{"id":11533,"date":"2017-03-23T09:10:30","date_gmt":"2017-03-23T09:10:30","guid":{"rendered":"https:\/\/www.calabrio.com\/blog\/cauchemars-de-lexperience-client-prenez-de-lavance-sur-les-problemes-grace-a-la-modelisation-thematique"},"modified":"2025-05-07T05:29:03","modified_gmt":"2025-05-07T05:29:03","slug":"cauchemars-de-lexperience-client-prenez-de-lavance-sur-les-problemes-grace-a-la-modelisation-thematique","status":"publish","type":"post","link":"https:\/\/www.calabrio.com\/fr\/blog\/cauchemars-de-lexperience-client-prenez-de-lavance-sur-les-problemes-grace-a-la-modelisation-thematique\/","title":{"rendered":"Cauchemars de l&rsquo;exp\u00e9rience client : Prenez de l&rsquo;avance sur les probl\u00e8mes gr\u00e2ce \u00e0 la mod\u00e9lisation th\u00e9matique"},"content":{"rendered":"\n<section\n\tid=\"\"\n\tclass=\"section-blog-case-study pb-l\/l md:pb-l\/xxl\"\n\tdata-theme-block-id=\"block_e760cada3530c01f17f2175e742379d9\"\n\tdata-aos=\"fade-up\"\n>\n\t<div class=\"relative\">\n\t\t\t\t\t<div class=\"absolute top-0 left-c\/xl pt-0 lg:pt-4 md:mt-c\/m lg:mt-0\">\n\t\t\t\t<div class=\"py-c\/xs md:py-c\/l xl:py-c\/xs\">\n\t\t\t\t\t<ul class=\"flex gap-2 line-clamp-1 body-small\"><\/ul>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"flex lg:flex-row justify-between md:pt-l\/xl  flex-col\">\n\t\t\t<div class=\"container mt-c\/l md:-mt-c\/m lg:w-[calc(100%\/240*139)] lg:pb-0 flex flex-col gap-c\/xl md:gap-c\/l lg:px-c\/xxl xl:pr-[170px]  pt-c\/xxl lg:py-c\/xxl\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"flex flex-row gap-c\/m pt-c\/s md:pt-c\/l flex-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"w-fit body-small text-text-secondary-aa font-medium px-c\/m py-c\/xs bg-background-secondary rounded-xs cursor-pointer\">Analytique <\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t<h1 class=\"heading-medium pb-c\/m\">Cauchemars de l&rsquo;exp\u00e9rience client : Prenez de l&rsquo;avance sur les probl\u00e8mes gr\u00e2ce \u00e0 la mod\u00e9lisation th\u00e9matique<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t<div class=\"relative lg:w-[calc(100%\/200*101)] xl:w-[calc(100%\/240*101)]\" data-aos=\"fade-up\" data-aos-delay=\"250\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\t\t<style>\n\t[data-theme-block-id=\"block_e760cada3530c01f17f2175e742379d9\"] {\n\t\t@media only screen and (max-width: 743px) {\n\t\t\t\t\t\t\t\t}\n\t\t@media only screen and (min-width: 744px) {\n\t\t\t\t\t\t\t\t}\n\t}\n\t<\/style>\n\n<div class=\"container group page-layout flex flex-col flex-wrap lg:flex-row gap-l\/xxl lg:gap-gutter py-l\/xxl lg:py-l\/xs blg_inner_container\" data-module=\"page-layout\">\n\t\t\t\t\t\n\t<div\n\t\tclass=\"w-full aos-init aos-animate gap-c\/l flex flex-col\"\n\t\tdata-module=\"sticky-nav\"\n\t\tdata-aos=\"fade-up\"\n\t>\n\n\n\t<div class=\"flex justify-between items-center\">\n\t\t<p class=\"body-medium text-text-tertiary-aa\">Share<\/p>\n\n\t\t<div class=\"flex\">\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Fcauchemars-de-lexperience-client-prenez-de-lavance-sur-les-problemes-grace-a-la-modelisation-thematique%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59672)\">\n<path d=\"M16.6676 0H1.32891C0.594141 0 0 0.580078 0 1.29727V16.6992C0 17.4164 0.594141 18 1.32891 18H16.6676C17.4023 18 18 17.4164 18 16.7027V1.29727C18 0.580078 17.4023 0 16.6676 0ZM5.34023 15.3387H2.66836V6.74648H5.34023V15.3387ZM4.0043 5.57578C3.14648 5.57578 2.45391 4.8832 2.45391 4.02891C2.45391 3.17461 3.14648 2.48203 4.0043 2.48203C4.85859 2.48203 5.55117 3.17461 5.55117 4.02891C5.55117 4.87969 4.85859 5.57578 4.0043 5.57578ZM15.3387 15.3387H12.6703V11.1621C12.6703 10.1672 12.6527 8.88398 11.2816 8.88398C9.89297 8.88398 9.68203 9.97031 9.68203 11.0918V15.3387H7.01719V6.74648H9.57656V7.9207H9.61172C9.9668 7.2457 10.8387 6.53203 12.1359 6.53203C14.8395 6.53203 15.3387 8.31094 15.3387 10.6242V15.3387Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59672\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Fcauchemars-de-lexperience-client-prenez-de-lavance-sur-les-problemes-grace-a-la-modelisation-thematique%2F&#038;text=Cauchemars de l&rsquo;exp\u00e9rience client : Prenez de l&rsquo;avance sur les probl\u00e8mes gr\u00e2ce \u00e0 la mod\u00e9lisation th\u00e9matique\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.7447 1.42792H16.2748L10.7473 7.74554L17.25 16.3424H12.1584L8.17053 11.1284L3.60746 16.3424H1.07582L6.98808 9.58499L0.75 1.42792H5.97083L9.57555 6.19367L13.7447 1.42792ZM12.8567 14.828H14.2587L5.20905 2.86277H3.7046L12.8567 14.828Z\" fill=\"#2356E7\"\/>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Fcauchemars-de-lexperience-client-prenez-de-lavance-sur-les-problemes-grace-a-la-modelisation-thematique%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59678)\">\n<path d=\"M9 0C4.02948 0 0 4.02948 0 9C0 13.2206 2.90592 16.7623 6.82596 17.735V11.7504H4.97016V9H6.82596V7.81488C6.82596 4.75164 8.21232 3.3318 11.2198 3.3318C11.79 3.3318 12.7739 3.44376 13.1764 3.55536V6.04836C12.964 6.02604 12.595 6.01488 12.1367 6.01488C10.661 6.01488 10.0908 6.57396 10.0908 8.02728V9H13.0306L12.5255 11.7504H10.0908V17.9341C14.5472 17.3959 18.0004 13.6015 18.0004 9C18 4.02948 13.9705 0 9 0Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59678\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\t\t\t\n\t\t\t<div class=\"flex flex-col flex-1 lg:basis-0 lg:py-c\/m  js-page-content overflow-hidden\">\n\t\t\t<div\n\tstyle=\"background-color: #FFFFFF\"\n\tclass=\" wysiwyg wysiwyg--inline flex flex-col py-c\/l gap-c\/m\"\n\tid=\"\"\n\tdata-aos=\"fade-up\"\n>\n\t\t\t\n\t\t\t\t\t<span style=\"color: #080F21\"><p>Les entreprises adoptent souvent une approche r\u00e9active face aux d\u00e9cisions importantes concernant leurs clients, car \u00ab\u00a0le recul est toujours de 20\/20\u00a0\u00bb. Le probl\u00e8me avec le recul, c&rsquo;est qu&rsquo;il n&rsquo;aide pas toujours les marques \u00e0 r\u00e9soudre les probl\u00e8mes avant qu&rsquo;il ne soit trop tard.<\/p>\n<p>&nbsp;<\/p>\n<p>Pour anticiper les probl\u00e8mes, de nombreuses entreprises utilisent l&rsquo;analyse vocale dans leurs centres de contact afin d&rsquo;examiner les donn\u00e9es des conversations avec les clients avant de prendre des mesures. Mais au milieu de quantit\u00e9s massives d&rsquo;informations, de nombreux indices verbaux peuvent parfois se perdre ou passer inaper\u00e7us, emp\u00eachant les entreprises d&rsquo;avoir une vue d&rsquo;ensemble.  <strong>Et si les marques pouvaient d\u00e9terminer des tendances apparemment impr\u00e9visibles avant m\u00eame que les clients n&rsquo;expriment sp\u00e9cifiquement un probl\u00e8me ?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Avec la mod\u00e9lisation des sujets, c&rsquo;est possible, et c&rsquo;est l&rsquo;une des choses sur lesquelles nous travaillons ici \u00e0 Calabrio.<\/p>\n<p>&nbsp;<\/p>\n<h2>Comment fonctionne la mod\u00e9lisation th\u00e9matique<\/h2>\n<p>Avec l&rsquo;analyse de la parole, les conversations avec les clients sont enregistr\u00e9es, la parole est traduite en texte et les marques re\u00e7oivent des alertes lorsque des mots-cl\u00e9s ou des phrases pr\u00e9d\u00e9termin\u00e9s sont prononc\u00e9s. \u00c0 partir de l\u00e0, ils peuvent apporter les modifications appropri\u00e9es \u00e0 un produit, \u00e0 un service ou \u00e0 une campagne de marketing. Cependant, il est impossible de pr\u00e9-classifier tous les mots-cl\u00e9s ou toutes les expressions qui pourraient \u00eatre utiles. Cela signifie qu&rsquo;il y aura toujours des lacunes, ce qui peut rendre difficile l&rsquo;identification de certains probl\u00e8mes jusqu&rsquo;\u00e0 ce qu&rsquo;il soit trop tard.<\/p>\n<p>Par exemple, plusieurs clients d&rsquo;une cha\u00eene de restaurants peuvent appeler le restaurant pour l&rsquo;informer qu&rsquo;ils ne se sentent pas bien. Ils peuvent dire certains mots comme \u00ab\u00a0crampes\u00a0\u00bb, mais tant qu&rsquo;ils ne commencent pas \u00e0 dire des mots et des phrases sp\u00e9cifiques comme \u00ab\u00a0naus\u00e9es\u00a0\u00bb ou \u00ab\u00a0intoxication alimentaire\u00a0\u00bb, l&rsquo;entreprise risque d&rsquo;\u00eatre d\u00e9j\u00e0 trop en retard pour contenir le probl\u00e8me.<\/p>\n<p>&nbsp;<\/p>\n<p>La mod\u00e9lisation des sujets utilise l&rsquo;apprentissage automatique et le traitement du langage naturel pour trouver des sujets abstraits dans de grands ensembles de donn\u00e9es afin que les marques puissent identifier les grandes tendances au milieu des conversations, y compris les sujets qui ne sont m\u00eame pas sur le radar.<\/p>\n<p>&nbsp;<\/p>\n<p>Dans la mod\u00e9lisation th\u00e9matique, les algorithmes <a href=\"https:\/\/www.calabrio.com\/fr\/produits\/analyse-des-interactions\/\">analysent les appels transcrits, les courriels, les chats et d&rsquo;autres donn\u00e9es de communication textuelles<\/a>, trouvent des mots apparent\u00e9s et extraient des th\u00e8mes. Ces mod\u00e8les statistiques d\u00e9terminent les liens entre ces th\u00e8mes et leur \u00e9volution dans le temps. Au fur et \u00e0 mesure que l&rsquo;ensemble des donn\u00e9es s&rsquo;accro\u00eet, les algorithmes se d\u00e9veloppent, changent et apprennent \u00e0 mieux traiter les informations, de sorte que les th\u00e8mes deviennent plus pr\u00e9cis.<\/p>\n<p>&nbsp;<\/p>\n<p>Ces mod\u00e8les permettent aux marques de classer les donn\u00e9es conversationnelles par concept plut\u00f4t que par mots-cl\u00e9s ou phrases, de sorte qu&rsquo;elles peuvent agir plus t\u00f4t, plut\u00f4t que de regarder dans le r\u00e9troviseur.<\/p>\n<p>&nbsp;<\/p>\n<p>Dans l&rsquo;exemple de la cha\u00eene de restaurants, l&rsquo;\u00e9pid\u00e9mie d&rsquo;intoxication alimentaire est d\u00e9j\u00e0 en cours lorsque les clients commencent \u00e0 appeler. Toutefois, si l&rsquo;entreprise utilise la mod\u00e9lisation th\u00e9matique pour identifier les sujets li\u00e9s \u00e0 l&rsquo;alimentation, les algorithmes remarqueront un changement dans les sch\u00e9mas lorsque des termes tels que \u00ab\u00a0naus\u00e9eux\u00a0\u00bb, \u00ab\u00a0pas bien\u00a0\u00bb ou \u00ab\u00a0pas s\u00fbr de ce que j&rsquo;ai mang\u00e9\u00a0\u00bb commenceront \u00e0 appara\u00eetre en relation avec la nourriture.<\/p>\n<p>&nbsp;<\/p>\n<p>Ils peuvent alors utiliser ces informations pour trouver d&rsquo;autres th\u00e8mes, comme isoler l&rsquo;aliment consomm\u00e9 qui a finalement caus\u00e9 la maladie. Le restaurant peut alors cesser de servir ce plat de mani\u00e8re proactive et utiliser des canaux tels que les informations du programme de fid\u00e9lisation pour contacter les clients qui ont peut-\u00eatre mang\u00e9 ce plat ce soir-l\u00e0 et leur proposer un bon ou une incitation pour qu&rsquo;ils reviennent d\u00eener dans le restaurant. Ces mesures peuvent \u00eatre prises avant m\u00eame que de nombreux clients ne ressentent pleinement les effets de la maladie.<\/p>\n<p>&nbsp;<\/p>\n<p>Pour <a href=\"https:\/\/www.calabrio.com\/blog\/customer-engagement-trends-2017\/\">mettre en place des strat\u00e9gies efficaces d&rsquo;engagement et de fid\u00e9lisation de la client\u00e8le<\/a>, les marques doivent continuellement chercher \u00e0 am\u00e9liorer la fa\u00e7on dont elles \u00e9coutent leurs clients. La mod\u00e9lisation des sujets permet aux marques d&rsquo;avoir une vue d&rsquo;ensemble en utilisant certains des indices verbaux les plus subtils qui se produisent au cours des conversations avec les clients, et donne aux centres de contact la possibilit\u00e9 d&rsquo;obtenir des informations plus approfondies plus rapidement en identifiant les sujets et les tendances beaucoup plus rapidement. Gr\u00e2ce \u00e0 ces informations essentielles, les entreprises peuvent mettre en place des strat\u00e9gies d&rsquo;endiguement pour \u00e9viter que les probl\u00e8mes ne se propagent, \u00eatre plus proactives avec les clients lorsqu&rsquo;un probl\u00e8me a \u00e9t\u00e9 d\u00e9tect\u00e9 et am\u00e9liorer l&rsquo;exp\u00e9rience globale des clients.<\/p>\n<p>&nbsp;<\/p>\n<p>Chez Calabrio, nous pensons que le centre de contact moderne \u00e9volue constamment pour r\u00e9pondre aux besoins des clients. La mod\u00e9lisation des sujets n&rsquo;est qu&rsquo;une des choses sur lesquelles nous travaillons pour garantir que les centres de contact puissent rester \u00e0 l&rsquo;aff\u00fbt des probl\u00e8mes, des tendances et des souhaits et besoins des clients.<\/p>\n<p>&nbsp;<\/p>\n<p>D\u00e9couvrez les d\u00e9fis auxquels sont confront\u00e9s les centres de contact et la technologie qui leur donne les moyens d&rsquo;agir dans notre <a href=\"https:\/\/www.calabrio.com\/definitive-guide-to-the-modern-contact-center\/\">Guide d\u00e9finitif du centre de contact moderne<\/a>.<\/p>\n<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\n\t<\/div> ","protected":false},"excerpt":{"rendered":"","protected":false},"author":290,"featured_media":5715,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[36],"tags":[],"blog-languages":[],"class_list":["post-11533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cauchemars de l&#039;exp\u00e9rience client : Prenez de l&#039;avance sur les probl\u00e8mes gr\u00e2ce \u00e0 la mod\u00e9lisation th\u00e9matique | Calabrio<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment la mod\u00e9lisation des sujets peut faire passer vos efforts d&#039;analyse vocale \u00e0 la vitesse sup\u00e9rieure en 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