{"id":553,"date":"2018-02-08T18:08:00","date_gmt":"2023-09-07T18:08:48","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=553"},"modified":"2023-11-14T16:53:42","modified_gmt":"2023-11-14T16:53:42","slug":"l-ere-du-client-lhumain-au-cur-de-la-relation-client","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/l-ere-du-client-lhumain-au-cur-de-la-relation-client\/","title":{"rendered":"L\u2019\u00c8re du client : l\u2019humain au c\u0153ur de la relation client"},"content":{"rendered":"\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/neGD3WW3z0s\" frameborder=\"0\" allow=\"autoplay; encrypted-media\">&amp;amp;amp;amp;amp;nbsp;<\/iframe><\/p>\n\n\n\n<p><b>Formidables de puissance, les outils num\u00e9riques r\u00e9volutionnent la relation client. Pour autant, leurs algorithmes risquent-ils de faire passer l\u2019humain au second plan ? Une grossi\u00e8re erreur, selon les invit\u00e9s du huiti\u00e8me num\u00e9ro de l\u2019\u00e9mission <i>L\u2019\u00c8re du client<\/i> sur BFM Business. Pour r\u00e9ussir, la transformation num\u00e9rique doit redonner \u00e0 l\u2019homme la place qu\u2019il m\u00e9rite.<\/b><\/p>\n\n\n\n<p>En 2016, les objets connect\u00e9s \u00e9taient les stars du CES de Las Vegas. En 2017, on ne parlait que de plateformes digitales et de traitement de la data, au risque de faire croire que les outils num\u00e9riques allaient tous nous remplacer ! En 2018, on se recentre sur l\u2019humain \u00e0 travers l\u2019\u00ab <i>internet of me<\/i> \u00bb, \u00e0 travers des outils num\u00e9riques qui se mettent au service de l\u2019homme. \u00ab <i>Gr\u00e2ce aux appli mobiles, au big data, aux logiciels de CRM, la connexion en direct avec tous les clients devient facile<\/i> \u00bb, constate Olivier Derrien, Directeur G\u00e9n\u00e9ral de Salesforce France. \u00ab<i> Mais cela ne suffit pas. Les employ\u00e9s ont un r\u00f4le central \u00e0 jouer dans la transformation de l\u2019entreprise. Il faut les aider \u00e0 la comprendre gr\u00e2ce \u00e0 la formation. <\/i>\u00bb <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-i-ll-be-back\"><b>\u00ab I\u2019ll be back ? \u00bb<\/b><\/h2>\n\n\n\n<p>Sans homme, point de technologie durable. \u00ab <i>Tous les deux ou trois ans, un r\u00e9ajustement s\u2019op\u00e8re<\/i> \u00bb, signale St\u00e9phane Hugon, sociologue, fondateur de l\u2019Institut d&rsquo;\u00e9tudes prospectives Eranos. \u00ab <i>Et l\u2019humain reprend le dessus sur la techno.<\/i> \u00bb L\u2019homme red\u00e9couvre que la finalit\u00e9 de chaque outil, depuis l\u2019\u00e2ge de pierre, est de faciliter la vie de son utilisateur. Dans la relation client, l\u2019outil num\u00e9rique doit ainsi lib\u00e9rer les collaborateurs de t\u00e2ches simples et basiques :<i> \u00ab Les nouvelles technologies permettent \u00e0 l\u2019humain de se focaliser sur des activit\u00e9s \u00e0 forte valeur ajout\u00e9e : conseils d\u2019expert, \u00e9coute, empathie ou service VIP par exemple \u00bb, <\/i>signale Nicolas de Bellefonds, Directeur associ\u00e9 du Boston Consulting Group (BCG). On est donc loin d\u2019un avenir \u00e0 la Terminator, o\u00f9 la machine entrerait en conflit avec ses concepteurs. \u00ab <i>En Occident la machine a toujours fait peur <\/i>\u00bb, rappelle St\u00e9phane Hugon. \u00ab <i>Dans les livres de science fiction, elle prend inexorablement le dessus. Le couple cr\u00e9ateur-cr\u00e9ature est maudit ! Cette dynamique est en train de s&rsquo;inverser <\/i>\u00bb.<\/p>\n\n\n\n<div class=\"layout-six 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 6e\u00a0\u00e9dition du rapport \u00ab\u00a0Focus sur les ventes\u00a0\u00bb<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D\u00e9couvrez des conseils de 5 500 professionnels des ventes sur la mani\u00e8re de stimuler la croissance et de se d\u00e9marquer.<\/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\/sales\/state-of-sales\/?nc=701ed000003AyKZAA0\">Je me d\u00e9marque<\/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=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png\" class=\"attachment-full size-full\" alt=\"Couverture du guide Focus sur les ventes\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png 1200w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/07\/state-of-sales-2024.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-l-homo-digitalis-maitre-du-numerique\"><b>L\u2019Homo digitalis, ma\u00eetre du num\u00e9rique<\/b><\/h2>\n\n\n\n<p>La peur de d\u00e9shumanisation est pourtant partag\u00e9e par bon nombre d\u2019entreprises. Selon une \u00e9tude r\u00e9alis\u00e9e par le BCG en collaboration avec l\u2019Association Fran\u00e7aise de la Relation Client, si 60% d\u2019entre elles pensent que la part de l&rsquo;interaction humaine devrait rester stable ou augmenter, 40% pensent que le r\u00f4le de l\u2019humain va diminuer. \u00ab <i>Les entreprises sont encore focalis\u00e9es sur l\u2019acquisition de nouveaux outils digitaux<\/i> \u00bb, poursuit Nicolas de Bellefonds. \u00ab <i>La prise en compte de la gestion humaine du changement reste sous-estim\u00e9e, alors qu\u2019en toute logique, il faudrait adopter l\u2019attitude inverse : investir deux fois plus dans l\u2019humain et sa capacit\u00e9 \u00e0 ma\u00eetriser ces nouveaux outils. <\/i>\u00bb<\/p>\n\n\n\n<p>Une position partag\u00e9e par Olivier Derrien : \u00ab<i> Les employ\u00e9s ont un r\u00f4le essentiel \u00e0 jouer dans la transformation de l\u2019entreprise dans une optique centr\u00e9e sur les <\/i>clients<i>. Il faut les aider \u00e0 comprendre ce r\u00f4le, les sensibiliser et les former pour qu\u2019ils apportent leur contribution individuelle \u00e0 cette transformation. Cette dynamique, c\u2019est aux dirigeants de l\u2019impulser, avec p\u00e9dagogie, pour d\u00e9montrer que les outils en question vont aider les collaborateurs au quotidien. Une strat\u00e9gie gagnante dans la mesure o\u00f9 des employ\u00e9s \u00e9panouis, ce sont des clients plus heureux <\/i>\u00bb. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-le-bien-etre-des-collaborateurs\"><b>Le bien-\u00eatre des collaborateurs<\/b><\/h2>\n\n\n\n<p>Pour illustrer cette id\u00e9e, Nicolas de Bellefonds cite l\u2019exemple d\u2019un centre d\u2019appel o\u00f9 les indicateurs de performances ont \u00e9t\u00e9 modifi\u00e9s par l\u2019introduction de nouveaux outils : \u00ab <i>Avant, le seul indicateur \u00e9tait la productivit\u00e9 (nombre d\u2019appels par heure\u2026). Puis il a \u00e9t\u00e9 d\u00e9cid\u00e9 de prendre en compte uniquement la satisfaction client. Les effets : une meilleure satisfaction client, bien s\u00fbr, mais aussi une am\u00e9lioration du bien-\u00eatre et des performances des employ\u00e9s du centre et, au final, une diminution des co\u00fbts<\/i> \u00bb. Miser sur l\u2019humain en m\u00eame temps que sur les bons outils permet donc de gagner sur tous les tableaux. Tout comme le client, le collaborateur se place alors au centre des pr\u00e9occupations de l\u2019entreprise et de son organisation. Voil\u00e0 la cl\u00e9 d\u2019une transformation num\u00e9rique r\u00e9ussie !<\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les entreprises qui ne prennent pas en compte la dimension humaine ne r\u00e9ussiront pas demain. Pour r\u00e9ussir, la transformation num\u00e9rique doit redonner \u00e0 l\u2019homme la place qu\u2019il m\u00e9rite.<\/p>\n","protected":false},"author":1,"featured_media":555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"baed23c5c85a415db895e66afd537110","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[25,10],"sf_content_type":[],"blog":[391,423],"coauthors":[27],"class_list":["post-553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-success","sf_topic-news","blog-customer-success","blog-news"],"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>L\u2019\u00c8re du client : l\u2019humain au c\u0153ur de la relation client \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Les entreprises qui ne prennent pas en compte la dimension humaine ne r\u00e9ussiront pas demain. 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