{"id":420125,"date":"2024-10-21T15:52:47","date_gmt":"2024-10-21T19:52:47","guid":{"rendered":"https:\/\/autosphere.ca\/?p=420125"},"modified":"2024-10-21T15:52:47","modified_gmt":"2024-10-21T19:52:47","slug":"linnovation-en-appui-a-la-retention-des-clients","status":"publish","type":"post","link":"https:\/\/autosphere.ca\/fr\/concessionnaires\/2024\/10\/21\/linnovation-en-appui-a-la-retention-des-clients\/","title":{"rendered":"L\u2019innovation en appui \u00e0 la r\u00e9tention des clients"},"content":{"rendered":"<p><strong>Voyons la transformation dans l\u2019exp\u00e9rience client. L\u2019innovation prend toute sa place et permettra sans aucun doute d\u2019augmenter la r\u00e9tention de la client\u00e8le.<\/strong><\/p>\n<p>Plusieurs groupes europ\u00e9ens analysent la r\u00e9tention de la client\u00e8le et tentent de pr\u00e9dire l\u2019avenir, du moins ce que sera l\u2019exp\u00e9rience en 2030. <em>Le Groupe IN<\/em> (France), sp\u00e9cialis\u00e9 en r\u00e9tention client, explique \u00ab\u00a0<em>que l\u2019objectif principal est de faire dispara\u00eetre tous les irritants du parcours afin d\u2019offrir une meilleure exp\u00e9rience<\/em>\u00a0\u00bb.<\/p>\n<p>Selon l\u2019\u00e9tude du Groupe, en 2030, 67 % des interactions entre les marques et les consommateurs seront trait\u00e9es par des robots. Devons-nous s\u2019inqui\u00e9ter ou accueillir l\u2019innovation afin d\u2019optimiser certains processus d\u00e9fectueux ? Plusieurs entreprises investissent d\u00e9j\u00e0 dans des assistants vocaux bas\u00e9s sur l\u2019intelligence artificielle afin d\u2019aider la client\u00e8le, comme pour le poste de r\u00e9ceptionniste. Cette strat\u00e9gie permet de mieux diriger les lignes, mais faut-il encore pouvoir parler avec quelqu\u2019un au bout de la ligne. L\u2019\u00e9tude souligne que 80 % des consommateurs qui ont \u00e9t\u00e9 sollicit\u00e9s sont d\u2019accord avec l\u2019assistance de l\u2019IA, mais seulement 54 % font confiance \u00e0 la technologie. Un pur paradoxe.<\/p>\n<p>L\u2019innovation devrait naviguer autour de la confidentialit\u00e9 et de la protection des donn\u00e9es de la client\u00e8le. \u00c0 d\u00e9faut d\u2019\u00eatre assist\u00e9es par l\u2019IA, la s\u00e9curit\u00e9 et la confiance demeurent la porte d\u2019entr\u00e9e. \u00ab\u00a0La Commission europ\u00e9enne et les 27 \u00c9tats membres ont \u00e9labor\u00e9 une bo\u00eete \u00e0 outils technique et un cadre r\u00e9glementaire pour d\u00e9ployer une identifi\u00e9e num\u00e9rique en 2025 (<em>article<\/em> <em>Groupe In, 29 juillet 2024<\/em>)\u00a0\u00bb.<\/p>\n<p>Les principaux \u00e9l\u00e9ments du projet englobent\u00a0: l\u2019identit\u00e9 l\u00e9gale, le portefeuille d\u2019identit\u00e9 num\u00e9rique (Wallet), les usages d\u2019identification, les services de confiance, l\u2019interop\u00e9rabilit\u00e9 et la bo\u00eete \u00e0 outils communs. L\u2019innovation est l\u2019ingr\u00e9dient secret pour la r\u00e9tention client !<\/p>\n<p>Que ce soit en mati\u00e8re d\u2019exp\u00e9rience client ou du produit, les entreprises doivent investir dans l\u2019am\u00e9lioration des produits et dans l\u2019innovation. Environ 55 % des clients sont fid\u00e8les \u00e0 une marque, car ils aiment le produit. Des entreprises comme Apple et Amazon int\u00e8grent constamment l\u2019innovation dans leur culture, ce qui explique pourquoi elles parviennent \u00e0 maintenir un taux de r\u00e9tention d\u2019environ 90 % d\u2019une ann\u00e9e \u00e0 l\u2019autre (Feedier, 2023).<\/p>\n<p><strong>Innover sur des bases humaines<\/strong><\/p>\n<p>D\u2019autre part, il faut fournir un service client irr\u00e9prochable, mesurer ce service, cr\u00e9er des programmes de fid\u00e9lisation pour les clients VIP, montrer constamment \u00e0 vos clients que vous les appr\u00e9ciez. L\u2019innovation en mati\u00e8re de suivis client permet d\u2019augmenter la r\u00e9tention.<\/p>\n<p>Vous devez envoyer des remerciements apr\u00e8s l\u2019achat ou apr\u00e8s un service, pr\u00e9senter des cadeaux personnalis\u00e9s ou des offres exclusives, offrir des points de fid\u00e9lit\u00e9 (programme), organiser des \u00e9v\u00e9nements cibl\u00e9s, ou encore c\u00e9l\u00e9brer les anniversaires (courriels ou cartes). La r\u00e9flexion, l\u2019innovation, les strat\u00e9gies ainsi que les processus permettront d\u2019offrir un service novateur \u00e0 votre banque de clients qui repr\u00e9sente une mine d\u2019or !<\/p>\n<p>Selon une \u00e9tude r\u00e9alis\u00e9e par PwC (2023), \u00ab\u00a059 % des clients estiment que les entreprises ont perdu le contact avec l\u2019aspect humain de l\u2019exp\u00e9rience client\u00a0\u00bb. Selon plusieurs chercheurs, l\u2019IA a r\u00e9volutionn\u00e9 la satisfaction client en permettant aux organisations d\u2019offrir des exp\u00e9riences cibl\u00e9es, d\u2019am\u00e9liorer le service ainsi que d\u2019obtenir des donn\u00e9es pr\u00e9cieuses. Dans l\u2019industrie automobile, nous travaillons d\u00e9j\u00e0 avec l\u2019IA sans nous en rendre compte avec les outils de gestion technologiques (certains <em>CRM<\/em>) afin d\u2019enrichir les donn\u00e9es op\u00e9rationnelles des clients.<\/p>\n<p>Pouvons-nous c\u00e9l\u00e9brer le mariage de l\u2019innovation, de l\u2019IA et de la r\u00e9tention ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voyons la transformation dans l\u2019exp\u00e9rience client. L\u2019innovation prend toute sa place et permettra sans aucun doute d\u2019augmenter la r\u00e9tention de la client\u00e8le. Plusieurs groupes europ\u00e9ens analysent la r\u00e9tention de la client\u00e8le et tentent de pr\u00e9dire l\u2019avenir, du moins ce que sera l\u2019exp\u00e9rience en 2030. Le Groupe IN (France), sp\u00e9cialis\u00e9 en r\u00e9tention client, explique \u00ab\u00a0que l\u2019objectif&#8230;<\/p>\n","protected":false},"author":108,"featured_media":420126,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[808,646],"tags":[6227,7017],"class_list":["post-420125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chroniques-experts-concessionnaires","category-concessionnaires","tag-clients","tag-retention"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019innovation en appui \u00e0 la r\u00e9tention des clients - Autosphere<\/title>\n<meta name=\"description\" content=\"Voyons la transformation dans l\u2019exp\u00e9rience client. 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