{"id":3184,"date":"2024-04-22T15:31:42","date_gmt":"2024-04-22T22:31:42","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3184"},"modified":"2025-01-23T16:26:22","modified_gmt":"2025-01-23T16:26:22","slug":"customer-service-trends","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/customer-service-trends\/","title":{"rendered":"5 tendances qui fa\u00e7onnent l\u2019avenir du service client"},"content":{"rendered":"<!DOCTYPE html PUBLIC \"-\/\/W3C\/\/DTD HTML 4.0 Transitional\/\/EN\" \"http:\/\/www.w3.org\/TR\/REC-html40\/loose.dtd\">\n<html><body><p><strong>&Agrave; mesure que la technologie progresse, de nombreuses opportunit&eacute;s &eacute;mergent pour les entreprises&hellip; et leurs clients. Le service client n&rsquo;y fait pas exception, et les entreprises se doivent de fournir un service personnalis&eacute; qui s&rsquo;adapte aux &eacute;volutions de leurs besoins.<\/strong><\/p>\n\n\n\n<p><strong>Pour cela, des technologies comme l&rsquo;<\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/customer-service-ai\/\"><strong>IA g&eacute;n&eacute;rative<\/strong><\/a><strong> constituent une aide pr&eacute;cieuse. Pourquoi ? Vous le saurez en d&eacute;couvrant les derni&egrave;res <\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/future-of-customer-service\/\"><strong>&eacute;volutions du service client<\/strong><\/a><strong> et les 5 grandes tendances issues de<\/strong><a href=\"https:\/\/sforce.co\/stateofservice6\"><strong> l&rsquo;&eacute;tude &laquo; Focus sur le service client &raquo;<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les enseignements en un coup d<\/strong><strong>&lsquo;&oelig;il<\/strong><strong> :<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le service client est d&eacute;sormais une source de revenus<\/li>\n\n\n\n<li>Le Self-Service instaure un avantage concurrentiel<\/li>\n\n\n\n<li>Des donn&eacute;es connect&eacute;es am&eacute;liorent l&rsquo;exp&eacute;rience client<\/li>\n\n\n\n<li>L&rsquo;IA conversationnelle favorise un service client proactif et personnalis&eacute;<\/li>\n\n\n\n<li>L&rsquo;IA renforce la productivit&eacute; et la s&eacute;curit&eacute; sur le terrain<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">La 5e&nbsp;&eacute;dition du rapport &laquo; Focus sur le service client &raquo;<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D&eacute;couvrez pourquoi les t&eacute;nors du secteur utilisent l&rsquo;IA plus que jamais.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/form\/service-cloud\/state-of-service\/?nc=7013y000000vkk6AAA\">Lire le guide<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"628\" height=\"400\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png\" class=\"attachment-full size-full\" alt=\"Astro tenant une tablette avec Couverture du livre blanc Focus sur le service client\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png 628w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png?w=300&amp;h=191 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/07\/State-of-service-fr-card.png?w=150&amp;h=96 150w\" sizes=\"auto, (max-width: 628px) 100vw, 628px\">\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"revenue\"><strong>1. Le service client est d&eacute;sormais une source de revenus<\/strong><\/h2>\n\n\n\n<p>Vous consid&eacute;rez encore le service client comme un simple centre de co&ucirc;ts ? D&eacute;trompez-vous ! <strong>Aujourd&rsquo;hui, les entreprises cherchent plus que jamais &agrave; stimuler leur croissance et pr&eacute;server leurs marges, et beaucoup voient le service client comme une formidable opportunit&eacute; pour y parvenir<\/strong>. En effet, 85 % des cadres dirigeants estiment que le service client devrait repr&eacute;senter une part plus importante de leur chiffre d&rsquo;affaires cette ann&eacute;e. Comment ? Notre &eacute;tude indique que <strong>les entreprises pionni&egrave;res accordent une importance capitale aux donn&eacute;es, et surveillent activement les <\/strong><a href=\"https:\/\/www.salesforce.com\/products\/customer-service-operations\/\"><strong>indicateurs cl&eacute;s de performance (KPIs)<\/strong><\/a> li&eacute;s aux r&eacute;sultats commerciaux. <strong>Si vous n&rsquo;exploitez pas encore les <\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/customer-service-analytics\/\"><strong>donn&eacute;es de votre service client<\/strong><\/a><strong>, n&rsquo;attendez plus pour inverser la tendance&hellip; et ne pas vous laisser distancer par vos concurrents !<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. Le Self-Service instaure un avantage concurrentiel&nbsp;<\/strong><\/h2>\n\n\n\n<p><strong>En aidant les clients &agrave; r&eacute;soudre des probl&egrave;mes simples, le<\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/self-service-customer-service\/\"><strong> <\/strong><strong>Self-Service<\/strong><\/a><strong> lib&egrave;re un temps pr&eacute;cieux pour vos agents, qui peuvent se consacrer &agrave; des t&acirc;ches complexes et &agrave; forte valeur ajout&eacute;e.<\/strong><\/p>\n\n\n\n<p>Selon notre &eacute;tude, les entreprises les plus performantes sont davantage susceptibles de proposer des<a href=\"https:\/\/www.salesforce.com\/products\/customer-self-service\/\"> outils en Self-Service<\/a> que leurs concurrents moins efficaces. <a href=\"https:\/\/www.salesforce.com\/resources\/articles\/customer-self-service-portals\/\"><strong>Centres d&rsquo;assistance bas&eacute;s sur les connaissances<\/strong><\/a><strong>,<\/strong><a href=\"https:\/\/www.salesforce.com\/resources\/articles\/customer-self-service-portals\/\"><strong> <\/strong><strong>portails clients en libre-service<\/strong><\/a><strong>,<\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/what-is-a-chatbot\/\"><strong> <\/strong><strong>chatbots optimis&eacute;s par l&rsquo;IA<\/strong><\/a><strong>&hellip; Chaque t&acirc;che remplie par l&rsquo;un de ces outils constitue un pr&eacute;cieux gain de temps pour vos agents<\/strong>, d&rsquo;autant plus important que 69 % d&rsquo;entre eux estiment qu&rsquo;il est difficile de concilier rapidit&eacute; et qualit&eacute;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3. Des donn&eacute;es connect&eacute;es am&eacute;liorent l&rsquo;exp&eacute;rience client<\/strong><\/h2>\n\n\n\n<p>De nombreuses entreprises stockent leurs donn&eacute;es dans diff&eacute;rentes applications. Avec les silos g&eacute;n&eacute;r&eacute;s, disposer d&rsquo;une <a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/account-data-strategies\/use-data-to-get-a-360-degree-view-of-your-customers\">vision d&rsquo;ensemble d&rsquo;un client<\/a> sur tous les canaux est tr&egrave;s difficile. En unifiant les<a href=\"https:\/\/www.youtube.com\/watch?v=89_srdV0pwo\"> donn&eacute;es client<\/a>, vous obtenez une vision omnicanale du parcours client, qui permet &agrave; vos diff&eacute;rents services de travailler ensemble &agrave; partir de donn&eacute;es fiables et actualis&eacute;es. C&rsquo;est l&rsquo;une des raisons pour lesquelles <strong>82 % des entreprises les plus performantes utilisent la plateforme de<\/strong><a href=\"https:\/\/www.salesforce.com\/crm\/\"><strong> <\/strong><strong>gestion de la relation client Salesforce CRM<\/strong><\/a>, contre seulement 62 % il y a deux ans.<\/p>\n\n\n\n<p>L&rsquo;enjeu est de taille :<a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-it\/\"><strong> <\/strong><strong>92 % des d&eacute;cideurs IT et BI<\/strong><\/a><strong> estiment qu&rsquo;il est plus que jamais crucial de travailler &agrave; partir de donn&eacute;es fiables<\/strong>. Et dans le paysage en constante &eacute;volution de l&rsquo;IA, <a href=\"https:\/\/www.salesforceairesearch.com\/trusted-ai\"><strong>la confidentialit&eacute;, la s&eacute;curit&eacute; et la confiance<\/strong><\/a><strong> repr&eacute;sentent des atouts cl&eacute;s pour se distinguer de vos concurrents<\/strong>.<\/p>\n\n\n\n<p>Pour prot&eacute;ger les donn&eacute;es des clients, les grandes organisations d&eacute;ploient des programmes qui emp&ecirc;chent les<a href=\"https:\/\/www.salesforce.com\/blog\/what-are-large-language-models\"> grands mod&egrave;les de langage (LLM)<\/a> de conserver les informations sensibles. D&rsquo;autres d&rsquo;entreprises entra&icirc;nent leurs propres mod&egrave;les pour r&eacute;pondre efficacement aux probl&eacute;matiques sp&eacute;cifiques &agrave; leur secteur d&rsquo;activit&eacute;. De tels efforts sont essentiels pour accro&icirc;tre la confiance des clients et favoriser leur fid&eacute;lit&eacute; sur le temps long.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4. L&rsquo;IA conversationnelle favorise un service client proactif et personnalis&eacute;<\/strong><\/h2>\n\n\n\n<p><strong>Pour r&eacute;pondre aux attentes des clients et anticiper leurs besoins, il est crucial de leur offrir un service client proactif aliment&eacute; par l&rsquo;IA. <\/strong>Selon Jules O&rsquo;Donnell, responsable administratif Salesforce chez <a href=\"https:\/\/www.quickbase.com\/\">Quickbase<\/a>, cela permet de &laquo; r&eacute;soudre les probl&egrave;mes &agrave; la source, avant m&ecirc;me qu&rsquo;ils n&rsquo;affectent l&rsquo;entreprise &raquo;. &Agrave; la cl&eacute;, une optimisation des processus et une am&eacute;lioration de l&rsquo;exp&eacute;rience d&eacute;livr&eacute;e. D&rsquo;apr&egrave;s notre &eacute;tude, <strong>95 % des cadres dirigeants qui recourent &agrave; l&rsquo;IA constatent des gains de temps et d&rsquo;argent, et 92 % estiment que l&rsquo;IA g&eacute;n&eacute;rative les aide &agrave; offrir un <\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/customer-service-tips\/\"><strong>meilleur service client<\/strong><\/a>. Les b&eacute;n&eacute;fices sont tels que 83 % des d&eacute;cideurs pr&eacute;voient d&rsquo;augmenter leurs investissements dans l&rsquo;IA au cours de l&rsquo;ann&eacute;e &agrave; venir !<\/p>\n\n\n\n<p>Dans cette course &agrave; l&rsquo;innovation, <strong>les<\/strong><a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2023\/09\/12\/ai-einstein-news-dreamforce\/\"><strong> <\/strong><strong>assistants d&rsquo;IA conversationnelle<\/strong><\/a><strong> figurent parmi les innovations les plus convoit&eacute;es.<\/strong> En effet, ceux-ci fluidifient l&rsquo;acc&egrave;s aux informations issues des diff&eacute;rents canaux et permettent de fournir des r&eacute;ponses adapt&eacute;es aux probl&egrave;mes que rencontrent les clients. Les assistants favorisent par exemple l&rsquo;automatisation des r&eacute;ponses aux demandes des clients par l&rsquo;envoi de messages pertinents et personnalis&eacute;s sur les diff&eacute;rents canaux (e-mail, SMS, r&eacute;seaux sociaux, etc.). Les r&eacute;ponses g&eacute;n&eacute;r&eacute;es sont int&eacute;gr&eacute;es aux flux des agents, pour une collaboration fluide entre les diff&eacute;rents services. D&egrave;s lors,<strong> les assistants d&rsquo;IA conversationnelle repr&eacute;sentent une solution de choix pour d&eacute;velopper un service client proactif, am&eacute;liorer le <\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/net-promoter-score\/\"><strong>Net Promoter Score<\/strong><\/a><strong> de votre organisation, et renforcer la fid&eacute;lit&eacute; de vos clients.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5. L&rsquo;IA renforce la productivit&eacute; et la s&eacute;curit&eacute; sur le terrain<\/strong><\/h2>\n\n\n\n<p><strong>Les techniciens interrog&eacute;s dans le cadre de notre &eacute;tude affirment que les<\/strong><a href=\"https:\/\/www.salesforce.com\/blog\/best-field-service-management-software\/\"><strong> <\/strong><strong>technologies <\/strong><\/a><strong>innovantes leur permettent d&rsquo;accro&icirc;tre leur productivit&eacute; sur le terrain<\/strong>. Parmi celles-ci, on retrouve la planification intelligente, l&rsquo;<a href=\"https:\/\/www.salesforce.com\/resources\/guides\/what-is-route-optimization\/\">optimisation d&rsquo;itin&eacute;raire<\/a>, les rapports g&eacute;n&eacute;r&eacute;s par l&rsquo;IA ou encore la<a href=\"https:\/\/www.salesforce.com\/news\/stories\/apple-service-partnership\/\"> r&eacute;alit&eacute; augment&eacute;e<\/a>. L&rsquo;un des atouts cl&eacute;s de ces nouvelles technologies r&eacute;side dans leur capacit&eacute; &agrave; g&eacute;n&eacute;rer des insights et pr&eacute;dire le temps requis pour r&eacute;aliser une t&acirc;che d&eacute;finie. Par exemple, l&rsquo;IA permet aux techniciens de <a href=\"https:\/\/www.salesforce.com\/blog\/asset-service-management\/\">consulter facilement l&rsquo;&eacute;tat des actifs<\/a> et l&rsquo;historique de maintenance, puis de planifier un service client proactif afin de limiter les interruptions.<\/p>\n\n\n\n<p>Et les clients ? Ils b&eacute;n&eacute;ficient d&rsquo;une <a href=\"https:\/\/www.salesforce.com\/blog\/what-is-customer-experience\/\">exp&eacute;rience client<\/a> am&eacute;lior&eacute;e &agrave; tous points de vue ! Avec la possibilit&eacute; de planifier les rendez-vous directement avec un assistant intelligent, les rendez-vous manqu&eacute;s et les temps d&rsquo;attente au standard t&eacute;l&eacute;phonique se voient consid&eacute;rablement r&eacute;duits.<\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Proposez un service client exceptionnel &agrave; l&rsquo;&egrave;re de l&rsquo;IA<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D&eacute;veloppez votre service client gr&acirc;ce &agrave; la puissance de l&rsquo;IA g&eacute;n&eacute;rative sur une base unifi&eacute;e de donn&eacute;es fiables. D&eacute;couvrez comment cette technologie am&eacute;liore l&rsquo;efficacit&eacute; et g&eacute;n&egrave;re des revenus, du centre de contact au terrain.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/fr\/form\/demo\/crm-service-demos\/\">Regarder la d&eacute;mo gratuite<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>&Agrave; vous de jouer<\/strong><\/h2>\n\n\n\n<p>Toute bonne strat&eacute;gie commence par de bonnes questions. Voici celles que vous devriez vous poser pour am&eacute;liorer votre service client :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Comment innover tout en pr&eacute;servant l&rsquo;int&eacute;grit&eacute; des donn&eacute;es ?<\/strong><\/li>\n\n\n\n<li><strong>Comment renforcer la confiance et la fid&eacute;lit&eacute; des clients ?<\/strong><\/li>\n\n\n\n<li><strong>Comment offrir un service client rapide et efficace tout en limitant les co&ucirc;ts ?<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Pour relever ces d&eacute;fis, il est crucial de combiner habilement vos ressources humaines et les nouvelles technologies. C&rsquo;est la promesse d&rsquo;un service client plus efficace et de meilleure qualit&eacute;, indispensable pour <a href=\"https:\/\/www.salesforce.com\/blog\/future-of-customer-service\/\">pr&eacute;parer l&rsquo;avenir<\/a>. N&rsquo;attendez plus pour vous lancer !<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"<p>&Agrave; mesure que la technologie progresse, de nombreuses opportunit&eacute;s &eacute;mergent pour les entreprises&hellip; et leurs clients. Le service client n&rsquo;y fait pas exception, et les entreprises se doivent de fournir un service personnalis&eacute;&hellip;<\/p>\n","protected":false},"author":1273,"featured_media":3185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[12],"sf_content_type":[],"blog":[363],"coauthors":[27],"class_list":["post-3184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-service","blog-service"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 tendances qui fa\u00e7onnent l\u2019avenir du service client - Salesforce<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les 5 grandes tendances du service client : g\u00e9n\u00e9ration de revenus, libre-service, donn\u00e9es connect\u00e9es, IA conversationnelle et s\u00e9curit\u00e9.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/customer-service-trends\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 tendances qui fa\u00e7onnent l\u2019avenir du service client\" \/>\n<meta property=\"og:description\" content=\"\u00c0 mesure que la technologie progresse, de nombreuses opportunit\u00e9s \u00e9mergent pour les entreprises\u2026 et leurs clients. 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