst\u00e8mes d\u2019information.<\/p>\n

D\u2019autre part, au-del\u00e0 de leur capacit\u00e9 \u00e0 renseigner, tablettes et smartphones constituent des outils pertinents pour mettre en valeur les produits ou services des entreprise<\/a>s,\u00a0gr\u00e2ce \u00e0 un mode de pr\u00e9sentation souvent plus ludique et original. D\u00e9monstrations et contenus dynamiques supportent le discours des vendeurs face \u00e0 des consommateurs toujours plus difficiles \u00e0 convaincre et \u00e0 rassurer.<\/p>\n

Darty a ainsi initi\u00e9 fin 2013 le d\u00e9ploiement de 3500 Samsung Galaxy Note II aupr\u00e8s de ses vendeurs. Les mobiles permettent de balayer le catalogue produits en pr\u00e9sence du prospect,\u00a0 mais ils sont \u00e9galement utilis\u00e9s pour r\u00e9aliser les d\u00e9monstrations de produits connect\u00e9s, enrichissant l\u2019exp\u00e9rience sur le lieu de vente<\/strong>. Le client est d\u00e8s lors en mesure de tester la quasi-totalit\u00e9 des fonctionnalit\u00e9s.<\/p>\n

Enrichir la relation gr\u00e2ce \u00e0 un discours personnalis\u00e9<\/h2>\n

L\u2019utilisation du mobile par les forces de vente, combin\u00e9e \u00e0 la g\u00e9n\u00e9ralisation des programmes de fid\u00e9lit\u00e9, se r\u00e9v\u00e8le encore plus prometteuse. Elle permet au conseiller de mener une v\u00e9ritable d\u00e9marche CRM<\/strong> gr\u00e2ce \u00e0 la somme d\u2019informations d\u00e9sormais \u00e0 sa disposition.<\/p>\n

En effet,\u00a0 en scannant les cartes, il est possible d\u2019acc\u00e9der instantan\u00e9ment \u00e0 l\u2019ensemble des interactions du client avec la marque<\/strong>, qu\u2019il s\u2019agisse de son historique d\u2019achat ou de donn\u00e9es de profil pr\u00e9alablement compl\u00e9t\u00e9es en ligne. Le vendeur dispose alors de tous les \u00e9l\u00e9ments de contexte de son client, n\u00e9cessaires pour recommander les produits ou les services les mieux adapt\u00e9s. Une vraie valeur ajout\u00e9e pour des consommateurs qui r\u00e9clament une relation plus humaine et personnalis\u00e9e.<\/p>\n

Ce type d\u2019initiatives existe d\u00e9j\u00e0 dans les parfumeries Sephora. Les vendeurs scannent les cartes de fid\u00e9lit\u00e9 gr\u00e2ce \u00e0 leurs iPod Touch, retrouvant ainsi facilement \u00a0l\u2019historique des achats ainsi que leur profil de leurs interlocuteurs. Une fa\u00e7on pour les conseillers de toujours mieux satisfaire les clients par des conseils personnalis\u00e9s<\/strong>.<\/p>\n

Diversifier l\u2019activit\u00e9 du conseiller de vente<\/h2>\n

Mais le conseiller de vente moderne ne se contente pas de prodiguer des conseils avis\u00e9s\u00a0; polyvalent, il est capable d\u2019assister efficacement le client dans ses activit\u00e9s.<\/p>\n

Pour am\u00e9liorer l\u2019exp\u00e9rience en magasin, l\u2019enseigne Cultura a d\u00e9ploy\u00e9 aupr\u00e8s de ses vendeurs une solution mobile leur permettant de r\u00e9aliser un certain nombre de t\u00e2ches : identifier un produit en rupture, le commander imm\u00e9diatement sur le web, aller chercher en r\u00e9serve un colis command\u00e9 online. Et ce de fa\u00e7on quasi-imm\u00e9diate. De quoi satisfaire des clients pour lesquels efficacit\u00e9 et comp\u00e9tence sont les principales attentes en termes de relation client.<\/p>\n

Afin de combler ces attentes, fluidifier le parcours du client semble indispensable\u00a0;\u00a0 il est donc n\u00e9cessaire de placer ce dernier dans les conditions les plus favorables aux moments cl\u00e9s. Dans ce cadre, le paiement constitue une \u00e9tape d\u00e9terminante\u00a0<\/strong>car il peut g\u00e9n\u00e9rer une forte insatisfaction. A titre d’exemple, pour simplifier les transactions en vol, Delta Airlines a \u00e9quip\u00e9 son personnel naviguant de Nokia Lumia 820. Le smartphone permet le paiement par carte de cr\u00e9dit ou carte pr\u00e9pay\u00e9e en vol, et le re\u00e7u est directement envoy\u00e9 par email au voyageur.\u00a0Quant \u00e0 Nature et D\u00e9couvertes, l\u2019enseigne a d\u00e9cid\u00e9 de g\u00e9n\u00e9raliser l\u2019encaissement par les vendeurs via tablette, apr\u00e8s des premiers tests concluants. L\u2019objectif initial \u00e9tait d\u2019\u00e9viter l\u2019attente en caisse.<\/p>\n

La signature \u00e9lectronique via solutions mobiles<\/strong> suscite aussi l\u2019int\u00e9r\u00eat des banques\u00a0qui souhaitent simplifier la relation avec leurs clients. Le Cr\u00e9dit Agricole a ainsi choisi de d\u00e9ployer pr\u00e8s de 300 tablettes Samsung dans ses agences<\/a>.\u00a0Bertrand Chevallier, directeur g\u00e9n\u00e9ral adjoint du Cr\u00e9dit Agricole d\u2019Ile-de-France, explique ses motivations\u00a0: \u00ab Nous proposons la signature \u00e9lectronique en agence et des services \u00e9largis [\u2026] pour renforcer la relation avec nos clients. Nous estimons que la tablette tactile r\u00e9pond parfaitement \u00e0 ces pr\u00e9requis. \u00bb<\/p>\n

Accompagner le client \u00e0 domicile<\/h2>\n

N\u00e9anmoins, les avanc\u00e9es les plus significatives concernent l\u2019utilisation de terminaux mobiles au domicile du client. \u00catre inform\u00e9, signer, payer, toutes les d\u00e9marches peuvent \u00eatre simplifi\u00e9es car ex\u00e9cut\u00e9es en tout lieu et \u00e0 tout moment.<\/p>\n

Le projet Fact\u00e9o, men\u00e9 par le groupe la Poste, dresse \u00e0 lui seul un large panorama des possibilit\u00e9s offertes par cette \u00e9volution. En \u00e9quipant tous ses facteurs de smartphones d\u2019ici 2015, la Poste entend mieux servir et renseigner les usagers sans qu’ils aient \u00e0 se d\u00e9placer. Signature sur \u00e9cran des accus\u00e9s de r\u00e9ception, suivi des r\u00e9exp\u00e9ditions et gestion des procurations figurent parmi les services retenus.<\/p>\n

Cofely, de son c\u00f4t\u00e9, filiale efficacit\u00e9 \u00e9nerg\u00e9tique de GDF Suez, a r\u00e9cemment amorc\u00e9 la digitalisation de ses services en \u00e9quipant ses techniciens d\u2019iPads. Les devis, autrefois r\u00e9dig\u00e9s sur papier, sont d\u00e9sormais r\u00e9alis\u00e9s sur tablette, ce qui permet au client de consulter le document dans sa bo\u00eete email d\u00e8s sa validation.<\/p>\n

Par bien des aspects, tablettes<\/a>\u00a0et smartphones constituent des outils pertinents pour r\u00e9pondre aux \u00e9volutions li\u00e9es \u00e0 la digitalisation de la relation client. Cependant, l\u2019adoption de ces solutions aupr\u00e8s de populations peu technophiles soul\u00e8ve de nouveaux enjeux. Choix des fonctionnalit\u00e9s, ergonomie ou encore conduite du changement ne doivent pas \u00eatre n\u00e9glig\u00e9s pour favoriser le succ\u00e8s de telles initiatives.<\/p>\n","protected":false},"excerpt":{"rendered":"

Comme nous l\u2019avions d\u00e9j\u00e0 \u00e9voqu\u00e9 dans un pr\u00e9c\u00e9dent article, l\u2019explosion du mobile modifie profond\u00e9ment\u00a0le rapport entre clients finaux et entreprises. Face \u00e0 un mobinaute multicanal et\u00a0sur-inform\u00e9, le r\u00f4le du vendeur ou du conseiller doit \u00eatre repens\u00e9 pour satisfaire des besoins…<\/p>\n","protected":false},"author":274,"featured_media":6104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,32],"tags":[214,1657,676],"coauthors":[1656,1655],"class_list":["post-5638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-innovation","category-marketing-relation-client","tag-crm","tag-customer-experience","tag-fidelisation"],"acf":[],"yoast_head":"\nDes technologies mobiles plus que jamais au service de la relation client - RiskInsight<\/title>\n<meta name=\"description\" content=\"L'av\u00e8nement du mobile transforme le rapport vendeurs\/clients. 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