{"id":18031,"date":"2022-11-28T11:19:17","date_gmt":"2022-11-28T10:19:17","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=190532"},"modified":"2024-11-20T08:43:11","modified_gmt":"2024-11-20T07:43:11","slug":"deloitte-studie-omnichannel-verbessert-das-kundenerlebnis","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-11-28\/deloitte-studie-omnichannel-verbessert-das-kundenerlebnis\/","title":{"rendered":"\u00c9tude Deloitte : l'omnicanal am\u00e9liore l'exp\u00e9rience client"},"content":{"rendered":"<p><img class=\"alignnone wp-image-190533 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/Deloitte-Omnichannel.jpg\" alt=\"Service client\u00e8le\" width=\"1328\" height=\"852\" \/>Deloitte a \u00e9tudi\u00e9 plus de 190 entreprises dans 21 pays (dans les secteurs de la banque, de l'assurance et des t\u00e9l\u00e9communications) afin de d\u00e9terminer comment le service \u00e0 la client\u00e8le a \u00e9volu\u00e9, quels sont les souhaits des clients aujourd'hui et quels sont les potentiels inexploit\u00e9s d'une bonne combinaison des canaux num\u00e9riques et physiques. L'\u00e9tude s'est concentr\u00e9e sur la synchronisation des canaux physiques (succursales, centres d'appels) et num\u00e9riques ainsi que sur les opportunit\u00e9s qu'offre la num\u00e9risation des appareils physiques.<\/p>\r\n<p>Il s'est av\u00e9r\u00e9 que les jeunes g\u00e9n\u00e9rations sont de plus en plus actives et ont d'autres besoins lorsqu'il s'agit de rester en contact avec les entreprises. Ils appr\u00e9cient un service client sur plusieurs canaux et la num\u00e9risation dans le contact personnel, car ils ne s'excluent pas l'un l'autre - mais fonctionnent en parall\u00e8le.<\/p>\r\n<p>Ainsi, 85% des Millennials et de la g\u00e9n\u00e9ration Z n\u00e9e apr\u00e8s 1980 pr\u00e9f\u00e8rent rester en contact avec une entreprise par le biais de plusieurs canaux. Une personne sur deux estime toutefois qu'il est important de pouvoir se rendre personnellement aupr\u00e8s d'un collaborateur du service client\u00e8le en cas de besoin. Une possibilit\u00e9 est par exemple que les collaborateurs partagent un \u00e9cran num\u00e9rique avec les clients. En effet, ces derniers sont \u00e9galement 1,5 fois plus susceptibles de proposer des offres de vente crois\u00e9e, de collecter des donn\u00e9es de contact et d'effectuer un suivi ult\u00e9rieur.<\/p>\r\n<h3><em>Werbewoche.ch<\/em> s'est entretenu avec Roger Lay, partenaire de Deloitte pour le marketing num\u00e9rique, sur les principales conclusions de l'\u00e9tude :<\/h3>\r\n<p><strong>Monsieur Lay, vous avez \u00e9tudi\u00e9 le service \u00e0 la client\u00e8le de diff\u00e9rents secteurs dans 21 pays. Qu'est-ce qui vous a le plus surpris dans les r\u00e9sultats de l'\u00e9tude ?<\/strong><\/p>\r\n<p>L'\u00e9tude montre comment les trois industries (banques, assurances &amp; telcos) sont relativement similaires dans certains aspects d'une proposition omni-canal : Bien que la maturit\u00e9 de la num\u00e9risation pour le web et le mobile soit tout \u00e0 fait diff\u00e9rente dans ces industries (et d\u00e9j\u00e0 tr\u00e8s mature \u00e0 de nombreux endroits), il y a toujours un foss\u00e9 plus grand lorsqu'il s'agit de conseiller les clients de mani\u00e8re coh\u00e9rente et contextuellement pertinente sur tous les canaux. Les donn\u00e9es collect\u00e9es \u00e0 un endroit semblent tout simplement ne pas \u00eatre prises en compte \u00e0 un autre.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Comment la Suisse se situe-t-elle en comparaison internationale - o\u00f9 se trouvent les plus grands \"to-do\" dans ce domaine ?<\/strong><\/p>\r\n<p>Dans l'ensemble, la Suisse est tout \u00e0 fait comparable aux autres pays europ\u00e9ens et se situe souvent dans la moyenne. Au niveau de l'industrie, il existe toutefois des diff\u00e9rences : dans le secteur des assurances, par exemple, la cotation et la conclusion de contrats de produits complexes via des canaux purement num\u00e9riques ne sont pas encore aussi courantes qu'en Angleterre. En outre, le centrage sur le client est tr\u00e8s fortement ax\u00e9 sur les canaux et non sur les autres canaux. Les plus grandes t\u00e2ches \u00e0 accomplir d\u00e9pendent probablement de l'entreprise. Mais en g\u00e9n\u00e9ral, on peut dire qu'ils se situent dans la d\u00e9finition d'une strat\u00e9gie d'exp\u00e9rience globale, afin que les donn\u00e9es clients et marketing de tous les canaux puissent \u00eatre collect\u00e9es, structur\u00e9es, trait\u00e9es, analys\u00e9es et que les connaissances respectives puissent ensuite \u00eatre orchestr\u00e9es efficacement vers tous les canaux d'interaction.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Quelles sont les opportunit\u00e9s pour les entreprises dans l'\u00e9volution des besoins des clients vers l'omnicanal ?<\/strong><\/p>\r\n<p>Les entreprises peuvent ainsi \u00e9tablir une relation beaucoup plus \u00e9troite avec leurs clients. Elles peuvent r\u00e9pondre beaucoup mieux et plus rapidement aux besoins des clients gr\u00e2ce aux connaissances collect\u00e9es dans les canaux d'interaction. Cela permet d'\u00e9viter les abandons, d'effectuer des transactions plus fructueuses et d'automatiser les ventes crois\u00e9es et les ventes incitatives, pour ne citer que quelques exemples. En d'autres termes, la productivit\u00e9 augmente et le NPS transactionnel s'accro\u00eet, ce qui conduit globalement \u00e0 une top line plus \u00e9lev\u00e9e. De plus, l'attractivit\u00e9 de l'employeur augmente et l'onboarding des nouveaux collaborateurs devient plus efficace. Il ne faut pas non plus oublier que l'on peut aussi \u00e9conomiser beaucoup de papier en mati\u00e8re de protection de l'environnement et de durabilit\u00e9.<\/p>\r\n<p><a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/hu\/Documents\/technology\/omnichannel-2022\/Omnichannel_Retail_Maturity_2022_DE.pdf\" rel=\"noopener\">Ici<\/a> le rapport peut \u00eatre t\u00e9l\u00e9charg\u00e9.<\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Um herauszufinden, wie sich der Kundenservice ge\u00e4ndert hat, welche W\u00fcnsche die Kunden heute haben und welche ungenutzten Potenziale in der richtigen Verkn\u00fcpfung digitaler mit physischer Kan\u00e4le liegen, hat Deloitte mehr als 190 Unternehmen in 21 L\u00e4ndern (aus Banken-, Versicherungs- und Telekommunikationsbranche) untersucht. Der Schwerpunkt der Studie lag auf der Synchronisierung von physischen (Filialen, Call-Center) und [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kundenservice","_yoast_wpseo_metadesc":"Deloitte-Studie 2023: Omnichannel-Kundenservice wird f\u00fcr Millennials und Gen Z immer wichtiger. Digitalisierung als Chance.","articlekey":"","footnotes":""},"categories":[29],"tags":[3529],"class_list":["post-18031","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-deloitte"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deloitte Studie: Omnichannel verbessert das Kundenerlebnis - Organisator<\/title>\n<meta name=\"description\" content=\"Deloitte-Studie 2023: Omnichannel-Kundenservice wird f\u00fcr Millennials und Gen Z immer wichtiger. 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