{"id":436215,"date":"2025-07-15T12:12:30","date_gmt":"2025-07-15T16:12:30","guid":{"rendered":"https:\/\/autosphere.ca\/?p=436215"},"modified":"2025-07-15T12:15:25","modified_gmt":"2025-07-15T16:15:25","slug":"lintelligence-poetique-au-service-de-lexperience-client","status":"publish","type":"post","link":"https:\/\/autosphere.ca\/fr\/concessionnaires\/2025\/07\/15\/lintelligence-poetique-au-service-de-lexperience-client\/","title":{"rendered":"L\u2019intelligence po\u00e9tique au service de l\u2019exp\u00e9rience client"},"content":{"rendered":"

Nous parlons souvent d\u2019exp\u00e9rience client, de strat\u00e9gies, de tendances ainsi que de r\u00e9tention. Mais comment s\u2019assurer que le client est satisfait, est suivi ad\u00e9quatement et v\u00e9ritablement \u00ab chouchout\u00e9 \u00bb ? <\/span><\/p>\n

La r\u00e9ussite de l\u2019exp\u00e9rience client repose sur l\u2019adoption, la fid\u00e9lisation, le d\u00e9veloppement continu, la promotion et, surtout, un suivi personnalis\u00e9. Nous devons nous adapter au march\u00e9 actuel et \u00e0 ses exigences. La rapidit\u00e9 des services, la politesse du personnel, le professionnalisme ainsi que la personnalisation repr\u00e9sentent tout ce que le client d\u00e9sire.<\/span><\/p>\n

Comment un client se sent-il lorsque son v\u00e9hicule est au service depuis plusieurs jours et qu\u2019il doit contacter sans cesse le personnel pour obtenir un suivi ? Il serait appropri\u00e9 que la personne-ressource prenne l\u2019initiative de contacter le client pour lui fournir une mise \u00e0 jour sur l\u2019\u00e9tat de son v\u00e9hicule, et non l\u2019inverse.\u00a0<\/span><\/p>\n

Le client a presque l\u2019impression de d\u00e9ranger la concession en t\u00e9l\u00e9phonant constamment. Ce n\u2019est pas normal ! Cette situation est attribuable au manque de personnel et de ressources \u2014 d\u2019o\u00f9 l\u2019int\u00e9r\u00eat de l\u2019intelligence artificielle (IA). Un humain ne peut pas tout faire ni travailler seul ind\u00e9finiment. Par cons\u00e9quent, l\u2019IA peut venir en soutien ! Que devons-nous faire pour l\u2019instant ? Changer nos habitudes, revoir nos strat\u00e9gies et adapter nos syst\u00e8mes TI. La r\u00e9volution est en marche : soyez pr\u00eats ! Les entreprises ont besoin d\u2019aide en mati\u00e8re d\u2019exp\u00e9rience client !<\/span><\/p>\n

Selon une \u00e9tude du cabinet Accenture, une quatri\u00e8me r\u00e9volution industrielle est en cours, accentuant la transformation num\u00e9rique actuelle : l\u2019intelligence artificielle (IA) pourrait doubler la croissance industrielle d\u2019ici 2035.<\/span>
\n<\/span>Tous les secteurs devraient ainsi \u00eatre impact\u00e9s, y compris les forces commerciales : l\u2019IA est en train de r\u00e9volutionner la gestion de la relation client (CRM). Elle vise \u00e0 optimiser la qualit\u00e9 de cette relation en automatisant certaines t\u00e2ches. Pour ce faire, les concessionnaires devront mettre \u00e0 jour leur base de donn\u00e9es clients ainsi que leurs listes de prospects. Personnellement, je trouve assez perturbant de constater que la majorit\u00e9 des bases de donn\u00e9es clients ne sont pas \u00e0 jour \u2014 surtout avec ce que l\u2019avenir nous r\u00e9serve. La nouvelle g\u00e9n\u00e9ration demande un service impeccable, rapide, efficace et \u00e0 port\u00e9e de main. La flexibilit\u00e9 en mati\u00e8re d\u2019exp\u00e9rience client, voil\u00e0 ce qu\u2019elle veut !<\/span><\/p>\n

Keyriam Boisedu-Cadet (2024, <\/span>Marketing Management<\/span><\/i>) explique que, pour un service de qualit\u00e9, il faut :<\/span><\/p>\n

    \n
  1. Instaurer une culture client \u00ab <\/span>customer centric<\/span><\/i> \u00bb<\/span><\/li>\n
  2. Avoir une \u00e9quipe qui conna\u00eet bien l\u2019entreprise et ses valeurs pour r\u00e9pondre aux besoins des clients et les anticiper<\/span><\/li>\n
  3. Solliciter l\u2019avis des clients et \u00eatre \u00e0 leur \u00e9coute pour mieux les satisfaire<\/span><\/li>\n
  4. \u00catre pr\u00e9sent sur diff\u00e9rents canaux<\/span><\/li>\n
  5. \u00catre r\u00e9actif face aux demandes des clients fera toute la diff\u00e9rence<\/span><\/li>\n
  6. Communiquer en interne afin d\u2019impliquer toutes les \u00e9quipes<\/span><\/li>\n
  7. Enfin, mettre en place un CRM pour fid\u00e9liser les clients<\/span><\/li>\n<\/ol>\n

    \u00ab Vous l\u2019aurez compris, l\u2019exp\u00e9rience client est primordiale pour votre entreprise. C\u2019est une strat\u00e9gie sur le long terme qui finira par apporter une valeur ajout\u00e9e aupr\u00e8s de vos clients \u00bb (M. Boisedu-Cadet).<\/span><\/p>\n

    Nous parlons \u00e9galement d\u2019intelligence \u00ab po\u00e9tique \u00bb, qui se d\u00e9finit par le fait de voir la beaut\u00e9 des choses, se relier \u00e0 la nature, se reconnecter aux autres et \u00e0 soi-m\u00eame \u2014 savoir donner du sens, \u00e9couter, trouver des m\u00e9taphores, parler en images, synth\u00e9tiser nos pens\u00e9es, \u00eatre un bon communicateur. La communication entre le personnel et le client doit \u00eatre transparente, bien dirig\u00e9e, intelligente, tout en respectant les valeurs de l\u2019entreprise. L\u2019humain devra \u00e9voluer tout en s\u2019appuyant sur les bases de l\u2019exp\u00e9rience client dans sa globalit\u00e9.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Nous parlons souvent d\u2019exp\u00e9rience client, de strat\u00e9gies, de tendances ainsi que de r\u00e9tention. Mais comment s\u2019assurer que le client est satisfait, est suivi ad\u00e9quatement et v\u00e9ritablement \u00ab chouchout\u00e9 \u00bb ? La r\u00e9ussite de l\u2019exp\u00e9rience client repose sur l\u2019adoption, la fid\u00e9lisation, le d\u00e9veloppement continu, la promotion et, surtout, un suivi personnalis\u00e9. Nous devons nous adapter au…<\/p>\n","protected":false},"author":108,"featured_media":436218,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[808,646],"tags":[],"class_list":["post-436215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chroniques-experts-concessionnaires","category-concessionnaires"],"acf":[],"yoast_head":"\nL\u2019intelligence po\u00e9tique au service de l\u2019exp\u00e9rience client - Autosphere<\/title>\n<meta name=\"description\" content=\"Nous parlons souvent d\u2019exp\u00e9rience client, de strat\u00e9gies, de tendances ainsi que de r\u00e9tention. 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