{"id":393820,"date":"2022-04-25T11:05:10","date_gmt":"2022-04-25T18:05:10","guid":{"rendered":"https:\/\/blog.webex.com\/uncategorized-fr\/cpaas-creer-des-interactions-plus-fluides-entre-les-detaillants-et-leurs-clients\/"},"modified":"2022-04-25T11:05:10","modified_gmt":"2022-04-25T18:05:10","slug":"cpaas-creer-des-interactions-plus-fluides-entre-les-detaillants-et-leurs-clients","status":"publish","type":"post","link":"https:\/\/blog.webex.com\/fr\/experience-client\/cpaas-creer-des-interactions-plus-fluides-entre-les-detaillants-et-leurs-clients\/","title":{"rendered":"CPaaS\u00a0: cr\u00e9er des interactions plus fluides entre les d\u00e9taillants ..."},"content":{"rendered":"

Aujourd\u2019hui, les clients des d\u00e9taillants attendent que leur exp\u00e9rience avec les marques soit parfaitement fluide et r\u00e9ponde \u00e0 leurs conditions. Notre derni\u00e8re enqu\u00eate sur les consommateurs<\/a> a montr\u00e9 que 75\u00a0% des consommateurs consid\u00e8rent qu\u2019une exp\u00e9rience client positive peut inciter \u00e0 devenir un client r\u00e9gulier\u00a0; ce facteur se place donc au m\u00eame niveau que le prix (76\u00a0%) et est jug\u00e9 nettement plus important que la qualit\u00e9 du produit\/service (57\u00a0%). Les d\u00e9taillants ne peuvent pas ignorer que les consommateurs aspirent \u00e0 de meilleures exp\u00e9riences, et les \u00e9quipes de direction doivent dor\u00e9navant pr\u00eater attention aux initiatives de transformation de l\u2019exp\u00e9rience client.<\/p>\n

Cependant, il est souvent difficile pour les grands d\u00e9taillants de s\u2019adapter \u00e0 l\u2019\u00e9volution constante des attentes des consommateurs. En raison de l\u2019\u00ab\u00a0effet Amazon\u00a0\u00bb, les acteurs pr\u00e9sents uniquement en ligne commencent \u00e0 dominer le march\u00e9 du commerce de d\u00e9tail, tandis que les clients souhaitent b\u00e9n\u00e9ficier d\u2019exp\u00e9riences d\u2019achat rapides et simples. En outre, l\u2019essor rapide du commerce en ligne, au d\u00e9triment des points de vente physiques conventionnels, impose aux d\u00e9taillants de proposer sans d\u00e9lai des canaux de communication num\u00e9rique en temps r\u00e9el. Les initiatives de commerce de d\u00e9tail telles que le \u00ab\u00a0click & collect\u00a0\u00bb et le retrait sans contact ont connu une \u00e9norme progression durant la pand\u00e9mie. Cependant, les d\u00e9taillants ne peuvent pas s\u2019en contenter et ils doivent continuer \u00e0 faire \u00e9voluer ces exp\u00e9riences et \u00e0 accro\u00eetre l\u2019efficacit\u00e9 op\u00e9rationnelle en choisissant le meilleur canal de communication en fonction des pr\u00e9f\u00e9rences du consommateur.<\/p>\n

Les d\u00e9taillants se tournent de plus en plus vers les solutions CPaaS (Communications Platform as a Service) afin de cr\u00e9er des interactions plus fluides avec leurs clients. Mais comment une plateforme de communication unique peut-elle am\u00e9liorer l\u2019efficacit\u00e9 op\u00e9rationnelle, augmenter le chiffre d\u2019affaires et cr\u00e9er la meilleure exp\u00e9rience qui soit pour les clients\u00a0?<\/p>\n

G\u00e9rer le parcours d\u2019achat de bout en bout <\/strong>\u00a0<\/strong><\/h2>\n

La premi\u00e8re interaction avec un client est essentielle\u00a0: il s\u2019agit de la phase de d\u00e9couverte et d\u2019acquisition du parcours client. Des canaux de messagerie plus riches et plus interactifs tels que Apple Messages for Business<\/a>, WhatsApp Business<\/a> et Google Business Messages<\/a> permettent aux clients de trouver une entreprise et d\u2019entamer une conversation avec elle, en utilisant l\u2019automatisation conversationnelle pour parcourir des produits, les acheter et poser des questions \u00e0 leur sujet.<\/p>\n

Pour que les clients finalisent des commandes, les d\u00e9taillants doivent faire en sorte que le parcours d\u2019achat soit aussi simple que possible pour les consommateurs. Ils doivent mettre en place des canaux de messagerie bidirectionnels pour cr\u00e9er un parcours d\u2019achat interactif \u00e0 l\u2019aide de fonctionnalit\u00e9s telles que des cartes enrichies, des boutons et des carrousels, mais aussi des exp\u00e9riences de paiement int\u00e9gr\u00e9es pouvant \u00eatre propos\u00e9es sur le canal en question. Les d\u00e9taillants peuvent \u00e9galement inviter les consommateurs \u00e0 finaliser leurs achats en leur envoyant des alertes proactives au sujet des paniers d\u2019achat non finalis\u00e9s, via des notifications push ou affich\u00e9es dans l\u2019application.<\/p>\n

\"Image<\/p>\n

Une fois que le client a effectu\u00e9 un achat, le travail du d\u00e9taillant n\u2019est pas termin\u00e9 pour autant.<\/p>\n

Traditionnellement, les interactions avec le client \u00e0 ce stade ont toujours \u00e9t\u00e9 tr\u00e8s r\u00e9actives, exigeant du consommateur qu\u2019il active l\u2019engagement. Les d\u00e9taillants doivent red\u00e9finir leurs processus pour susciter l\u2019engagement des consommateurs et r\u00e9fl\u00e9chir \u00e0 la mani\u00e8re dont ils peuvent fournir les informations \u00e0 leurs clients au moment o\u00f9 ils le souhaitent. Gr\u00e2ce aux services automatis\u00e9s tels que le \u00ab\u00a0click & collect\u00a0\u00bb et le retrait sans contact, les clients peuvent \u00e0 pr\u00e9sent retirer leurs articles lorsqu\u2019ils le souhaitent. Les d\u00e9taillants doivent pourtant veiller \u00e0 ce que les clients puissent facilement modifier leurs commandes ou leurs informations de livraison au moyen de chatbots en libre-service bas\u00e9s sur l\u2019IA. Donner aux clients les moyens de trouver les r\u00e9ponses dont ils ont besoin sans l\u2019assistance d\u2019un agent en chair et en os permet de r\u00e9duire les co\u00fbts d\u2019exploitation et d\u2019accro\u00eetre la satisfaction client. Cependant, les d\u00e9taillants doivent veiller \u00e0 ce que les consommateurs avec des questions ou des demandes d\u2019assistance complexes soient transf\u00e9r\u00e9s de mani\u00e8re parfaitement fluide \u00e0 des agents humains depuis les canaux de messagerie num\u00e9rique, tout en pr\u00e9servant tout le contexte de l\u2019interaction.<\/p>\n

Il est tout aussi important de fid\u00e9liser les clients que de les attirer. Les d\u00e9taillants peuvent accro\u00eetre la fid\u00e9lisation des clients en leur offrant des cartes de fid\u00e9lit\u00e9 et des bons de r\u00e9duction \u00e9lectroniques permettant d\u2019actualiser des points et des promotions en temps r\u00e9el, mais aussi d\u2019envoyer des notifications localis\u00e9es. Les enqu\u00eates automatis\u00e9es qui permettent aux clients de donner leur avis contribuent \u00e9galement \u00e0 renforcer l\u2019engagement et offrent \u00e0 la marque la possibilit\u00e9 d\u2019identifier en continu les pr\u00e9f\u00e9rences des clients.<\/p>\n

Mais comment les d\u00e9taillants peuvent-ils g\u00e9rer ce parcours de bout en bout\u00a0? <\/strong><\/h2>\n

Les d\u00e9taillants qui souhaitent offrir des interactions totalement fluides tout au long du parcours client doivent envisager d\u2019investir dans une plateforme de communication centralis\u00e9e. Les plateformes exigeant peu de codage, telles que Webex Connect<\/a>, s\u2019int\u00e8grent \u00e0 la pile technologique existante du d\u00e9taillant, lui permettant ainsi d\u2019\u00e9liminer les cloisonnements de donn\u00e9es tout en tirant pleinement parti de ses investissements existants.<\/p>\n

L\u2019adoption d\u2019une approche bas\u00e9e sur une plateforme permet aux d\u00e9taillants d\u2019orchestrer, d\u2019automatiser et de suivre facilement leurs interactions client sur diff\u00e9rents canaux, les aidant ainsi \u00e0 cr\u00e9er les exp\u00e9riences contextuelles connect\u00e9es auxquelles les consommateurs aspirent.<\/p>\n

Pour en savoir plus sur les solutions d\u2019exp\u00e9rience client pour le commerce de d\u00e9tail<\/a> et d\u00e9couvrir comment nous aidons de grands d\u00e9taillants \u00e0 cr\u00e9er des exp\u00e9riences client de bout en bout dans le monde entier, contactez<\/a> un de nos experts d\u00e8s aujourd\u2019hui ou essayez gratuitement notre plateforme \u00e0 l\u2019aide de notre sandbox pour les d\u00e9veloppeurs<\/a>.<\/p>\n

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Aujourd\u2019hui, les clients des d\u00e9taillants attendent que leur exp\u00e9rience avec les marques soit parfaitement fluide et r\u00e9ponde \u00e0 leurs conditions. […]<\/p>\n","protected":false},"author":5585,"featured_media":411663,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1563],"tags":[15099],"class_list":["post-393820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experience-client","tag-customer-journey"],"acf":[],"yoast_head":"\nCPaaS\u00a0: cr\u00e9er des interactions plus fluides entre les d\u00e9taillants et leurs clients | Webex Blog<\/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:\/\/blog.webex.com\/fr\/experience-client\/cpaas-creer-des-interactions-plus-fluides-entre-les-detaillants-et-leurs-clients\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPaaS\u00a0: cr\u00e9er des interactions plus fluides entre les d\u00e9taillants et leurs clients | Webex Blog\" \/>\n<meta property=\"og:description\" content=\"Aujourd\u2019hui, les clients des d\u00e9taillants attendent que leur exp\u00e9rience avec les marques soit parfaitement fluide et r\u00e9ponde \u00e0 leurs conditions. 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